Gracie Fitch-May

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Within the four pillars, People focuses on the connection between society, consumers, and the industry of fashion. Strongly considering the Gen Z consumers, who differ from earlier generations as they are the first to grow up as digital natives – surrounded by technology for their entire lives (Moran, 2022). Generation Z are the largest generation, comprising 30% of the world’s population, globally there are 2 billion (Mccrindle, 2022). Being defined as anyone born between 1997 and 2012. Gen Z have grown up in a hyper-connected world. 

It is vital for brands to understand who Gen Zs are and how they interrelate with the brand (Fromm, Read, 2022). As Gen Zs are living in an everchanging digital world, social media is a key communicative platform for brands to attract due to 61% of Gen-Z buying products via mobile in the last month which shows the impact of social media on the active consumerism this generation takes. Stereotyping, reducing people to minor characteristics, is a crucial movement to break to attract Gen Z consumers (Stuart Hall). The idea of beauty is promoted as valuable due to expectations to conform to a morphed ideal beauty standard also known as the beauty myth (wolf). This can be referring to the male gaze in which women’s bodies are fragmented to be viewed through the eyes of a heterosexual male causing sexualisation and objectification (Mulvey). Brands can defeat this by removing stereotypes and actively seeking to show a diverse range of people in an unobstructed view.  

Furthermore, 77% of Gen-Z feel more positive to brands that promote gender equality on social media (Morgan, 2020). Marketing towards rising body positivity industries and diversity can fulfil Genz. 52% of Gen-Z are non-Hispanic whites, making them the most diverse generation in history (Morgan, 2020). Therefore, representation is expected, Incentives to see a range of identities on our catwalks, to accommodate changing bodies as BODIES DO CHANGE. Diversity hit the runway at BOSS fashion show, unveiling the #BeYourOwnBOSS motto- a movement inspired by empowerment and determination. Boss’ creative director states “an expression of individuality, freedom, and self-expression.” (Falcioni, 2022). 

Figure 1: Hugo Boss catwalk cast at fashion show.

Understanding bias is a key skill needed for fashion brands to no longer rely on previously formed judgements which are faced with stereotypes and assumptions. To become more actively engaged to talk about culture and identity. 

It is important for brands to keep a close eye on Gen Z consumers as their habits will differ starkly to today’s older consumers. Furthermore, influencers make a strong impact on Gen Z, this is shown in celebrities such as Bella Hadid, references as the Bella Hadid effect, in which clothing becomes a trend once seen on icons. Brands can target this generation through influencers which is where brand deals are a key concept.  

Moran, G., 2022. Gen Z and Millennials 2022 – Drapers. [online] Drapers. Available at: <https://www.drapersonline.com/guides/gen-z-and-millennials-2022> [Accessed 11 October 2022]. 

McCrindle. 2022. Gen Z and Gen Alpha Infographic Update – McCrindle. [online] Available at: <https://mccrindle.com.au/article/topic/generation-z/gen-z-and-gen-alpha-infographic-update/#:~:text=Generation%20Z%20are%20the%20largest,almost%202%20billion%20of%20them> [Accessed 14 October 2022]. 

Marketing to Gen Z by Jeff Fromm, Angie Read – eBook | Scribd, <https://www.scribd.com/book/375131102/Marketing-to-Gen-Z-The-Rules-for-Reaching-This-Vast-and-Very-Different-Generation-of-Influencers>. [Accessed 12 Oct.] 

Hall, S. (1997) Representation: Cultural Representations and Signifying Practices  

Wolf, N., 2009. The Beauty Myth: How Images of Beauty Are Used Against Women. HarperCollins.  

Hein, C., 2006. Laura Mulvey, Visual Pleasure and Narrative Cinema. Norderstedt Germany: GRIN VERLAG, pp.3-10. 

Morgan, B., 2022. 50 Stats All Marketers Must Know About Gen-Z. [online] Forbes. Available at: <https://www.forbes.com/sites/blakemorgan/2020/02/28/50-stats-all-marketers-must-know-about-gen-z/?sh=2b89d48b76d0> [Accessed 16 October 2022]. 

AG, H., 2022. HUGO BOSS Group: BOSS Fashion Show Milan FW22. [online] Group.hugoboss.com. Available at: <https://group.hugoboss.com/en/newsroom/stories/boss-fashion-show-milan-fw22> [Accessed 16 October 2022]. 

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Planet

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Planet, one of the four pillars studied within Fashion Business School, is an important part of the fashion industry focusing distinctively on sustainability and ensuring recognition of damage to the environment. 

Meeting the needs of the present generation without compromising the ability of future generations to meet their needs (The Brundtland Report, 1987). From three sustainable perspectives. Social sustainability looks at equal opportunities, between genders, age and countries and societies within. Environmental sustainability takes care of our planet, resources, and our ecosystems. Evidentially economic sustainability supports long term growth without affecting social, environmental, and cultural aspects of the community. 

In fashion context, circularity considers utilising resources to get the most out of them. Recovering products at the end of each service life. This is vital as 300,000 tonnes of clothing are thrown away annually. The UK being the biggest consumer of fashion in Europe, clothing utilisation is declining, and sales are growing. This results in larger production producing more waste. Items are designed, sourced, and produced to be used and circulated for as long as possible. So, instead of a linear fashion model, this relies on products being used responsibly for a long time without creating waste. (One green planet, Trinity Spark, 2022) Landfill mountains are being produced and less than 1% of unused clothing is being used. (Ellen McArthur Foundation). 

Adhering to the United Nations Sustainable Development Goals aim for a better tomorrow with everyone’s participation and commitment. There are 17 goals addressing the global challenges we face, including poverty, inequality, climate change, environmental degradation, peace, and justice. (United Nations Sustainable Development Goals, 2022). All goals are integrated with universality.  

Figure 1. The 17 Sustainable Development Goals (www.un.org Sustainable development, 2022).

Climate change is affecting every country. Goal 13: Climate action, has been implemented by fashion brands such as Zara. Recycling bags and security tags, with deadlines to use only sustainable materials by 2025. upcycling schemes could therefore be introduced to make clothing last longer. Uniqlo provides schemes with repair areas in stores. Including video tutorials online to ensure consumers have knowledge to repair items at home for longer life-cycle delineating waste. (Uniqlo.co.uk, 2022). This is not to deny the fact that greenwashing is a large factor to consider, a toxic trend amongst brands. A company markets themselves as sustainable and eco-friendly without taking the steps to make this change. H&M’s Conscious Collection was exposed, a lawsuit filed as “environmental scorecards for products were actually misleading,” (The Cut, Alden Wicker, August 19th, 2022). 

Bibliography 

“Sustainability | United Nations. | The Brundtland Report| 1987” https://www.un.org/en/academic-impact/sustainability. [Accessed 7 October 2022]. 

3 Sustainability Models | Sustainability Advantage</i>, https://sustainabilityadvantage.com/2010/07/20/3-sustainability-models/. [Accessed 7 October 2022]. 

“The Future of Fashion is Circular. Here’s What You Need to Know! | Trinity Spark” 03 Oct. 2022, https://www.onegreenplanet.org/environment/the-future-of-fashion-is-circular-heres-what-you-need-to-know/. [Accessed 7 October 2022]. 

The Ellen MacCarthur Foundation, Fashion and the Circular Economy, 2017 https://archive.ellenmacarthurfoundation.org/explore/fashion-and-the-circular-economy [Accessed 7 October 2022]. 

 “#WearNext – Ellen MacArthur Foundation. | Francois Souchet| 2022” https://ellenmacarthurfoundation.org/articles/wearnext/. [Accessed 7 October 2022]. 

“Sustainable Development Goals.:. Sustainable Development Knowledge ….” https://sustainabledevelopment.un.org/?menu=1300. [Accessed 7 October 2022]. 

THE 17 GOALS United Nations | Sustainable Development, 2022) Sdgs.un.org. 2022. THE 17 GOALS | Sustainable Development. [online] Available at: <https://sdgs.un.org/goals> [Accessed 7 October 2022]. 

“DIY clothing repair | Sustainability | UNIQLO UK.” https://www.uniqlo.com/uk/en/content/product-care-repair.html. [Accessed 7 October 2022]. 

“Why H&M’s Greenwashing Case is Important to Fashion – The Cut. | Alden Wicker” 19 Aug. 2022, https://www.thecut.com/2022/08/h-and-m-greenwashing-fashion.html. [Accessed 7 October 2022]. 

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Screenshot 2022-10-02 at 23.32.19

My favourite fashion brand- Corteiz

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‘Cade on the map’ was launched through the friendship of university students Clint and Ade however dissolved in 2017. Clint was not finished, going solo, my favourite fashion brand Corteiz (cor-tayz) was born.  

Building momentum through demand and limited stock, products are dropped on the password-protected website, selling out within minutes at sporadic times creating exclusivity. People want what they cannot have.  

Creating hype as consumers demand more from the brand. Corteiz promotes an exclusive community through private Instagram accounts and Clints ability to connect personally with his consumers through his youthful relatable personality. Making jokes with regular engagement on social media, bridging the gap between him and his consumers to develop a loyal bond. Vitality and authenticity are restored to the streetwear world. 

The brand tagline RTW, RulesTheWorld, allows audiences to spread the message across social media in a less directly promotional manner. The power of word of mouth. 

A key interest I take into this brand is Clints strong discouragement of resale culture. He believes those who are true to the brand should be able buy items at the retail price. He is shown to cancel orders if he notices resale on sites such as Depop. Ensuring that it is not a company revolving around profit. “There is only one place to buy corteiz”– as resale destroys the community aspect and raises barriers to enter.  

Corteiz embarks on unique marketing experiences such as ‘Da Great Bolo Exchange,’ reaching customers in the real world. Offering the chance for consumers to trade premium branded puffer jackets in return for a Corteiz puffer – establishing themselves up at the top of streetwear due to the huge outcome. The traded in jackets were worth a sum of £16,000 donated to the homeless. Corteiz is therefore a brand to make change. The Alcatraz logo supports this through the meaning of ‘rebellion against convention. Escaping from the norm’ 

Corteiz is unique to other streetwear brands. It continues to operate under Clints individual small team. The niche illusive concepts are setting consumers aside from the rest, promoting individuality. Ruling your own world. 

On contrary, are people going off Corteiz? It is not as limited as it was before as more people are discovering it, it has been gentrified. Has it just evolved to a state with more recognition? Innovation, hype, longevity, and quality will determine.  

The sheer unpredictability creates excitement within the brand. Clint swiftly addresses negative feedback online: “Everybody’s a genius in hindsight.” 

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