Millie McCluskie

About Millie McCluskie

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People

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People are an important pillar within businesses, creating a relationship between both business and consumer with strategies to enhance the industry and consumer needs. Gen Z are effecting views, studies are being created to understand the generation in more depth. (Francis & Hoefel, 2019)

Internet and social media masters, Gen Z are the generation of consumers who have extensive impacts on our culture and economy. The category ranges from people born between 1995-2010 with millennials being the generation before. Gen Z is the largest generation spending most of their disposable income on fashion. It has been recorded that consumers are spending less on fashion as they age leaving Gen Z with the uppermost attention from the industry. (Benjamin & Diana, 2022)

For the industry to attract Gen Z they need to strategise the wants and needs of the consumers. Over the next 12 months its been recorded that “71% expect to shop online, 21% expect to shop online less, while 8% are unsure.” This gives brands the targets of online use which creates a direction for the brand. Creating online experiences that are “fun” and “helpful” while consumers shop will keep the consumers engaged forwarding the experience they had with the brand to other individuals. (Graeme, 2022) Consumers want responsible fashion, and using this response to attract shoppers will be highly beneficial for a brand. Consumers desire to become social entrepreneurs putting pressure and influencing brands to create change. (Hethorn & Ulasewicz, 2021, p. 27-50)

A key factor is diversity, where a brand can attract an immense variety of Generation Z. (WGSN, 2021) Diversity is “the inclusion of different individuals.” (Dictionary, n.d) Victoria Secret’s market has declined significantly over years due to their ‘outdated’ stereotypical angels. Victoria Secret’s chief executive said “the company wants to become a leading global advocate for female empowerment.” They have decided to use female empowerment, creating their board of directors mostly women. (Maheshwari & Friedman, 2021) ‘Love Cloud’ collection used 18 diverse models to honour their new inclusivity and diverse values. (Braun, 2022)

 Figure 1. ‘The Love Cloud’ Victoria Secret collection 
(Braun, 2022)

“You have to speak to the consumer throughout the journey, not only when you get to a place of need.” (Business of Fashion, 2019) Focusing on consumers is key for a brand to become or resume being successful. Communication and relationship building is a key strategy for a brand to connect with their consumers positively forming a devoted alliance and a competitive advantage. Gifting products is an advantage for engaging with people completing the aim of influencing, loyalty and respect when building relationships. (Business of Fashion, 2019)

Reference list:

Braun, J. (2022) Victoria’s Secret launches comfort collection with diverse campaign, Love Cloud. Available at: https://uk.fashionnetwork.com/news/Victoria-s-secret-launches-comfort-collection-with-diverse-campaign-love-cloud,1378192.html (Accessed: 19.10.22)

Dictionary (n.d) Dictionary. Available at: https://www.dictionary.com/browse/diversity (Accessed: 16.10.22)

Maheshwari, S and Friedman, V. (2021) Victoria’s Secret swaps angels for ‘what women want.’ Will they buy it? Available at: https://www.nytimes.com/2021/06/16/business/victorias-secret-collective-megan-rapinoe.html (Accessed 19.10.22)

Moran, G. (2022) Gen Z and Millennials 2022. Available at https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (Accessed: 15.10.22)

The Business of Fashion (2019) How Can Fashion Adopt Connected Consumer Strategies? Available at: https://www.businessoffashion.com/articles/news-analysis/how-can-fashion-adopt-connected-consumer-strategies/ (Accessed: 19.10.22)

WGSN (2021) Diversity & inclusion: Brand strategies. Available at: https://www.wgsn.com/insight/article/90272 (Accessed: 16.10.22)

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Planet

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Humans have a harmful impact to the planet through the use and production of fashion. Planet is an important pillar in the industry focusing on sustainability and aims to benefit and save our environment against a catastrophe. Waste is a key problem with the main cause being overproduction of stock. ‘The last 15 yearshas seen the doubling of production, while there has been a 40% drop in the amount of time clothing are worn.’ (Ellen Macarthur Foundation, 2021) The need for sustainability is increasing, forcing brands to recreate innovative business strategies to meet the future demands. Sustainability shouldn’t be seen as a trend but a way for society to build together positive values through the industry.

To anticipate the future we need a paradigm change, focusing on a circular economy. A constructive cycle minimising waste and pollution giving materials, products and recourses the longest life achievable. In comparison to the liner system operating on ‘take, make, use, waste’, materials and products aren’t utilised to their full potential. (Conde Nast, 2020) According to the Ellen MacArthur Foundation, a circular economy goes beyond simply minimising negative effects but ‘a systemic shift that builds long-term resilience, generates business and economic opportunities, and provides environmental and societal benefits.’ (Gwilt, 2020, p.10)

Figure 1 (Earth.org, 2022)

A major concern, sustainable fashion is a strategic processes of positive changes in the industry that values diversity, prosperity and the well being of our planet. This significant factor concentrates on the industry’s design, production, communication, wearing, and end of life. Over the last 30 years sustainability has slowly entered the spotlight within the industry, however researchers pointed out that not enough physical breakthrough has been achieved. Although there isn’t going to be 100% sustainability within the industry a change needs to happen. Pretty Little Thing and other retailers have organised a resale model to give people’s unwanted clothing a second chance because waste is a significant sustainability concern in the industry. ‘MISTRA Future Fashion research project (2011-2019) showed that using clothes three times longer can reduce their carbon footprint by 65% and their water use by 66%.’ (Conde Nast, 2020)

Sustainable development goal 12 ‘Ensure sustainable consumption and production patterns,’ focuses on making a positive impact on the environment by using less unnecessary recourses. 12 has targets and indicators along side to give businesses a goal which they can work towards.’By 2030, ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature.’ This target core is to educate globally in institutions as part of the curricula. Creating sustainability as an educational concept will raise the awareness of all humans especially Gen Z who could make the biggest movement within the target. Knowing the production values of a company will make a consumer feel subconsciously guilty if they dispose of their clothing poorly or purchase carefree from fast fashion businesses. Education is key. (United Nations, 2022) 

Bibliography:

Condenast (2020) The sustainable fashion glossary. Available at: https://www.condenast.com/glossary/glossary-introduction (Accessed: 8th October 2022)

earth.org (2022) 10 Stunning fast fashion waste statistics. Available at: https://earth.org/statistics-about-fast-fashion-waste/ (Accessed: 9th October 2022)

Ellen MacArthur Foundation (2010) Circular economy introduction, How to Build a Circular Economy. Ellen MacArthur Foundation. Available at: https://ellenmacarthurfoundation.org/articles/the-trends-and-trailblazers-creating-a-circular-economy-for-fashion (Accessed: 9th October 2022)

Gwilt, A (2020) A Practical Guide to Sustainable Fashion, Bloomsbury Publishing USA, London.  

United Nations (2022) Sustainable development goals. Available at: https://sdgs.un.org/goals/goal12 (Accessed: 9th October 2022)

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Screenshot 2022-09-30 at 12.49.35

A favourite fashion brand – Pangaia

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Having many favourite fashion brands, coming into the colder season I have decided to choose Pangaia. Pangaia is a sustainable fashion brand having a mission to save our environment having scientists, technologists and designers working together to create the garments. As an individual studying fashion and wanting to be apart of the industry I would like to push myself more into finding sustainable fashion brands becoming apart of the ongoing movement. I am a consumer of the tracksuits due to the high quality and style. I am also drawn to this brand through the high values they hold for society, environment and the fashion industry. Pangaia have a USP of the unisex bold colours they produce keeping to a set colour pallet through each garment they produce. Pangaia is my favourite brand for style, fashionable tracksuits keeping the positives while wearing the sustainable brand.

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