The pillar “People” is a fundamental aspect of all industries as this is what all the corporations are built on. In fashion industry, people play a vital role because fashion is made by people and for people.

Gen-Z is the largest generation, accounting for around 25 percent of the world’s population, with purchasing power of around $360 billion in the US (Lee, 2022). Moreover, fashion is the favourite entertainment category for US Gen-Zers to spend money on, outranking other categories like dining, video games, and music (Lee, 2022). Therefore, the success for brands and companies will come through analysing and focusing on younger generation.

Figure 1 – what fashion represents for Gen-Z (Lee, 2022)

According to the Business of Fashion report, fashion is important for Gen-Z in terms of showing confidence and identity rather than showing status and being trendy. In contrast, for the previous generation – millennials, fashion is all about purchasing power and status. That’s why it is essential for fashion industry to investigate and target different generations and their needs.

In order to attract Gen-Z consumers, brands have to be inclusive, diverse, and transparent. According to the Cambridge Dictionary, inclusivity is “the quality of trying to include many different types of people and treat them all fairly and equally” (Anon., 2022). Fashion industry is evolving in the right direction – making a broad range of sizes, using models with different cultures and ethnicities, and showing a wide variety of body shapes. However Gen-Z wants more, they want something more than just different fabrics, they want uniqueness and ethicality. For Gen Zers, the key point is not to define themselves through only one stereotype but rather for individuals to experiment with different ways of being themselves and to shape their individual identities over time (Hoefel, 2019). Therefore, the key success for the brands would be making their product unique, selling experience, rather then product, being transparent and ethical in the whole supply chain system.

One example of how a brand has responded to diversity is a campaign called “Until We All Win” made by Nike. In 2017, the brand launched a new line of swimwear, making a hijab designed swimsuit for Muslim woman athletes. The campaign promotes equality in all degrees because no win will ever matter “until we all win”. Nike believes in the power of sport to unite and inspire people to take action in their communities (Anon., 2022). In this specific campaign, we are called to pay attention to those who face inequality each and everyday whether it is because of skin colour, sexuality, gender, or ability.

Figure 2 – Nike Victory full-coverage swimsuit

Bibliography

Anon., 2022. Cambridge dictionary. [Online]
Available at: https://dictionary.cambridge.org/dictionary/english/inclusivity

Anon., 2022. Nike. [Online]
Available at: https://www.nike.com/until-we-all-win

Hoefel, T. F. a. F., 2019. ‘True Gen’: Generation Z and its implications for companies. [Online]
Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

Lee, B. S. a. D., 2022. Gen-Z and Fashion in the Age of Realism. [Online]
Available at: https://shop.businessoffashion.com/products/gen-z-and-fashion-in-the-age-of-realism

Lee, B. S. a. D., 2022. Gen-Z and Fashion in the Age of Realism. [Online]
Available at: https://shop.businessoffashion.com/products/gen-z-and-fashion-in-the-age-of-realism

Lee, B. S. a. D., 2022. Gen-Z and Fashion in the Age of Realism. [Online]
Available at: https://shop.businessoffashion.com/products/gen-z-and-fashion-in-the-age-of-realism

Vivienne Westwood, in full Dame Vivienne Isabel Westwood, is a British fashion designer known for her provocative clothing. With her partner, Malcom McLaren, she extended the influence of the 1970s punk music movement into fashion.

Before making her career in fashion, Vivienne Westwood worked as a teacher in an elementary school. Later on, she met his future husband Malcolm McLaren, who was an art student and an activist. Together they opened a boutique at Kings Road in London. The store had several names such as “Let It Rock”, “Too Fast To Live, Too Young To Die” or “SEX”. Vivienne made provocative pieces, adding studs, chains, and sequins to her leather outfits. Some pieces containing pornographic visuals were even banned as being too explicit. Nevertheless, Vivienne’s designs were a huge success as she was showing her vision through her pieces, regardless of the times and trends. Vivienne remained true to her political convictions and her particular style and was able to earn the title of “British Designer of The Year” for three consecutive years. 

Vivienne Westwood is appealing to me as she has carried her rebellious spirit into her collections throughout her career, becoming successful by focusing on her vision and drawing attention to the planet through her pieces. In 2014, she designed a graphic t-shirt, showing the earth in the shape of a heart, the profits of which were entirely donated to Greenpeace. “Climate change is my priority, not fashion,” Vivienne Westwood told The Guardian magazine.

Sources:

https://www.britannica.com/biography/Vivienne-Westwood

A brief history of luxury: Vivienne Westwood, queen of punk fashion