‘People’ refers to one of the four pillars that is discussed within the fashion business; it focuses on how the fashion industry impacts their consumers and the society, whilst also looking at how society changes the way fashion businesses may operate such as their marketing techniques.
There are different generations within society, each with different behaviours and consumption patterns. This will affect how a brand will market their products and who their target audience is as each generation responds differently to different approaches and the beliefs a brand stands behind.
Fig. 1 – (McKinsey, 2019)
Gen Z has been described as ‘digital natives’ who have grown up with the internet and social networks, this has affected how Gen Z consume the media and how they shop. With the increase of social media and its influence on Gen Z about 60% of the US Gen Z have used Instagram to discover new brands and products, however, they are much more aware of overconsumption, their impacts on the earth and diverse and inclusive brands. Due to this generation having access to and being comfortable with the use of the internet, they can easily find out information and the history of a brand and therefore, they can seek out brands that align with their beliefs much easier than previous generations; this will affect how fashion brands will market their products. ASOS is amongst one of the most inclusive brands according to Gen Z, throughout their marketing and their product photos, they use models of different sizes, skin tones and disabilities (Fig 2 and 3)
Fig. 2 – (ASOS, 2022)
Fig. 3- (ASOS, 2018)
By being a more inclusive brand, Gen Z are more likely to purchase from their store; according to a survey conducted by the UNiDAYS network around 49% of students are more willing to purchase from brands that have more gender representation and inclusivity.
For a brand to be successful in this generation, they need to be able to communicate what they stand for such as sustainability or inclusivity, whether if it is through their actions or marketing campaigns. It allows for their consumers or potential customers to be able see whether their ideologies align with the brand they want to buy from and therefore it may increase a brands sales due to the increase importance from Gen Z about being educated about a brand before purchasing from them.
‘People’ is a central pillar of the fashion business strategy as it impacts economic, societal, and cultural aspects of the planet. Consumers now have the ability to be agents of change and “invest not only in a transformation of the fashion industry but in the welfare of society and the planet” (Hethorn and Ulasewicz, 2015).
Generation Z includes those born between 1995 to 2010. Generation Z are “true digital natives” (Francis and Hoefel, 2018) as they have grown up with rapid technological development and been exposed to technology, including mobiles phones and the internet, since birth. This has allowed them to be exposed from an early age to different cultures, societies, and ways of thinking. This context has shaped Generation Z’s understanding of identity and their individual “search for truth, in both personal and communal form” (Francis and Hoefel, 2018), resulting in freedom of expression and open-mindedness to different cultures.
To attract Generation Z, it is crucial that brands understand what they value, desire, and want to be associated with. Generation Z value transparency, inclusivity, diversity, sense of community and self-expression. Regarding transparency, brands should communicate clearly and evidence that they have implemented their ethos and values through the whole supply chain. Social media platforms such as TikTok and Instagram should be utilised to engage with consumers as 50.3% of Generation Z use TikTok (Moran, 2022). It is vital that brands collaborate with opinion leaders such as influencers that represent their values and who Generation Z can resonate with. Moreover, Generation Z looks to these platforms for inspiration, styling advice and guidance, expanding into the metaverse could provide further opportunities to attract Generation Z (fig.1), as they desire a sense of co-creation in which they can explore.
Figure 1: Moran, 2022Figure 2: Moran, 2022
Additionally, Drapers reported that 57.4% of both Millennials and Generation Z consider equality and diversity important (Moran, 2022). It is vital that brands are embedding diversity within their organisational structure and business practices and is not just as a facade for advertising. Good American is a fashion brand founded on the principles of diversity and inclusivity (fig.3). The brand is central to the body positivity movement, championing female empowerment, size inclusivity and embracing the diversity of women in society. They offer an inclusive size range of 00 to 24. Furthermore, they have an annual open casting call to find women of a range of diverse backgrounds to represent real women, reflecting their ethos.
Figure 3: Ettinger, 2022 – Good American
Additionally, the key skills needed for a fashion brand to be successful involves addressing the needs and wants of consumers and using appropriate marketing strategies that communicate and connect with the consumer.
“People” is one of the four pillars of fashion and this focuses on their target market as well as consumers of a fashion brand. “The target market is the group or groups of customers for which the marketer will focus their attention. The group is clarified after rigorous analysis and segmentation of the market have been undertaken.” (Susan Dillon, 2018). It is crucial for a fashion company to understand its consumers and potentially new consumers to keep its company relevant. People’s perceptions of fashion are important, and it has an impact on social elements of society. As many people claim, fashion in general is a method for people to express their personality and this creates trends in fashion that companies would have to keep up with.
What is a generation? A generation is a term used to describe groups of individuals who were born during a period of 15 to 20 years, such as the Millennial generation, which is now the youngest generation of adults.
The current generation is Generation Z and members of Generation Z are known to be “the earliest youth, they have been exposed to the internet, to social networks, and to mobile systems.” (Francis & Hoefel, 2018). The largest generation is Generation Z, which makes up around 25% of the global population and has a significant influence on both culture and the economy. Generation Z is the first to be born with constant access to the internet and social media, as well as they, are known to be globally focused.
As Generation Z is known to be the “digital natives” as well as to be globally focused, brands would need to keep up with these traits they have in order to attract them. A good start for a brand to attract Generation Z is to market on social media platforms. “50.3% of tik-tok users are Gen Z and 25.7% are millennials” (Moran, 2022).
Figure 2. FashionMonitor (2021)
Crocs is a good example of this as 2019 saw immediate success for Crocs with its #ThousandDollarCrocs challenge. One of the first to use the platform was the shoe company. More than 2.5 billion people saw the ad, and even after the challenge was over, supporters kept the memes coming. Thanks to the idea, Crocs saw a spike in followers to over 100,000 in only one week.
Generation Z was raised in a world that was changing. They are constantly eager to make a difference and truly concerned about the environment and social concerns. It’s critical for fashion companies to support worthwhile causes and make a positive impact on the world. They are one of the few businesses that promote realistic physiques by using plus-sized male and female models
Figure 3. ASOS plus sizing
Being more aware might be highly beneficial since consumers, especially those in Generation Z, are more likely to purchase businesses that support diversity. Companies must, however, put a priority on the representation that goes beyond merely generating a profit. For example, Marc Jacobs faced controversy due to the culturally appropriate meaning of dreadlocks.
Figure 4. Marc Jacobs SS17 Runway
“The look incited an immediate discussion about whether or not the hairstyle was an offensive form of cultural appropriation (especially as worn by a predominantly white cast), or if it was merely a show of appreciation for the style.” (Wagoner, 2016) This received backlash from society and was seen as very disrespectful, especially to the Rastas and their religion. In order to be a successful brand, brands would need to cater a lot to the consumers meeting their expectations. Brands need to be more adventurous and diverse but need to be executed right. Good communication and having an open mind is a key people skill that brands need as people could have intriguing ideas and views that are very beneficial to the growth of a fashion business.
‘People’ is one of the four pillars in terms of sustainable fashion, which refers to both the consumers and society. A successful brand responds to different consumer needs with different marketing strategies and keeps up with the times.
Before the term ‘influencer’ was introduced, young people played that social role by creating and interpreting trends. Now a new generation of influencers has come onto the scene. Gen Z stands for the group of people born from 1995 to 2010 (McKinsey & Company, 2018). They are true digital natives from their earliest youth and have been exposed to the internet, social networks, and mobile systems. That context has produced a hypercognitive generation very comfortable with collecting and cross-referencing various sources of information and with integrating virtual and offline experiences.
For Gen Z, 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 (Tracy and Fernanda, 2017). Therefore, what they are looking for are inclusiveness and uniqueness. To be more specific, consumers receive over 3,000 marketing messages every day on average from brands. It is no longer a competition against just the direct competitors, but against all the messages that bombard people’s lives. In a cluttered market with different products in various sectors, it is significant to create an edge, a unique position to clarify the customer profile. This not only helps establish the brand U.S.P. effectively, but also creates long-lasting recall for the brand (Tina, 2017).
Inclusivity is not limited to the idea and concept of sizing. It also means accessing and building creative spaces, agencies, and platforms that cater to a diverse community from designers, models, photographers, hair and makeup, people with disabilities, and the LGBTQ+ community (Thomasina, 2021). For instance, Rihanna’s Fenty brand is championing inclusivity with her vision and passion for inclusion striking a chord with consumers and coming across more authentically. By collaborating with plus-sized models and models of all races, the brand creates gender-neutral products that cater to a wide range of consumers as well as a more expansive and diverse society. ‘We don’t believe in the division. We do not believe in excluding anyone,’ Rihanna said. ‘That’s been our message from day one and it’s not going to change now because everyone is having that realization.’ (Tricia, 2022) The inclusivity and diversity eventually make Fenty Beauty become a successful beauty brand.
In addition, as digital natives, successful strategies of online retail will help brands to attract Gen Z consumers. About 51 percent of UK marketers are already working with influencers. In fact, two well-known fashion brands on platforms like TikTok in The UK are Shein and Pretty Little Thing (Statista, 2021). An effective way for brands to get social media influencer support—whether it happens organically or through a paid partnership-is with an already established presence on social platforms, such as Instagram, YouTube, TikTok, etc. (Jack, 2022).
People is one of the four pillars defining the relationship between society and the fashion industry; in particular Gen Z. With today’s generation having grown up surrounded by advanced technologies, infinite sources of information and social media, selling, branding and marketing within the fashion industry has had to adapt to meet the digital needs of Gen Z.
For the fashion industry, a more authentic and direct way of advertising has become the new favoured and affective way of marketing. According to Francis & Hoefel (2018), consumers are more likely to be drawn to a product if it is an “expression of individual identity”; a personalised or customisable item attracts to the creative individuals that make up Gen Z.
Having grown up surrounded by strategies to beat climate change, the importance of environmental impact is very important to Gen Z. For brands to appeal to this audience, their company ethics need to be the centre of their branding, both online and in store so that customers have a deeper, more personal understanding of where the items came from and how they were made.
Inclusive marketing includes a wide range of races, genders and abilities in their campaigns and content. With Gen Z being one of the most vocal generations to exist, this is extremely important. Unafraid to speak up about the disadvantages towards certain ethnicities and races; many brands have made the shift from the ‘stereotypical model’ to the ‘real model’.
Dove is a global skincare and beauty brand that focus on inclusivity and diversity. Dove’s ‘real beauty’ campaign launched in 2004, featuring women of all different ages, bodies and ethnicities and have since focused on breaking cultural norms and gender stereotypes. These marketing schemes have created a relationship between consumers and dove, proving to them that they are aware of the change needed in todays society. Communication has not only made others feel more included but has also positively affected Dove’s sales, with an increase in sales from $2.5 to $4 billion in the first 10 years.
The competition in the future is the competition for the lifetime value of users. Brand building is the way for enterprises to share value with consumers, resonate with content, and spread resonance. Whether the brand is successful or not depends on whether consumers buy it or not. Whether the evaluation is valuable or not depends on the user. The most noteworthy is Z Generation crowd.
Generation Z was born from 1995 to 2009(Francis & Hoefel,2018). They prefer to play with “new and exotic” products, rely on social media for shopping, and their consumption decisions are influenced by “creativity” and “quality”. They have distinct personalities, focus on experience, and are willing to pursue experiments and new things. As a positive, optimistic and responsible generation, Gen Z is the most individualistic and most concerned about the development of the earth and the environment(Dillon ,2018).
Attracting Gen Z consumers can be done in the following ways. Consider speed and efficiency first, because Gen Z has a shorter attention span, which means if the same ad targets the same users repeatedly, it will create more indifference to your product and your brand. Second, the brand also to advocate for social change, the stance and attitude of brands on various social, gender, environmental protection issues that Gen Z are very concerned about. Gen Z prefers brands that are inspiring and not afraid to participate in issues that affect society. Third, focus on social media User-generated content (UGC) dissemination on the platform, such as KOL, KOC marketing.
Gen Z users have a certain rebellious mood, and they will prefer fashion brands that express their opinions. For example. Karl Lagerfeld, the fashion king who has dominated Chanel for decades, has not shy away from expressing his disgust for obesity on many occasions. Chanel’s new artistic director, Virginie Viard, took a historic step by inviting plus-size models to the runway at the 2020 Fall/Winter 2020 show. Among them was 26-year-old Jill Kortleve, a size 40 model. This move reflects Chanel’s attitude towards feminism and expresses his fashion stance.
As the fashion industry evolves, I think the two most important factors for a fashion brand to succeed are: digital skills and critical thinking. Today’s future is an era of digital transformation. Digitalization has brought significant changes to the fashion industry, especially in 2020 under the influence of the epidemic, with several brands opting for purely digital shows, including Balenciaga and Hanifa’s fully digital shows. Critical thinking is the key to supporting the brand diversity, because it fits the general values of Gen Z people and can maintain constant communication with Gen Z users.
References
Francis ,T & Hoefel F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12.(accessed 16 October 2022).
Dillon, S. (2018). The fundamentals of fashion management. Bloomsbury Publishing.(accessed 16 October 2022).
People focuses on the role of people in the fashion industry and the corresponding impact on the industry. Gen Z, the new generation of people born from 1995 to 2010, is a new consumer group in the fashion industry. Unlike previous generations, in particular, Gen Zers are digital natives, surrounded by technology and the Internet all their lives.
Compared with Gen X’s close attention to material and Gen Y’s close attention to self, Gen Z cares more about uniqueness and unlimited(McKinsey, 2018). In the fashion industry, as a consumer, Gen Z has three typical consumption habits: consumption as access rather than possession, consumption as an expression of individual identity and consumption as a matter of ethical concern. At the same time, with the development of science and technology, they also expressed a strong interest in online shopping.
To attract Gen Z, brands should shift their focus to the online sales and promotion of products, even explore the field of the meta-universe, since 61.6% of Gen Z say they are familiar with the metaverse concept (Drapers, 2022). At the same time, considering that unlimited access to goods and services is valuable to Gen Z, brands should try to increase the stickiness between brands and customers by working hard on services while ensuring high-quality products.
McKinsey reports that fifty-eight per cent of A-class and 43 per cent of C-class consumers say they are willing to pay more for personalised offerings(McKinsey, 2018). In this regard, brands can provide customised services or launch collections that express personal identities, such as a series of products with consumers’ initials or constellation characteristics.
Furthermore, Gen Z also attaches great importance to diversity and other ethical concepts. Seven out of ten Gen Zers say it is vital to defend causes related to identity(McKinsey, 2018). Ralph Lauren has a good performance in this respect. Its two product lines, Lauren Petite and Lauren Curve, especially pay attention to consumers of different races and shapes.
Figure 1 (McKinsey, 2018)
On the other hand, people working in the fashion industry are also crucial. As a mixture of fashion and technology, Farfetch has been looking for fashion industry workers from a technology background(BOF, 2022). In the current trend of the times, skills closely related to technology will become critical people skills to help fashion brands succeed.
References
Drapers, 2022. Gen Z and Millennials 2022. [online].
People. One of the four pillars studied at fbs. This pillar focuses on the social aspects of the fashion industry, most prominently diversity and inclusivity and how to use these features to market to certain consumers.
Gen Z is a very influential generation revolutionising the fashion industry with their forward-thinking ways and familiarity with technology. As children they grew up surrounded by technology, using it became second nature to them. Therefore, they are much more aware of issues surrounding diversity and sustainability in the industry. For example, ‘’65 percent try to learn the origins of anything they buy’’ and ‘’80 percent refuse to buy goods from companies involved in scandals’’ (Francis and Hoefel, 2018).
In order to attract gen z brands should examine their ethical values while also considering where gen z receive most of their content, for example on social media platforms such as Instagram and TikTok. With hashtags such as #tiktokmademebuyit having over 6.5 million views (tiktok, 2022) brands must keep up with constantly changing trends within gen z to succeed. Furthermore, gen z view consumption as ‘’anchored on ethics’’ (Francis and Hoefel, 2018) and in order to attract these consumers, brands must strive to make a change. Not only can social media provide access to gen z, but using emerging technologies can also grab the attention of those who grew up within the dynamic age of tech. For example, the use of ‘’AI’’ which allows ‘’buyers and merchandisers to make intelligent decisions while using the best data available’’ and use it to ‘’cut back on wastage’’ (Behrmann, 2021).
Lingerie brand Savage x Fenty, founded by Rihanna in 2018, is one brand that has responded to diversity in a notable way. On the runway and in advertisements the brand uses a diverse range of models ‘’covering ethnicity, disability, sexuality, and age’’ with model Shaholly Ayers stating that Savage x Fenty was ‘’the most inclusive production [she] had ever been a part of’’ (Cat-Wells, 2021). Not only does it use a diverse team of models, but it also provides a wide range of sizes for customers, for example bras start at a size 32A and go to a size 44D (Simmons, 2018). Savage x Fenty offers an inclusive image where many lingerie brands do not.
For a fashion brand to be successful they must think of more than just profit when producing products. Consumers want a more sustainable and diverse experience because they are more knowledgeable about what they are buying and where and how it was created. Therefore, attention has been drawn to ‘’the desire and contribution of giving back to society in areas such as ethical fashion and sustainability’’ (Dillon, 2018). Brands should also ensure that they have an online presence due to the increasing demand for online shopping. If brands can do this, they can therefore successfully attract the increasingly prominent consumer of gen z.
The second pillar in the fashion business is “People”. This pillar is also known as the Social pillar. The social pillar cares about implementing social welfare measures. For example, companies are less likely to be profitable if they lack the support of their employees, the communities in which they operate and other stakeholders. Businesses benefit when they care about the welfare of their employees. In order to improve employee welfare, companies should set flexible working hours and provide adequate leave. In addition, companies offer reasonable salaries, and they should also provide adequate learning and development opportunities to improve the skills of their employees. Finally, governments and organizations need to be vigilant in eliminating unfair practices such as child labour and exploitation of workers in the production and supply chain (Colson, 2022).
(Inclusion Europe, 2022)
When it comes to Gen Z, many people first think of a variation on the stereotype that “young people spend too much time on their phones. However, Gen Z is becoming an increasingly important part of the workforce. In terms of purchasing power and disposable income, Gen Z is becoming increasingly influential. With the impact of COVID-19, people have experienced a recession. The effects of the recession lasted for years and severely impacted the job market. This ripple effect on attitudes toward higher education and the popularity of specific disciplines, products or services. Today’s Gen Z are more likely to study STEM (Science, Technology, Engineering or Math) disciplines. This has led to Gen Z’s strong belief in social causes and corporate responsibility (Bewicke, 2022).
(Bewicke, 2022)
Brands need to focus more on personalized experiences and rewards to engage Gen Z. Gen Z wants to see the value of what they buy. If brands combine special offers and rewards with social media, they can better reach Gen Z’s target audience. Also, Gen Z is very interested in social media and some influencers. Giving relevant influencers their unique referral code and sharing it with their followers is a highly promising promotional marketing campaign (Bewicke, 2022). Gen Z is more interested in the concept of metaverse and more open to metaverse and its related new technologies. 61.6% of Gen Z say they are familiar with the concept of metaverse, compared to 39.5% of Millennials. Brands and retailers should take full advantage of this phenomenon now to make their promotions （Bespoke and Moran, 2022)
The fashion brand ‘The Reformation’ is a great example of how to respond to diversity. In last year’s report, The Reformation joined the Fair Labor Association in 2021, and they are committed to expanding programs that support workers and protect their rights with the support and cooperation of labour associations and their members. They advocate for basic sustenance and self-sufficiency for all workers. The Reformation completed a significant pay increase in 2021 and will continue this work in 2022 and beyond. In early 2022, The Reformation partnered with Mathison, a platform for diversity hiring and retention. Mathison has a lot to offer their teams in learning, best practice development, and practical recruiting support to ensure they’re reaching a more diverse workforce. Also in the supply chain, they work with a very large number of partners to ensure corporate transparency so that the company remains responsible and sustainable in its values. This guarantees fair labour rights, such as the prohibition of child labour and forced labour, among others （thereformation.com).
(thereformation.com)
If a fashion company wants to be successful, it needs to first connect its employees to meaningful work, and secondly ensure that the company creates a very strong sense of belonging. This is the only way to know the values and perspectives of company’s employees. Understand what employees really experience and feel in their personal and professional lives, and build a positive strategy to respond to their true feelings and experiences internally. At the same time companies need to increase the pipeline of diverse talent and increase senior representation within the company. Secondly, efforts to address the skills gap of employees are very important for companies, and diversity talent recruitment has always been a challenge for companies. Therefore, companies need to expand the scope of recruiting diverse talent by partnering with some external companies and organizations. In e-commerce, companies are more interested in finding employees with a combination of fashion and technology backgrounds. The fashion industry is a very international industry, and in order to interact with consumers, companies need to reach out to more native speakers than ever before, as well as communicate with fashion talent from different places （McKinsey & Company, 2022, pp. 109-111)
Reference:
Colson, D. (2 February 2022) The Three Pillars of Sustainability: Economic, Social And Environment. Available at: https://www.transformationholdings.com/corporate-sustainability/3-pillars-sustainability/ (Accessed: 12 Oct 2022)
Fig 1, Inclusion Europe. (2022) The European Pillar of Social Rights Available at: http://www.inclusion-europe.eu/social-pillar/ (Accessed: 12 Oct 2022)
Bewicke, H. (12 September 2022) Gen Z consumer behaviour: What you need to know. Available at: https://www.talon.one/blog/gen-z-consumer-behavior-what-you-need-to-know (Accessed: 12 Oct 2022)
thereformation.com (2022) THE SUSTAINBILITY REPORT: 2021 YEAR IN REVIEW. Available at: https://www.thereformation.com/sustainability-report-q4.html (Accessed: 16 Oct 2022)
McKinsey & Company (2022) The State of Fashion 2022. Available at: https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20fashion/2022/the-state-of-fashion-2022.pdf (Accessed: 16 Oct 2022)
Bespoke, D and Moran, G. (2022) Gen Z and Millennials 2022. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (Accessed: 16 Oct 2022)
Gen Z and Millennials: How Younger Consumers Are Shopping for Fashion
Regarding the four pillars, the relationship between individuals and the fashion business is examined in the second pillar, People. These individuals have a significant impact on the fashion industry and help to shape the cultures and operations of numerous fashion houses. Gen Z, people born from 1995 to 2010 (Francis & Hoefel, 2018) are prominent individuals as they are driving change and will continue do so in the foreseeable future. According to Drapers Gen Z are digital natives whose shopping habits differ from the previous generations (Moran, Graeme, 2022). These individuals Favour companies that support inclusivity and sustainability with 46.8% of them stating that they have “abandoned a purchase that did not align with their values” (Moran, Graeme, 2022). Being able to adapt to these buying habits and making it a top priority to align with their values will be the key to fashion companies’ success eventually.
Have you ever abandoned or decided against a fashion purchase because you felt that the brand or retailer didn’t reflect you values on sustainability ,ethics ,equality or diversity? (Drapers, 2022)
Francis and Hoefel characterises Gen Z as a ‘hypercognitive generation.’ Having access to several social network sites as well as the internet from a tender age, they are ‘’very comfortable with collecting and cross-referencing many sources of information and with integrating virtual and offline experiences” (Francis & Hoefel, 2018). Therefore, they are logical consumers who can compare their experiences as well as the information they have gathered and choose the companies that best fit their expectations and values. Despite having the knowledge to make rational decisions they may be inclined to support companies that have a convincing narrative and promote their ideals but no action towards their promises.
People from other generations, such as millennials, are now significantly influenced by the youth, changing how they consumer and interact with brands . Consumption among Generation Z is driven by Unique, ethical and unlimited goods. It is clear that online shopping has taken over this generation and over the coming 12 months, 71% expect to shop online for clothes, accessories, and shoes either more than, or at the same level as they did before the pandemic (Drapers 2022). So as stated earlier sustainability, equality and diversity are the key values of Generation Z and ‘47.4% of both Gen Z and millennial age groups say they are willing to pay more for sustainable and ethically made items, compared with 40.7% in 2021’ (Drapers 2022). This report suggests that that for a brand to succeed and be able to draw these individuals, adhering to their values is fundamental. The consequences of neglecting their values are discussed by Drapers stating ‘Overall, 40.1% of Gen Z and millennial shoppers say they have done so this year – up from 37.1% last year’. (Moran 2022).
How important is it that a fashion brand shows it is: Environmentally and ethically sustainable? (Drapers, 2022)
Additionally, to attract Gen Z consumers platforms such as Tik Tok and Instagram are highly effective as 60% in 2022 purchased from a fashion brand by clicking through from a social media post, while many used these platforms for fashion inspiration in 2022 (Drapers 2022). Furthermore, the culture of resale and renting has increased drastically as ‘Half of our shoppers have purchased second-hand fashion and would do so again, 53% haveresold items and in 2022 and 13.6% have rented and would do so again’ (Moran 2022). As a result, being able to offer such services will draw in Gen Z consumers.
‘Have you ever purchased from a fashion brand or retailer by clicking through from a social media post?’ (Drapers 2022)
A Brand that has brought diversity into action effectively is Chromat. Earlier this year with their swimwear launch Chromat offered a range of inclusive swimwear for trans femmes, non-binary people, and intersex bodies (Whitwell,2022). This inclusive collection was presented at runway show on Jacob Riss Beach, a place for New Yorkers who identify as LGBT, trans, or gender nonconforming. This collection showcased sizes from extra small to 4X with models of different sizes as well model with disabilities. This brand successfully celebrated diversity highlighting a plus-size Sports Illustrated star, a trans model, and a topless breast cancer survivor (Zoellner,2019).
PHOTO: COURTESY OF ANASTASIA GARCIA.Powerful: Ericka Hart, a breast cancer survivor, walked topless to show her surgery scarsShow for everyone: The runway show also included pregnant model
Zoellner ,2019. Something for EVERY body: Fashion label Chromat celebrates diversity at its NYFW show, highlighting a plus-size Sports Illustrated star, a trans model, and a topless breast cancer survivor
