Gen Z, people born from 1995 to 2010 are true digital negatives and very comfortable with collecting and cross-referencing many information sources and integrating virtual and offline experiences. (Tracy and Fernanda 2018) Some interesting statistics about Generation Z and their online shopping habits:77% have taken some form of action for a cause they believe in;23% have even boycotted a brand;65% have purchased something based on an influencer’s recommendations. (Voyado Elevate 2022) ‘People’ is another one of the pillars of sustainability that has a great relationship with the fashion business.

As a consumer, Gen Zs are searching for truth and is more likely to value individual expression and avoid labels, so companies should be attuned to three implications for this generation: consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern. Businesses must rethink how they deliver value to the consumer and rebalance scale and mass production against personalization. (Tracy and Fernanda 2018)

Generation Z cares a lot about the planet and the future, which is a huge opportunity for sustainable business growth. They believe that the generations before them represented overconsumption, capitalism, and materialism. Gen Z shoppers are less likely to trust companies compared to older age groups. Instead, they choose to follow influencers on Instagram and YouTube with a high following and reach. (Voyado Elevate 2022)

Diversity is the range of human differences, including but not limited to race, ethnicity, gender, gender identity, sexual orientation, age, social class, physical ability or attributes, religious or ethical values system, national origin, and political beliefs. (FERRIS STATE UNIVERSITY 2022) In partnership with Getty Images and digital photography company Girl gaze, Dove has led a 5,000-image initiative on GettyImages.com featuring 179 women from 39 countries. The photographed talent, which includes plus-size women, trans women, and women with skin conditions like Vitiligo, was shot by 116 female-identifying photographers within the Girl gaze network. Dove understands the impact that unrealistic images of beauty can have on a woman’s body confidence, and we have believed in liberating women from narrow beauty ideals and have showcased beauty diversity in our advertising. (Sophie 2019)

The fashion industry expects you to be pushing the envelope all the time. Here, imagination has no limits, and keep challenging yourself. (Laced,2022) However, teamwork is key to any business. If you want to be successful, it does not matter if you are in the fashion industry or an online writing service provision, you must be smart about how you work with your team effectively and how you keep your team motivated. (Nancy 2022)

References:

1. Tracy, F.&Fernanda,H 2018‘True Gen’Generation Z and its implications for companies Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: October 16, 2022)
2. Voyado Elevate 2022 How is generation Z shopping? Available at: https://www.apptus.com/blog/generation-z-online-shopping-habits/ (Accessed: October 16, 2022)
3. Priya, R 2019 Dove doubles down on diversity and inclusivity with Project #ShowUs Available at: https://www.glossy.co/beauty/dove-doubles-down-on-diversity-and-inclusivity-with-project-showus/ (Accessed: October 16, 2022)
4. FERRIS STATE UNIVERSITY 2022 DIVERSITY AND INCLUSION DEFINITIONS Available at: https://www.ferris.edu/administration/president/DiversityOffice/Definitions.htm (Accessed: October 16, 2022)
5. LACED (Textile value chain) 2022 TOP7 SKILLS AND QUALITIES NEEDED TO BECOME A SUCCESSFUL FASHION DESIGNER Available at: https://textilevaluechain.in/news-insights/top-7-skills-and-qualities-needed-to-become-a-successful-fashion-designer/ (Accessed: October 16, 2022)

‘People’ is one of the four pillars of sustainability explored in LCF fashion business school.  They created the industry, sustain it, and influence it, in its successes and failures.

However, the fashion industry isn’t sustainable in the present, and “people” are the reason for that. This is because consumers are buying more clothes than ever before, 56 million tonnes of clothing are bought each year (Beall, 2020) and that figure is expected to nearly double by 2030 thus influencing fast fashion to grow and expand even more. However, the increase in fashion consumption has led to an increase in textile waste as the average American throws away 37kg of clothing every year. (Beall, 2020) 

Although it’s not just the consumers causing an unsustainable fashion industry, businesses within the industry are notorious for paying their garment workers low wages. Around 35 – 40% of garment workers are not paid the legal minimum (ILO), negatively affecting SDG number 8, decent work and economic growth.

However, Gen Z is currently the biggest influence on the fashion industry as they make up 32% of the world’s population (Spitznagel, 2020).

With this influence comes the ability to change and challenge issues within the industry as Gen z is more concerned with social and environmental causes than previous generations, therefore brands are having to become more transparent and conscious of the choices they make. “9 – 10 gen z consumers believe companies have a responsibility to address environmental and social issues” (Amed et al, 2019)  

However social media is having a massive effect on a business’s image as 97% of Gen Z use social media (Kastenholz, 2021). The companies that addressed issues and movements such as #MeToo, #BlackLivesMatter and body positivity have benefited from the positive press that’s resulted in consumers wanting to spend money with them as their views align, however, the companies that didn’t address the issues were in danger of being blacklisted and cancelled by today’s society as social media has it made it easier for normal individuals in society to challenge big brands. 

Victoria’s Secret Is an example of a brand that has faced significant loss in sales, – 4.5% from 2021 – 2022 (Retail Insight Network, 2022) and brand image as they failed to embrace society’s move to increase diversity inclusion of underrepresented groups. Most famously them hiring Ashley Graham as their plus-sized model who wears a UK 10 – 12 however the average size for a woman is a UK 14 (Nunes, 2022).

However, Rihanna’s Fenty brands have shown how successful a business can be if it embraces and represents everyone. From Plus size to gender-neutral clothing as well as models of all gender, race and ethnicity being seen from the catwalk to the boardroom. 

The line passed $ 1 billion in sales after only a year (McKinnon, 2022).

Although, it could be argued that although Fenty is considered diverse and represent a wide range of society, are they very affordable and accessible for the average consumer as a monthly subscription with them retails at £50. 

References 

Amed et al – https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion

Beall – https://www.bbc.com/future/article/20200710-why-clothes-are-so-hard-to-recycle

ILO – https://www.ilo.org/global/topics/wages/minimum-wages/lang–en/index.htm

Nunes – https://www.byrdie.

Spitznagel – https://nypost.com/2020/01/25/generation-z-is-bigger-than-millennials-and-theyre-out-to-change-the-world/

com/average-body-weight

When looking into the success and continuity of fashion businesses, they are linked to The Four Pillars, where ‘People’ explores the relevance of inclusivity as the fashion industry adapts to the moral and societal changes in the Modern world. Over the past Century there has been an immense surge in the importance of technology for societal functioning, of which has subsequently impacted each generation differently. Generation Z (Gen Z) consumers are “loosely, people born from 1995 to 2010” (Francis & Hoefel, 2018) and have grown up alongside the latest new technology meaning that when it comes to consumption, “Gen Z in particular differ to the generations of shoppers before them: they are the first to grow up as digital natives” (Drapers, 2022)

Naturally, due to the importance of staying consistent with the changing times, when wanting to attract Gen Z consumers, a brand should simply make their online marketing more effective and engaging, considering that 48.6% of Gen Z consumers shop for clothes, accessories and shoes online (Drapers, 2022). Other ways of attracting Gen Z consumers may be linked to perhaps altering the methods of production and manufacturing of a fashion businesses’ products to be less wasteful and more sustainable considering that Gen Z often view “consumption as a matter of ethical concern” (Francis & Hoefel, 2018).

As technology has developed vastly recently, society has also seen a large leap in representation and diversity within many fashion business’ branding messages and campaigns. Despite the often-justified questioning of whether this new emergence of inclusivity is simply a coherent shift in the business’ branding or whether it is diversity washing (which may sadly often be a trend), there have been some notable Business campaigns that have stood out. Rhianna’s lingerie brand Savage x Fenty is notable for its inclusivity throughout its sizing, ranging from XS to 3X and 32A to 46H. They have also shown diversity among their social media marketing strategies since the beginning of their brand in 2018 by using a variety of models varying in race, size and gender during campaigns

For a Fashion business to be successful, the Creative Director needs to have an adaptable concept which compliments the relevant societal issues that are affecting the world in that moment. For example, as diversity has become more of a relevant issue within the fashion industry, it is important for businesses to display that they are an inclusive brand to gain consumer support and, in turn generate sales.

The term ‘people’ relates to the four pillars talked about within fashion marketing at LCF. These generations are vastly different, they have different beliefs and different experiences in life, they have also assorted products which were either new or developed to their year.  

Gen Z has been exposed to the internet very easily, social networks and to mobile systems. They are very much into their trends and looking into new strategies to benefit society. They are more likely to buy sustainable, high-quality products 73% of Generation Z consumers are willing to pay 10% more for sustainable products, according to a report from First Insight as 23% of gen z consumers have boycotted brands (Apptus, 2013). This can be for the damage to the planet or the working conditions of employees.  

To attract Gen Z consumers the brand must be sustainable and have a purpose for them which would attract consumers. The brand also must be eye catching and targeting the right demographic (Kim, 2021). To attract gen z consumers, they would have to be innovative and create something which has never been seen before or adapt to the market changing in a sustainable way. Gen Z also likes the idea of small businesses as they will not be helping big fast fashion brands such as PLT, Urban outfitters, and Zara. 

Nike has been a brand which has adapted to diversity as they have released something called “until we all win” which is to highlight the stories of indigenous people and LGBTQ+ athletes. Nike’s goal is to unite and inspire people to act in different communities. The brand Nike has a history of speaking out on causes that can reflect their values such as introducing a hijab full covered swimsuit for Muslim women athletes. In addition to this Nike also uses many diverse models to model their clothing for those who have different ethnicities and backgrounds (pixlee tun to).  

The key people skills for a fashion brand to be successful are to be sure to keep up with all the fashion topics and celebrities and to know which trends are in and out of fashion and to know what consumers want. A good fashion brand would have to keep active on social media to enhance their audience and to make sure they are sustainable and have a brand for the right reasons such as wanting to make a difference in the fashion world. Brands must be able to adapt assorted designs which would satisfy consumers’ wants and needs.  

References 

Hethorn, J., & Ulasewicz, C. (Eds.). (2015). Connecting with people on sustainable practices. Chapter 2 Pages : 27–50 

People is one of the four pillars of sustainability at fashion business school. People are the focus of every organisation whether they are the designer, the model, the consumer or the seller, therefore they are crucial in the fashion industry.

Members of generation Z are born ‘from 1995 to 2010’ (Francis and Hoefel, 2018) and have been born with the internet and phones right into their hands. Due to gen z being ‘the first to grow up as digital natives, surrounded by technology and the internet for their entire lives’ (Moran), as consumers they are most likely to shop via the internet. A Drapers report on gen z states that over 40% of gen z prefer to shop online due to the convenience of it and 45% like being able to shop around online for the best price (Drapers). Social media is also a huge influence on gen z and how easy it makes it to follow trends and styles. Majority of Gen Z when shopping for clothes care about the environment and whether the clothes were made sustainably in suitable working conditions. Preloved clothes are also popular with gen z, buying through the likes of Depop or Vinted, supported by another Drapers survey ’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’ (Moran). Therefore, when a brand is aiming to attract Gen Z, they must consider whether their values are correct and if they are being sustainable and treating their workers right. ‘They place high importance on brand ethics and corporate responsibility, even more so than millennials’ (Henry Bewicke). ‘The core of Gen z is the idea of manifesting individual identity. Consumption therefore becomes a means of self-expression’ (Francis and Hoefel,2018), therefore if brands are trying to attract gen Z, they must think about how individual their garments are and whether they differ from the norms and are unique for people to express themselves in.

An example of a brand which has responded to diversity is HARA the label, founded by Allie Cameron. ‘She was travelling in India when she first learned and saw with her own eyes, the social and environmental impacts of the fashion (Dupez Perez, 2019). The brands mission is to ‘bring change and awareness to the human and environmental issues within the fashion industry’. Hara has been using diverse women in its photoshoots and has done from the first day. The models representing the brands website all have different body types and are from different cultures. 

HARA the label, (ecowarriorprincess.net)

The key people skills needed for a fashion brand to be successful, would be the willingness to change, and follow new values. Being ethical not only helps save the planet but is also top of Gen Zs list when buying clothing. However, they must use sustainability and diversity as actual values, not just buzzwords or trends in order to attract customers.

Works Cited

Bewicke, Henry. “Gen Z Consumer Behavior: What You Need to Know | Talon.One.” Www.talon.one, 7 May 2021, www.talon.one/blog/gen-z-consumer-behavior-what-you-need-to-know.

Dudez Perez. “8 Ethical Fashion Brands Celebrating Diversity, Inclusivity and Body Positivity.” Ecowarriorprincess.net, 30 Mar. 2019, ecowarriorprincess.net/2019/03/8-ethical-fashion-brands-diversity-inclusivity-body-positivity/.

Francis, Tracy, and Fernanda Hoefel. ““True Gen”: Generation Z and Its Implications for Companies.” McKinsey & Company, 12 Nov. 2018, www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies.

Moran, Graeme. “Gen Z and Millennials 2022.” Drapers, 2022, www.drapersonline.com/guides/gen-z-and-millennials-2022.

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Since the beginning of the 20th century, marketers have divided us into seven groups for research and study purposes, aka generations. Each shared experiences and circumstances, making them unique and Remarkables groups of people.

As a Gen-Z, I have never lived in a world without technology and phones; we are digital natives. Growth with access to social media platforms, we now live in a world of influence; we like to be represented and listened to, “more racially and ethnically diverse than any previous generation “( Parker, K 2020). However, for this reason, we are dependent on technology: for every single act in our daily routine- from the moment we wake up until we go to sleep- we are connected to technological instruments that facilitate our lives. Generation Z is used to google things and having the information in seconds, the easy and fast access way “a hypercognyitive generation very comfortable with collecting and cross-referencing many sources of information and integrating virtual and offline experiences” (McKinsey, 2019). 

Brands have to change the way they act and produce for this youth group of people as Gen Z is more aware of global crises, inequalities, and other problems. They like to buy from brands they admire who are creative, respectful, knowledgeable, interested in what is happening, open-minded, and have good communication skills. So to attract the attention of Z consumers, eye-catching short content creations influenced by someone they relate to and admire rather than traditional celebrities is a potent tool for brands. Transparency is vital for creating a trustful environment between the brands and them- which is essential because Z’s “analyze not only what they buy but also the very act of consuming”(McKinsey, 2019). Companies are expected to be inclusive and give their opinions on problems happening in the world. “Gen Z consumers are more likely to buy sustainable, high-quality products. They value personalized products and are often drawn to brands that share their point of view on political issues. (Apttus, 2022) ” An excellent example of a brand that embraces diversity is ThirdLove, “a lingerie company created in response to the frustration the co-founders (and countless other women) felt when trying to find bras that fit real bodies.” (Pixlee Taranto, no date). They created a line of bras with 78 different sizes. Their social side is solid; they participate in many causes, such as saving the turtles and hurricane help. Third Love has made an incredible campaign called “ THE TL EFFECT” to support businesses run by women of color, providing mentoring sessions and other activities.

REFERENCE:

Apttus (2022) How is Generation Z shopping?

Parker, Kim ( 2020) What We Know About Gen Z So Far

McKinsey (2019) ‘True Gen’: Generation Z and its implications for companies 

Third Love (no date) Our story

Pixx Lee (no date) 4 brands embracing diversity in their content

photo : https://comarketing-news.fr/millenials-et-gen-z-se-mefient-des-contenus-de-marques/

www.dailydigitalfix.com/gen-z-fashion-brands/

 “People” is the second pillar studied at fashion business school. It focuses on the role of society in the fashion industry. One of the key elements of the pillar are diversity and inclusivity. People play a crucial role in fashion from creating new materials for clothing to simply buying trendy pieces. Fashion revolves around people as it is made by them, for them. 

To begin with, the society one lives in always changes and develops, new generations have different needs and wants in comparison to the previous ones. However, fashion industry must meet them to prosper. If hundred years ago clothing of good quality would be enough for a consumer, in 2022 it needs to be a lot more than just practical and well-sewn. For example, Generation Z cares not only about a fashion brand’s clothing, but also how a brand includes diversity in their campaigns and collections. But who is generation Z in the first place? People who belong to Gen Z—roughly defined as those born between 1995 and 2010—are real digital natives because they have grown up with access to the internet, social media, and mobile devices (Francis, T. and Hoefel, F. (2022) ) As consumers, Gen Z care about a brand’s image and its ability to keep up with recent trends, as well as, it having a place on social media. 

Moreover, there are a few new things a brand should do to attract Gen Z. First and foremost, it should be able to sell online since Gen Z is used to do many daily things, such as shopping, online. Secondly, a brand should not only sell clothing but also be present in media: have pages on social media, show their responses to recent trends, news, problems. Thirdly, it should communicate with its consumers through inclusivity and diversity.

One of the brands, that has responded to all the points written above is Gucci. They have not only included people of different races and ethnicities on their runways, but also hired a model with Down Syndrome, advancing diversity in the beauty business by one more step (Schmid, M. (2022) ).

Lastly, a brand must have key people skills as good marketing and presentation skills (incorporating famous fashion influencers in campaigns), transparency, communication, and inclusivity to be successful. 

Bibliography

Francis, T. and Hoefel, F. (2022) ‘true gen’: Generation Z and its implications for companies, McKinsey & Company. McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: October 16, 2022). 

Schmid, M. (2022) Gucci Beauty: Campaign for greater diversity, inclusiveness and body positivity, Österreichs Modemagazin. L’Officiel. Available at: https://www.lofficiel.at/en/beauty/gucci-beauty-campaign-for-greater-diversity-inclusiveness-and-body-positivity (Accessed: October 16, 2022). 

Whenever people talk about sustainability in the fashion industry we think of four pillars – economic, social, environmental and cultural. And people play a very important role in this. The fact that people are the main drivers of sustainable development is fundamental to this issue.
Those born between the late 1990’s and early 2010’s .(Meola,2022)They were influenced by the internet, instant messaging, newsletters, MP3 players, mobile phones, smartphones, tablets and other technology and are more receptive to new things. As consumers, they are more receptive to a wide range of products and are happy to try new ways of shopping other than the traditional ones, such as online shopping and live streaming. They are also willing to pay for more personalised products.Not surprisingly, Generation Z consumers are significantly less likely than the general population to primarily use bricks and mortar retailers in 2019. Of those surveyed, only 15% of Generation Z are likely to use only high street retailers, compared to a third of the rest of the population. They are also more likely to use only online retailers, with a third (33%) saying this is their preferred method of shopping.(Redfern,2019)

As a brand, if it wants to attract Gen Z, it needs to keep up with social media trends and be bold and innovative in order to catch the eye of Gen Z. Attention to communication is an important factor in maintaining Gen Z’s continued consumption of the brand.There are 6 ways brand can engage Gen Z audiences:1. Know brand channels2. Stand for something3. Present seamless experiences4. User-generated content5. Influencer marketing6. Referral marketing(Courtney Wylie,2019)

GAP is a very successful brand in terms of diversity. It has a long history of fighting for equality. It expects to double its black and Latino workforce and increase the number of black leaders to 50% by 2025. And it has a product inclusion strategy that focuses on black consumers. There is also care for LGBTQ people. GAP employees will also be cared for and nurtured to drive the vision and commitment to engage in diversity.(Gap Inc,no date)

The key interpersonal skill for a fashion brand to be successful is inclusivity. The trend in the world today is towards racial equality, equality between men and women, equality in the development of different personalities, so inclusivity is crucial for a brand and can even be said to be the lifeblood of a brand’s longevity.

According to the report survey, almost 90% said that the image of the fashion industry does not represent a different body or identity, while 87.5% said that they do not feel like themselves in advertising campaigns, fashion shoots and on the catwalk.

The survey also found that 68% of people in the fashion industry have experienced or witnessed discrimination based on appearance or belief, with the largest group stating it was based on body image at 73.4%, followed by race, age, disability, gender and religious expression.(walker G,2021)

reference

Meola,A(2022).Generation Z News: Latest characteristics, research, and facts.Available at:https://www.insiderintelligence.com/insights/generation-z-facts/.(Accessed in 16th Oct 2022)

Courtney Wylie,(2019)6 ways your business can reach Gen Z.Available at:https://www.mention-me.com/blog/6-ways-your-business-can-engage-gen-z?utm_term=&utm_campaign=Leads-Search-Dynamic+Search&utm_source=adwords&utm_medium=ppc&hsa_acc=1608229914&hsa_cam=18574188925&hsa_grp=145190493511&hsa_ad=627584181582&hsa_src=g&hsa_tgt=dsa-40209827789&hsa_kw=&hsa_mt=&hsa_net=adwords&hsa_ver=3&gclid=EAIaIQobChMI5vfCmN_l-gIVR7TtCh3gyAooEAAYASAAEgJQW_D_BwE.(Accessed in 16th Oct 2022)

Redfern G,(2019)Gen Z are a driving force in the current retail evolution climate.Available at:https://www.djsresearch.co.uk/news/article/Gen-Z-are-a-driving-force-in-the-current-retail-evolution-climate.(Accessed in 16th Oct 2022)

Gap Inc,(no date)We Are Inclusive, By Design.Available at:https://www.gapinc.com/en-us/values/equality-belonging.(Accessed in 16th Oct 2022)

walker G,(2021)Fashion industry discrimination and lack of diversity exposed in new report.Available at:https://www.theindustry.fashion/fashion-industry-discrimination-and-lack-of-diversity-exposed-in-new-report/.(Accessed in 16th Oct 2022)

The pillar ‘people’ is the concept of how people are affected and represented, making sure their needs and desires are met. Diversity, representation and satisfaction. This could be specified as not only ensuring there is diversity and representation, but making sure company’s are doing enough to satisfy consumers, especially Gen Z.

Gen Z specifically are important for company’s to be aware of and cater for, due to the fact that they cherish and resonate deeply with social equality and awareness, coincidently, diversity and representation are increasingly important to them, considerably more than any generation and will take action when things are not up to par with their beliefs. Nearly half (46.8%) of Gen Z say they have abandoned a purchase that did not align with their values. (Drapers,2022)

Savage X Fenty is an admirable and highly appreciated example of how company’s have diversity in their DNA and express it well. It’s acceptable to say as Savage x Fenty, constantly shows a variety of people on their website and throughout their shows, incorporating plus size models, models of different races and abilities. This is believed to be the reason for Victoria Secrets downfall.

In contrast, Prettylittlething, had a temporary moment of diversity when they dedicated a campaign to the concept. They did this by selling products, including tights and bodysuits, that flatters different skin tones. However it was not long lived as they never restocked any of their items, implying to consumers that PLT were not genuine or authentic and perhaps the idea behind the campaign was for profit and hype rather than people.

To be successful fashion brands need to possess an array of people skills. Honesty, awareness of their audience, good judgement, good communication and listening skills are integral for a fashion brands’ success, because knowing what, how, and when to say things is critical (Smith, 2022)

Overall, it is highly Important for fashion brands to keep up with their customers, despite this Gen Z is the most crucial audience to cater for, due to the fact they are the most demanding generation, as their needs, wants, likes and dislikes are always changing. Therefor, it’s worth retailers keeping an eye on them, even for those fashion businesses not targeting people in their early twenties. As they age, Gen Z will become your customers, and their shopping habits, likes and dislikes will not only continue to change as they get older, but will differ starkly to today’s older shoppers (Drapers, 2022).

References:

Moran, G., 2022. Gen Z and Millennials 2022 – Drapers. [online] Drapers. Available at: <https://www.drapersonline.com/guides/gen-z-and-millennials-2022> [Accessed 14 October 2022].

Smith, J., 2022. The 20 People Skills You Need To Succeed At Work. [online] Forbes. Available at: <https://www.forbes.com/sites/jacquelynsmith/2013/11/15/the-20-people-skills-you-need-to-succeed-at-work/> [Accessed 14 October 2022].

People, one of the four pillars of fashion business school, are a vital aspect of the fashion industry. In the Triple Bottom Line, people refers to all individuals in association with the company including customers and employees (Kenton, 2022). Essentially, people are needed for a business in order for it to run and in fashion in particular, the people are what form the industry. Fashion is a way in which people have the ability to express themselves and influence others, therefore fashion provides inspiration but also fun. Gen Z especially, enjoy this and prioritise these features in fashion and shopping for clothes, accessories and shoes (Moran, 2022). Gen Z, or Generation Z represent a great number of the current fashion market (Moran, 2022). They consist of anyone born from 1997 to 2012, (Hecht, 2022) and are the new digital age of consumers. Gen Z are the most different breed of consumers due to being surrounded by technology their whole lives therefore it is vital for brands and retailers to keep a close eye on them even if they are not yet the main target market as soon they will be (Moran, 2022).

In order for a brand to attract Gen Z it may be of use for a brand to see how it stands for sustinabaility and equality. Though shopping habits don’t completely match, statistics show that 46.8% of Gen Z have not purchased an item they were going to due to not supporting the brand’s values (Moran, 2022). This highlights the importance of a brand’s values if they were looking to attract Gen Z consumers. This isn’t the only thing Gen Z search for when buying as the brand name and the ability to resell the item bought was also seen to be of great importance to Gen Z (Moran, 2022). With apps like Depop on the rise, 53% of Gen Z and millenials have resold an item and would again (Moran, 2022).

Interestingly, Gen Z despite being brought up in technology, value instore experiences (Moran, 2022). A way in which brands could therefore attract Gen Z would be to really focus on how it can differ its in store experience to make it worth the trip as well as perhaps locating it in a place in which it is surrounded by other amenities as 27.6% of Gen Z appreciate and are more likely to shop at a store near restaurants and cinemas (Moran, 2022). Therefore, through these aspects a brand can attract Gen Z into their physical stores as well as focusing on its values.

Diversity and equality are important values to Gen Z as shown by the BLM movement (Ahmed et al., 2019) Many brands felt obliged to post a black square to show they stand with the movement however little then went on to take any action. This caused brands to suffer major backlash by Gen Z and it was then realised how much this movement and the values held value to the generation. Some brands however, represent a great example of responding to diversity one including Fenty X Savage. Rihanna herself has stated “We don’t believe in division. We do not believe in excluding anyone” (McKinnon, 2022), and Savage X Fenty has proven so e.g. plus sized models and gender fluid products (McKinnon, 2022). Size ranges range from XS to 4XL in underwear which contrasts Victoria’s Secret who attempted to be inclusive in their 2020 swimwear collection but only went up to an XL.

Inclusivity and diversity are vital in order for a fashion brand to be successful (Dickinson, 2022) inclusion and diversity helps individuals at the workplace feel a sense of belonging. This then allows for employees to be more open and speak out (Dickinson, 2022). Having diversity in a fashion brand can also allow for a range of ideas and different cultural differences to be put in affect creating a more competitive advantage against perhaps less diverse competitions.

Kenton, W., 2022. Triple Bottom Line. [online] Investopedia. Available at: https://www.investopedia.com/terms/t/triple-bottom-line.asp [Accessed 16 October 2022].

Moran, G., 2022. Gen Z and Millennials 2022 – Drapers. [online] Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 [Accessed 16 October 2022].

Hecht, E., 2022. What years are Gen X? What about baby boomers? When each generation was born.. [online] Eu.usatoday.com. Available at: https://eu.usatoday.com/story/news/2022/09/02/what-years-gen-x-millennials-baby-boomers-gen-z/10303085002/ [Accessed 16 October 2022].

Ahmed, I., Balchandani, A., Beltrami, M., Berg, A., Hedrich, S. and Rölkens, F., 2019. The influence of ‘woke’ consumers on fashion. [online] McKinsey&Company. Available at: https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion [Accessed 16 October 2022].

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