People
People make up our world. People make up our society. People make up the fashion industry. The fashion industry is consisted of consumers and businesses all dedicated to finding what customers want. Attracting to different generations and their needs for products.
Generation Z, as of right now are the biggest consumers in the market and are exclusively what brands are looking out for are their wants and needs within their company. Gen Z is massively different from generations before, growing up in the digital age. Digital natives, they are known as (McKinsey, 2023). Growing up with being able to connect worldwide, learning about different cultures and needs for diversity, ameens to them being more knowledgeable about what they may want from companies. Working towards global “Inner Development Goals” (Inner Development Goals, n.d.), contributing to the United Nations own Sustainable Development Goals (United Nations, 2023), consisting of our worlds growth with being, thinking, relating, collaborating, and acting, to be withheld and sustained by Generation Z. Where most brands are there fourth listening to these ideals and complying with their target audience consumers.
Countless brands are doing everything in their will to appeal to Gen Z. Marketing away from fast fashion to more sustainable needs of this generation are difficult due to the up standing want for fast fashion, caused by fears of economic growth. The Gen Z shoppers are now leaning towards day-to-day wear rather than luxury (McKinsey, 2023). As well as the demand for brands to show diversity, unlike brands in countries such as France being unwelcoming to body size inclusivity (de Freitas, Jordan and Hughes, 2018). Numerous brands are moving online to start engaging more with consumers, using social media to spread words of their products, giving them more of a social media presence. For example, the use of the global app “Tik Tok” and their most well-known influencers to draw in new customers.
“Fenty Beauty” by celebrity “Rhianna” has set large new expectations for beauty brands world wide with its launch of 50 foundation shades for everyone (Fenty Beauty + Fenty Skin, n.d.). Rhianna’s want for the product was to stop a void in the industry where there wasn’t enough diversity for variation of colours and skin tones. “Fenty Beauty” has completely changed the standards for the beauty industry and has had a massive impact on brands to follow (Fetto, 2020).
Various attributes are now wanted by brands to help be successful. Brands want people who are relentless to help customers wants and needs for diversity, inclusivity, and social sustainability. As well as with the ever-changing digital world there is a demand for people who know how to work well among social media, knowing exactly what this generation has to see from a company and who they want to see from a company, such as celebrities and influencers who are in the spot light at this time to collaborate with a brand and draw attention.
Bibliography
McKinsey (2023). What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z.
Inner Development Goals. (n.d.). Inner Development Goals. [online] Available at: https://www.innerdevelopmentgoals.org/.
United Nations (2023). The 17 sustainable development goals. [online] United Nations. Available at: https://sdgs.un.org/goals.
de Freitas, C., Jordan, H. and Hughes, E.K., 2018. Body image diversity in the media: A content analysis of women’s fashion magazines. Health Promotion Journal of Australia, 29(3), pp.251-256.
Fenty Beauty + Fenty Skin. (n.d.). Foundation. [online] Available at: https://fentybeauty.com/collections/makeup-foundation.
Fetto, F. (2020). How Fenty Beauty Changed The State Of Play In The Industry. [online] British Vogue. Available at: https://www.vogue.co.uk/beauty/article/rihanna-fenty-beauty-diversity.
Image Reference:
www.oneclub.org. (n.d.). Fenty Beauty | Fenty Beauty For All. [online] Available at: https://www.oneclub.org/awards/youngones/-award/42224/fenty-beauty-for-all.