PEOPLE
Generation Z refers to those individuals who were born in the decade following the widespread emergence of the World Wide Web, from the mid-1990’s to the early 2000’s. Generation Z pursues individuality and expresses itself. They want to be seen as environmentally conscious. They like brands that showcase their individuality and uniqueness but are well known and recognized.
With the rise of the Z-era and the development of information technology，consumers expect more than ever to consume products and services any time and any place, so omnichannel marketing and sales must reach a new level. This means that brands can’t just limit themselves to offline stores, online shopping, how to continue to bring freshness to consumers, PR and media campaigns are what a brand needs to focus on.Businesses must rethink how they deliver value to the consumer, rebalance scale and mass production against personalization, and—more than ever— practice what they preach when they address marketing issues and work ethics. Brands need to make consumers feel that they are respected and valued.
In terms of how a brand responds to diversity, Gucci, for example, continues to explore the possibilities of linking the brand with different cultures and trends. In June this year, Gucci launched the Marsper x Gucci co-branded collection, Marsper is a trendy toy brand from China, emphasizing that human individuals and communities are different because of the pursuit and perception of love. The co-branded collection is inspired by the four classic designs from the Gucci cosmos exhibition, which kicked off in Shanghai, China at the end of April as the first stop on its global tour. Through Narsper’s creative interpretation of Gucci’s style, which pays homage to the brand’s classics and inspires creativity, Gucci brings the brand into the eyes of young people and creates more possibilities to communicate with consumers of Generation Z. The co-branding allows more consumers to learn about the brand and to be inspired by the brand. Gucci’s co-branding allows the brand to reach more young consumers, creating more possibilities to communicate with Generation Z consumers. Old luxury brands can also adapt to the times.
For a fashion brand to be successful, it needs to have accurate judgment in assigning positions to its employees. Letting professionals do professional things is the way to maximize the utilization of employees. And good teamwork and leadership allows employees to have a common goal and know exactly what they need to do. Effective communication allows brands to understand the needs of their customers, so that consumers feel valued by the brand, thus avoiding customer attrition. By communicating with different groups of people and capturing new fashion trends, the brand can continue to improve and broaden its market.