PEOPLE
Fashion cannot exist without people, and neither can people exist without fashion. Through the many decades of fashion and its evolution and trends we have seen a vast arrangement of individuals involved. The current leaders of this space have suddenly become Gen z. Gen Z consists of people born from the late nineties until the late two-thousands, specifically 1997 to 2012 (Eldrige,A 2023). In the United States 40% of Gen Z consumers admitted to being influenced into online shopping which presents once again the evolution of the industry but in this case the consumer and economic industry of fashion (Mckinsey, 2023). During a Mckinsey study it was found out that 73% of Gen z try to make an effort to shop ethically (Mckinsey, 2023). This shows the relationship between the post millennial generation and its relationship with sustainability and the current crisis of the world and its climate. The collaboration between gen z and the climate crisis continues through influential figures such as Greta Thunberg who actually stated during an interview with Vogue that “The fashion industry is a huge contributor to the climate-and-ecological emergency,” and that most brands who display a fantasy of being ethical or sustainable are actually “nothing but greenwashing” (Greta Thunberg,2021). Not only should brands stay true to their promise of sustainability to attract Gen z they also need to adapt their marketing standpoints. Brands need to adopt a TikTok audience and market through that app to keep young gen z consumers attracted. Tik Tok has been downloaded over 1 billion times globally since its launch just 5 years ago with its fast-paced trends it’s a perfect chance for brands to create campaigns and hashtags for its young viewer’s (Marketing North,2019). Diversity is again another thing brands need to keep up with Rihanna’s Fenty and Savage x Fenty seeking to accomplish that through hiring models such as Precious lee who is and plus sized woman of colour and as she stated creates an “unprecedented level of representation” (Precious Lee,2023).It’s also extremely important and essential for brands to be doing things such as using people of all shapes, ethnicities and sizes because its represents a way huger target audience and caters to every person. The key people skills for a brand to be and maintain success would be the acknowledgment of everyone and do not be ignorant to any individual. This can be achieved through marketing and done through staying up to date with trends by employing fashion professionals because the importance of a forecaster in trend analysis is invaluable and when people feel seen or relate to what a brand offers, they want to invest their money and support a brand. In conclusion fashion cannot exist without people and people cannot exist without fashion.
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