PEOPLE

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The people’s pillar is an essential part of the fashion business, related to the relationship between the fashion industry, society, and the masses. Gen Z, which is currently discussed, is a vital consumer group closely related to the fashion industry. Generation Z uses their own culture to influence the environment of the fashion industry.

Generation Z is a group of people born between 1995 and 2006. They are representatives of contemporary young people. Generation Z is a generation seriously affected by the Internet. They are usually more realistic than Generation （Y. Sladek, S., & Grabinger, A. 2014). As consumers, Generation Z is a group of people who grew up on the Internet. Social media usually influences them in their consumption decisions. For example, under the current development of we-media networks, Generation Z likes to follow pop stars and influencers on social media to check current trends, thus affecting their consumption decisions. At the same time, Generation Z is also a group with solid self-awareness. They advocate self-please and like to pay for everything beneficial to them. For example, they prefer to consume products that can express themselves in the fashion industry. Their consumption often focuses on whether the products are good-looking and quality.

Figure 1. photo by Gatty photo

When we start to think about how brands can attract Generation Z consumers, promotion on social media has become an important part. Brands should pay attention to the interaction on social media and find some celebrities liked by Generation Z to promote and attract Generation Z. The interactivity of advertising needs to be very high. It can’t just insert an ordinary advertising copy because Generation Z often prefers authenticity and originality.

In addition, brand selection and the current trend of IP co-branding is also an excellent way to attract the z generation. There is a tea drink brand called HeyTea in China. Hey Tea is a new high-end tea drink brand. Its target customer group is Z-generation consumers pursuing quality and innovation in modern cities. (Filieri, R., & Xu, Y. 2022).The brand has attracted many Z-generation consumers through joint brands such as Fendi and Hiroshi Fujiwara. The brand co-created with Fendi by printing the Fendi logo on the beverage cup and giving away peripheral products with the Fendi logo. At the same time, he found many influencers on social media to promote products to increase product exposure, which aroused the curiosity of the masses, causing a group of consumers to post the co-branded post on social media spontaneously. This practice has also attracted more Chinese Generation Z fans to Fendi. The marketing strategy launched by the brand to cater to Generation Z is very successful.

Figure 2 photo by Writer et al., 2023

Generally speaking, all interpersonal skills are critical to the brand, especially communication skills and brand services, which will significantly enhance the image value of the brand.

Reference list

Sladek, S., & Grabinger, A. (2014). Gen Z. Introducing the first Generation of the 21st Century Available at.

Filieri, R., & Xu, Y. (2022). The New-Style Tea in China: The Marketing Strategy of HEYTEA. SAGE Publications: SAGE Business Cases Originals.

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.

Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life science journal, 9(4), 4444-4451.

Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309.

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