People

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The fashion industry or any industry is not possible without people. People make a huge contribution into the fashion industry and these businesses can only be successful with their help. The fashion industry provides opportunities worldwide for retailers, designers, artisans etc. This industry can support people’s careers and goals to further improve this industry. 

Focusing on Generation Z, known as ‘Gen Z’, are people aged around 11-26. Internet has always existed for this generation. Social media, online videos and other technological features are accessible to Gen Z. Gen Z as consumers typically believe that ongoing innovation is a guarantee. Standards are rather high for this generation and they expect more as time go by. (Wood, S., 2013) When Gen Z develop interest in a certain product or clothing research online is available to them before making decisions. As this generation have access and the privilege to use many resources, product quality is very important as well as customer service.  

Figure 1 (Photo by Calla Kessler for The Washington Post)

Generation Z are now target audiences to many brands worldwide. Collaborations and partnerships are often seen happening within brands to attract Gen Z consumers. As social media plays a big role in Gen Z, many influencers who are Gen Z themselves, are seen collaborating or partnering with these brands. Gen Z are more likely to listen to influencer’s recommendations for products rather than the brand advertisements. Advertising approaches should focus on developing stimulating and interesting goods that are intriguing, desired, fresh, and innovative in order to appeal to Gen Z consumers. These goods should also help young people feel socially connected and enhance their personal development. (Adriana-Camelia, B.U.D.A.C., 2014)

Figure 2 (The Guardian 2017)

Generation Z has opened up to the world about many topics that were not easy to speak of and has now normalised many traditionalised topics. Because of this brands have opened up to diversity and inclusivity. For example, Nike has launched a ‘Nike Pro Hijab’ for Muslim female athletes as well as plus size athletic wear. All athletes and models wear Nike gear, highlighting the brand’s mission and commitment to consumers’ dreams. (Anthony, G. 2023)

For a fashion brand to be successful, people in business for the brand will require many skills however, a few that stand out are passion and ambition to contribute to the brands success. Communication is very important especially when building relationships with potential customers. As Gen Z are taking over, creativity and innovative design and ideas should be guaranteed. (Hillman, J. 2022)

Reference:

Adriana-Camelia, B.U.D.A.C., 2014. Strategic considerations on how brands should deal with generation Z. Revista Economică, 66(5).

Anthony, G. (2023) 8 examples of brands who got Multicultural Marketing Right, MILITARY | TEEN | COLLEGE | MULTICULTURAL. Available at: https://www.refuelagency.com/blog/multicultural/examples-of-brands-who-got-multicultural-marketing-right/#:~:text=All%20models%20and%20sports%20stars,going%20far%20beyond%20a%20checkbox. (Accessed: 15 October 2023). 

Hillman, J. (2022) The Fashion Entrepreneur Skills You Need in 2022, James Hillman Fashion Consultancy. Available at: https://www.jameshillman.co.uk/blog/2021/1/24/the-fashion-entrepreneur-skills-you-need-in-2022 (Accessed: 15 October 2023). 

Wood, S., 2013. Generation Z as consumers: trends and innovation. Institute for Emerging Issues: NC State University, 119(9), pp.7767-7779.

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