People
The People pillar is about understanding the relationship between society and the fashion industry, and how society as a whole engages with consumers.
Gen Z categorizes a group of people that are born between the year of 1996 and 2010. It is currently the second youngest generation. “This generation’s identity has been shaped by the digital age, climate anxiety, a shifting financial landscape and COVID-19” McKinsey & Company (2023). Gen Z consumers are brought up into a highly tech savvy, extremely ethically minded society, pushing towards realistic representations. Climate change is one of the biggest issues that the Gen Z are most passionate about and that they are currently facing. Influences from people like ‘Greta Thunberg’, a Gen Z climate activist, inspire Gen Z to make a positive impact on our planet.
Over time, the way generations have shopped has changed drastically over the years, there has been a surge in online purchasing and the influence of social media. “Around the world, 3 in 10 Gen Z say they use social media as a place for inspiration – it’s becoming a one-stop-shop for their purchase journey. They want to be inspired rather than simply informed, and social media platforms like TikTok fill this role nicely” Kamal, J (2022). What we know for certain is that the Gen Z population have strong beliefs on topics such as diversity, inclusion. “In today’s fashion industry, fashion entrepreneurs focus on core business practises such as creativity and innovation” Dillon, S. (2018). For a brand to attract Gen Z, a strong social media presence, using platforms such as Instagram and TikTok is crucial. Gen Zers are heavily influenced by social media. An example would be to engage with collaborations with influencers and celebrities in order to target a Gen Z audience. Brands must ensure that they demonstrate a strong value of diversity, inclusion and sustainability within their brand image and ethos.
Reformation is a good example on how a brand has responded to diversity and inclusivity. Reformation is a sustainable fashion brand that was founded in 2009. “Reformation is creating a Diversity and Inclusion Board to oversee diversity issues at the company and is adding diversity metrics to its annual sustainability report” Parisi, D (2020). In order to achieve a successful brand, people skills are highly important and are admired. For a fashion brand to achieve its full potential and attract a Gen Z audience, entrepreneurs must ensure that they are transparent, open minded and creative with their ideas, interpersonal, show good leadership skills and communication.
References
- McKinsey & Company (2023). What is Gen Z?. [online] available at https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Last Accessed 13th October 2023)
- Kamal, J. (2022). Gen Z Retail Trends: 3 Insights On How They Shop. [online] available at https://blog.gwi.com/trends/3-us-gen-z-retail-trends/ (Last Accessed 13th October 2023)
- Dillon, S (2018) Fashion entrepreneurship and management. Publisher: London, Bloomsbury Visual Arts. Pages: 161
- Parisi, D (2020). The rise and fall of reformation. [online] Glossy. Available at: https://www.glossy.co/fashion/the-rise-and-fall-of-reformation/ (Last Accessed 13th October 2023)