Blog : People
Fashion is profoundly political despite the glamourous connotation perceived by the world as fashion is useful by providing jobs, security, community along with the profoundly political self-expressions and communication through the garments we wear and style, at the end of the day fashion is about dissecting a language, connections and relationships between the industry and consumers especially the current targeted demographic group known as Gen Z.
Generation Z, a digital born generation that are easily influenced by social media, influencers trends that tend to shape the consumer, workforce, and societal trends within the industry. This specific demographic group , are known for operating , consuming , involving and creating relationships and friendships through the online world as they consume approximately six hours of cyberspace on a daily basis. Generation Z tend to approach their daily news , information along with making prior purchases as these group of potential buyers tend to curate their online identity , presence especially being given the option of personalization . (Mckinsey , 2023) Due to the vast demand of keeping up with the on-going trends , retailers tend to switch up and produce rapid amount of garment at an extensive pace due to the demographic’s consumer habits alongside having an appreciation for expressive garments , the eagerness to disperse from the crowd , experimental with various styles from different generations such as 90s and Y2K along with their trend changing habits and support for circular fashion.
Generation Z value diversity , activism on social and political issues , mental health and sustainability in which they seek for among their belongings to reflect on their beliefs and values along with the brands they support and purchase from .Brands that highlight and cater to Generation Z’s values are Fenty Beauty and Rare Beauty. Fenty Beauty , a makeup and skincare brand that launched in 2017 that produce and launched a range of diverse foundation shades as the brand includes all races, all ethnicities and all abilities in their campaigns (Nduka, 2022). Rare beauty , a makeup brand that solely focuses on mental health and sustainability through their “MAKEARAREIMPACT” campaign , fundraiser , packing and adversity that along correlate with Generation Z’s values for mental health and wellbeing therefore it is supported and incorporated in Generation Z’s makeup routine .
Generation Z is all about communication and leadership in the workplace which is crucial to build a successful fashion brand.
Bililography
I.Hall. (2022). Nike, M&S and Fenty Beauty | 3 Gen Zers Share Which Brands They Love for Their Diversity. [Online]. Voxburner. Last Updated: 6 may. Available at: https://www.voxburner.com/blog/nike-ms-apple-fentybeauty-diverse-genz-brands/ [Accessed 15 October 2023].
Moran, G. (2022) Drapers, Gen Z and Millennials 2022.
The A to Z on Gen Z (2023) McKinsey & Company.