People

People are one of the most important parts of the fashion industry because both consumers and appreciators are made up of people and these are the pillars of the fashion industry. Also people represent a fashion traffic system, which is the way in which people exchange benefits in the fashion industry.

First of all Gen Z is currently the second-youngest generation, with millennials before and Generation Alpha after. Like every generation, Gen Z’s behaviors are shaped by how they grew up. Young people today have come of age in the shadow of climate doom, pandemic lockdowns, and fears of economic collapse. The first Gen Zers were born when the internet had just achieved widespread use. They’re called “digital natives”—the first generation to grow up with the internet as a part of daily life. The generation spans a wide range: the oldest Gen Zers have jobs and mortgages, while the youngest are still preteens. Globally, Gen Z is growing fast: Gen Zers will make up a quarter of the population of the Asia–Pacific region by 2025. Read on to understand what makes Gen Z tick. The Gen Zs are made up of people born between 1996 and 2010. And the consumer trend of the z-age relies on social media to ‘craft’ their online image, which refers to wrapping themselves in some fashion images and elements etc. on the internet. As well as looking for discounts before making a purchase, expecting a wide range of services and features, using personalization, customization, exclusive and limited edition products, brand collaborations, etc. as examples. And most z-age consumers prefer brands that show their personality and uniqueness but are well-known enough to be recognized. They are also heavily influenced by the internet and social media when choosing products. An important feature is that they tend to be environmentally friendly.

Now, what’s special about Gen Zs? While there are substantive differences within the cohort known as Gen Z, there are a few common traits that they all share. As the first real digital natives, Gen Zers—speaking generally—are extremely online. Gen Zers are known for working, shopping, dating, and making friends online; in Asia, Gen Zers spend six of more hours per day on their phones. Digital natives often turn to the internet when looking for any kind of information, including news and reviews prior to make a purchase. They flit between sites, apps, and social media feeds, each one forming a different part of their online ecosystem. Having grown up with social media, Gen Zers curste their online selves more carefully than those in prior generations have, and they are more likely to turn to trends of anonymity, more personalized feeds, and a smaller online presence, even as they consume the media online. Video-sharing social media sites for example TikTok etc have seen a meteoric rise as Gen Z comes of age. TikTok currently rules trends, feelings, and culture for Gen Zers, who make up 60% of its one billion users. Gen Zers flock to corners of the internet where they can discuss their passions and interests with those who share them—from gaming to Kpop, bonding with both people they know in real life and ones they’ve only met online. Gen Z also faces an unprecedented behavioral health crisis: US Gen Zers surveyed by McKinsey report the least positive outlook and the highest prevalence of mental illness of any generation, and European respondents report struggling with self-stigma. This pessimism is fueled by growing global unrest, wars and disruptions, financial crises, and educational interruptions due to the COVID-19 pandemic. Feelings of “climate anxiety” are also widely reported: many Gen Zers report that they think about the fate of the planet on a daily basis They are already seeing decreased economic opportunity and don’t assume a social safety net will be there to catch them as pensions shrink, saving for retirement gets more difficult, and the older population grows. Already, 58 percent of Gen Zers in a recent McKinsey survey reported not having a basic social need met—the largest percentage by far of any generation. But Gen Zers also report a more nuanced perspective around the stigma of mental illness than other generations. European Gen Zers seem less inclined to discriminate against people with mental illness (although they do stigmatize themselves).

Secondly, one of the first things brands need to realize if they want to appeal to the Generation Z crowd is that Generation Z is truly a digital generation. They have been online since they were young, using the internet, cell phones, social networks and even shopping at a very young age. So the internet is one of the best ways to cut through to the z-age crowd. And one of the things that they tend to pay a lot of attention to for the z-age crowd is the aesthetics of the product. They will be willing to pay for good looks.

Thirdly, a good example of how brands are responding to diversity is Nike, whose “until we all win” focus is inspiring. The brand says: “Nike believes in the power of sport to unite and inspire people to take action in their communities. Equality is not a game. But achieving it will be our biggest victory. Until we all win. Nike has also expanded its product offerings, such as full-coverage swimwear.

In the end, there are many skills necessary for personnel to succeed in a fashion brand like understanding the fashion industry . In order to be a great fashion brand manager, one must have a deep understanding of the fashion industry. Stay up to date with the latest trends, designers and brands by reading fashion magazines, attending fashion shows and following influential fashion bloggers and influencers. This knowledge will help you make informed decisions and stay ahead of the competition. As well as Marketing and branding expertise. As well as very importantly fashion is a highly creative industry and as a fashion brand manager you need to have a keen eye for aesthetics and a strong creative vision. It’s also important to be flexible and adaptable, the fashion industry is known for its fast-paced and ever-changing nature and requires flexibility and adaptability to keep up with the latest trends and industry developments. Embrace change and be open to new ideas and strategies to stay ahead of the curve in the competitive fashion landscape. One last very important point Networking skills, networking is vital in the fashion industry. Attend industry events, join professional organizations, and connect with influential individuals in the fashion industry. Building a strong network not only opens doors to new opportunities, but also provides valuable insight and guidance throughout your career.

Reference

What is gen Z? (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 29 April 2024). 

Panel®, E. (n.d.). Council Post: 12 Ways Brands Can Appeal To Generation Z’s Deep Convictions. [online] Forbes. Available at: https://www.forbes.com/sites/forbescoachescouncil/2021/05/04/12-ways-brands-can-appeal-to-generation-zs-deep-convictions/?sh=443b0f1a58d5 [Accessed 15 Oct. 2023].

Panel®, E. (n.d.). Council Post: 11 Brands That Successfully Model Diverse And Inclusive Advertising. [online] Forbes. Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2022/07/15/11-brands-that-successfully-model-diverse-and-inclusive-advertising/?sh=5d3238eb57b9 [Accessed 15 Oct. 2023].

(No date a) Google. Available at: https://www.google.com.hk/search?q=gen%2Bz%2Band%2Bfashion&tbm=isch&ved=2ahUKEwicxsCci-iFAxViBfsDHc66D3IQ2-cCegQIABAA&oq=gen%2Bz%2Band%2Bfashion&gs_lp=EgNpbWciEWdlbiB6IGFuZCBmYXNoaW9uMgcQABiABBgTSI4SUABY_g5wAHgAkAEAmAE6oAHSBKoBAjEyuAEDyAEA-AEBigILZ3dzLXdpei1pbWfCAgUQABiABMICBxAAGIAEGAzCAgQQABgewgIGEAAYDBgeiAYB&sclient=img&ei=husvZpzrCuKK7M8PzvW-kAc&bih=727&biw=1194&prmd=invmbtz&hl=zh-CN#imgrc=EuH6HgyoE1L2BM (Accessed: 29 April 2024).