October 2023

Profit

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In these politically, economically and technologically dynamic times, it is essential that a fashion brand makes a valuable profit – but how? ‘The apparel and textile sector is the 4th biggest in the world’ Vilaça, J. (2022). ‘generating $2.5 trillion in global annual revenues’ McKinsey (2022). And is one of the most fast paced and trend-led. “The industry, which encompasses everything from textile and apparel brands to wholesalers, importers and retailers, employs more than 1.8 million people’  Vilaça, J. (2022) in the USA alone.

The global economy has recently suffered major shocks; Covid 19 (2019/2020) resulted in disruption to global supply chains, pent-up demand drove up shipping costs, war in Ukraine, the destruction of the Nordstream gas pipelines to Europe, Opec cutting oil production and now Middle East conflict will drive oil prices and inflation deepening the global cost of living crisis. This directly impacts the fashion industry as consumers restrict their spending as the cost of production – energy, distribution and raw materials rise “Cotton and cashmere prices, for example, have increased 45 percent and 30 percent year on year, respectively. McKinsey (2022)

McKinsey in its ‘The State of Fashion’ 2023 report assess the global performance of the luxury /non-luxury sectors. Unsurprisingly consumers who shop luxury are more insulated from economic hardship and forecast growth for 2023 is higher in the luxury sector than the non-luxury sector in the USA, Europe and China.

Given these difficult trading conditions it is essential that brands stay competitive by giving careful consideration to their geographical markets, and how they market themselves. According to Mitterfellner, O (2019) ‘blogging has become a lucrative business sector over the years and can be used to maximise profit in the fashion industry by captivating customers’. Brands can use multi-channel marketing strategies not just to demonstrate their uniqueness but to form relationships with their customers by communicating responsible sustainable principles (not just greenwash) and using new opportunities presented by the metaverse to take their creative campaigns and shopping experiences to a new level. The way a product is designed, curated and endorsed is imperative and dictates wether the consumers will buy. Consumers today like to know what they are buying and why.

Furthermore, a strong product narrative is one example of how creative directors can bridge the gap between creativity and business, ensuring the narrative flows throughout the outlet, online and in store. 

Reference list

McKinsey (2022). The State of Fashion 2023: Holding onto growth as global clouds gather. [online] McKinsey. Available at:  https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion  [Last accessed 19 Oct. 2023].

Vilaça, J. (2022). Fashion Industry Statistics: The 4th Biggest Sector Is More Than Clothing. [online] Fashinnovation. Available at: https://fashinnovation.nyc/fashion-industry-statistics/ [Last accessed 19 Oct. 2023].

Mitterfellner, O (2019) Chapter 5 – social media, blogs and opinion-leaders: who is leading your opinion? Page 83 Publisher Milton: Taylor and Francis group. [Last accessed 19 Oct. 2023]

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Mondriaanmode_door_Yves_St_Laurent_(1966)

Profit

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In the current economic climate the primary objective of brands must be to ensure financial stability and achieve growth. 

Although profit is the fundamental focus, it must not be at the expense of the environment or society. According to ‘Fashion Management: A Strategic Approach’, globally, the fashion industry is estimated to be worth 3 trillion dollars in terms of apparel alone. Bringing in such a vast amount of revenue, it is reported that “the apparel and the textile industry is one of the four biggest industries in the world.” (Vilaća, J. 2022). 

Revenue generated from the women’s apparel market is much higher than that of men’s or children’s. In 2018, womenswear made up more than half (53%) of global fashion retail spending. Spending on menswear accounted for 31% and childrenswear for 16% (Fashion United 2022). 

Prior to the Covid-19 pandemic, the fashion industries global revenue was estimated between $1.7 trillion and $2.5 trillion according to two different research reports by Euromonitor and McKinsey (Fashion United, 2022). (McKinsey, 2022) states that the fashion and apparel industry suffered a 20% decline in revenues for the 2019-2020 financial year. Once lockdown restrictions started to ease, consumers began to return to shops and the industry returned to pre-pandemic profit levels showing that these sectors need to adapt quickly in challenging times to avoid decline in revenue and profit.

If 2020 taught the industry anything, it’s that brands must plan for the unexpected.  Marketing is an important signal to consumers that a business is viable and has a future. There is opportunity to capture greater market share from competitors who have reduced marketing activities (Steward, D. 2022).

Creative directors bridge the gap between creativity and commerce by selling products which are creative and wearable. Collaborations between artwork and brands provide creativity interlinked with fashion. Yves Saint Laurent illustrated this in his 1965 Mondrian collection. The dresses altered the connection between fashion and art transforming a painting into an animate work of art in a kind of “manifesto”, achieved by transforming a two-dimensional painting into a three-dimensional dress as powerful as the original. (Musée Yves Saint Laurent Paris, 2022).

Bibliography 

Fashion United (2022). Global Fashion Industry Statistics. [online] Fashion United. Available at: https://fashionunited.com/global-fashion-industry-statistics [Accessed 16 Oct. 2023].

Musée Yves Saint Laurent Paris. (n.d.). The Mondrian Revolution. [online] Available at: https://museeyslparis.com/en/stories/la-revolution-mondrian.

Stewart, D. (2022). 5 Ways Brands Can Stay Competitive In A Recession. [online] Branding Strategy Insider. Available at: https://brandingstrategyinsider.com/5-ways-brands-can-stay-competitive-in-a-recession/ [Accessed 16 Oct. 2023].

Sulejewski, A. (2021). Council Post: How To Stay Competitive In An Uncertain Economic Climate. [online] Forbes. Available at: https://www.forbes.com/sites/forbestechcouncil/2022/12/01/how-to-stay-competitive-in-an-uncertain-economic-climate/?sh=7bead8873aa4 [Accessed 16 Oct. 2023].

the Guardian. (2013). Bridging the gap between art and business | Ajaz Ahmed. [online] Available at: https://www.theguardian.com/media-network/media-network-blog/2013/oct/16/bridging-gap-art-business.

Varley, R., Roncha, A., Radclyffe-Thomas, N. and Gee, L. (2018). Fashion management : a strategic approach. [online] London: Red Globe Press, p.4. Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=6234690 [Accessed 16 Oct. 2023].

Vilaća, J. (2022). Fashion Industry Statistics: The 4th Biggest Sector Is More Than Clothing. [online] fashinnovation.nyc. Available at: https://fashinnovation.nyc/fashion-industry-statistics/#:~:text=Discussions%20around%20the%20fashion%20industry [Accessed 16 Oct. 2023].

Wikipedia. (2023). Mondrian Collection. [online] Available at: https://en.wikipedia.org/wiki/Mondrian_Collection.

www.coolset.com. (n.d.). The three pillars of sustainability: people, planet, and profit. [online] Available at: https://www.coolset.com/academy/three-pillars-of-sustainability.

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People.

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People are an essential part of the fashion industry, from designers to consumers. As of recent though, the focus being more so on Gen Z – the people of now AND of the future. “Gen Zers will make up a quarter of the population of the Asia-Pacific region by 2025.” (McKinsey&Company, 2023.) This statement alone proves the significance of them.

As consumers ”Gen Zers value individual expression and avoid labels. They mobilize themselves for a variety of causes.” (Francis et al, 2018.) In other words, they want something unique and authentic. They will not be easily persuaded, they see through greenwashing, they ask questions.

Following on from this, in order to attract Gen Z, companies need to keep it relevant and real. Read the news, follow the trends and one of the most important elements in the current digital ages: have a strong social media presence. “… the Generation Z is the most ethically diverse and technologically sophisticated generation. Generation Z has an informal, individual and straight way of communicating, and social networking is a vital part of their lives.” (Agarwal et al, 2018.)

As a result of Gen Z being such a free-spoken generation, brands must be conscientious when it comes to topics such as diversity. A positive example of a brand responding to diversity is Nike.

In 2019, Nike introduced a plus size mannequin to their flagship store on Oxford Street, London. Formerly, a debate was sparked between critics, some thought it was ”giant leap forward for inclusivity in sportwear” whilst others were ”commenting that the message being sent was ‘unhealthy’ and ‘dangerous’ and that the mannequin ‘promoted obesity’” (Mitton, 2019.) Tanya Gold, a British journalist, was the most vocal and origin of the negatives in the debate. However, she is 49 years old, perhaps the reason she doesn’t understand their marketing is because she wasn’t the original target consumer?

But target consumer or not, ”Nike’s mannequin may not be promoting obesity as some believe, it is a reflection of modern reality.” (Mitton, 2019.) Bluebella, a lingerie brand, stocked in stores such as Selfridges, completed a report and found ”Ms. Average in the UK is actually a size 16” (Bluebella, 2017.) Proving that Nike was just providing for it’s clientele.

In summary, Nike has shown that in order to be successful, companies must have active listening, problem solving and creativity skills. Through possessing these abilities, they grew their target market.

Bibliography:

Argarwal, H. And Vaghela, PS. (2018.) Work Values Of Gen Z: Bridging the Gap to the Next Generation. National Conference on Innovative Business Management Practices in 21″ Century, Faculty of Management Studies, Parul University, Gujarat, India. https://www.researchgate.net/profile/Pratiksinh-Vaghela/publication/334400459_WORK_VALUES_OF_GEN_ZBridging_the_Gap_to_the_Next_Generation/links/5d39cf0c92851cd04686491e/WORK-VALUES-OF-GEN-ZBridging-the-Gap-to-the-Next-Generation.pdf

Bluebella. (2017.) Bluebella, The Changing Shape of Women. https://www.bluebella.com/blogs/news/changing-shape-of-women

Francis, T. And Hoefel, F. (2018.) McKinsey&Company, ‘True Gen’: Generation Z and its implications for companies. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

McKinsey&Company. (2023.) What is Gen Z? https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z

Mitton, N. (2019.) MyMed, Obesity is a growing health concern, is Nike’s new plus-size mannequin helping or harming? – Plus-size mannequins – what’s the fuss really about? https://www.mymed.com/latest-news/obesity-is-a-growing-health-concern-is-nikes-new-plus-size-mannequin-helping-or-harming

Mitton, N. (2019.) MyMed, Obesity is a growing health concern, is Nike’s new plus-size mannequin helping or harming? – Nike’s plus-size mannequin reflects a growing reality. https://www.mymed.com/latest-news/obesity-is-a-growing-health-concern-is-nikes-new-plus-size-mannequin-helping-or-harming

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People

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Is it true that fashion runways are becoming more inclusive? | The Star

Figure 1Models of diverse looks walk and dance on the runway for the Tommy Hilfiger runway show in September 2019

One of the main focuses for the fashion industry to be successful is for it to know its consumer inside and out to ensure they adhere for their wants and needs. (Shelley, 2017)“The appearance of a design should evoke associations with its originators in the minds of consumers, thus helping its originators to market it effectively.”

The fashion industry wouldn’t exist without ‘People’ and this Is why it’s one of the 4 pillars the business fashion school.Generation Z (Gen Z) is an everchanging cohort of people between the ‘ages of 6 and 26’ (Morgan, 2022). It’s the hyper connected, fast paced generation that fashion businesses are constantly evolving for to suit their ever-growing needs. A generation surrounded by technology created an overconsumption of new information, it revealed four main Gen Z behaviours as a consumer; (Hoefel, 2018)“They strive for individuality and self-expression, they mobilize themselves and are prepared to take action for a variety of causes, they believe in the efficacy of dialogue to solve conflicts and improve the world, finally they make decisions and relate to institutions in a highly analytical way.” Regarding these points stated, it makes the Gen Z consumer a forward-thinking individual who are attracted to brands which advocate for future development and change, socially and economically. 

Figure 2 Generation Z behaviours; (Hoefel, 2018)

Linking back to the Gen Z consumer living in a digital world, social media and forms of AI have become increasingly more popular in everyday life. This resulted in fashion brands making the switch from instore and paper back advertisement, to social media and digital advertisement across many platforms. (Morgan, 2022) states; “the Gen Z consumer values a sense of community and are likely to respond well to brands and retailers who are using new technology, as well as anything that gives them a sense of control or co-creation, as TikTok and metaverse environments often do.” 

Brands like Swarovski have rebranded themselves to appeal to the Gen Z consumer. The 2023 marketing campaign on the collection ‘Metamorphosis’ is a perfect example of how brands are adhering to change to catch the eye of the Gen Z consumer. The ad was launched on TikTok, Instagram and other social media sites. The campaign featured a range of diverse fashion influencers modelling the jewellery in ways which where culturally appropriate to their backgrounds. “A celebration of self-expression and transformation, highlights a collection inspired by tropical flora and fauna.” ( L’Officiel Malaysia, 2023)

Bibliography 

Hoefel, F. (2018) Tracy Francis and Fernanda Hoefel – drthomaswu.com Tracy Francis, ‘True Gen’: generation Z and its implicationd for companies. Translated by T. Francis. Available at: http://drthomaswu.com/uicmpaccsmac/Gen%20Z%20Highlighted.pdf (Accessed: 16 October 2023).

Malaysia, L. (2023) Swarovski wants you to spread your wings with metamorphosis, L’Officiel Malaysia | Fashion, Beauty, Lifestyle, Arts & Culture. Available at: https://www.lofficielmalaysia.com/jewellery-watches/swarovski-wants-you-to-spread-your-wings-with-metamorphosis#:~:text=A%20celebration%20of%20self%2Dexpression,by%20tropical%20flora%20and%20fauna. (Accessed: 17 October 2023).  

Shelley, C. (1970) Style, SpringerLink. Available at: https://link.springer.com/chapter/10.1007/978-3-319-52515-0_4 (Accessed: 15 October 2023). 

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image-2

People

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The Gen Z generation is presently known as the youngest adult generation. Superficially, they are mostly perceived as people with an affinity for technology, growing up in a digital environment. (Bewicke, H, 2023) Thus far, with the most extensive access to education, Gen Z is simultaneously becoming the most informed consumers on the market. They become the designers of the actual product trends. Therefore, brands are forced to introduce mechanisms attracting Gen Z consumers, initiating the inquiry: What characteristics should such a brand have to succeed?

The first major point is marketing through social media to receive the most comprehensive recognition: adapting business strategies by promoting brands through websites and popular apps such as Instagram, TikTok, Facebook or Twitter. Moreover, engaging and investing in influencers is vital to achieving desirable brand acknowledgement. (Chrimes, C. and Boardman, R., 2023)

Secondly, due to broader access to education, Gen Z generations will pay more attention if the products are made ethically, cruelty-free and biodegradable. They are becoming the main drivers for eco-friendly brands, and these will gain the most profit and popularity in the future.

Furthermore, the brand’s authenticity and inclusivity should be visible. Nowadays, a modern approach to product marketing is endorsed. Globalization has contributed to varied communities; hence, people of different colours and preferences are in a market. Natural-looking people instead of supermodels in advertising are essential, whereas diversity management gives Gen Z more insight into the product. (Noble, S.M., Haytko, D.L. and Phillips, J, 2009)

Rihanna’s brand “Fenty” successfully applied this strategy by saying, “We do not believe in division. We do not believe in excluding anyone.” A vast range of sizes introduced received tremendous positive feedback. Despite showing models wearing “Fenty” lingerie – bras varying from 30A to 46DDD and XS to 4X in underwear, she also responded to diversity in skin colour by introducing 40 shades of foundation using models from various ethnicities. She started featuring older women in her lingerie advertising or making people of different orientations participate in a show. In the end, the brand became beneficial for both Rihanna, earning annually, as reported by Forbes, $2.8 billion, and for people who struggled with being included and understood. (McKinnon, T, 2021)

Fenty showed the vital people skills needed for a fashion brand to be successful. Understanding the field is crucial. Rihanna acknowledged every person in her brand because today’s epoch strives for understanding and inclusivity for all. With her excellent communication skills, she performed remarkable marketing strategies, understanding consumer behaviour and brand positioning. Creative vision allows the creation of a unique brand aesthetic with a consistent and strong image. Nevertheless, without networking, there will be no success. Communication, vision and understanding of the field are the critical elements for any brand to be prosperous. (Schuler, R.S, 1992)

Bibliography:

Bewicke, H. (2023). Gen Z consumer behavior: What you need to know. [online] Talon.One. Available at: https://www.talon.one/blog/gen-z-consumer-behavior-what-you-need-to-know.

Chrimes, C. and Boardman, R. (2023). The Opportunities & Challenges of the Metaverse for Fashion Brands. Springer texts in business and economics, pp.389–410. doi:https://doi.org/10.1007/978-3-031-33302-6_20.

McKinnon, T. (2021). How Rihanna’s Fenty Brand is Leading in Diversity & Inclusion. [online] Indigo9 Digital Inc. Available at: https://www.indigo9digital.com/blog/fentydiversityinclusion.

Noble, S.M., Haytko, D.L. and Phillips, J. (2009). What drives college-age Generation Y consumers? Journal of Business Research, 62(6), pp.617–628. doi:https://doi.org/10.1016/j.jbusres.2008.01.020.

Schuler, R.S. (1992). Strategic human resources management: Linking the people with the strategic needs of the business. Organizational Dynamics, [online] 21(1), pp.18–32. doi:https://doi.org/10.1016/0090-2616(92)90083-y.

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Screenshot 2023-10-16 at 11.47.29 PM

Blog : People

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 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. 

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People

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‘people’ is one of the four pillar of fashion business school. In fashion business people is an indispensable part, explaining this pillar Liz Gee stated: “Fashion, beauty and well-being choices are integral part of consumers daily life. Equitable treatment of all stakeholders should promote a positive relationship between dress, society and self identity.”(2023). 

Discussing about ‘people’, Gen Z could be a topic to start with. Generation Z also being called Gen Z, considering people born from 1996 until 2010. The Gen Zers are the first generation born with internet to be widely used, this allowed internet became a daily product to them, therefore “digital natives” are other names they’ve been called. It’s being estimated that GenZ takes up 26% of the world population, with its rapid growth, when 2025 comes the population of Gen Z may reach a percentage of a quarter of the the Asia–Pacific region. This large population cause Gen Z to become the largest group of consumers in nowadays, which could be a target market for a lot of fashion business. 

As “digital natives” Gen Z rely a lot on internet as consumers, it’s been proved that comparing to other generations Gen Zers used their phone more regularly and has a longer screen time. Within the screen time they use their phone to be engaged in social media and trendy platform such as TikTok, this lead them to be a generation which is easily influenced by social media or online platforms for brand decisions. Therefore, brands which seen Gen Z as target customer should empathise more on the advertising through social media and reputation of brand to avoid negative reviews online.

Gen Z was described as ‘inclusive consumer’, this shows that this generation has a strong moral sense, they care about justice, environment and equity. ‘Diversity’ is the term important to Gen Z, which may also affect their decision on consumptions. Responding to this, cosmetic brands such as Fenty Beauty did react by launching a series of Pro Filt’r Foundation which includes 40 shades for different skin colour of people. This allows people of different skin colour could all have beauty product which matches them, where cosmetics brands are not only producing products for stereotypical beauty skin.

Other than consumers, people working in the industry is also a significant sector that occurs this pillar. Fashion industries’ worker need to have team working skill to collaborate with each other, communication is then important towards team working.  People need to have effective communication skills to increase the efficiency of work, this could help brands to minimise waste in time or resources to assure they are resulting in high quality products with the lowest cost being input.

Reference List:

Kim, A., McInerney, P., Rüdiger Smith, T. and Yamakawa, N. (2020). What makes Gen Z in Asia different? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/what-makes-asia-pacifics-generation-z-different.

Liz G., Dean. (2023). Welcome to Fashion Business School [Power Point] University of the Arts London: London College of Fashion.

McKinsey (2023). What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z.

Weinswig, D. (2016). Gen Z: Get ready for the most self-conscious, demanding consumer segment. Fung Global Retail & Technology, 1-19.
Werle, A. (2019). TopSCHOLAR® Beyond Light, Medium, and Dark: Diversity and Inclusivity in the Makeup and Beauty Industries. [online] Available at: https://digitalcommons.wku.edu/cgi/viewcontent.cgi?article=1838&context=stu_hon_theses.

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3271dc793fa2d5241d97845872b2031

People

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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.

Gen Zs and their fashion styles, which are bold and fresh.


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). 

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They are now the second youngest group in the world. In the present era, Gen Z has become a pivotal cohort driving the advancement of the fashion industry. They are characterized by their creativity and critical thinking, enabling them to form unique judgments about various matters. Born in an age of rapid internet development, they are also referred to as “digital natives“ (2023,MCKINSEY). Gen Zers are known for working, shopping, dating, and making friends online. As consumers,  individual rom Generation Z exhibit consumer behaviors that are largely shaped by their pragmatic perspective on financial matters and educational pursuits. Principal determinants of their consumption patterns include a pronounced inclination towards technological advancements, a deep-rooted commitment to societal issues, and a marked sense of individualism (2023,BEWICKE). Gen zers exhibit distinct consumption patterns, largely influenced by their pragmatic perspective on financial matters and educational pursuits. Notably, their proclivity for technological advancements, commitment to societal issues, and pronounced individualism are pivotal in shaping their consumer behaviors. In contrast to earlier generations, Gen zers does not prioritize cost as the primary decision-making factor. For a product or brand to resonate with this demographic, it must present a harmonious blend of value, superior quality, and ethical integrity.

Individuals from Generation Z exhibit distinct consumer behaviors, largely influenced by their pragmatic perspectives on financial and educational matters. Additionally, their profound relationship with technology, commitment to societal causes, and marked individualism play significant roles. Each generational cohort forges an identity distinct from its predecessors. Notably, Generation Z stands out as the inaugural generation of genuine digital natives. Their formative experiences are intertwined with digital phenomena, such as online gaming and trending internet content. It is probable that during their educational years, they relied on digital devices like personal computers or tablets for note-taking(2023,GOMEZ). 

In 2023, Twitch has emerged as a predominant brand favored by Generation Z. Originally launched in 2005, Twitch was conceived as a real-time broadcasting platform where individuals could showcase their daily activities. While the platform has diversified its content categories, video gaming remains its central focus. Boasting over 240 million active users monthly, Twitch commands an impressive 73% of the live streaming market share. Notably, internal data from Twitch reveals that a significant 55% of its audience comprises members of Generation Z. Further, there is a discernible positive sentiment within the Twitch community towards channel monetization and advertisement displays, presenting a lucrative avenue for potential advertisers(2023,KHALID).


Bibliography

What is gen Z? (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z# (Accessed: 15 October 2023). 

Bewicke, H. (no date) Gen Z consumer behavior: What you need to know, Gen Z Consumer Behavior: What You Need to Know | Talon.One. Available at: https://www.talon.one/blog/gen-z-consumer-behavior-what-you-need-to-know# (Accessed: 15 October 2023). 

Gomez, R. (2023) How to make sure you’re marketing to gen Z the right way, Sprout Social. Available at: https://sproutsocial.com/insights/marketing-to-gen-z/ (Accessed: 15 October 2023). 

Khalid, S. (no date) Gen Z’s 25 favorite brands in 2023, Yahoo! Finance. Available at: https://finance.yahoo.com/news/gen-z-25-favorite-brands-092948829.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAHf7g7OrCknZ4PHkWCvWUsNp2jXBvXb4Ntqeoj8wTzmLpUtG0_jaHuNb6e1mAcB6m2AEhDCtBFc6_8CsVKIcEqjO1NkXyCiFbW19kJFICy6VkVk8q8ZIy4_Q2NZ_ZvaP5xvtGwRjvhillTuCvomc-Tc5LGB15zkvfDcD7p1jxxmv (Accessed: 16 October 2023). 

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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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