People
Among the four pillars, the people pillar focuses on exploring the relationship between the consumer, society and the fashion industry. Focusing specifically on Gen Z, according to Elsevier’s ‘Instagram made Me buy it’, this generations spending habits are more often than not referred to as ‘impulsive’. Generation Z are often considered ‘digital natives’ as this is the first generation to have grown up having been surrounded by digital communication. It is clear the people who are part of this generation are easily influenced, and this can be seen throughout social media. Popular influencer culture is practiced on social media platforms such as Instagram and TikTok and as a result of this obsession, it is highly likely for them to be exposed to digital marketing and new and current trends.
It was estimated that by 2020, Gen Zs would be the largest group of consumers globally, based on the needs and behavioural understanding of this consumer group (Budac Adriana, 2014). This is why fast fashion brands should be trying to get their attention as ultimately, this generation will be the one who has the most significant effect in what society does to make that change the world so desperately needs. In order to attract a generation who are so self aware about environmental issues, it is vital that brands start taking action in proving what they are doing to work towards being more sustainable. This generation expects brands to be drivers of social change, looks for fair labour practices and inclusivity as well as sustainability.
Founded in 2013 by husband and wife, Heidi Zak and David Spector, ThirdLove is an American lingerie brand created in response to frustration that women felt when trying to find bras that fit real bodies. Using measurements from millions of real women instead of industry size templates, the brand created a line of 78 bras ranging in size, including half cup sizes as all body types differ. Not only does this brand provide bras for women whatever shape or size, it also offers a vast range of “nude” shades, offering options for all skin tones. The product photos on the website and in adverts feature women from diverse backgrounds, body types and ages.
Conclusively, the essential people skills needed for a successful fashion brand are communication, language, digital, organisation, industry knowledge and confidence. Simultaneously, all of the above will allow for a brand to attract consumers.
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