People

The people pillar consists of the first five SDGs, focusing on ending poverty and hunger, promoting good health and wellbeing, as well as quality education and gender equality. In fashion, customers are the most important interpersonal component. Because customers have the right to choose whether to purchase or not. Meanwhile, Consumers can influence business practices and ethics. If consumers value sustainability, for instance,  businesses may adopt eco-friendly practices to align with consumer preferences.

Generation Z comprises people born between 1996 and 2010. With the penetration of technology, Gen Z are surrounded by social media.TikTok currently rules trends, feelings, and culture for Gen Zers. According to Morning Consult’s survey, YouTube is the most-used platform for Gen Z — with 88% spending their time on the app: Coming in at the number two spot is Instagram at 76% — hinting that the platform isn’t “over.” And TikTok (68%) and Snapchat (67%) aren’t too far behind either.(Roberts, 2023) According to Forbes, one in three Gen Z feel as if they’re addicted to fast fashion. Social media perpetuates the circulation of trends — and subsequently, fast fashion brands — and encourages buyers to prioritize cheapness and convenience over quality.（Scoville, 2023）Gen Z’s attitude towards fashion is about following the trend, but also showing individualism, to set apart from others. Market Research Society of India pointed out Gen Z are high on individualism, with a stronger sense of personal expression. For shopping habbits, Gen Z consumers are more likely to enjoy online shopping because they find it relaxing, and they also value the price and convenience benefits of online shopping.

To attract Gen Z, brands start to Collaborate with Gen z celebrities to resonate with consumers. MiuMiu is popular among Gen Z these years, this is inseparable from the brand marketing. MiuMiu put Jang Won Young as brand ambassador. Jang Won Young was born in 2004. She is a member of the Korean girl group ive. She has nearly 10 million followers on Instagram. Jang Won Young was officially announced as Miu Miu’s brand ambassador as the Harper’s Bazaar Korea December 2021 issue, and she was the cover girl. As an ambassador, Jang Won Young never fails to impress at the brand’s various events. Her high popularity in Gen Z has also brought a lot of brand effect to MiuMiu, making the products more popular. Gen Z are willing to chase after their idols.

Selkie is a brand dedicated to the development of size Inclusivity.  It was launched in 2018 by Wildfox co-founder Kimberley Gordon. The brand’s mission statement emphasizes that the brand was created with the main goal of size and cultural inclusivity, reflected in their advertising and products.  Selkie’s size range is from XXS to 5X.  They also have a goal of sustainability, producing only small quantities of each of their items. (Jayanthi, 2021) Selkie places a strong emphasis on cultural diversity in its core team, which includes individuals from diverse backgrounds.  Selkie’s core company is a small team consisting of a diverse group of women, and continues to seek new cultural perspectives from its employees and dedicated fan base.

Brand service and Public relation are the key people skills to make the brand be successful. Providing exceptional customer service and responsiveness to customer inquiries and feedback is essential for building brand loyalty, which helps business retain customers. PR is the person who links brands to communicate with consumers,，PR maintains corporate relationships, and media relations.PR helps brands to build a solid reputation, and give a company the ability to overcome almost any obstacle it may face.

Bibliography:

Bewicke, H. (2023) 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#:~:text=to%20Gen%20Xers.-,Gen (Accessed: 14 October 2023). 

Borrelli, S.S. (2023) Miu Miu’s very good year, Financial Times. Available at: https://www.ft.com/content/f98bf365-2e4c-448b-85bf-7f2a8164ae7f (Accessed: 14 October 2023). 

Herrity, J. (2021). 8 Reasons Why Customer Service is Important. Indeed Career Guide. Available at: https://www.indeed.com/career-advice/career-development/why-is-customer-service-important.(Accessed: 14 October 2023). 

Jang Wonyoung (no date) Kpop Wiki. Available at: https://kpop.fandom.com/wiki/Jang_Wonyoung (Accessed: 14 October 2023). 

Jayanthi, R. (2021) Five trendy and inclusive fashion brands to support in 2021, CLOTHES & WATER. Available at: https://www.clothesandwater.com/style/five-trendy-and-inclusive-fashion-brands-to-support-in-2021 (Accessed: 14 October 2023). 

Jeunesse, M.L. (2022) This tiktok-famous dress is making fashion more inclusive, Teen Vogue. Available at: https://www.teenvogue.com/story/selkie-tiktok-famous-puff-dress-inclusive-fashion (Accessed: 14 October 2023). 

Moran, G. (2022) Gen Z and millennials 2022, Drapers. Available at: http://www.drapersonline.com/guides/gen-z-and-millennials-2022 (Accessed: 14 October 2023). 

People pillar (no date) THE GLOBAL SDG SYNTHESIS COALITION. Available at: https://www.sdgsynthesiscoalition.org/pillar/people-pillar (Accessed: 14 October 2023). 

Roberts, J. (2023) Gen Z’s social media usage in 2023: Later, Later Social Media Marketing. Available at: https://later.com/blog/gen-z-social-media-usage/ (Accessed: 14 October 2023). 

Scoville, K. (2023). Scrolling through trends: Does Gen Z really care about sustainability? The NewsHouse. Available at: https://www.thenewshouse.com/life-and-style/fashion/does-gen-z-really-care-about-sustainability/(Accessed: 14 October 2023). 

What is gen Z? (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 14 October 2023). What is public relations and why is PR important?: 5WPR (2023) Public Relations Blog | 5W PR Agency | PR Firm. Available at: https://www.5wpr.com/new/what-is-public-relations-and-why-is-it-important/ (Accessed: 14 October 2023).