People

People is another pillar of the four pillars of the Fashion Business School. People is essential in fashion as they are the direct producers and consumers in the fashion industry. With the development of the current society, the youngest generation, Gen Z, has became more dominant in the fashion industry.

Gen Z has been known as digital natives, hence the reason that they would be able to adapt the major change between physical and digital components in the industry (McKinsey, 2020). By getting to know the internet and digital devices, the formation of Gen Z’s identity has been influenced massively by the internet. Rather than fitting into the crowd, the majority of the Gen Z consumers in the fashion industry would like to be standing out, which suggest the trend of Y2K, vintage being a major trend again. Gen Z consumers as a group also appreciate the level of involvement that brands provide with areas of equality and sustainability . The level of input on social media can also directly impact the level of interest in Gen Z. Recently, fashion luxury brands, such as Vivienne Westwood has been using 3D modelling and rendering videos of their products in a larger scale with the surrounding of the reality. By posting them onto social media, this has quickly attracted people attention, especially the Gen Z consumers.

Brands in the industry have also made changes to the mode of business in order to adapt Gen Z’s consumption habits. Changing the major advertisement method from physical stores to online advertisement has been a big change to the industry with the purpose of fitting in with the Gen Z consumers. The major fashion magazines have their own online websites which is adapting the the habit of consumption of younger consumers, especially Gen Z. Elle, a trend leading magazine, has also successfully included diversity in their editions. In the May, 2018, South Africa publication, Elle has chosen to use Winnie Harlow, who is a model representing diversity from the dominant market.

Figure 2: ELLE South Africa (May, 2018)

In order to be successful in the current fashion industry, it is important to be sensitive on the daily topic as well as the current trend. Gen Z consumers do not only look for items they would like to purchase, but also seek and absorb knowledge and additional information, especially around their interested fields.

Reference

1. ELLE South Africa, May 2018. Available at www.elle.co.za
2. Vivienne Westwood. (2023)https://www.instagram.com/reel/CyQaiCqsbXM/?igshid=YjVjNjZkNmFjNg==https://www.instagram.com/reel/CyQaiCqsbXM/?igshid=YjVjNjZkNmFjNg==
   What is Gen Z? , McKinsey & Company. [online] Published on 20 March 2023. Available at https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z