People

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. 

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).