Jiarui Zhang

The people’s pillar is an essential part of the fashion business, related to the relationship between the fashion industry, society, and the masses. Gen Z, which is currently discussed, is a vital consumer group closely related to the fashion industry. Generation Z uses their own culture to influence the environment of the fashion industry.

Generation Z is a group of people born between 1995 and 2006. They are representatives of contemporary young people. Generation Z is a generation seriously affected by the Internet. They are usually more realistic than Generation （Y. Sladek, S., & Grabinger, A. 2014). As consumers, Generation Z is a group of people who grew up on the Internet. Social media usually influences them in their consumption decisions. For example, under the current development of we-media networks, Generation Z likes to follow pop stars and influencers on social media to check current trends, thus affecting their consumption decisions. At the same time, Generation Z is also a group with solid self-awareness. They advocate self-please and like to pay for everything beneficial to them. For example, they prefer to consume products that can express themselves in the fashion industry. Their consumption often focuses on whether the products are good-looking and quality.

When we start to think about how brands can attract Generation Z consumers, promotion on social media has become an important part. Brands should pay attention to the interaction on social media and find some celebrities liked by Generation Z to promote and attract Generation Z. The interactivity of advertising needs to be very high. It can’t just insert an ordinary advertising copy because Generation Z often prefers authenticity and originality.

In addition, brand selection and the current trend of IP co-branding is also an excellent way to attract the z generation. There is a tea drink brand called HeyTea in China. Hey Tea is a new high-end tea drink brand. Its target customer group is Z-generation consumers pursuing quality and innovation in modern cities. (Filieri, R., & Xu, Y. 2022).The brand has attracted many Z-generation consumers through joint brands such as Fendi and Hiroshi Fujiwara. The brand co-created with Fendi by printing the Fendi logo on the beverage cup and giving away peripheral products with the Fendi logo. At the same time, he found many influencers on social media to promote products to increase product exposure, which aroused the curiosity of the masses, causing a group of consumers to post the co-branded post on social media spontaneously. This practice has also attracted more Chinese Generation Z fans to Fendi. The marketing strategy launched by the brand to cater to Generation Z is very successful.

Generally speaking, all interpersonal skills are critical to the brand, especially communication skills and brand services, which will significantly enhance the image value of the brand.

Reference list

Sladek, S., & Grabinger, A. (2014). Gen Z. Introducing the first Generation of the 21st Century Available at.

Filieri, R., & Xu, Y. (2022). The New-Style Tea in China: The Marketing Strategy of HEYTEA. SAGE Publications: SAGE Business Cases Originals.

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.

Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life science journal, 9(4), 4444-4451.

Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309.

Fashion industry is primarily connected by planet, people, profit and purpose. The four pillars complement and connect each other. The planet gathers all kinds of resources for life. People make profits in creating value as consumers and producers. Fashion companies should have a sense of responsibility. They should create better fashion products while conserving resources as the goal.

Figure 1：Stella McCartney and Marine Serre design recyclable clothing (Tierney cearson,2019)

The circular economy is based on the concept of sustainable development to design and manufacture products. The economy is characterized by resource conservation and peaceful coexistence with the environment. Different from the traditional economic model, circular economy has the characteristics of high utilization and low pollution (Elizabeth, 2020). All materials and substances can achieve maximum effect in the process of operation. It can be reused and recycled on the basis of the traditional economy. Moreover, the application of circular economy in fashion has become a hot topic.

Nowadays, fashion has become one of the goals that people pursue . However, fast fashion has done great harm to the planet. According to relevant surveys, Various fashion are discarded every year. Most fashionable dress are made of polyester. However, polyester can take up to 2,000 years to break down, causing pollution to the environment. So in this context. Fashion needs to be sustainable, and it will become the mainstream model in the future (McCarthy, 2020). Sustainability is what makes fashion work best. It can reduce waste and environmental pollution as much as possible. The use of safe, sustainable materials by designers to make fashion may set a trend in the fashion industry. The single linear model of fashion also needs to be reformed, and sustainability is the best option.

Figure 2：Clothes discarded in the desert(MARTIN BERNETTI, 2021)

Taking the UN’s 12th Sustainable Development Goal as an example. People should consume and produce responsibly (Lee, Min-Young, et al., 2020). At present, the fashion industry is most lacking in accountability and sustainability. In the fashion industry, many products of enterprises take economic profit as the first goal, which leads to the surplus of many products. The garment industry has become a major polluter of the planet. For enterprises, they should adopt environmentally friendly fabrics and  production. For consumers, they should follow the principle of moderation. With the improvement of living standards, people have become more casual in buying fashion. It creates a problem offashionable products are pilling up while discarded. Therefore, in the fashion industry, the United Nations Sustainable Development Goals can be applied to both businesses and individuals. If people follow such standards, the fashion industry can develop rapidly and people’s life will be better.

References：

Shorrock, Elizabeth. (2020). “Farm to fashion: A multidisciplinary approach to teaching fiber production, sustainability, and slow fashion.” Sustainability in Fashion –,  https://doi.org/10.31274/susfashion.11483. 

Lee, Min-Young, et al. (2020). “An exploration of consumer accountability for sustainability in the Fast Fashion Industry.” Sustainability in Fashion –, https://doi.org/10.31274/susfashion.11397. 

“The fashion of Sustainability.” Sustainable Fashion: Why Now?, https://doi.org/10.5040/9781501304217.ch-001. 

McCarthy, Minako, and Takako Hayashi. (2020). “Slow fashion concept upcycled kimonos as recycle-oriented cultural sustainability.” Sustainability in Fashion –, https://doi.org/10.31274/susfashion.11487. 

“Overview of sustainability and social change in fashion.” Sustainability and Social Change in Fashion, pp. 1–26, https://doi.org/10.5040/9781501334092.ch-001. 

Chanel

Chanel was founded in 1910 by Gabrielle Chanel and has been established for 113 years, with Robust brand culture heritage and deep-rooted brand image value.
Gabrielle Chanel is a legendary woman. She broke the tradition and designed minimalist, comfortable, and open clothing in a social context that binds women and created a clothing brand that women are no longer restrained.
It has an elegant style, and simplicity and exquisiteness are the style of their products. The classic double C logo, camellia, and tweed are all Chanel symbols that consumers remember.

In 1983, Karl Lagerfeld served as the fashion director of the chanel. Since then, Karl Lagerfeld has continued the elegant tone of the brand while maximizing the use of the double c logo and designing one sensational fashion product after another. Even now, the bags he created, such as classic flap, leboy, coco handle, and 19 bags, still sell well despite rising prices.
After Coco Chanel designed 2.55 in the eighties, Lagerfeld launched the flap bag with CC lock, now the classic flap bag. From the beginning to now, the classic flap bag has been a Chanel staple bag, whether it is in the European and American markets or Asian markets, very popular with consumers. Even though the annual price increase of this bag reached 35%, countless consumers are still scrambling to buy. Chanel handbags are highly sought-after, iconic statement pieces, and demand is always higher than supply.
Karl Lagerfeld has been named Artistic Director of CHANEL. He brought life back into the Cruise collections, introduced the Métiers d’art and pre-collections, restored Haute Couture to its former glory, and created the CHANEL Ready-to-Wear collection as we know it today.

Karl Lagerfeld mixes elements and styles into a new interpretation of Chanel‘s classic style. He continues the classics in innovation. For example, he innovated the tweed jacket, making this style a traditional symbol of Chanel.

The show it designs can always surprise people. In the past few decades, Chanel‘s show theme has been constantly innovating, which is surprising every time. For example, in the spring 2019 ready-to-wear, he moved to the beach indoors, surrounded by the sea, where the models performed a fashion show full of summer vacation.

To sum up, Chanel is a leader in the market share of luxury goods, with a loyal customer base. At the same time, their vital brand assets and financial situation support the brand, which can make many consumers trust them and support their continuous innovation.