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.
Figure 1: Vivienne Westwood Official InstagramReels(2023)
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
ELLE South Africa, May 2018. Available at www.elle.co.za
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
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.
Figure 1. photo by Gatty photo
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.
Figure 2 photo by Writer et al., 2023
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 cannot exist without people, and neither can people exist without fashion. Through the many decades of fashion and its evolution and trends we have seen a vast arrangement of individuals involved. The current leaders of this space have suddenly become Gen z. Gen Z consists of people born from the late nineties until the late two-thousands, specifically 1997 to 2012 (Eldrige,A 2023). In the United States 40% of Gen Z consumers admitted to being influenced into online shopping which presents once again the evolution of the industry but in this case the consumer and economic industry of fashion (Mckinsey, 2023). During a Mckinsey study it was found out that 73% of Gen z try to make an effort to shop ethically (Mckinsey, 2023). This shows the relationship between the post millennial generation and its relationship with sustainability and the current crisis of the world and its climate. The collaboration between gen z and the climate crisis continues through influential figures such as Greta Thunberg who actually stated during an interview with Vogue that “The fashion industry is a huge contributor to the climate-and-ecological emergency,” and that most brands who display a fantasy of being ethical or sustainable are actually “nothing but greenwashing” (Greta Thunberg,2021). Not only should brands stay true to their promise of sustainability to attract Gen z they also need to adapt their marketing standpoints. Brands need to adopt a TikTok audience and market through that app to keep young gen z consumers attracted. Tik Tok has been downloaded over 1 billion times globally since its launch just 5 years ago with its fast-paced trends it’s a perfect chance for brands to create campaigns and hashtags for its young viewer’s (Marketing North,2019). Diversity is again another thing brands need to keep up with Rihanna’s Fenty and Savage x Fenty seeking to accomplish that through hiring models such as Precious lee who is and plus sized woman of colour and as she stated creates an “unprecedented level of representation” (Precious Lee,2023).It’s also extremely important and essential for brands to be doing things such as using people of all shapes, ethnicities and sizes because its represents a way huger target audience and caters to every person. The key people skills for a brand to be and maintain success would be the acknowledgment of everyone and do not be ignorant to any individual. This can be achieved through marketing and done through staying up to date with trends by employing fashion professionals because the importance of a forecaster in trend analysis is invaluable and when people feel seen or relate to what a brand offers, they want to invest their money and support a brand. In conclusion fashion cannot exist without people and people cannot exist without fashion.
“As consumers we have so much power to change the world by just being careful in what we buy” (Watson, 2023). This pillar appears to be the most essential of them all since it shares a similar denominator with the others: “it is a form that intertwines culture, identity, and creativity” (Quora). Fashion, in general, allows all consumers to freely express themselves, feel confident, and share something in common with others; it bears a great value. It is more than just trends and appearances.
Gen Z was born between 1997 and 2010, even though the exact dates vary depending on who you ask. Gen Z currently ranges in age from 11 to 24. The elder half of the generation is now legally classed as adult, and many individuals have already entered the workforce. The tail end of the generation, on the other hand, is still in school. These younger zoomers won’t gain any sort of financial independence for quite a while, and they’ll probably change our current understanding of their generation as they get older. In terms of consumption and finances, most of this generation, with the exception of the younger half, has been through defining events such as COVID-19 and the Great Recession (2007-2009). Both of these events had long-lasting consequences on the market, but many brands were able to deal with it and make it work by working with the effects that these events caused rather than working around them. Brands were able to add many more services, and online shopping was and continues to be the most popular alternative for the majority of consumers. Nonetheless, in-store purchasing retains a high value due to the increased engagement between store personnel and customers. This creates a safe environment for consumers, allowing them to accomplish more than what online buying provides. Overall, Gen Zs are well-informed and do a lot of research and weighing possibilities before committing to a brand. Because this generation is more inclined to shop online, a lot of research goes into selecting the ideal piece.
Gen Z’ers share many consumer characteristics with Millennials. In this sense, brands shouldn’t worry too much about having to completely reinvent their marketing strategy just for a specific generation. There’s no clear benefit to reactively marketing to Gen Z, and ignoring things that have worked well. However, there are some key things to consider when dealing with the Gen Z market. The best chance of capturing as many consumers as possible is being social media aware. Gen Z spend most of there time on social media, being able to engage with them in digital platforms increase the chance of them engaging back
Brands have a huge influence on consumers. It starts with what we would consider little details, but brands as a whole should emphasise their marketing approach; the way they choose to portray and display their products has a lot of value. Building partnerships with diverse artists, models from all cultural backgrounds, all shapes and colours, as well as their current brand community, they would not be able to sell and generate as much profit as they do without their consumers.”Diversity and inclusion are important in marketing because they help celebrate audiences of different backgrounds”told Amazon Ads prior to the 2022 Cannes Lions International Festival of Creativity.Displaying clothing items on larger models, for example, does not demonstrate a commitment to a larger person; it is not inclusive of what plus-size is; rather, it is an attempt to make it appear as if they genuinely offer this range of clothing when, in fact, they do not, and this is something they could work on. Another important area that they would benefit from and could concentrate on is creating and attempting to make more sustainable things. That is, our target audience in this case is Generation Z; they are our future, and they will research and participate in this. This would imply that they will perhaps transmit this one down to the following generation in the near future.
Overall, the key to a company’s success is consistency and a consistent brand message across every platform. Developing a consistent and recognisable brand identity. This reinforces a company’s views and message, which leaves a lasting impression on customers and helps establish loyalty among clients.
Bibliography ~
Quora.com. (2021). Why Is Fashion Important ? [online] Available at:
United Nations. (2023). Ensure Inclusive and Equitable Quality Education and Promote Lifelong Learning Opportunities for All. [online] Available at: https://sdgs.un.org/goals/goal4. [Accessed 13 Oct. 2023].
The people pillar is all about exploring the relationship between the fashion industry and the consumer, most importantly, Gen Z. Gen Z refers to the generation of people born between the years of 1997 up until 2012. The generation have grown up with technology as a predominant aspect of their lives, with the introduction of Generative AI, which is said to have the potential to add up to $4.4 trillion every year, especially in the fashion and luxury sector (Chui et al., 2023). The utilisation of technology to enhance a buyers experience is an important factor in the rise of the fashion industry, for example, Adidas released a new collection called “Into the Metaverse” in December 2021, which consisted of consumers purchasing NFT’s that they released on their website, which could then be traded for items on their website (energii, 2022). This concept helped to incorporate the idea of exclusivity within their brand as well as increasing the desirability of their products, therefore providing them with a new innovation which made their brand current to social trends.
Gen Z account for nearly 25% of the world’s population (Schneider and Lee, 2022) and encompass characteristics which are solely focused on the enforcement of inclusivity and the representation of diversity within the fashion industry. Bo Finneman stated, “they want to breathe new life into what corporate responsibility looks like” (Finneman, Spagnuolo and Rahilly, 2020). Gen Z want to create an atmosphere where everyone feels truly accepted for who they are. For example, if a brand is only truly representative of one stereotype of a woman, then they are actively limiting the scale of their consumers. This could be related to brands like “Brandy Melville” who started their brand with no sizing at all, only “one size fits all”, however, this wasn’t a representation of true inclusivity as their clothes did not in fact fit all women.
Figure 1: Using Social Media as Inspiration for Fashion (Moran, 2022)
As shown above in Figure 1, we can see that within the 2022 Gen Z category, Instagram and TikTok have the highest percentage of consumers using their platforms as inspiration for fashion, with Instagram standing at just over 60%, and TikTok at 50%. In order for brands to stay relevant in today’s society, they must think of new ways to market and advertise their products, and one way for this would be to start producing UGC (User Generated Content). Due to the rise of social media, every advertisement must be eye-catching in order for someone to engage with their content. UGC is a way to increase the relevance of a brand within the media as the content is being produced by someone who is part of Gen Z.
In relation to the fashion industry the pillar ‘People’ relates the most. The industry was built by and for the people. Generation-Z, “Widely seen as technology savvy, aware of climate change and environmental impact” (Morgan, G, 2023) yet they still engage in distinctive and individual forms of fashion style, motivated by social media. We are learning that it takes more than academic qualification to become a successful fashion business owner to target the new Generation-Z.
(Drapers, 2023)
Generation-Z defined as a compromise between the ages 7-27 (Morgan, G, drapers, 2023). “G-Zers are growing fast: Gen Zers will make up a quarter of the population of the Asia–Pacific region by 2025.”(Mckinsey & company, 2023). Equal to other generations, Gen-z is shaped by behaviors they are surrounded by. In particular social networking. However 53% of Gen-z and millenials taken for a survey opt for stores as there preferred shopping channel. Despite 92% uzalizing mobile apps. (Morgan,G, Drapers, 2023). “It is clear Gen-Z and millenials use every shopping channel interchangeably” (Morgan,G, Drapers, 2023). This is where the idea of Omnichannel shopping comes into play. Fashion brands and retailers need to ensure they are proposing an omnichannel approach to secure equally strong shopping channels to target Gen-Z. For example it would be important to have a powerfully built social channel as this is where most impulsive purchases are made. 12% of respondents on drapers survey admit to purchasing on social media (Morgan,G, Drapers, 2023.
(Clothes & water, 2023)
Gen-Z generally participate in this new wave of inclusive consumers. “Gen-z collectively demands the creation of more opportunities for diverse and underrepresented backgrounds” (Mckinsey & company, 2023). Popular singer Rihanna’s brand Savage x fanty is a prime example of diverse marketing. Savage x fenty has revolutionised the lingerie industry. They are now highly congratulated for her size diversity. Ranging from XS to 3X in bralettes and 32A to a 46H for bustiers and bras. Savage x Fenty has also merged there diverse ideas into their marketing strategies and on the runway.
Traditionally academic qualifications are a necessity in order to be a successful business/brand owner. As the primary objective to target the consumer, Generation-z, we have learnt it is vital to have a strong Social Channel. “Members of this generation care about ease of use: mobile pay, app-based services, and simple online transactions are important, and brands have found major success by restructuring to suit Gen Z tastes” (McKinsey’s & Company, 2023) proving that it is now essential for aspiring brand owners to have qualification and experience within the digital, technology and AI industry.
Reference list:
Five trendy and inclusive fashion brands to support in 2021 (no date) clothes & water. Available at: https://www.clothesandwater.com/style/five-trendy-and-inclusive-fashion-brands-to-support-in-2021 (Accessed: 13 October 2023).
Moran, G. (2023) Gen Z and millennials 2023, Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2023 (Accessed: 12 October 2023).
What is gen Z? (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 13 October 2023).
Gen Z has adapted to the internet since childhood and is accustomed to and proficient in using social media and various new technology products. They not only have amazing diversity but also look forward to more uniqueness while embracing diversity. In addition, they have strong inclusivity and treat every category of people equally. In other words, Gen Z has the strongest patience and learning ability. As of 2020, Gen Z accounted for 40% of the total number of consumers, and 59% of Gen Z stated that they believe in brands that accompany their growth (Guo and Luo, 2023).
Gen Z is born with piercing eyes and is a digital expert. They can easily tell brieflywhether it’s real or fake, and they are also difficult to be satisfied. If a brand wants to approach this large consumer group, it is compulsory to consider the following points:
1. Be adaptable.
2. Treat each other sincerely.
3. Provide personalized services.
4. Seize the opportunity.
5. Tailor a unique marketing plan for Gen Z.
6. Properly communicate values.
Hollie Harding, the procurement manager at Browns, experienced that “young consumers rush into the store, holding their phones to display photos saved from Instagram, and want to buy a brand bag that I haven’t even heard of. Finally, they found that the bags that were asked the most were from new brands such as Mansur Gavriel, Staud, Wandler, Telfar, By Far, etc., rather than old fashions. After long-term neglect of the digital revolution and the GenZ community, many retailers and established brands have been trying to understand their interests and habits in the past few years. Even luxury brands have seen many immediate new models in recent years, with exaggerated designs and bold colour schemes all aimed at attracting the new Gen Z consumers.
In summary, the biggest feature that attracts Gen Z is uniqueness, but this uniqueness needs to convey a uniqueness that aligns with mainstream values and is meaningful in the realistic world. Publicity is also important, especially in terms of internet effects, as Instagram and TikTok have powerful marketing effects.
Reference
Wenshan G., Qiangqiang L., 2023. “Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility”. Journal of Retailing and Consumer Services, Volume 73.103353, ISSN 0969-6989,https://doi.org/10.1016/j.jretconser.2023.103353.
The People pillar is about understanding the relationship between society and the fashion industry, and how society as a whole engages with consumers.
Gen Z categorizes a group of people that are born between the year of 1996 and 2010. It is currently the second youngest generation. “This generation’s identity has been shaped by the digital age, climate anxiety, a shifting financial landscape and COVID-19” McKinsey & Company (2023). Gen Z consumers are brought up into a highly tech savvy, extremely ethically minded society, pushing towards realistic representations. Climate change is one of the biggest issues that the Gen Z are most passionate about and that they are currently facing. Influences from people like ‘Greta Thunberg’, a Gen Z climate activist, inspire Gen Z to make a positive impact on our planet.
Over time, the way generations have shopped has changed drastically over the years, there has been a surge in online purchasing and the influence of social media. “Around the world, 3 in 10 Gen Z say they use social media as a place for inspiration – it’s becoming a one-stop-shop for their purchase journey. They want to be inspired rather than simply informed, and social media platforms like TikTok fill this role nicely” Kamal, J (2022). What we know for certain is that the Gen Z population have strong beliefs on topics such as diversity, inclusion. “In today’s fashion industry, fashion entrepreneurs focus on core business practises such as creativity and innovation” Dillon, S. (2018). For a brand to attract Gen Z, a strong social media presence, using platforms such as Instagram and TikTok is crucial. Gen Zers are heavily influenced by social media. An example would be to engage with collaborations with influencers and celebrities in order to target a Gen Z audience. Brands must ensure that they demonstrate a strong value of diversity, inclusion and sustainability within their brand image and ethos.
Reformation is a good example on how a brand has responded to diversity and inclusivity. Reformation is a sustainable fashion brand that was founded in 2009. “Reformation is creating a Diversity and Inclusion Board to oversee diversity issues at the company and is adding diversity metrics to its annual sustainability report” Parisi, D (2020). In order to achieve a successful brand, people skills are highly important and are admired. For a fashion brand to achieve its full potential and attract a Gen Z audience, entrepreneurs must ensure that they are transparent, open minded and creative with their ideas, interpersonal, show good leadership skills and communication.
In a time of rapid progression, an increasing number of enterprises will concentrate on people as the foundation of their expansion. For instance, the CEO of Zappos stresses the importance of employee happiness as the cornerstone of the company’s development. (Pandey, 2023) This markedly demonstrates that the human pillar is playing a decisive role for the company. The pillar, People, emphasises a business’s impact on society and its dedication to individuals. These are the individuals who perform the company’s tasks, as well as those who are affected by the company, including the firms’ employees and shareholders, consumers, as well as its affected communities and people at every stage of the supply chain. (N/A, 2021)
When it comes to the People pillar, the focus is always on Gen Z. Gen Z, also known as Generation Z, is used to describe the generation born in the late 1990s and early 2000s. Following in the footsteps of the Millennials, Gen Z was heavily influenced by the Great Recession of 2007-09 and the COVID-19 pandemic.(McKinsey & Company, 2023) Gen Z is therefore the first generation of true digital natives, living in a fully digital age and all having grown up in an era of ubiquitous streaming content. In addition to Gen Z being the first “digital natives” of the people, they’re also not only pragmatic, ethical-concerning and, well, savvy consumers, politically progressive, but also facing mental health challenges. Fashion labels ought to present personalisation options, exhibit transparent information regarding the brand’s contextual background, and enhance brand sustainability to appeal to Gen Z consumers.
More importantly, Gen Z’s normative concern is diversity. According to Oxford English Dictionary, diversity refers to “the practice or quality of including individuals from a diverse range of social and ethnic backgrounds, as well as different genders and sexual orientations”. Sexual orientation diversity is currently a widely discussed aspect of diversity, and numerous fashion brands are striving to promote inclusivity in sexual orientation. Expanding the range of unisex clothing options and offering diverse sizes appears to be an effective approach for promoting inclusivity towards all sexual orientations. As an example, H&M has introduced a gender-neutral apparel line in collaboration with the popular brand Eytys to promote diversity and inclusivity regarding sexual orientation. (Young, 2019)
In an era of fast-paced automation and rising joblessness, essential human skills are imperative for fashion brands. In light of technological advancements and the proliferation of automated systems, the fashion sector must possess proficiency in technological skills, automation programming abilities, and complex problem-solving skills. In this respect, it is crucial for companies to recruit staff with aptitudes in data processing, proficiency in ICT, and interdisciplinary and general knowledge of technology, to satisfy their demands for automated programming and other technical issue resolutions. Moreover, in order to tackle intricate problems, employees must have the ability to adjust to change, collaborate with others, make informed decisions, communicate effectively, and cultivate their mindset towards lifelong learning. (BRICS, 2016) However, in certain countries, low education levels have resulted in an inability to meet the demand for highly skilled individuals.
References list
(No date) Whitepaper skill development for industry 4. Available at: https://globalskillsummit.com/whitepaper-summary.pdf (Accessed: 14 October 2023).
McKinsey & Company, M.& C. (2023) What is gen Z?, McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 14 October 2023).
N/A, N. (2021) People, planet, profit: Looking at the Triple Bottom Line, GCU. Available at: https://www.gcu.edu/blog/business-management/people-planet-profit-looking-triple-bottom-line (Accessed: 14 October 2023).
Pandey, Dr.V. (2023) The Zappos Model: How Delivering Happiness Transforms Business and Leadership, LinkedIn. Available at: https://www.linkedin.com/pulse/zappos-model-how-delivering-happiness-transforms-business-pandey (Accessed: 14 October 2023).
Young, S. (2019) H&M has launched a Gender Neutral Clothing Collection, The Independent. Available at: https://www.independent.co.uk/life-style/fashion/hm-eytys-gender-neutral-unisex-collection-release-lookbook-fashion-a8741996.html (Accessed: 14 October 2023).
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.
Fig 1, everviz.com
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.
Fig 2, Jang Won Young (Photo by Pascal Le Segretain/Getty Images for Miu Miu)
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.
Fig 3, Selkiecollection
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.
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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).
