People
The “People Pillar” is one of the four essential elements of sustainability. In the context of the fashion industry, this pillar emphasises the fair treatment of workers, diversity and inclusion, and the ethical treatment of consumers. It firmly underscores the imperative of valuing individuals as equally essential as profit and environmental responsibility, acknowledging the intrinsic connection between corporate social responsibility and the well-being of both the workforce and the clientele.
Gen Z, born between the mid-1990s and the early 2010s, is a generation characterized by its strong social consciousness, technological adeptness, and an unwavering expectation of purpose, accountability, and steadfast sustainability commitments from the brands they support. This generation, consisting of a highly diverse and inclusive demographic, exhibits a predisposition to support brands that ardently align with their values. For Gen Z, sustainability, ethical practices, and social responsibility are paramount. Furthermore, their preferences are significantly shaped by the digital realm, making them highly responsive to digital media and peer reviews (McKinsey, 2023).
As Gen Z increasingly emphasizes the importance of ethically made clothing, many fashion brands are revaluating their sales strategies. They are shifting their focus towards corporate social responsibility, in which companies are held responsible for their effects on society and the environment, extending beyond their financial achievements (Londrigan and Jenkins, 2018). Gen Z consumers prioritize brands that offer full transparency about their products. To excel in this area, fashion brands depend on essential people skills like communication, collaboration, and adaptability. These competencies empower brands to flourish in the ever-changing and fiercely competitive fashion landscape.
Fenty by Rihanna, particularly through its cosmetics line, Fenty Beauty, stands as a pioneering example in responding to diversity. In the article titled “How Fenty Beauty Altered the Beauty Industry Landscape,” featured in Vogue, Fumni Fetto eloquently asserts, “Fenty Beauty connected emotionally with women who had long been treated as though they didn’t exist by the beauty industry” (Fetto, 2020). Fenty Beauty embodies a comprehensive commitment to diversity. The brand provides an extensive array of foundation and concealer shades, champions diversity in its marketing campaigns, and celebrates a rich spectrum of cultures through its product nomenclature. With a global reach, it ensures accessibility to a diverse clientele. This comprehensive approach to diversity, encompassing product offerings, marketing campaigns, and social initiatives, underscores the brand’s profound commitment to inclusivity and its fervent pursuit of fostering positive social change within the beauty industry and beyond.
Reference List:
Fetto, F. (2020). How Fenty Beauty Changed The State Of Play In The Industry. [online] British Vogue. Available at: https://www.vogue.co.uk/beauty/article/rihanna-fenty-beauty-diversity.
Londrigan, M.P. and Jenkins, J.M. (2018). Fashion Supply Chain Management. New York: Fairchild Books, An Imprint Of Bloomsbury Publishing Inc.
McKinsey (2023). What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z.