People blog

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The business pillar, people tends to concentrates on the way in which people are treated throughout the fashion industry. For instance, whether employees are being treated ethically and fairly, if diversity is being upheld and, helping to improve the lives of workers and their consumers. One particular company which does this is the shoe brand TOMs, they have a policy where “every purchase, TOMs will help someone in need”. (Londrigan and Jenkins, 2018).

Generation Z (Gen Z) are people who are born between 1996-2010 and have grown up with the internet and developments constantly around them. Gen Z love to express themselves through fashion, and in fact tend to feed into the fast fashion concept, especially with the constant development of new trends, this is particularly supported by the fashion brand Shein (adding up to 6000 new products a day). (McKinsey & Co, 2023 a). Nevertheless, a lot of Gen Z enjoy thrifting and tend to have wardrobes consisting of a mixture of cheap fast fashion and older vintage pieces. In fact, Gen Z as consumers have started to buy products with a matter of ethical concern (Francis & Hoefel, 2018), and 73% have started to try buy from brands they consider ethical or even buying second hand. (McKinsey & Co, 2023 b).

In order to attract more Gen Z consumers, companies use a number of different techniques to draw in more customers. Some main examples are collaborating with other brands or celebrities. However, only a small number of brands use technology to attract customers. Lifestyle brand Zalando has developed a technology which determines a customer’s size based on two images of the client wearing tight fitting clothing. This may well attract more Gen Z because of the convenience of the technology. (Trend watching, 2023).

Rihannah’s lingerie brand Savage X Fenty is diverse in everything that they produce. Their marketing, the shows and the products always show different types of people, whether it is down to their race, gender, size, and age there is always a person that can relate to the customer. In fact, Rihannah herself mentioned that it is important “to create a line that women can see themselves in”. (British Vogue, 2018). In addition, when people see a model similar to them, purchases increase 300%. ( Franklin MBE, 2023).

Because of the rapid ongoing technological developments, brands need to invest in employees with “programming and computing skills” (Stollzoff, 2018), as the future of fashion will primarily be online, therefore employees should have skills and experience in e-commerce.

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