Regarding the ongoing strive towards a sustainable fashion eco-system, organically, people are inherent to its progression. As an industry that is underpinned by people – operationally and as the driving force, it is fundamental that there must be equal consideration towards the essentiality and significance of people as there is regarding profit and ecological responsibility. Navigating a climate that operates to meet impending and dynamic consumer demand and needs, this pillar underlines the simultaneous need for humanity and integrity through diversity, inclusion and ethical performance.
Born between 1995 and 2010, Generation Z have extensively impacted the prevailing landscape of the fashion industry. Positioned as a metaphorical mouthpiece for sustainability with rhetoric that upholds unprecedented values, “Gen Z collectively demands purpose and accountability, the creation of more opportunities for people of diverse and underrepresented backgrounds, and rigorous sustainable and green practices” (McKinsey, 2023). The targeting of Gen Z is becoming increasingly challenging for businesses as their outlook on consumption differs from the preceding generations as they demand consumption in the form of access, expression of identity and as a matter of ethical concern (Francis & Hoefel, 2018).
The market position of a brand is now reliant upon their ability to fulfil the demands and values of Gen Z consumers – transparency and traceability, purpose, sustainability and a brand narrative are amongst those. Ultimately, Gen Z are chasing “emotional connection” as they look “beyond tangible products” and attempt to understand “what is it that makes the company tick” (Finneman, 2020). Brands must rethink how they innovatively deliver value and are able to connect with their consumers, physically demonstrating the parallel of Gen Z’s rhetoric to attract them. Thus, brand transparency and traceability are imperative. Moreover, there is amplified attention towards the narrative of brands and the concept of authenticity, implemented by shifting from an omnichannel strategy to omnipresent. Gen Z are discerning, only buying into brands that they find pride in sporting and being associated to, upholding a sense of eco-indulgence (Finneman, 2020).
Promising a commitment to transparent authenticity, anti-greenwashing and responsibility (WGSN, 2023), Ganni is becoming increasingly influential and a forerunner in this evolving ecosystem, setting precedents for other brands to ensue. Regarding their DEI efforts, Ganni are “working on making Diversity and Inclusivity ‘business as usual’” throughout the business’ recruitment process, campaigns and work culture (Ganni, 2021) – ensuring representation for all stakeholders. Furthermore, their social consciousness towards size inclusivity is evident, offering RTW products in a range from 32-52 EU (Ganni, 2021).
McKinsey (2023) What is gen Z? – mckinsey & company. Available at: https://www.mckinsey.com/~/media/mckinsey/featured%20insights/mckinsey%20explainers/what%20is%20gen%20z/what-is-gen-z.pdf
Francis, T. and Hoefel, F. (2018) ‘true gen’: Generation Z and its implications for companies, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies#/
Figure 1. McKinsey (2018) Delivering Through Diversity. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies#/.
Finneman, B. (2020) Meet Generation Z: Shaping the future of Shopping, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping
Saunter, L. (2023) Brand Case Study: Ganni, WGSN login. Available at: https://www.wgsn.com/insight/article/64b7eb850317f2eeaa03373e#page1
Ganni (2021) People: Culture goals, GANNI RESPONSIBILITY REPORT 2021. Available at: https://responsibilityreport2021.ganni.com/culture-goals/