People

“People” is one of the significant pillars of fashion sustainability study. The fashion industry is moving towards being more socially responsible and actively pursuing sustainable practices, those industry participants play an important role in sustainability development. This pillar emphasizes people who are involved should have fair welfare, a safe environment, and ethical treatment. (Londrigan and Jenkins, 2018, pp.48) While considering diversity and inclusion, that should not be stuck in a frame, which can include a wide range of perspectives. 

First of all, as described from McKinsey & Company “Gen Z are called “digital native”—the first generation to grow up with the internet as a part of daily life.” (McKinsey, 2023) As Bo Finneman mentioned in the interview Gen Z have different value from previous generations. (Finneman, Spagnuolo, and Rahilly, 2020) This new generation is more care about self-expression. Finneman proposed that Gen Z “want to be themselves and that’s where they find their security.” (Finneman, Spagnuolo and Rahilly, 2020) Take buying fashion items as an example, they always looking for something special and can represent themselves. However, in previous generations who consider the garment they choose to represent the brand rather than themselves. 

Due to the development of society, Gen Z seems like born with screen-social talent and curiosity about new things. An interview with McKinsey mentioned that Gen Z has an idiosyncrasy which is seeking truth, and is always willing to spend money on something that they believe. (Finneman, Spagnuolo, and Rahilly, 2020) If a brand appearance has a unique and true IP story behind the brand, that would be highly attractive to a consumer group of Gen Z. 

Also, Gen Z always are drawn attention to new things. For example, in earlier days, a London local designer brand called “Jaded London”, posted an event on Instagram about their pop-up shop. Many of their fans or passers-by visit their shops with curiosity.

Rihanna’s Fenty brand is a wonderful example of behavior toward diversity, in an article mentioned quote about Rihanna said, “The only thing I could think about was including everyone”. (McKinnon, 2021) Her brand Savage X Fenty uses unusual forms that invite different types of models to show off products. For instance, pregnant or lactating mother, older, plus-sized. Each of them represents the products of diverse collections, that let people believe in diverse services not just lip advertise. 

Reference list:

Finneman, B., Spagnuolo, E. and Rahilly, L. (2020). Meet Generation Z: Shaping the future of shopping | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping#/ [Accessed 13 Oct. 2023].

Londrigan, M.P. and Jenkins, J.M. (2018). Fashion supply chain management. New York: Fairchild Books, An Imprint Of Bloomsbury Publishing Inc, pp.41–60.

McKinnon, T. (2021). How Rihanna’s Fenty Brand is Leading in Diversity & Inclusion. [online] Indigo9 Digital Inc. Available at: https://www.indigo9digital.com/blog/fentydiversityinclusion [Accessed 13 Oct. 2023].

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 [Accessed 13 Oct. 2023].‌

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