People
As the foundation of society, effective governance, safeguarding human rights, and sustainable development serve as the four pillars of sustainability defined by the London College of Fashion （Intro To Briefing 23 week 1). “Earth” is to be examined as the second pillar. The importance of decreasing social inequality is one of the pillars of sustainable development that is most frequently emphasized. Nevertheless, nobody has the right to make us buy anything or define who we are for us. This is especially true in the fashion business, where many individuals describe your skin tone, body size, gender, and aesthetics in ways that are not as inclusive as they need to be. Prettiness is not solely physical appearance but is connected to emotions and feelings (Raghuram, 2023).
People who belong to Generation Z were born between 1996 and 2010 (McKinsey 2018). Gen Z are the first generation to be “true digital natives” (Francis and Hoefel, 2018), and many of them have achieved influence online. In many areas, Generation Z is acknowledged as the primary Internet user for product research and development and new product purchases. Generation Z differs from previous generations in that they want to stand out over blend in, dislike unflattering clothing, and have incredibly adaptable fashion senses. A third of the world’s population is made up of members of Generation Z, according to figures from 2023 about this generation.
In order to appeal to Generation Z, a brand must have a compelling narrative or distinctive style as well as a commitment to sustainability. Generation Z is a generation that upholds values and expects the same from merchants. Social media may also be used because Generation Z is exposed to advertising and companies “every minute of every day” (McKinsey 2018). Instagram, TikTok, and other prominent platforms are utilized by Generation Z and may be used to swiftly appeal to them because so many influencers use social media.
Lingerie company ThirdLove has a brand that perfectly reflects variety. The company produced bras in 78 different sizes. To accommodate a wider range of skin tones, ThirdLove now provides a selection of “nude” hues. ThirdLove features real women of different origins, shapes, and ages in product photographs and marketing campaigns. Heidi Zak, CEO of ThirdLove, says in the advertisements, “We’re done with pretending certain sizes don’t exist or aren’t important enough to serve. And please stop insisting that inclusivity is a trend. And please stop insisting that inclusivity is a trend.”
There are also many brands that are starting to plan for diversity, with Fenty Beauty launching 40 foundation colors to give all skin tones a choice.
Reference list:
McKinsey & Company, (2023) “What is Gen Z?”
Raghuram, S. (2023b) The Psychological Effects Of Fashion On Body Image And Self-Esteem, Fashion Law Journal. Available at: https://fashionlawjournal.com/the-psychological-effects-of-fashion-on-body-image-and-self-esteem/ (Accessed: October 13, 2023).
Generation Z Statistics 2023 (2021) TrueList. Available at: https://truelist.co/blog/generation-z-statistics/ (Accessed: October 14, 2023).