People

Gen Z, born between 1995 and 2010, is a digitally savvy generation growing up with the internet, social networks, and mobile technology. They excel at gathering and cross-referencing information from various sources, seamlessly blending online and offline experiences (McKinsey 2018). Sustainability in the fashion industry revolves around four pillars: planet, profit, purpose, and people, with a strong emphasis on consumer engagement.

Currently, Generation Z wields a purchasing power estimated at $143 billion (Business Insider).

In fashion, diversity is about creating clothes that cater to different races, categories, age groups and sizes and marketing them in a way that reflects this. For instance, Fenty Beauty, a makeup brand launched by Barbadian actress and singer Rihanna in 2017, has gained recognition as one of TIME’s 25 Best Inventions. It is celebrated for its high quality, affordability, and inclusive initiative of offering a range of forty foundation shades. This effort is particularly lauded for catering to a diverse spectrum of skin tones, addressing a common concern of prominent beauty vloggers. MAC Cosmetics is one of the first brands to offer a range of foundation and eye shades for various complexions. The MAC Studio Fix and other products from the brand are always made to give diversity a high priority.

54% of Gen-Z says social media influences them more than any other marketing channel  (CMO Council). And 52% of Gen-Z trust social media influencers for product or brand advice. (McKinsey & Company). The global Social Commerce Market, valued at $89.4 billion in 2020, is projected to reach $604.5 billion by 2027, signifying the profound impact of social media (The Influencer Marketing Factory). Burberry effectively utilizes Facebook and Instagram to engage its audience. They showcase professional, stylized images on Facebook and employ hashtags like #ThisIsBrit to promote products and events. On the other hand, Instagram features more casual and user-generated content, immersing followers in London culture.

Zara boasts an impressive social media following, with 51.59 million Instagram and 30.5 million Facebook followers. Their strategy relies heavily on influencer marketing, leveraging famous Instagram personalities to showcase their products, creating consumer interest with minimal paid advertising.

In summary, Gen Z’s digital fluency, the importance of diversity in fashion, and the dominance of social media underscore the ever-evolving landscape of consumer engagement and brand promotion.

Reference

Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12, 1-10.

https://theinfluencermarketingfactory.com/wp-content/uploads/2021/03/social-commerce-report.pdf

https://www.forbes.com/sites/blakemorgan/2020/02/28/50-stats-all-marketers-must-know-about-gen-z/

https://blog.hubspot.com/marketing/fashion-brands-on-instagram

https://www.paceco.com/content/luxury-fashion-brands-social-media/