People

Fashion Business consists of the four pillars Planet, People, Profit and Purpose. Through these factors, they contribute to a successful business, in this blog, the People pillar will be introduced. People are an essential factor to consider as they create harmonious relationships with the product. GenZs in particular, are unique as they value creating a strong identity for themselves. “More than any other generation, GenZ collectively demands purpose and accountability, the creation of more opportunities for people of diverse and underrepresented backgrounds, and rigorous sustainable and green practices” (McKinsey & Company, 2023). Hence, this reflects the type of businesses they support. 

Figure 1: Francies, T. and Hoefel, F. (2018) True Gen: Generation Z and its implications for companies 

Technology plays a crucial role in GenZ’s lives and the role of online shopping has been emphasised. However, a big disadvantage is an inability to try on clothes, hence a strategy to attract GenZ is to use virtual try-ons. This can be done through softwares such as Zyler.com which has been adopted by some brands such as Marks & Spencer and John Lewis. Through this, it can help reduce return rates, increasing profit. 

Creating a diverse community has been also crucial in GenZ’s lives. A brand example is Form and Fold, an Australian swimwear brand that caters to women of larger chest sizes ranging from D to G cup sizes. With such brands it helps fill a market gap for this group of women, allowing them to feel included in the fashion community. Next, some key people skills needed for a successful fashion brand include being open-minded and understanding. An example includes touching on their values such as good ethical practices. Through this, brands can modify their tactics to suit GenZ’s needs, generating profit and creating good customer relationships. In conclusion, consumers play an essential role as they determine a brand’s succession and image.