People
The pillar ‘People’ closely focuses on Generation Z’s values on individuality, sustainable development practices and the rise of technological advancements which lead to sustainable consumerism. Gen Z are individuals of our future, born between the year 1995 and 2010, and are considered to “value individual expression, and avoid labels” (Francis & Hoefel, 2018). Gen Z focuses on individuality, as many customise and personalise their style, 10% of this group often try to buy from sustainable brands (Smith, 2010). Moreover, Gen Z has become the most influential group for all generations in relation to consumption and relatability (Francis & Hoefel, 2018). Fashion Network has reported that Generation Z are the largest adapters of gender-fluid fashion, as 58% purchased an item outside of their gender identity. In addition to this, Generation Z are likely to use social media platforms such as TikTok to gain knowledge of the most sustainable, and relatable brands. It is reported that Generation Z’s purchase methods are still similar to Millennials’ as 53% still prefer to shop in physical stores, yet arguably 92% buy on mobile apps which is a higher percentage than any other generation.
For a brand to be successful it should focus on inclusivity and authenticity. Not only does Generation Z have the largest market share, “Gen Z is more adamant that brands reflect their values, whilst acknowledging their diversity” (BOF, 2023), meaning that companies must share similar values to gain profit and popularity. Generation Z consume brands that prioritise social responsibility and inclusivity, thus many companies have started to give insight on product development and sustainability strategies. Rihanna’s company ‘Savage X Fenty’ is a great example of this, as she includes a diversity of models every campaign. Recently, Shaholly Ayers, a congenital amputee, was featured in ‘Savage X Fenty Vol. 3’ fashion show without a prosthetic. The company also diversifies in skin tone, as it won ‘Times Magazine’s Best Innovation’ in 2017, by creating many skin shades and including many ethnicities. Although society is moving forward, we are still one step behind, as 95.6% of fashion models are still ultra-thin (Vogue Business, 2023).
Ultimately, digital approaches to product design will lead to an efficient, sustainable, and responsible fashion industry. Designers equipped with 3D skills and discipline skills can create sustainable solutions for product development, this will “optimise ways which we use and produce textiles” (Audric Thomas, Decathlon France). As Generation Z is the future of the industry, Universities must teach about smart textiles and biodegradable materials so polluting effects in fashion are reduced. Knowledge of circular approaches links to sustainable production. However, “certain jobs are likely to disappear due to automation” (World Economic Forum, 2018), which can lead to a loss of careers in the further future.