People
The Journey to a sustainable future would not be possible without the pillar of influential people. Fashion as an industry is progressing into a socially responsible mindset. As the industry is determined by ‘people’ People as the consumer and the producer play a vital role in the stride to success in sustainability, making decisions on the quality of their clothes and choosing to consider the production of their garments. When thinking about the pillar ‘people’ one must reflect on multiple different aspects. All people who collectively work to produce garments should work in a safe environment, have fair welfare and be treated ethically. (Londrigan and Jenkins,2018,pp48) as well as including all types of people. The people of the fashion industry should consider how their garments are made, ‘ why are people so bothered about the fruit they eat but people aren’t bothered about fashion made in fear. People should focus on ‘buying less and buying better’ (De Castro, 2023.)
Another aspect that should be considered in the fashion industry is the positioning of people through marketing.. Marketing messages are aimed to make the consumer feel a certain way when wearing a certain brand. (De Castro, 2023.)
The Generation Z are accustomed to the idea of technology and digital advancement, as access to the internet has been normalized from such a young age. This has resulted in a deeper intrigue in their purchases through their ability to research a brand and what they stand for. If something already exists when a person is born it is normalized to them, if something is invented when a person is 15-35 they welcome the idea. However once a person is over 35 generally they close their minds to inventions. Therefore brands have to consider how to project a message that appeals to all demographics or focuses strictly on a target demographic and the consumer has a rather small window of optimism.. (reference)
A brand that displays an important message and appeals to not only Gen Z but Gen X is Fenty by Rihanna, illustrating diversity through the use of normalized models rather than an unachievable idea of ‘perfect’ in society. Allowing the consumer to feel a sense of relatability and sending an important message of inclusivity through a large range of sizes and shade choices. Displaying the IDG of growth, steering far from normality and connecting with the consumer on an deeper level.
Bibliography
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.
(Orsola De Castro, 2023, Upcyclist, fashion designer and author.
(Reference from AI generation Z talk) 2023