People
People
The people Pillar is made from four different components. These being Planet,profit,people, purpose. These are in place to help fashion buisness to reach there target audience in todays worlds where fashion trends are heavily dependent on the younger generation also known as “generation Z”
Gen Z are the next generation of workers and consumers so as a company it has never been more important to look at what the younger generation are craving in fashion. When describing Gen Z you talk about how accessible everything is. How you can order anything online whether that is food, clothes or simply useful stuff on Amazon. The effect this has had on the generation is it has made us lazy, everything is at our fingertips, its all on our phones. “Gen Z is named after the last letter in the alphabet because their arrival marks the end of clearly defined roles, traditions and experiences. After all, Zs are coming of age on the heels of what has been referred to as the most disruptive decade of the last century.”
Sladek, S. and Grabinger, A., 2014. Gen Z. Introducing the first Generation of the 21st Century Available at.
Social media apps like instagram and tik tok have nearly 1 billion users each. Where this generation of young people spend so much time on their phones they are inspired and persuaded heavily by the stuff they see online. For example the street wear brand called Cortiez. The brand only had 10k followers on instagram 2 years ago. The viral tik toks has now reached nearly 1 million becuase of viral videos posted on tik tok. Social media has also made the Gen Z generation more aware of the political and environmental crisis that is going on to date. So to attract consumers they can mend some of these issues. A brand called broken planet was an overnight sensation due to their hatred for fast fashion and what it does for the environment.
We hate trends – that’s a fact. As people that don’t like fast fashion, we can say that confidently.” – Lukas and Indrè.
They focus on the importance of creating garments with recycled materials and help slow the shipping process so there is a less damaging effect on the environment. This helps consumers buy their product as it has a positive effect on the already deteriating planet.
There are a lot of components to making a clothing brand and business that suits the needs of Gen Z but one of the most important things is the way they interact and the people skills they have with buyers. A massive thing that plays into the laziness is making your brand feel accessible, easy to wear and order. A sense of attainability is so important because it makes the people buying the products feel more involved meaning they will have more of a connection with the garment meaning there is more chance they will buy again.