PEOPLE
The fashion industry focuses on the four pillars to adjust to the changes generated by different pillars rapidly. In contrast, ‘people,’ as consumers and businesses at the same time, need to observe the changes and needs of both sides in order to make the best strategy, especially businessmen who should make marketing strategies in favour of their businesses according to changes in consumers’ preferences. Gen Z, the youngest consumer group, is already influencing the way brands market themselves in their way; Gen Z includes people born between 1996 and 2010, a generation whose identity has been shaped by the digital age, climate anxiety, the changing financial landscape, and the new coronary pneumonia (McKinsey & Company, 2023).
Moreover, as a generation that grew up with widespread Internet use, Generation Z cannot live their daily lives without electronics: they spend a lot of time shopping and making friends on their mobile phones, habitually turn to the Internet for help when they have a problem and are influenced by short-form video media like TikTok (McKinsey & Company, 2023). However, short video media like TikTok is a double-edged sword for fashion brands, which can either make the brand famous quickly or shorten the cycle of brand popularity (CRIALES-UNZUETA, 2021). Therefore, brands should show a unique personality to attract the attention of Generation Z and direct this attention towards building a lasting relationship. For example, Mazaheri, a TikTok and Instagram influencer, for their account positioning is what is relevant to their work as a queer creative, which makes their account a recognisable character on the Internet, and the brands they choose to work with share the same values and consistency as the account (CRIALES- UNZUETA, 2021). Similarly, companies should work with trustworthy creators to take the lead in promoting their brands. Meanwhile, brands do not necessarily need creators to find an audience if they can create a consistent persona themselves, as in the case of Mirror Palais designer Marcelo Gaia, who uses Jitterbug as an educational platform to showcase concepts such as fast-fashion “dupes” and the quality of garments, which address themes such as the sustainability of Gen-Zers’ fashion (CRIALES- UNZUETA, 2021).
Nevertheless, BUTLER-YOUNG (2022) says a lack of data and to narrow a path to breaking out of fashion remains one of the most significant barriers to progress for many companies, including diversity and inclusion in organisations. However, one retailer, Ulta Beauty, has invested $50 million in diversity, equity, and inclusion development, which also includes conducting diversity recruitment efforts, creating in-house programming for employees, and appointing US actress Tracee Ellis Ross as a diversity and inclusion advisor (KENNEDY, 2022).
Therefore, as a fashion brand, staying on top of new trends and creating a close connection with consumers is essential, which enables the brand to maintain customer loyalty while constantly appearing to be seen by new audiences, thus attracting more consumers.
Reference list
BUTLER-YOUNG, S. (2022). ‘BFC Report Finds Half of European Brands Have a Diversity Strategy But Progress Still Lags’, Workplace & Talent. [Online]. Available at: https://www.businessoffashion.com/news/workplace-talent/bfc-report-finds-half-of-european-brands-have-a-diversity-strategy-but-progress-still-lags/ (Assessed: 30 June 2022)
CRIALES-UNZUETA, J. (2021). ‘To Hold Gen-Z’s Attention, Brands Need to Show Some Personality’, Marketing. [Online]. Available at: https://www.businessoffashion.com/articles/marketing-pr/to-hold-gen-zs-attention-brands-need-to-show-some-personality/ (Assessed: 23 November 2021)
KENNEDY, J. (2022). ‘Ulta Beauty to Invest $50 Million on Diversity, Equity and Inclusion Efforts’, Beauty. [Online]. Available at: https://www.businessoffashion.com/news/beauty/ulta-beauty-to-invest-50-million-on-diversity-equity-and-inclusion-efforts/ (Assessed: 04 February 2022)
McKinsey & Company. (2023.) What is Gen Z. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: March 20, 2023).