People
In the fashion industry, the “people pillar” refers to the human element and social aspects of the fashion supply chain and its impact on workers, communities, and consumers. It emphasizes the well-being, rights, and empowerment of individuals involved in the fashion industry, from garment workers to designers, and it also considers the social responsibility of fashion brands and consumers.
As consumers, Gen Z exhibits distinct characteristics and preferences that set them apart from previous generations. Gen Z grew up in a highly digital world, with easy access to the internet and smartphones from an early age. They are tech-savvy and rely heavily on digital platforms for information, communication, and shopping. In addition, Growing up during economic downturns and financial crises, many Gen Z consumers tend to be frugal and price-conscious. They are often looking for value and may prioritize savings and discounts.
Firstly, Gen Z is passionate about environmental and social issues. Brands should demonstrate a commitment to sustainability, transparency, and ethical practices. Consider eco-friendly materials, responsible sourcing, and reducing the carbon footprint of your products and operations. Also, they spends a significant amount of time on social media platforms. Maintain an active and engaging social media presence.
Secondly, should ensure that your brand reflects and celebrates diversity in its advertising, hiring practices, and corporate culture. Gen Z values inclusivity and wants to see themselves represented. Furthermore, the brands should create interactive and gamified experiences related to your products or services, because Gen Z enjoys interactive entertainment and experiences, so incorporating elements of gamification can be appealing.
One notable example is the beauty brand Fenty Beauty, which was launched by global music icon Rihanna in 2017. Fenty Beauty gained widespread recognition for its groundbreaking approach to inclusivity in the beauty industry. This brand’s most significant contribution to the beauty industry was its extensive range of foundation shades. The brand initially launched with 40 different shades, covering a wide spectrum of skin tones, from the lightest to the deepest. This was a significant departure from the limited shade ranges typically offered by other beauty brands. And, while it offered premium products, it also introduced affordable options like their Match Stix, lip gloss, and other products.
People should have innovative thinking which can generate fresh and unique ideas for fashion products, collections, and branding; trend Awareness to update with current fashion trends and anticipating future ones; attention to Detail, need precision in design, pattern-making, and quality control to ensure the final product meets high standards; and teamwork to collaborate with a diverse team of designers, seamstresses, marketers, and other professionals.