People

People.

The People pillar is one of the fashion business research with sustainable development that should be represented with one generation group in this blog.

In this pillar, the Generation Z (GenZ) is the most representative and large group that is following the mainstream of social development. ‘Generation Z comprises people born between 1996 and 2010. ’ (McKinsey & Company, 2023) This generation’s identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19. (McKinsey & Company, 2023). In this situation, they are often adept at using AI to also switch easily between online and offline life.(

As a consumer, GenZ exploration of social media among Gen Z has promoted the development of influence the brand diversity in fashion. In this way, fashion and luxury brand Chanel is one that has increased its brand appeal and sales by partnering with social media users and Gen Z favourite celebrities, posting branded content on Tiktok and Insgram that appeals to the GenZ mainstream(Vogue, 2020). Chanel is known to represent the luxury industry, and it is a brand that has diversified from a female audience to one that caters to all generations. It has introduced more products for different races, genders and body shapes. (Bof, 2017)

As the brand seeks to match the GenZ demographic, Virginie Viard joins a long list of designers who have taken on this important shopper demographic with Chanel’s Spring/Summer 2021 collection, on a runway themed Carrières de Lumières. (Fashionista, 2021)

Browsing TikTok for clothing retailers frequented by GenZ, such as Abercrombie & Fitch or American Eagle, reveals that Gen Z is obsessed with Vintage and the products of Vintage’s styling, but where Chanel’s collaboration with Viard falls short is that her designs seem to be designed to cater to them, the rather than subtly styling good design in a more natural way. It didn’t stop the brand’s image from changing and the ready-to-wear selling out witnessed being attracted to GenZ though. (Tyler, 2021)

Luxury brands as an important part of the fashion industry need to join events that attract the attention of the GenZ community, the cooperation of organisations dedicated to sustainability and environmental protection will attract the attention of the GenZ community and encourage more people to participate in environmental protection actions, such as Chanel’s cooperation with the Waterkeeper Alliance dedicated to the protection of water resources around the world. (Arati, 2018) To be successful, fashion brands need to have a sustainable appeal and a social media strategy that responds to the growing trend of diversity, which can win over Genz and even generation of Alphas and Betas after GenZ.