October 2023

Profit

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In an industry as diverse as fashion, the Profit pillar plays a crucial role. This pillar underlines the importance of profitability and financial sustainability within the overarching framework of sustainable business practices. In the fashion industry, profitability is not only a fundamental element but also a critical driver of innovation and change. Balancing profitability with sustainability is an ongoing challenge for fashion brands aiming to thrive in a rapidly changing landscape. The fashion industry, a sprawling and dynamic sector, is a substantial contributor to the global economy. According to the Statista report, ‘Revenue of the apparel market worldwide from 2014 to 2027,’ the industry generated $1.74 trillion in annual revenue and is expected to continuously increase by 11.49% reaching $1.94 trillion in 2027 (Statista, 2023).

Fast fashion, a segment known for rapid production and low-cost clothing, faces growing scrutiny due to its environmental and social impacts. Through social media, we are constantly shown images of emerging fashion trends, up-to-the-minute snapshots of style choices in various locations, and more precise and personalised advertising than ever witnessed in the past. “Right now, the growth of the fast fashion movement, aided by social media, is outpacing the growth of the sustainable fashion movement (Hethorn and Ulasewicz, 2015).” This scenario raises pressing concerns about environmental sustainability and ethical labour practices within the fashion industry. In contrast, the luxury sector continues to enjoy robust growth, driven by exclusivity, technique, and heritage. Limited availability, meticulous craftmanship, and rich brand history contribute to its enduring growth, while adaptive strategies broaden its appeal.

Remaining competitive in uncertain economic times demands a strategic and complex approach. Brands must prioritize agility, innovation, and adaptability. Embracing sustainability can be a source of competitive advantage, as environmentally conscious consumers increasingly influence market trends. Leveraging technology, data analytics, and e-commerce capabilities is pivotal for reaching and engaging with consumers in an evolving retail landscape.

Creative directors occupy a unique position within fashion brands, tasked with harmonizing creativity and commerce. Their role involves translating artistic visions into marketable products, ensuring that the brand remains profitable while retaining its creative integrity (Mitterfellner, 2023). To bridge this gap, creative directors must understand consumer preferences and market trends, utilizing data and consumer insights to inform their designs. This versatile role emphasizes the importance of creative directors as not only artistic visionaries but also astute business strategists, playing a pivotal role in a fashion brand’s overall success and competitiveness in the industry.

References:

Hethorn, J. and Ulasewicz, C. (2015). Sustainable fashion : what’s next? : a conversation about issues, practices and possibilities. New York: Bloomsbury, Fairchild Books, An Imprint Of Bloomsbury Publishing Inc.

Mitterfellner, O. (2023). Luxury Fashion Brand Management and Sustainability. Mastering Fashion Management.

Statista. (2023). Revenue of the apparel market worldwide from 2014 to 2027 (in trillion U.S. dollars). [online] Available at: https://www-statista-com.arts.idm.oclc.org/forecasts/821415/value-of-the-global-apparel-market.

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People: Fashion is in the consumer’s hands

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Fashion depends on YOU. As people, we are the greatest weapon for the fashion revolution, due to our views of values developing for the welfare of society and our environment. The purpose of this blog is to dissect one of the 4 pillars essential for a successful fashion business, this particular pillar being people, specifically Generation Z’s impact on the ever-changing fashion industry. 

Generation Z’s impact on consumer lifestyle

The first generation to live with the internet as a part of their daily life, Gen Z – also referred to as postmillenials, zoomers or igen-ers – have conquered the expeditious, digital environment independently. (Katz, Roberta, ‘Gen Z Explained, The art of living in a digital age’, 2021). Born between 1966-2010, the young and sympathetic postmillenials are defined by change. They have never known a world without war, ranging from terrorism to protests again racism, and are constantly steering towards making society socially conscious and diverse. (Fromm, Jeff, ‘Marketing to Gen Z: The Rules for Reaching This Vast and Very Different Generation of Influencers’, 2015). How does this sum up Gen Z as consumers? Ever since COVID-19, social media platforms such as TikTok and Instagram have been a place to share issues facing society e.g. mental health, racism, homophobia etc, and due to the commiserative nature of Gen Z, they have gained a shared set of moral principles. The ‘woke’ generation are strong-willed and have shown their passion for their principles by supporting their beliefs with their everyday habits – shopping playing a vital part. They favour and praise brands and businesses which align with their morals and those which do not are condemned and shamed on social media. (McKinsey 2019). 

Alluring Gen Z to your brand

Key things that the postmillenials look out for in a brand are sustainability, inclusivity and authenticity. However, to gain the trust of this generation, one of the most esteemed standards is diversity. Some examples of how this can be carried out are; ensuring pay equity, using diverse models for advertising, catering your brand to provide for every one of every skin colour, gender, shape and sexuality’s needs. Studies and statistics show that brands with more diversity and inclusivity in their marketing strategies are more trusted and attract more consumers; 59% of consumers polled in the Facebook study said that brands that stand for diversity and inclusion in online advertising gain their loyalty and are preferred to brands which do not. A study performed by Unidays (the world’s leading student affinity network) states that Gen Z believes Nike is an example of a brand paving the way to the promotion of diversity. (Sheehan’s, Daniel, 2022). Some ways in which Nike strives for equity and diversity are; using diverse people in their advertising campaigns and their workforces, how their clothing sizes have evolved from typical plus-sized scales, selling activewear for those with disabilities, athletic hijabs on the market for Muslim athletes. 

To triumph in driving empathy with the socially conscious generation, brands must recognise the importance of the zoomer’s morals. Communicating equitably, publicising heterogeneity and being drivers of social change are not only ethically correct, but key people skills for a business to flourish. Generation Z are the solution for our societal immorality. 

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PROFIT

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Without cause for explanation why, the fashion industry is built on profiteering. If the market were entirely not-for-profit, there simply wouldn’t exist the vast amount of creativity and fashion fluidity. It is estimated that by 2027, revenues will reach the two trillion U.S dollar mark; a large proportion will be from online sales (Statista, 2023). Clear from the post-pandemic slump, due to the cost of living crisis, the fashion industry is on an upturn. Brands will successfully profit from this by understanding the important relationship between fashion, art and commerce (C. Stevenson, lecture, 2023).

As predicted, in the 2023 ‘State of fashion report’ by Mckinsey and Business of Fashion, the various sectors of the industry’s performances differ. The luxury industry was predicted to grow between 5 and 10% as economic uncertainty affects wealthy consumers less; ‘insulated from the effects of hyperinflation’ (State of Fashion, 2023).

Consequently, the luxury sector outperforms the mass market; as an example, Louis Vuitton has a singular value of 44.5 million U.S dollars (Statista, 2023). This level of protected creativity keeps the brand competitive, and ensures continuous success. This is down to its premium quality which keeps wealthier clients travelling and spending regardless of uncertainty, therefore producing a ‘modest sales growth for the luxury sector’(State of fashion, 2023).

The mass market however, was predicted to continue declining in growth rates. Due to fall in trade for less expensive products, war in Ukraine disrupting trade routes, and hyperinflation depressing consumer sentiments, the entire mass market is weighed down (State of Fashion, 2023). As a market, it is more sensitive to the current existing global external shocks than the luxury sector. 

Therefore, for brands to remain competitive in uncertain times they must stay relevant commercially, as a “brand is a living organism” (S. Tide-Frater, Lecture, 2023), evolving in response to its external conditions. Current integration of art and fashion across e-commerce platforms, changes the way fashion designers dominate design (S. Tide- Frater, Lecture, 2023), allowing creative directors to sculpt a vision for fashion to be an experience, outside of tailored structures, that will bridge gaps between authentic creativity and dynamic commerce advances.

‘Exposure to the new’- the Selfridges motto under Susanne Tide-Frater is the method to conjoining creativity and commerce; creating a vision that everybody can conform to in their own interpretation. Concluding, this is what will keep brand revenue and growth positive.

Reference list:

Statista, (2023), ‘Fashion & Accessories’ industry report

Available at: https://www-statista-com.arts.idm.oclc.org/markets/423/topic/463/fashion-accessories/#overview

Caroline Stevenson, (2023), Lecture, ‘Fashion: Art and Commerce’

McKinsey & Company and Business of Fashion, ‘The State of Fashion 2023’, (2022)

Available at: https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion

Susanne Tide-Frater, (2023), Lecture, ‘A Journey in Fashion’

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Planet: Fashion’s environmental impact

Planet: Fashion’s environmental impact

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First fashion, next doomsday. Ignorance to the carnage of our environment due to the fashion industry means the possibility of saving our planet is less likely. Continuing to be uneducated and believe that someone else will save our planet is the biggest threat to our environment. This blog is to educate you on the destruction fashion businesses are causing to our environment and how these issues are being overcome to aim towards a regenerative planet.

How does fashion lead to the collapse of our planet?

The supply chain is a sequence -which typically goes; production, use and disposal- of stages that aims to get designs from a mere idea to a finished product for distribution. These fashion supply chains ultimately cause the pollution of rivers and streams, global waste, dried up water sources, overfilling landfills etc. Statistics emphasise how destructive fashion waste has become, a study by Oxfam states that over 2 tonnes of clothing are bought each minute in the UK, and 11 million clothing items end up in landfill. (De Castro, O, 2021). Due to the consumption of fashion goods being popularised, they require mass production which introduced fast-fashion – the process of bringing high demand trends in stores quickly and selling them at a low cost. Fast-fashion leads to a variety of environmental issues, for example, energy is created for production processes through the use of natural resources -such as fossil fuels- and therefore release toxic emissions into the atmosphere. (Gwilt, A. 2020 A Practical Guide to Sustainable Fashion).  A well-known ethical issue caused by fast-fashion is the exploitation of employees in garment factories and the poor working conditions and pay they receive – sometimes as little as $26 a month. (Dr. Sheng Lu, University of Delaware, 2020). The list of wreckage that the exploitative, hazardous industry has caused and continue to do so is unfortunately endless, but on a more positive note, we can discuss what has been done, what is being done and what can be done to save our home.

How are industries striving towards sustainability?

The solution to end the world’s problems are ensuring all 17 sustainable development goals (SDGs) are being practiced, which can be viewed on the United Nations website. One SDG which we as a society can follow is ’Responsible consumption and production’, buying second hand, buying fewer but higher-quality garments, recycling, reusing and repairing clothes all lead to being responsible consumers. The circular economy is a prime example of a sustainable approach which businesses can be a part of to tackle global challenges, and is based on three principles; eliminate waste and pollution, circulate products and materials, regenerate nature. (Ellen MacArthur Foundation, EMF Report). What can fashion brands do to create a more circular system?  Offering garment repair, getting rid of polluting and non recyclable materials from the supply chain, creating high quality garments sold for its deserved price so those creating them are not underpaid etc.  An example of a brand which has greatly contributed to a circular economy is MUD Jeans,  jeans are made from 40% recycled denim, customers can recycle other brands of jeans, free repair services are provided and longer lasting, higher quality pieces are designed from lower-impact materials. We still have a while to go to extend the life of our Earth. However, by both businesses and consumers following the key factors in sustainable fashion, society can come together to tackle the demise of our planet and work towards an environmentally conscious future. 

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People

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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.

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People

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In business, especially within the fashion industry, the “People” pillar stands as a foundational thread. When talking about “People”, we aren’t strictly alluding to those who craft the products, but also those who consume them. As the dynamics of these ‘People’ evolve, businesses must adapt accordingly as understanding this demographic continuum is pivotal to a business’s success. As of right now, the spotlight is on the Gen Z demographic.

Gen Z, often denoted as those born from the late 1990s to the early 2010s, is characterized by its digital immersion and robust socio-cultural consciousness Seemiller, C., & Grace, M. (2017). Navigating a world sculpted by rapid technological evolution and significant global events, they prioritize authenticity and are adept at discerning genuine brand endeavors from superficial marketing gestures. Twenge, J. M. (2017). 

To attract Gen Z consumers, brands should:

Prioritize Authenticity: Growing up in an age that has been saturated with marketing messages admist a flurry of digital content, Gen Z has developed the ability to distinguish genuine intentions from marketing ploys and propensity for authenticity. With a substantial majority emphasizing its importance in their brand support(Twenge, J. M. ,2017). It’s no longer enough to just advertise a product or service; the story behind the brand, its mission, and its core values become extremely important.

Values Alignment: Its become more and more important for brands to not only “talk the talk”, but also “walk the walk”. Rather than being passive bystanders, GenZ expects corporations to be active participants in making the world a better place, as a result, collaborations with NGOs, sustainable product lines and community-focused initiatives have become more important and can demonstrate a brand’s commitment to its values. (Turner, A. ,2015).

Enhance Digital Interaction: Having a easily accessible and smooth digital interaction is extremely important. Having grown up in a digitalized era, most Gen Z consumers have been well adversed with digital platforms, and most expect clean, seamless digital experiences. (Seemiller, C., & Grace, M, 2017) Companies should invest in a responsive web design, and try to offer interactive elements such as chatbots and ensuring quick load times.

Endorse Diversity and Inclusivity: With Gen Z being notably diverse, brands reflecting this heterogeneity in representation find enhanced resonance(Noble, G., & Peck, A. (2019). Representation matters, and brands should ensure that they cater to a wide range of ethnicities, genders, body types and backgrounds. Internal corporate structures should also reflect this diversity as well.

A great example of how a brand responded to diversity is Fenty Beauty by Rihanna. Founded by Rihanna in 2017, the brand became an immediate symbol of inclusivity and change in the beauty industry through multiple aspects. For example, challenging the norm with a wide shade range by releasing their Pro Filt’r Soft Matte Longwear Foundation in 40 shades, ensuring that individuals at both ends of the shade spectrum had options tailored for them. Reflecting real beauty in marketing by featuring models of different ethnicities, sizes, and genders. Fenty’s inclusivity commitment, ensuring all skin tones found representation, was seminal and instigated industry-wide reflection (Miller, C. (2022).

Key people skills are also needed for a brand to succeed, some important ones include:

Emotional Intelligence, a key factor in fostering human connections, having a high emotional intelligencce allows brands to connect with their employees and consumers (Goleman, D. (1995). Emotional intelligence. Bantam Books).

Adaptability, as the ability to adapt to new market trends and events is incredibly important.

Cultural Sensitivity, as due to fashion’s globalization, the understanding and respect for different cultures are extremely important to not create any misunderstandings. Craig, C. S., & Douglas, S. P. (2006)

For fashion brands to thrive, a comprehensive grasp of the ‘People’ pillar is indispensable. As they pivot towards Gen Z, authentic engagement, values congruence, and honed interpersonal competencies become success determinants.

Resources

Seemiller, C. and Grace, M., 2017. Generation Z: A Century in the Making. Routledge.

Twenge, J.M., 2017. iGen: Why Today’s Super-Connected Kids Are Growing Up Less Rebellious, More Tolerant, Less Happy–and Completely Unprepared for Adulthood. Atria Books.

Turner, A. (2015). Generation Z: Technology and Social Interest. The Journal of Individual Psychology, [online] 71(2), pp.103–113. doi:https://doi.org/10.1353/jip.2015.0021.

‌Noble, G. and Peck, A., 2019. Beauty Diplomacy: Embodying an Emerging Nation.

Miller, C. (2022). THE FENTY EFFECT: A CASE STUDY ON THE FUSION OF CELEBRITY, LUXURY, AND INCLUSIVITY. [online] Available at: https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/27380/Miller_Carson_Thesis_CHC.pdf?sequence=2&isAllowed=y.

Goleman, D., 1995. Emotional intelligence. Bantam Books. http://dl.ebookfa.ir/freebooks/Emotional%20Intelligence%20by%20Daniel%20Goleman%20(e-bookfa.ir).pdf

Craig, C. S., & Douglas, S. P. (2006). Beyond national culture: implications of cultural dynamics for consumer research | Emerald Insight. (2013). International Marketing Review, [online] 23(3), pp.322–342. doi:https://doi.org/10.1108//imr.

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Gen Z Fashion Is Bringing Back Colour

PEOPLE : “Gen-Z and Fashion in the Age of Realism”

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The pillar ‘People’ is one of the most important pillars in the fashion industry as people in the fashion industry are a broad group of professionals that work together to shape the trends, fashions, and stories that define our cultural aesthetics. They are generally seen as the cornerstones of this dynamic and constantly changing world. Fashion is an essential component of our collective expression and storytelling since each individual in this pillar makes a unique contribution to an art form that transcends the runway. Here, in this blog we will discuss Gen Z as a consumer and how brands may draw in customers by using distinctive marketing techniques that cater to their shared interests. Generation Z, who will shortly surpass all previous generations in population and diversity, will bear the majority of the future of employment.

Those born between 1996 and 2010 are considered to be members of Generation Z, according to McKinsey. The digital age, COVID-19, changing financial conditions, and climate anxiety have all influenced this generation’s identity. There is a bigger cultural divide between Gen-Z and older generations because they were the first generation to grow up digitally native and had different formative experiences than earlier generations. Gen-Z consumers now have a remarkable ability for networking and interacting with audiences through social media platforms. Today, Gen Z and millennials make up a sizable portion of the consumer base, which is important for the majority of fashion enterprises. With a $360 billion purchasing power, Gen-Z is notably influencing the economy and culture in the US.

Young consumers are the key to the industry – BOF

These days, marketing focuses more on telling a brand’s story and building stronger emotional connections with consumers than it does on just pushing things. And since members of Gen Z are digital natives, they would be a potential market for numerous brands. Furthermore, Gen Z is a generation that favors inclusivity and diversity. Many desire to see representation of themselves and their peers in the brands they use. In order to make sure that even more individuals feel included, more platforms are establishing safe and welcoming spaces for LGBTQ+ users. Another illustration is the skincare line Fenty Beauty, which was started by singer Rihanna. The company introduced a variety of foundation hues that were designed to suit a broad spectrum of skin tones, including some that are frequently disregarded by other companies. In November 2021, H&M debuted a virtual vegan fashion collection on its Looop Island in the Nintendo game Animal Crossing. Other mainstream brands like Wrangler, Levi’s, Diesel, and Gap have also recently launched collections of non-fungible tokens (NFTs), which are unique virtual products stored on blockchains. Boohoo began running billboard advertisements on the “Paris World” island of the Paris Hilton on the online gaming platform Roblox in February 2022.

Fenty foundation product line – from https://goknit.com/how-gen-z-is-growing-the-beauty-industry-and-pushing-its-innovation/

In conclusion, inclusiveness, engagement, transparency, social responsibility, and cultural knowledge are critical people skills that brands must demonstrate if they hope to succeed with Generation Z. These abilities enable brands to engage Gen Z more deeply. In addition to being current with trends, brands catering to Gen-Z must also be inclusive and sustainable. Additionally, it’s critical for the company to properly sell its product—in this example, via social media.

Reference List :
1) https://www.forbes.com/sites/onemind/2022/07/22/the-future-of-work-depends-on-supporting-gen-z/?sh=7ee83c3e447a
2) https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z
3) https://www.drapersonline.com/guides/gen-z-and-millennials-2022
4) https://www.businessoffashion.com/reports/retail/gen-z-fashion-in-the-age-of-realism-bof-insights-social-media-report/
5)

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People Blog

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BORN TO INTERNET.

The digital-first generation, which comprises people born between 1996 and 2010, or 

Generation Z is the first never to know the world without the internet. These youngest buyers don’t think the same way as their predecessors and are already shaping consumer, workforce and societal trends, aka, the future of shopping. 

According to Stanford research, “they are highly collaborative, self-reliant and pragmatic”. In the words of Roberta Katz, “Gen Z values diversity and finding their own unique identities”(DeNardis, 2009). For them it’s not about “look what brand I am wearing !” but what’s unique – what sets them apart – what’s more for them and even if they find that in a luxury brand, they are willing to pay for it. They love customisation.

WHAT MAKES THEM TICK

The Internet has permanently altered retail and influenced the tastes of so-called “digital natives. They enjoy video content, using app-based services and are greatly influenced by social media. Having grown up in a world of technology-powered options – they won’t hesitate to abandon a purchase if they find it too expensive, too slow or too difficult. Generation Z shops across all platforms from online to brick-and-mortar stores.

BRAND STRATEGY FOR GEN Z

When considering how to market to Gen Z, keep in mind the importance of technology, social media, online etiquette and social issues. Align your brand with Gen Z’s core values.

This can set your brand apart. Gen Z is particularly passionate about social issues like race equality, civic engagement and climate change. As a generation that is committed to its values, Gen Z expects the same of its retailers.

Platforms like TikTok, YouTube, Snapchat and Instagram are all favourites. Brands that engage well on these channels stand a better chance of earning their favour. Thereby the importance of Bite-sized videos in the marketing campaigns. Just long enough to keep viewers’ attention, while also leaving room for questions.(Morning Consult, 2023)

Partnering with Influencers helps boost awareness, and brand credibility and establish an immediate connection with Gen Z.

BRANDS AND DIVERSITY

Nike is a strong case study for that. All models and sports stars of different ethnicities are clad in their products, reinforcing their commitment to diversity and inclusion. Nike has set a 2025 target of 50 % representation of women in the global workforce and 45 % in leadership positions. The company also aims at 35% representation of racial and ethnic minorities in the US. Nike’s inclusivity and diversity are embedded in its DNA – going far beyond just a checkbox.

IMPORTANCE OF PEOPLE SKILLS

Gen Z by default is difficult to please. They wish to be entertained and listened to. Even luxury brands, which positioned themselves as quite distant, have now begun to reposition themselves to be present, flexible and approachable. This generation wants to interact and know and go beyond the product before making that decision.

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PEOPLE

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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).

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People

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When discussing the 4 pillars of sustainability, the people pillar encapsulates the importance of diversity, inclusivity, ethical production and labour practises. As well as the crucial relationship between designers manufacturers, and retailers, whom have the power to promote and implement sustainable practises. Along with consumers and influencers whom set the precedent of what is expected from the fashion industry. It is imperative brands are conducting frequent market research and have a transparent relationship with their customers in order to respond in the best way and meet demand. 

The Gen Z population, born between the mid-1990s and the early 2010s are the first generation shaped by the digital world, resulting in what (Francis and Hoefel, 2018) described as “a hypercognitive generation very comfortable with collecting and cross-referencing many sources of information and with integrating virtual and offline experiences ” when it comes to modern-day consumerism. This suggests brands must be responsive and flexible towards the current climate crisis in order to gain traction from Gen Z consumers. 

“Gen-Z is more adamant that brands, products and marketing stand for something and reflect their values relating to topics ranging from mental health to climate change, while also acknowledging their diversity” (BOD,2023) Gen Z make up around 40% of global consumers, encouraging social responsibility and inclusivity to be a focus point in future product design and production. 

Figure 1:(Drapers, 2022)

A notable example of an effective and positive response to diversity is Rihanna’s brand Fenty. The brand promotes inclusivity through its clothing and cosmetic lines which are tailored to a commendable range of racial backgrounds, genders and body shapes. Gen Z shoppers have been described as adopting ‘emotional and educated consumerism’( Mitterfellner, 2019). Making Fenty remarkably successful as is not just another ‘celebrity beauty brand’. The brand blew the conversation of the beauty industry’s relationship with diversity wide open (Fetto, 2020). The brands success further reiterates the awareness that Gen Z possess as consumers and the influence they hold within the global market nowadays. 

Figure Two: (V Magazine, 2021).  
Figure Three: Fenty Foundation with 50 shades (Day, 2017)

In order to be successful brands are encouraged to adopt key people skills such as communication, interpersonal skills, technological skills, as well as marketing and design skills which will support the brand in ensuring continuous growth whether it by in terms or production, productivity or overall relationships with customers and suppliers. As discussed prior, Gen Z are heavily influenced by a brands digital presence, which is why technological skills have become so valuable when marketing a brand. Shown through the success of online platforms such as Farfetch as well as Fenty who utilise social media and online influencers to present their products to consumers. To conclude, the people pillar is a multifaceted and crucial element in the transition to a more sustainable fashion industry. 

Reference List 

BOF TEAM, MCKINSEY & COMPANY (2023). How to Decode Gen-Z’s Evolving Relationship With Beauty. [online] Business Of Fashion . Available at: https://www.businessoffashion.com/articles/beauty/the-state-of-fashion-beauty-report-gen-z-diversity-consumer-behaviour-trends/.

Day, E. (2017). Rihanna’s inclusive makeup line has been declared one of 2017’s best inventions. [online] Emirates Woman. Available at: https://emirateswoman.com/rihannas-inclusive-makeup-line-has-been-declared-one-of-2017s-best-inventions/ [Accessed 14 Oct. 2023].

Fetto, F. (2020). How Fenty Beauty Changed The State Of Play In The Industry. [online] British Vogue. Available at: https://www.vogue.co.uk/beauty/article/rihanna-fenty-beauty-diversity [Accessed 13 Oct. 2023].

Francis, T. and Hoefel, F., 2018. True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

Mitterfellner, O. (2019) Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry, Taylor & Francis Group, Milton.

Mitterfellner, O. (2023) Luxury Fashion Brand Management and sustainability: Unifying fashion with sustainability. New York: Routledge.

V Magazine (2021). Rihanna Has Blessed Us with Savage X Fenty Show Vol. 3, Available to Stream Now on Amazon Prime Video. [online] V Magazine. Available at: https://vmagazine.com/article/rihanna-has-blessed-us-with-savage-x-fenty-show-vol-3-available-to-stream-now-on-amazon-prime-video/.

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