People
“People” as one of the fashion pillars, have significant influence and are closely related to the fashion industry. Whether it’s racial diversity, gender equality, or labor treatment, there are now more safeguards for the rights of “everyone”.
Gen Z refers to the group of people born between 1995 and 2010, and they are the youngest generation in today’s society. Most Gen Z individuals have grown up in an era of developed internet and information explosion, valuing the convenience of information flow and demanding fast and efficient use of the internet to transmit information. In response to this, fashion brands must keep up with the pace of the times and adapt their traditional business models (such as physical stores) to cater to the changing consumer group, which is Gen Z. They also need to consider the altering values and preferences of this generation when designing their products. (Indeed Career Coaches 2021)
Apart from online shopping, Gen Z also places importance on a fashion brand’s stance on social issues. They seek to support brands that prioritize environmental friendliness and sustainable development, while also remaining highly concerned about issues such as racial equality and gender equality. Furthermore, Gen Z places great significance on their individual expression rights. They pursue uniqueness, enjoy breaking traditional constraints, and are willing to wear clothing of different styles to showcase their distinctive taste and personality.
One notable example of a brand responding to diversity is the “Beauty Blender” company. Beauty Blender is a makeup sponge manufacturer that responded to the need for more inclusive products in the beauty industry. (Alli, L., Medved, C. and Logemann, M. 2022) In 2018, Beauty Blender expanded its product line by introducing the “Bounce Foundation” line, which included 32 different shades. This was a significant departure from the industry norm, which often offered a limited range of shades, making it difficult for people with various skin tones to find a suitable match. Beauty Blender’s inclusive approach aimed to cater to a wide range of skin tones and undertones. (Kilikita, J. 2018)
It is precisely because of these reasons that fashion brands must consider the needs and values of this new generation when designing products. They need a brand that can connect with them, provide convenience through online platforms, and align with their values and beliefs. The fashion industry must listen, adapt, and evolve to meet the demands of Gen Z and continue to thrive in this ever-changing landscape.
References
Kilikita, J. (2018). BeautyBlender Just Launched Their First Foundation – But The Limited Shade Range Has Received Criticism. [online] www.refinery29.com. Available at: https://www.refinery29.com/en-gb/beauty-blender-foundation [Accessed 14 Oct. 2023].
Alli, L., Medved, C. and Logemann, M. (2022). Diversity and Inclusion in the Beauty and Cosmetic Advertising and its Impact on Corporate Reputation Caryn Medved. [online] Available at: https://academicworks.cuny.edu/cgi/viewcontent.cgi?article=1142&context=bb_etds.
Indeed Career Coaches (2021). All About Generation Z. [online] Indeed Career Guide. Available at: https://uk.indeed.com/career-advice/finding-a-job/generation-z.