people
Gen z was the first generation who had access to the internet all day everyday getting the name of digital natives.McKinsey & Company (2023).They are people born from 1995 to 2010. as consumers they do everything online from shopping, texting, reading and dating. As gen z has had the internet from birth they don’t know any different so its not as exciting, so not only will they use their phones to shop they will go to department stores, boutiques, charity shops etc, but comparing to millennials it was a new thing and it was exciting, meaning they are shopping more online then gen z Mckinsey podcast (2020).
More diversity and opportunities for people is what gen Z are wanting, McKinsey & Company (2023) furthermore wanting more brands who are sustainable and aren’t greenwashing. 18% of the worlds greenhouse gas emissions comes from animal agriculture and Stella McCartney notices this and is 100% a vegetarian brand and has been since day 1, (stella McCartney sustainability 2001) the brand doesn’t use any fabrics that come from animals like leather, fur, feathers. Furthermore One of there most popular bags, the logo bag, is hand crafted/ made in Italy which is so much more environmentally friendly and sustainable. Grewal. J (2023,about stella McCartney), unpublished. This Is a good step in the right direction.
The average body size is a UK 16 Franklin.C,(2023)exploring identity and Challenging dominate culture Demands of all human) unpublished, in most catwalks you see your average size 4 or 6 white woman. However Fenty beauty and savage x Fenty shows different races and different sizes not just the same white women over all the adverts. Its 300% more likely for people to buy clothes for example if its advertised on someone who looks similar to the consumer. Franklin.C,(2023 exploring identity and Challenging dominate culture Demands of all human) unpublished, Fenty beauty has 50+ shades of foundation for everyone and for people who didn’t feel heard in the beauty community. Fenty beauty encouraged other brands to do the same and have a 40 shade foundation minimum this was called the “Fenty effect” Fetto. F (2020). Skills a brand needs for it to be successful comes under the 5 IDGs to transform industry’s to help sustainable development. Aging is goal number 5, the goal is all about having the courage and optimism to break old patterns (Inner development goals 2020). In relation to this Patagonia only uses sustainable materials and makes sure that customers know that if the item of clothing is worn or torn they will help repair, to break the old patterns of other brands.