People blog
Providing a positive relationship between brand and consumer has proved to be of high importance in the age of the Gen-Z consumer. With transparency, sustainability and diversity being at the forefront of what they are investing their values in most, those are the principles that brands need to take on if they plan on appealing to and attracting their target market.
Gen-Zers grew up in the digital age, with the access to the internet being a regular occurrence. With this, came the ability to research further how they spend their money and where exactly it goes. The values that lie behind the big brand names they choose to invest in suddenly became important and they turn to online sources to gain information about a product prior to purchasing. With researching the ethics and messaging behind a brand, they ensure they are funding organisations that align with their own views and morals. (The A to Z on gen Z (2023) McKinsey & Company). Now more than ever, a brand’s transparency and honesty matter.
In 2021, sportswear company Nike succesfully adapted to diversity with the release of their “FlyEase’’ shoe range. Developed alongside those from the disability community, it featured designs with accessible features that make getting dressed that little bit easier (Nike.com). For a brand of Nike’s size and influence, it was a smart and admirable release, as it attracted the attention of those seeking diversity in the market.
As the fashion industry is a fast-paced and ever-changing landscape, it’s fundamental that the people behind the brands possess certain skills in order to be succesful and run smoothly. When entrepreneurs find themselves starting a brand, they open themselves up to meeting lots of different people and travelling to other countries in order to expand and grow as a company. This requires them to be highly organised and coordinate, as any errors could result in them losing sales, customers, or relationships within the industry. (Dillon, S. (2018) The Fundamentals of Fashion Management). Alongside this, fashion brands must also stick to their roots when it comes to their morals. Being transparent about where their products come from in order to maintain their customer base is vital in the age of the gen-z consumer.