People
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.
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.
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/.