People: Fashion is in the consumer’s hands
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.