Camila Malatino

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People Pillar

People Pillar

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The People Pillar is among four of the pillars that encompasses the Fashion Business School. It represents consumers but also stakeholders of a brand who can cater to their target market’s needs. The emphasis of the people Pillar is on how fashion adapts itself in this evolving world which is heavily influenced by Generation Z.  

The relationship between the industry and people is crucial for success and the aim to remain relevant, which can be achieved by adopting the generation’s values in brands’ operations/practices (ethics, diversity, and inclusivity). The industry targets them specifically through meticulous marketing strategies as well as incorporating Corporate Social Responsibility. A 2021 survey conducted by a market researcher Forrester, shows 51% of Gen Z consumers in the US will research companies’ practices ensuring CSR before purchasing (Tait, 2023). Gen Z is the second youngest generation with individuals born between 1996-2010 (McKinsey, 2023). They are hyper aware of social, environmental, and economic issues which impact their consumption and behavioral patterns. Generally, they are inclined to help stop the deterioration of the climate situation, they demand accountability and action, and strongly believe in providing opportunities for marginalized communities (McKinsey, 2023).  

For a brand to attract consumers, they must have a solid story or purpose and be committed to reversing their unsustainable fashion practices. They must communicate these aspects of their brand through social media to reach the target market where they are more likely to be influenced. Most Gen Z Asian consumers rely on the internet to make informed decisions about products. Similarly, 40% percent of Gen Z consumers in the US are influenced by online brands (Mckinsey, 2023). Digitization is key for a brand to introduce their products to this generation as they are referred to as ‘digital natives,’ according to a McKinsey article. A strong online presence, CSR incorporated in daily operations, and diversity represented (distinct ethnicities, races, body shapes and sizes, etc.) in a brand is what lures Gen Z consumers. A prime example of this is Savage X Fenty, who makes it their mission to include every individual and display their uniqueness. Rihanna’s, the artist, tagline in her Savage X Fenty Show “You are invited to a show made to celebrate everybody” suggests inclusivity (Lian and Gwynne, 2022). The brand has successfully regarded Gen Z’s priorities when it comes to fashion consumption. Their lingerie flaunts and complements all body types, and the makeup line represents all races through various shades available (McConnell, 2019). 

Reference list

Lian, J. and Gwynne, J. (2022). What Does It Take to Be ‘Savage’?: Diversity, Empowerment and Representation in Rihanna’s Savage × Fenty Fashion Show. Palgrave Studies in (Re)Presenting Gender, [online] pp.99–113. doi:https://doi.org/10.1007/978-3-030-99154-8_6.

McConnell, G.G.H., Leanne Italie, Glenn (2019). ‘God Gifted genius’: Rihanna Heaps Praise on Parris Goebel after Fashion Show Success. [online] Stuff. Available at: https://www.stuff.co.nz/life-style/fashion/115982662/god-gifted-genius-rihanna-heaps-praise-on-parris-goebel-after-fashion-show-success [Accessed 15 Oct. 2023].

McKinsey (2023). What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z.

Tait, A. (2023). Meet the Gen Z Brand whisperers: ‘I Come in and I’m like: Don’t Make Some Weird old-ass campaign!’ The Guardian. [online] 22 Apr. Available at: https://www.theguardian.com/lifeandstyle/2023/apr/22/meet-the-gen-z-brand-whisperers-weird-old-ass-campaign.

Image:

Nast, C. (2022). An Exclusive Look At Rihanna’s Savage X Fenty Show Volume 4. [online] British Vogue. Available at: https://www.vogue.co.uk/fashion/article/rihanna-savage-x-fenty-show-volume-4.

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Planet Pillar

Planet Pillar

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The fashion industry negatively impacts the planet in several ways as it is interconnected with multiple industries such as the oil industry, farming industry, chemical industry, etc. It is the second-most polluting industry in the world, not only does it have environmental impacts but also social and economic (Monday’s lecture, Oct 2, 2023). Issues the industry poses on the planet range from carbon emissions to garment workers’ poor working conditions. Fashion is a deep cultural expression, and it aims at our identity and how we connect with people, often suggesting a passing trend. It can also be defined as garments that are disposed of which are still functional and purposeful, simply for superficial reasons (Gardetti and Torres, 2017).

A global understanding of sustainability is the responsible use of natural resources for present needs without compromising the needs of future generations, which has been defined by the World Commission on Environment and Development (WCED, 1987) report, Our Future. Sustainability’s definition is ambiguous and is often confined to the idea that it solely targets the environment. In fashion, sustainability considers many factors; the rights of garments’ workers, the sourcing of materials (textiles and fabrics), the processes to achieve these materials, the durability and use/preservation of garments, etc. (Gardetti and Torres, 2017). In a business context, sustainability refers to companies making decisions that will have a long-term impact on the environment, society, and corporate governance (McKinsey p.129, 2023). Sustainability can be achieved by implementing a circular economy model. It operates alternatively to how the economy traditionally operates (fabrication, use, and dispose). The aim of this model is to extend the lifecycle of a product by repurposing, refurbishing, repairing, reusing, and recycling to create new materials and products (European Parliament, 2023).

One of the UN’s SGDs, Responsible Consumption and Production, specifically aims to reduce overconsumption and production of products that deplete natural resources and generate excessive carbon emissions. It urges businesses to reduce their ecological footprint by changing their methods of production and recycling and reducing waste in general (United Nations Development Programme, 2023). Patagonia is an example of a brand that reflects this goal in their sustainable initiatives. However, they don’t consider themselves to be sustainable (McKinsey p.79, 2023). They are aware that they are part of the problem, and they are attempting to alleviate the impact they have on numerous factors. They aim for responsibility at the source by seeking materials that have minimal negative socio-ecological impacts, even though they are less financially advantageous. For instance, when they began to use 100% cotton in 1996, they suffered a financial loss for two years because there wasn’t enough cotton to satisfy their needs (Shourkaei, Taylor and Dyck, 2023).

Reference List:

United Nations Development Programme (2023). Sustainable Development Goals | United Nations Development Programme. [online] UNDP. Available at: https://www.undp.org/sustainable-development-goals/responsible-consumption-and-production.

Mojtaba Mohammadnejad Shourkaei, Taylor, K.M. and Dyck, B. (2023). Examining Sustainable Supply Chain Management via a Social‐symbolic Work lens: Lessons from Patagonia. Business Strategy and the Environment. [online] doi:https://doi.org/10.1002/bse.3552.

Miguel Ángel Gardetti and Ana Laura Torres (2017). Sustainability in Fashion and Textiles : values, design, Production and Consumption. [online] London ; New York: Routledge. Available at: https://books.google.co.uk/books?hl=en&lr=&id=oqk0DwAAQBAJ&oi=fnd&pg=PT7&dq=Sustainability+in+relation+to+fashion&ots=QHF7dkkJdG&sig=OS1u_OJK1nxDbnBlBsmxXjNzlUc#v=onepage&q=Sustainability%20in%20relation%20to%20fashion&f=false [Accessed 5 Oct. 2023].

European Parliament (2023). Circular economy: definition, Importance and Benefits | News | European Parliament. [online] www.europarl.europa.eu. Available at: https://www.europarl.europa.eu/news/en/headlines/economy/20151201STO05603/circular-economy-definition-importance-and-benefits.

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My Favourite Brand

My Favourite Brand

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Jacquemus was founded in 2009 by Simon Porte Jacquemus. The founder and designer is primarily inspired by childhood memories of joy or serenity. What makes this brand unique is how it has entered into the fashion industry and competed against big names which are well established. This poses challenges for a new rival but simultaneously keeps the fashion world competitive. It is admirable and inspiring how a designer with no prior experience spontaneously created a whole brand after his passion for fashion and beloved mother. The brand is a new player in the industry and has managed to influence and inspire a new generation of fashion designers and enthusiasts. The essence of Jacquemus is reflected in its minimalistic yet versatile garments, including the choice of locations and details on their runway shows. The brand alters key features or certain aspects of basic everyday garments, either they are asymmetrical or the designer utilizes negative space in a way that complements the human form. The garments tend to be composed of neutral or cool tones which enhance the use of asymmetry and negative space displayed. For instance, the Spring/Summer collection 2021 demonstrates this in the Women’s garments where patterns and textures are minimal or rarely present throughout the work, but minimalism is the emphasis. It features soft shades of beige, ivory, mint green, white, grey, and pink. The setting of the show is in a giant wheatfield in the French Vexin Regional Park which essentially reveals the essence of the seasons, Summer and Spring. The garments have been meticulously crafted in such a way that the essence of the brand is evoked, and the seasons are conveyed through the color palette of the collection and the setting. Jacquemus became popular with a specific product which is now an iconic accessory of theirs, The Chiquito bag. In 2017 the designer debuted the micro handbags Le Chiquito which started the tiny bag trend. His creative designs, color scheme, and minimal aesthetic set a name for himself in the industry.  

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