People
Within the fashion industry, four fundamental pillars form the foundation upon which the industry thrives. Amongst these pillars, ‘people’ is a vital channel via which fashion engages with society and its constituents. The ability of ‘people’ to make decisions, primarily about the products that they choose to consume, is what gives them power within the fashion ecosystem. They have a unique position of influence due to their inherent power, which immediately affects the success or failure of fashion businesses and their products. Within this dynamic relationship, fashion brands frequently implement strategies that involve targeting specific, even niche, audiences.
Generation Z makes up 40% of the fashion industry’s audience. As consumers of the fashion industry, Generation Z (people born between 1996 to 2010) consists of diverse, digitally native individuals that prioritise sustainability and self-expression through their fashion choices. Their fashion choices are shaped by peer influence and social media, and they place high importance on originality. Therefore, Reaching Generation Z requires active participation on platforms like instagram and TikTok, which are immensely popular with this demographic. social media marketing may be very successful when it takes the shape of brief, interesting videos that highlight a brand’s originality and style. Furthermore, Generation Z, who value authenticity in their fashion choices and trust peer recommendations, can be effectively reached and resonated with by working with influencers, especially micro-influencers that have true relationships to their audiences.
One company that has successfully addressed Generation Z’s concerns about sustainability and diversity is “Patagonia.” The outdoor apparel and equipment brand Patagonia has embraced inclusion, social responsibility, and ecological practises. To lessen their influence on the environment and increase the lifespan of their products, they have started programmes like “Worn Wear,” which encourages the repair and resale of worn apparel. In addition, Patagonia has a strong commitment to environmental advocacy and often contributes a portion of company earnings to support these causes. In addition to adopting a sustainable approach, they have successfully tapped into the ideals of Generation Z by tying their brand to topics that resonate with them. Because of this strategy, Patagonia is now a particularly notable illustration of a brand that appeals to Gen Z buyers.
In conclusion, “people” are crucial to the fashion industry’s success. Generation Z, which makes up a sizable share of the audience, values authenticity and sustainability and fashion firms need to become proficient in people skills in order to flourish. Therefore these abilities include cultural sensitivity, diversity awareness, digital fluency, and harmonising with customer values. These abilities are essential for creating lasting relationships and being relevant in the ever evolving field, which will ultimately lead to success.