Shuanglang Sun

In business, especially within the fashion industry, the “People” pillar stands as a foundational thread. When talking about “People”, we aren’t strictly alluding to those who craft the products, but also those who consume them. As the dynamics of these ‘People’ evolve, businesses must adapt accordingly as understanding this demographic continuum is pivotal to a business’s success. As of right now, the spotlight is on the Gen Z demographic.

Gen Z, often denoted as those born from the late 1990s to the early 2010s, is characterized by its digital immersion and robust socio-cultural consciousness Seemiller, C., & Grace, M. (2017). Navigating a world sculpted by rapid technological evolution and significant global events, they prioritize authenticity and are adept at discerning genuine brand endeavors from superficial marketing gestures. Twenge, J. M. (2017). 

To attract Gen Z consumers, brands should:

Prioritize Authenticity: Growing up in an age that has been saturated with marketing messages admist a flurry of digital content, Gen Z has developed the ability to distinguish genuine intentions from marketing ploys and propensity for authenticity. With a substantial majority emphasizing its importance in their brand support(Twenge, J. M. ,2017). It’s no longer enough to just advertise a product or service; the story behind the brand, its mission, and its core values become extremely important.

Values Alignment: Its become more and more important for brands to not only “talk the talk”, but also “walk the walk”. Rather than being passive bystanders, GenZ expects corporations to be active participants in making the world a better place, as a result, collaborations with NGOs, sustainable product lines and community-focused initiatives have become more important and can demonstrate a brand’s commitment to its values. (Turner, A. ,2015).

Enhance Digital Interaction: Having a easily accessible and smooth digital interaction is extremely important. Having grown up in a digitalized era, most Gen Z consumers have been well adversed with digital platforms, and most expect clean, seamless digital experiences. (Seemiller, C., & Grace, M, 2017) Companies should invest in a responsive web design, and try to offer interactive elements such as chatbots and ensuring quick load times.

Endorse Diversity and Inclusivity: With Gen Z being notably diverse, brands reflecting this heterogeneity in representation find enhanced resonance(Noble, G., & Peck, A. (2019). Representation matters, and brands should ensure that they cater to a wide range of ethnicities, genders, body types and backgrounds. Internal corporate structures should also reflect this diversity as well.

A great example of how a brand responded to diversity is Fenty Beauty by Rihanna. Founded by Rihanna in 2017, the brand became an immediate symbol of inclusivity and change in the beauty industry through multiple aspects. For example, challenging the norm with a wide shade range by releasing their Pro Filt’r Soft Matte Longwear Foundation in 40 shades, ensuring that individuals at both ends of the shade spectrum had options tailored for them. Reflecting real beauty in marketing by featuring models of different ethnicities, sizes, and genders. Fenty’s inclusivity commitment, ensuring all skin tones found representation, was seminal and instigated industry-wide reflection (Miller, C. (2022).

Key people skills are also needed for a brand to succeed, some important ones include:

Emotional Intelligence, a key factor in fostering human connections, having a high emotional intelligencce allows brands to connect with their employees and consumers (Goleman, D. (1995). Emotional intelligence. Bantam Books).

Adaptability, as the ability to adapt to new market trends and events is incredibly important.

Cultural Sensitivity, as due to fashion’s globalization, the understanding and respect for different cultures are extremely important to not create any misunderstandings. Craig, C. S., & Douglas, S. P. (2006)

For fashion brands to thrive, a comprehensive grasp of the ‘People’ pillar is indispensable. As they pivot towards Gen Z, authentic engagement, values congruence, and honed interpersonal competencies become success determinants.

Resources

Seemiller, C. and Grace, M., 2017. Generation Z: A Century in the Making. Routledge.

Twenge, J.M., 2017. iGen: Why Today’s Super-Connected Kids Are Growing Up Less Rebellious, More Tolerant, Less Happy–and Completely Unprepared for Adulthood. Atria Books.

Turner, A. (2015). Generation Z: Technology and Social Interest. The Journal of Individual Psychology, [online] 71(2), pp.103–113. doi:https://doi.org/10.1353/jip.2015.0021.

‌Noble, G. and Peck, A., 2019. Beauty Diplomacy: Embodying an Emerging Nation.

Miller, C. (2022). THE FENTY EFFECT: A CASE STUDY ON THE FUSION OF CELEBRITY, LUXURY, AND INCLUSIVITY. [online] Available at: https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/27380/Miller_Carson_Thesis_CHC.pdf?sequence=2&isAllowed=y.

Goleman, D., 1995. Emotional intelligence. Bantam Books. http://dl.ebookfa.ir/freebooks/Emotional%20Intelligence%20by%20Daniel%20Goleman%20(e-bookfa.ir).pdf

Craig, C. S., & Douglas, S. P. (2006). Beyond national culture: implications of cultural dynamics for consumer research | Emerald Insight. (2013). International Marketing Review, [online] 23(3), pp.322–342. doi:https://doi.org/10.1108//imr.

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Fashion, is more than a showcase of style and culture, its also the key to driving socio-economic and environmental transformations, especially in terms of circular economy and sustainability. As the fashion industry becomes more and more aware of its environmental responsibilities, these concepts are becoming integral pillars for future innovations and business models.

A circular economy deviates from the traditional linear model of “take, make, dispose”. Instead, the circular economy focuses on creating products designed for durability, reuse, and recycling. To keep resources in use for as long as possible, and extracting maximum value from them during their lifecycle to eventually regenerate materials at the end. In the context of fashion, this would mean designing clothes that last longer, are made from sustainable materials, can be easily recycled or upcycled, and create minimal waste.

Sustainability in fashion encompasses a broad spectrum of practices which aim to reduce the negative impacts of the industry to protect our environment and society. To accomplish this goal, it means using eco-friendly materials, reducing water consumption, avoiding harmful dyes, and ensuring ethical labor practices. Essentially, it seeks to balance the environmental, social, and economic imperatives.

One of the 17 Sustainable Development Goals (SDGs) by the United Nations that holds particular relevance to the fashion industry is SDG 12. Responsible Consumption and Production. A goal that aims to ensure sustainable consumption and production patterns, which touch upon aspects such as energy efficiency, reducing waste, and creating a sustainable infrastructure that provides access to basic services such as green and decent paying jobs. Being one of the largest industries to exist globally, the fashion industry has a significant role to play in achieving this SDG. Due to their vast resource consumption, waste production and massive supply chains, the fashion industry is a significant drive of the problem. By adopting sustainable practices, fashion brands can ensure responsible consumption patterns, minimize wastage, reduce environmental degradation, and contribute positively to the socio-economic fabric.

In conclusion, the fashion industry stands at a crossroads. With the rising awareness of the damage caused by fast fashion and unsustainable practices, there is an imminent need to integrate the principles of a circular economy and sustainability. Aligning with global agendas like the UN’s SDGs further cements the industry’s commitment to a better, greener, and more equitable future. The pillar of sustainable fashion is no longer just a trendy term but a necessity and responsibility for a more harmonious world.