The 4 Pillars: People
The four pillars of sustainability are: People, Profit, Purpose and Planet, providing valuable guidance for fashion businesses striving to adopt ethical and sustainable practices. This blog will focus on the people pillar, which emphasizes diversity, inclusion, ethical working conditions, generational differences, and interpersonal communication skills.
Gen Z exhibits distinct consumer behaviours compared to other generations, particularly millennials. Luxury, as (A. Spagnuolo, 2020) notes, takes on various meanings based on both individual perspectives and generational contexts. Gen Z seeks unique items that distinguish them without requiring couture extravagance; they value knowledge about the garment’s ethical production. However, Millennials often gravitate towards designed products with prominent logos while ignoring the origin and production process. Gen Z is more environmentally conscious, recognising the long-term impact of their choices.
This pattern repeats throughout (WGSN Insight Team & Laura Saunter, 2021), confirming Gen Z’s awareness of their environmental footprint as consumers. As 90% of Gen Z consumers seek transparency in businesses’ environmental and ethical commitments, it’s imperative for companies to openly communicate their policies, in hope of attracting conscious Gen Z shoppers.
Victoria’s Secret presents a notable case of a brand that has successfully transformed their approach towards diversity and inclusion. Vogue reports (C.Allaire, 2023) that despite its former image of empowering women, Victoria’s Secret has faced allegations of mistreatment and discrimination against its employees and models, at the same time reluctant to diversify model selection. Such practices could be interpreted as discriminatory. However, the brand has undergone a significant transformation, as Vogue (I.Kim, 2023). Victoria’s Secret partnered with Mindy Scheier, the founder of Runway of Dreams, during New York Fashion Week, emphasising diversity and inclusion. Recognising the challenges of creating sensory-friendly lingerie, the brand’s team designed products that combined comfort and aesthetics, tailored to meet the needs of individuals with disabilities. The positive reception to this line is evident as it has received an enthusiastic response from press, sponsors, and the adaptive community.
Authenticity is a key component of a successful brand, as highlighted by (Newsroom 2019). According to UK consumers between the ages of 16 and 24, a successful company must prioritise customer care, offer a diverse and appealing clothing selection, remain true to its core values and prioritise employee well-being. The majority of individuals in the 16-24 age bracket believe that fashion advertising must include ‘realistic people,’ and 58% believe that this inclusivity must include people of diverse body types. This underscores the importance of authentic representation in the fashion industry.
Reference List:
C.Allaire, (2023), The Victoria’s Secret Fashion Show Is Coming Back – The Internet Is Divided, https://www.vogue.co.uk/news/article/victorias-secret-fashion-show-returns-2023, Accessed: 14/10/23
E.Spagnuolo, “Meet Generation Z: Shaping the future of shopping” The McKinsey Podcast, (2020), https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping, Accessed: 13/10/23
I.Kim, (2023), Victoria’s Secret Makes Its Adaptive Fashion Debut on the Runway of Dreams During NYFW, https://www.vogue.com/article/victorias-secret-makes-their-adaptive-fashion-debut-on-the-runway-of-dreams-during-nyfw, Accessed: 14/10/23
[Figure 1] H. Moon, Vivienne Westwood: Youth is Revolting, Accessed: 15/10/23, [Online] Available: https://www.dazeddigital.com/life-culture/article/40262/1/vivienne-westwood-activists-protesting-punk-activism-interview
Newsroom, (2019), Generation Z want to see authenticity in their fashion brands, but what does this mean? Marketing Communication News, https://marcommnews.com/generation-z-want-to-see-authenticity-in-their-fashion-brands-but-what-does-this-mean/, Accessed: 15/10/23
WGSN Insight Team & L. Saunter, (2021), Gen Z Spending: Value & Values, https://www.wgsn.com/insight/article/91681, Accessed: 14/10/23