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People Blog

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BORN TO INTERNET.

The digital-first generation, which comprises people born between 1996 and 2010, or 

Generation Z is the first never to know the world without the internet. These youngest buyers don’t think the same way as their predecessors and are already shaping consumer, workforce and societal trends, aka, the future of shopping. 

According to Stanford research, “they are highly collaborative, self-reliant and pragmatic”. In the words of Roberta Katz, “Gen Z values diversity and finding their own unique identities”(DeNardis, 2009). For them it’s not about “look what brand I am wearing !” but what’s unique – what sets them apart – what’s more for them and even if they find that in a luxury brand, they are willing to pay for it. They love customisation.

WHAT MAKES THEM TICK

The Internet has permanently altered retail and influenced the tastes of so-called “digital natives. They enjoy video content, using app-based services and are greatly influenced by social media. Having grown up in a world of technology-powered options – they won’t hesitate to abandon a purchase if they find it too expensive, too slow or too difficult. Generation Z shops across all platforms from online to brick-and-mortar stores.

BRAND STRATEGY FOR GEN Z

When considering how to market to Gen Z, keep in mind the importance of technology, social media, online etiquette and social issues. Align your brand with Gen Z’s core values.

This can set your brand apart. Gen Z is particularly passionate about social issues like race equality, civic engagement and climate change. As a generation that is committed to its values, Gen Z expects the same of its retailers.

Platforms like TikTok, YouTube, Snapchat and Instagram are all favourites. Brands that engage well on these channels stand a better chance of earning their favour. Thereby the importance of Bite-sized videos in the marketing campaigns. Just long enough to keep viewers’ attention, while also leaving room for questions.(Morning Consult, 2023)

Partnering with Influencers helps boost awareness, and brand credibility and establish an immediate connection with Gen Z.

BRANDS AND DIVERSITY

Nike is a strong case study for that. All models and sports stars of different ethnicities are clad in their products, reinforcing their commitment to diversity and inclusion. Nike has set a 2025 target of 50 % representation of women in the global workforce and 45 % in leadership positions. The company also aims at 35% representation of racial and ethnic minorities in the US. Nike’s inclusivity and diversity are embedded in its DNA – going far beyond just a checkbox.

IMPORTANCE OF PEOPLE SKILLS

Gen Z by default is difficult to please. They wish to be entertained and listened to. Even luxury brands, which positioned themselves as quite distant, have now begun to reposition themselves to be present, flexible and approachable. This generation wants to interact and know and go beyond the product before making that decision.

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  1. khaled: Very Good

People

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People 

The people Pillar is made from four different components. These being Planet,profit,people, purpose. These are in place to help  fashion buisness to reach there target audience in todays worlds where fashion trends are heavily dependent on the younger generation also known as “generation Z”

Gen Z are the next generation of workers and consumers so as a company it has never been more important to look at what the younger generation are craving in fashion. When describing Gen Z you talk about how accessible everything is. How you can order anything online whether that is food, clothes or simply useful stuff on Amazon. The effect this has had on the generation is it has made us lazy, everything is at our fingertips, its all on our phones. “Gen Z is named after the last letter in the alphabet because their arrival marks the end of clearly defined roles, traditions and experiences. After all, Zs are coming of age on the heels of what has been referred to as the most disruptive decade of the last century.”

Sladek, S. and Grabinger, A., 2014. Gen Z. Introducing the first Generation of the 21st Century Available at. 

Social media apps like instagram and tik tok have nearly 1 billion users each. Where this generation of young people spend so much time on their phones they are inspired and persuaded heavily by the stuff they see online. For example the street wear brand called Cortiez. The brand only had 10k followers on instagram 2 years ago. The viral tik toks has now reached nearly 1 million becuase of viral videos posted on tik tok. Social media has also made the Gen Z generation more aware of the political and environmental crisis that is going on to date. So to attract consumers they can mend some of these issues. A brand called broken planet  was an overnight sensation due to their hatred for fast fashion and what it does for the environment.

We hate trends – that’s a fact. As people that don’t like fast fashion, we can say that confidently.” – Lukas and Indrè.

They focus on the importance of creating garments with recycled materials and help slow the shipping process so there is a less damaging effect on the environment. This helps consumers buy their product as it has a positive effect on the already deteriating planet.

There are a lot of components to making a clothing brand and business that suits the needs of Gen Z but one of the most important things is the way they interact and the people skills they have with buyers. A massive thing that plays into the laziness is making your brand feel accessible, easy to wear and order. A sense of attainability is so important because it makes the people buying the products feel more involved meaning they will have more of a connection with the garment meaning there is more chance they will buy again.

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People

People

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Fashion is for people and from people. No matter the gender, race, age or where they come from, all people are inherently connected to the fashion industry and form part of it, either as a customer or producer. Unfortunately, many people working in the fashion industry are underpaid, underage or working endless shifts. “Factory managers typically pressure employees to work 10 to 12-hour days, and sometimes 16 to 18-hour workdays with hours increasing as order deadlines approach” (Clean Clothes Campaign, 2013).

Figure 1, Dhaka, Bangladesh, in 2013. Photograph: David Levene/The Guardian

Generation Z, which is a generation born between the years of 1996 and 2010, is trying to change this situation by converting to different ways of shopping — they are looking more at the morals of the company, sustainability and the whole story that surrounds the brand.

“Gen Z’s behaviours are shaped by how they grew up. Young people today have come of age in the shadow of climate doom, pandemic lockdowns, and fears of economic collapse.” (McKinsey & Company, 2023, p.2)

Additionally, they were born into a digital age where online shopping and targeted online marketing, principally on social media platforms such as Tik Tok and Instagram, are part of their everyday lives. Spending multiple hours per day on their phones scouring reviews of products and attempting to find the best and most suitable ones to their needs before purchasing is a common practice.

“Many Gen Zers throughout Asia see the internet as the first place to go when researching new products to purchase; in the United States, 40 percent of Gen Zers admit to being influenced online, often by the brands featured in the videos they watch. Members filter a lot of information, from influencers, family, and friends. To decide where and how they want to spend.” (McKinsey & Company, 2023, p. 4)

A great example of brands that appeal to Gen Zers are Fenty Beauty and Savage & Fenty, owned by Rihanna, which respond to the need for diversity and inclusion for people of all sizes and skin colours. The brand has become widely successful in the beauty and fashion industry since their launch in 2017. “Fenty Beauty, founded by Rihanna, has an annual revenue of $582.8 billion and 12 million Instagram followers, making it the world’s most successful celebrity beauty brand, according to Cosmetify.” (Happi, 2023)
   

Figure 2, Kevin Mazur/Getty Images for Fenty Beauty by Rihanna, March 12, 2022, Los Angeles

They have applied all the key people skills required for a successful fashion brand: great presentation, creative skills, efficient planning and organization, finding the gap in the market, targeting the appropriate audience and satisfying the needs that were previously unmet.

Bibliography:

1. Clean Clothes Campaign (2013) Working Hours and overtime: 96-hour workweeks, Clean Clothes Campaign. Available at: https://cleanclothes.org/issues/working-hours (Accessed: 16 October 2023).

2. Figure 1, Low pay in the garment industry still a reality despite pledges – study (2019) The Guardian. Available at: https://www.theguardian.com/fashion/2019/may/30/despite-fashion-living-wage-pledges-low-pay-still-a-reality-study-says (Accessed: 16 October 2023).

3. What is gen Z? (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 16 October 2023).

4. Rihanna’s Fenty Beauty is the world’s most successful Celebrity beauty brand: Cosmetify (2023) HAPPI. Available at: https://www.happi.com/contents/view_breaking-news/2023-04-01/rihannas-fenty-beauty-is-the-worlds-most-successful-celebrity-beauty-brand-cosmetify/ (Accessed: 16 October 2023).

5. Figure 2, Johnston, R. (2023) Rihanna debuts Fenty Beauty’s new ‘Hella thicc’ mascara, Billboard. Available at: https://www.billboard.com/culture/product-recommendations/rihanna-hella-thicc-mascara-fenty-beauty-1235359101/ (Accessed: 16 October 2023).

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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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The 4 Pillars: People

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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 

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