People Blog
The People Pillar highlights an important branch of the fashion industry concerning individuals involved in each part of the process from designers, workers to consumers. It truly represents human, moral and ethical values concerning the overall conduct of a brand towards the collective. One important group concerning the people pillar is Generation Z.
Generation Z refers to those who were born between 1996 and 2010. Digital technology, concerns about the environment, evolving financial situations, and COVID-19 have all had an impact on this generation’s identity. There are numerous crucial factors that businesses should consider when marketing to Gen Z. They prioritize access to consumption over ownership. Consider the leasing of pricey autos and streaming services as examples. Because they are aware that their tastes may change, Gen Zers are more likely to spend money on things that enhance their everyday lives. Reorganizing items to cater to Gen Z tastes has been quite successful for brands since this generation is concerned with usability, such as easy online transactions (McKinsey, 2023).
An important part of the people pillar is the customers and the diversity the brand offers to them. One brand who highlights this very well is Skims, a shapewear brand founded by Kim Kardashian. Shapewear conjures up ideas of constricting, dowdy, beige girdles that are used to conceal the body. Skims are all about highlighting your curves and empowering the ladies who wear them. In fact, the body-positive shapewear brand has been slowly transforming the worldwide undergarments market since its start in 2019 with its inclusive philosophy and varied product selection that accommodates all shapes, sizes and skin tones. Displaying a true sense of organizational and world view diversity (Weinstock,2021).
According to a study on fashion by Kopplin, athletic apparel is advertised as demonstrating happiness, physical prowess, and self-care. Therefore, sports fashion companies should identify a strong connection between sustainability and future orientation, self-care, caring for others, and engaging in physical activity, frequently in the great outdoors. One effective people skill would be to promote healthy lives, practice corporate social responsibility, and show inclusion and diversity in your brand’s values (Kopplin,2023). This would indeed promote a successful environment for the brands growth but those values need to be sincere as it has been shown in the past that brands lack true care for their part in the people pillar of fashion. And rather use it as a social label for their brand to be seen as “good”,”ethical”, and “inclusive” opposite to an objective moral manner.
References
McKinsey & Company (2023) What is gen Z? https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z
Kopplin (2023) Scopus preview – Scopus – Welcome to Scopus. (n.d.). Www.scopus.com. https://www.scopus.com/record/display.uri?eid=2-s2.0-85168117988&origin=resultslist&sort=plf-f&src=s&sid=d0ef4430e041634aa707adea18a023b6&sot=b&sdt=b&s=TITLE-ABS-KEY%28fashion+AND+happiness%29&sl=30&sessionSearchId=d0ef4430e041634aa707adea18a023b6
Weinstock, T. (2021, March 8). “It Felt Like The Perfect Time To Bring A Fresh Perspective”: Kim Kardashian West On Revolutionising Shapewear. British Vogue. https://www.vogue.co.uk/news/article/kim-kardashian-west-future-of-skims