People and the Fashion Industry
‘People’ are an essential sector of the four pillars of the fashion industry. Not only are the people who work within the industry important, but the consumers too, without them, production wouldn’t be necessary.
Generation Z have a heavy influence on society and the fashion industry. ‘25.9% of the US population are Gen Z’. (News week, 2019)
McKinsey & Company (2023) explains that ‘Generation Z comprises people born between 1996 and 2010. This generation’s identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19.’
Due to this, Gen Zs are more eco-conscious and aware of the damages to the world, preferring to purchase sustainably made garments or recycle fashion. Mireles (2023), found that ‘62 percent of Gen Zs would prefer to buy from sustainable brands’.
Gen Zs value individuality and diversity, finding comfort in inclusivity, preferring to use second hand fashion as a tool to express themselves. Jacobs (2020) explains ‘For Gen Z, upcycled, reclaimed fashion is opening up a new sense of individuality and self-expression, while helping to save the planet.’
Being brought up in a heavy tech dependant society, stats show 92% of Gen Zs and millennials tend to shop online (Drapers, 2023). Tik Tok influencers attach a direct link to webpages when modelling brands, making shopping an efficient and addictive ‘activity’. This has become increasingly popular, with Gen Zs making up 60% of the apps one-billion users according to McKinsey & Company (2023).
Fashion brands need teams who are tech savvy, enticing consumers through digital platforms. As said by McKinsey & Company (2022), ‘Fashion businesses are starting to look for people who come from a technology background’.
To attract Gen Z consumers, brands should be up to date with social media and advertise using a diverse mix of influencers and models. Consumers visualise the products, making it relatable, taking into account body type, race and sexual orientation. Enhancing respect and admiration of a brand and therefore the investment in the products.
Gucci uses models of different sizes and cultures. Tirado, Global head of diversity at Gucci stated, ‘inclusivity, respect, and diversity ensuring Gucci remains culturally relevant and economically competitive.’ Altering their advertisement, attempting to be ‘diverse.’ Victoria Secret are also moving away from the stereotypical ‘angels’, introducing the new diverse mix of models, edging away from ‘perfect’.
Cheeseman, A. (2021). Vogue Business [Gucci image].
Jacobs, C (2023).British Vogue [Victoria Secret image].
Without doubt, people skills are essential for success in the fashion industry. Collaboration and integration in the work place is vital. Flexibility of ideas and critical thinking enable us to question ideas, open ourselves up to suggestions and communicate with people within the business, thus operating as a team and thriving in a competitive environment.
Reference list
Bespoke, D., Morgan, G., Caldart, C. (2023). Gen Z and Millennials 2023. Drapers, https://www.drapersonline.com/guides/gen-z-and-millennials-2023
Cheeseman, A. (2021). Vogue Business [Gucci image].
Devaney, S. (2019). Gucci’s First Ever Diversity Officer Intends to Create “Meaningful Change”. British Vogue. https://www.vogue.co.uk/article/gucci-head-diversity-change#:~:text=Gucci%20has%20announced%20the,company%20–%20and%20the%20fashion%20industry
Jacobs, B. (2020). Why buying vintage clothes is the new luxury. BBC, https://www.bbc.com/culture/article/20201113-why-gen-z-and-millennials-go-wild-for-vintage-clothes
Jacobs, C (2023).British Vogue [Victoria Secret image].
Mireles, E. (2023). The rise of Gen Z sustainable shoppers. Fashion takes action, https://fashiontakesaction.com/articles/the-rise-of-gen-z-sustainable-shoppers/
McKinsey & Company (2022). The State of Fashion. McKinsey & Company, https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20fashion/2022/the-state-of-fashion-2022.pdf
McKinsey & Company (2023). What is Gen Z? McKinsey & Company.https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z
(News week, 22 March 2019, 6 things you need to know about generation Z, [Video] (YouTube) https://www.youtube.com/watch?v=N3Bb8oyoLlM