the people blog
In this text, I will discuss the pillar of the “people” area. From a fashion business perspective, it covers the consumers, and attuning to their needs is one of the ultimate goals.
The generation that is currently really prominent on the global market is Gen Z . One of the terms relevant when describing it is “digital native”, speaking of Gen Zers being born with the technology at hand. This generation is further described as a “hypercognitive (…), very comfortable with collecting and cross-referencing many sources of information ”. (Francis, Hoefel, 2018)
One of the other key factors in characterizing it is that its members look above socio-economic differences in order to connect, which is partly caused by the accessibility of the internet and social media (Francis, Hoefel, 2018). This phenomenon seems to be in some ways reflected in our styles of purchasing and dressing, as Gen Zers look for and value individuality, almost above anything else. We could say that “Companies should be attuned to three implications for this generation: consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern”. (Francis, Hoefel, 2018)
It is an interesting viewpoint to follow Gen Z’s trends and look at what brands and styles are popular amongst them. One that reflects the atmosphere of the generation, showing eclectism and emphasis on individuality is Heaven by Marc Jacobs with colorful, 90s Japanese fashion-inspired, eclectic motives. The brand bases its marketing on individual identity and collaborates on shoots with pop-culture icons such as Pamela Anderson, Bella Hadid, Michèle Lamy, and more, successfully building a more personal connection with the customer. (Subair, 2022) By creating a melting pot of different aesthetics and subcultures Heavn presents something resembling the atmosphere depicted now in social media, furthermore attuning to the young consumer.
“When I was a teenager, I was scared of walking into boutique stores alone and touching things. In our shop, kids will grab books and sit on the floor and make new friends – it’s all about creating a comfortable environment.” – says the creator Ava Nirui (Subair, 2022). In the same article, she continues “But the idea is not to place these pieces out of reach. With less of an emphasis on “buy now” culture in fashion” (Subair, 2022); proving that the brand is also in some way attuned to the “buy-less mindset”, highlighting the emphasis on the individuality and emotional value of each piece, rather than overconsumption. Therefore we can see how Heavn successfully checks the points needed to connect with Gen Z and grab its short attention span.
Bibliography
Francis, T., & Hoefel, F. (2018b, November 12). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company. Retrieved October 14, 2023, from https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Subair, E. (2022, April 19). How Marc Jacobs’s Heaven Became A Gen-Z Fashion Obsession. British Vogue. https://www.vogue.co.uk/fashion/article/ava-nirui-heaven-interview-2022g
Image resources, order as used:
Hanne Zaruma | Metal Magazine. (2020, June 10). Pinterest. https://pl.pinterest.com/pin/589830882473949858/
High Art. (2023, October 14). Pinterest. https://pl.pinterest.com/pin/589830882473949862/
Hand And Finger Tattoos. (2023, October 14). Pinterest. https://pl.pinterest.com/pin/589830882473949831/
Gen Z Collage. (2023, October 14). Pinterest. https://pl.pinterest.com/pin/589830882473949835/
Sanrio. (2023, October 14). Pinterest. Retrieved October 14, 2023, from https://pl.pinterest.com/pin/589830882473948431/
Normcore Outfits. (2023, October 14). Pinterest. https://pl.pinterest.com/pin/589830882473948435/
heaven. (2023, October 14). Pinterest. https://pl.pinterest.com/pin/589830882473948433/
The Need-to-know New Fashion Openings In London 2023. (2023, October 14). Pinterest. https://pl.pinterest.com/pin/589830882473949922/