People
The people pillar is an important pillar as it focuses on not only consumers but also those who produce fashion items. It focuses on what consumers desire, adapting to changing social dynamics between generations and appealing to the target audience in order to produce successful businesses. However, it also focuses on the rights and well-being of those making the clothing items.
Gen Z consumers are consumers born between 1996 and 2010 and are characterised by having strong values they’re often referred to as ‘digital natives’ (McKinsey and company, 2023) due to being brought up in society where internet is used frequently throughout daily life. Gen Z view their content through online social media apps like Tiktok and Instagram. They are known to have strong values regarding sustainability and racial justice. However, when relating to fashion the generation tends to chase trends at an alarming rate. This leads to increased buying from fast fashion brands. This can clash with their strong values of sustainability.
Gen Z do still desire fashion brands that push for sustainability and therefore for a brand to attract Gen Z it must have a strong sustainability plan. Whilst the generation are not immune to the draws of fast fashion, their wardrobes are a mix of fast fashion as well as vintage/thrifted items. Clothing styles from Y2K and the 90s are popular with the generation. Therefore, a brand desiring Gen Z consumers must have a breadth of different styles, both vintage pieces and a continuous stream of up-to-date fashion trends. Brands should also consider promoting diversity and inclusivity as this alines with Gen Z’s strong values of racial justice and body positivity.
According to Pixlee Turnto (n.d) the fashion brand Aerie, a sub-brand of American eagle outfitters that focuses on lingerie, has responded to diversity by producing inclusive advertising. Aerie focuses on representing women and have committed to stop editing photos of its models. They also represent women who come from many different experiences. Their website content features women with disabilities, different body types and women of many different races and ethnicities. This promotes diversity and inclusivity as well as responding to consumers desires people that they can relate to. This very well alines with Gen Z social value of diversity and inclusivity.
For a fashion brand to be successful it needs key social skills. Key skills include having good communication and the ability to build strong relationships with clients as well as having good negotiation skills. This is applicable when considering the need to ‘negotiate favourable terms in agreement with suppliers’ (JamesHillman, 2022). Without these skills a fashion business cannot become or sustain being successful.
References
McKinsey & Company. (2023, March 20). What is gen Z?. McKinsey & Company. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z
Pixlee turnto. (n.d). 4 Brands Embracing Diversity in Their Content. Retrieved 15th October 2023.
https://www.pixlee.com/blog/4-brands-embracing-diversity-in-their-content
JamesHillman. (24th January 2022). The fashion entrepreneur skills you need in 2022.
https://www.jameshillman.co.uk/blog/2021/1/24/the-fashion-entrepreneur-skills-you-need-in-2022