PEOPLE
Fashion can be described an attribute presented on clothing and garments through the endorsement of certain people (Hunter, 2017) and in order to achieve success within the fashion business, it is imperative that people and consumer behaviour is investigated.
Generational segmentation has been useful for fashion brands to better understand their target audience and deliver better tailored products (Topalova et al., 2021). Generation Z is one of the major consumer group that has a significant impact on fashion industry as they are the first ‘digital native’ generation who grew up surrounded by technology. As Gen Z are chronically online, they have developed a different preference and consumption in the context of purchasing behaviour. Additionally, Gen Z is part of a new wave of ‘inclusive and sustainable consumers’ which as described by McKinsley, they demand for purpose and accountability which in effect alters their behaviour as consumers.
Brands are now required to reinvent their marketing strategies in order to further engage and align with the values of Gen Z. As they are ‘digital natives’, marketing through social media should be a priority as it optimises the access of information such as the advertisements of goods. Influencer marketing has also become prevalent in brands strategies as it ensures brand engagement. Brands should also consider the convenience and comfort of the browsing and purchasing process such as online shopping as there are numerous substitutes which increases the number of substitutes for the consumer. In addition, taking diversity or sustainability initiatives may attract Gen Z as it aligns with their values and improves the brands reputation (Budac, 2014).
Fenty Beauty is one of the leading beauty brands within Gen Z. This popularity is mainly due to the brand’s ability to cater to a diverse society and promote inclusion. Fenty Beauty’s most famous foundation consists of 40 skin tone shades, and this product put an unprecedented spotlight on the need and the importance of diverse beauty products. Furthermore, having Rihanna as the face of Fenty Beauty may further increase its popularity within Gen Z as Rihanna herself is one of the most prominent singers present-day.
Budac, A.-C. (2014). STRATEGIC CONSIDERATIONS ON HOW BRANDS SHOULD DEAL WITH GENERATION Z. Retrieved from http://economice.ulbsibiu.ro/revista.economica/
Topalova, N. (2020). Retrieved from https://gbsge.com/wp-content/uploads/2023/05/topalova-natalia-2020-the-impact-of-marketing-through-instagram-influencers-consumer-behavior-in-the-fashion-industry.pdf
Rouse, E. (1989) Understanding Fashion. London: BSP Professional Books.
Charm, T., Dua, A., & Robinson, K. (2022). Retrieved from https://www.mckinsey.com/featured-insights/sustainable-inclusive-growth/future-of-america/rise-of-the-inclusive-sustainable-consumers
What is gen Z? (2023) McKinsey & Company.