People
Individuals and collectives play an integral role in a garments supply chain; thus ‘People’ is one of the four vital pillars established in the fashion industry. Whether it is Orsola de Castro (co-founder of non-profit organisation ‘Fashion Revolution’) liberating factory workers from slavery and exploitation or Rhianna’s ‘Fenty Beauty’ employing models with a diverse racial profile to market skin tone inclusive beauty products; people are involved in every step of the fashion supply chain. The success of a brand has been found to be synonymous with its people skills- in a report by McKinsey (2020) ‘Gender and racial diversity on executive teams correlated with between 25% and 36% percent above-average profitability’. This provides an incentive for new and upcoming brands to cater to all individuals.
To ensure success as a fashion brand, a good relationship between the company and people must be formed. Fashion designer Patrick McDowell believes thinking in collaboration and nurturing creative collaboration ‘conversations spark change’ is essential to a brands development. He has put his networking skills into practice, partnering with prominent brands such as Burberry and Swarovski; leading his brand to gain attention from likes of Chief editor of VOGUE Anna Wintour and the wider media. His brand aims to support people and uplift the queer community; through this he has gained reception with a crucial type of consumers- the Gen Z audience. According to research by Francis and Hofel (2018) Gen Z ‘value individual expression and avoid labels’- consequently being attracted to brands such as McDowell.
One may question who these people coined ‘Gen Z’ are and why they play a quintessential role in the fashion industry. Gen Z is a collection of individuals born roughly between 1995-2010 made unique by being the first generation in which the internet has been part of their entire lives- greatly impacting their identity. With the ascension of Google glass, nano-computing and 3D printing during this time they have grown up as true ‘digital natives’ (Drapers 2022). They are idealists searching for truth and demand ‘purpose and accountability’ (McKinsey 2023).
Due to Gen Z’s being non-conforming activists for positive change with a broad perspective on identity, brands must carefully consider their marketing agents in attracting this group. Social media advertisement captivates Gen Z and is where 60% of merchandise is bought (Drapers 2022). Fashion companies should look to advertise on popular apps using real people, not paid actors. According to Drapers (2022), TikTok usage has increased yearly with Gen Z utilising it twice the rate of millennials. In the first Metaverse Fashion week hosted by Decentraland, premium brands produced digital products such as virtual, and augmented reality and video. The usage of new digital technology within the fashion industry not only attracts Gen Z- but it is also globally considered an exciting prospect, people are enthralled by fashions evolution. It is a cycle where consumer ideologies inspire fashion and vice versa.
Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies
McKinsey & Company (2020) Diversity wins: How inclusion matters
McKinsey & Company (2023) The A to Z on Gen Z
McKinsey & Company (2023) What is Gen Z?
Moran, G. (2022) Drapers, Gen Z and Millennials 2022.