People
This weeks pillar is people, people are important in the fashion industry because they are its driving force. People consume and form fashion trends, but also are who create the garments we wear, sewing every seam to perfection. It is crucial to consider peoples wellbeing and working conditions within the industry.
Generation Z are individuals 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.’(McKinsey & company, 2023). When it comes to consumption, Gen. Z looks for ethics, sustainability and transparency in the fashion industry. We are a generation that supports brands that want to make a true impact in society. According to a survey ‘the research of members of Generation Z shows that 73% are willing to pay more for sustainability, with the majority willing to pay a premium of up to 10%’ (Furbee, 2021) Gen. Z are willing to pay more for sustainable brands, as they value supporting companies that align with their values. In order for brands to attract Gen. Z, they must become more transparent when it comes to topics such as green washing and treatment of workers.
‘Businesses must rethink how they deliver value to the consumer…and more than ever practice what they preach when they address marketing issues and work ethics’(Francis & Hoefel, 2018). If brands claim to prioritise practices, they must follow through to build trust and credibility with Gen. Z consumers. Use of advertisement is a big priority for Gen. Z, as we understand the influence of body image and mental health the media has. ‘Famous thin models wearing skinny clothes creates a misconception among women that “anorexic beauty”, in other words, skinny bodies are more attractive’(Kalender, 2020). These standards can create feelings of inadequacy in young people, its important to celebrate the fact that we are all unique in our own way.’over 60% of Gen. Z likes ads with ‘real’ people present, instead of celebrities’(Wang, 2021). This implies that by showing diverse models, businesses can connect with Gen. Z and promote a more body positive society.
An example of brand who has had a successful response to diversity is Savage x Fenty by Rihanna. They’re commitment to feature models of various sizes, shapes and ethnicity in there advertisements. Research examined the SxF runway shows ‘Four themes emerged from this data: (a) feelings of sexiness, beauty, and empowerment; (b) inclusivity; (c) the uniqueness of the performance; and (d) challenges to capitalism.’ (Hakeem, 2020). The show challenged traditional beauty standards and created a space where everyone felt more empowered.
In order to excel in the fashion industry, brands must show excellent people skills. This includes communication with consumers and a deeper understanding of what they want. Stella McCarteny excels in this especially in alining with Gen. Z values. She communicates commitments to eco friendly materials and collaborates with brands using past season materials. The brand allies itself with the UN’s sustainable development goals and showcases her understanding of the importance of people and planet in fashion.
Francis, T., & Hoefel, F. (2018, November 12). “true gen”: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Furbee, C. (2021, December 9). Gen Z makes sustainability important for all businesses. Sustainable Investment Group. https://sigearth.com/gen-z-makes-sustainability-important-for-all-businesses/
Hakeem, F. (2020, December). Examining body positivity in Rihanna’s Savage X Fenty Lingerie runway show. https://www.researchgate.net/publication/348682454_Examining_Body_Positivity_in_Rihanna’s_Savage_X_Fenty_Lingerie_Runway_Show
Kalender, G. I. (2020). The portrayal of ideal beauty both in the media and in the fashion … https://www.semanticscholar.org/paper/The-Portrayal-of-Ideal-Beauty-both-in-the-Media-and-Kalender/03ca6c9b9621c92a5effd12927e2ec29e0325566
McKinsey & Company. (2023, March 20). What is gen Z?. McKinsey & Company. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z
Wang, W. (2021.). How has the fashion industry reacted to gen Z’s completely different consumption concepts and shopping habits? Academic Journal of Humanities & Social Sciences. https://francis-press.com/papers/5327