People Blog
‘People’ is arguably the most important pillar out of the four pillars of the fashion industry. Without it there would be no fashion industry, from workers to consumers; it inevitably constructs the fashion industry.
Generation Z ‘Gen Z’ have ‘become a potent influence on people of all ages and income’ ultimately making them the most prioritized consumers within the global market. Gen Z is considered to be more outspoken and confident. They mostly express themselves through fashion and the clothes they wear; ‘its search for authenticity generates greater freedom of expression and greater openness to understanding different kinds of people,’ as Frances and Hoefel suggest making them the most unique and therefore most important consumers in the market.
In the most recent years, fashion brands have conformed to Gen Z and their expectations in order to attract them. For example, brands such as Stella McCartney have become more sustainable through their practices due to Gen Zs ‘Identity [being] shaped by the digital age, climate anxiety, a shifting financial landscape and COVID-19′, making them more eco-conscience with the clothes they buy. Many other brands have also become more eco-friendly in the products they sell as ‘Gen Z have a strong commitment to sustainability’.
Gen Z also utilizes diversity within their fashion senses. Fashion brands have become more diverse than ever, and this is all because of Gen Z, making them the most influential generation. Brands such as ‘Nike, Asos and Old Navy [are] among the brands that [are] consider[ed] to be leading the way in driving inclusivity in fashion and challenging gender stereotypes.’ These brands have become extremely inclusive, from making modest wear more mainstream to plus size and petite models also being more embraced. Nike released the ‘Nike sports hijab’ in December 2017 and became one of the ‘most searched for item in the world’ since. Asos also have included hijabi models and plus size models making them gain a lot of attention, especially from Gen Z.
Evidently, people skills are essential for a brand to be successful in the fashion industry. Critical thinking and analysis are crucial when studying consumer behavior and communication is also vital when speaking to consumers 1 on 1. ‘96% [of businesses] believe is a make-or-break factor when it comes to loyalty’. Having communication skills allows fashion brands to gain more publicity giving them the chance to strive within the competitive market.
Bibliography:
Francis, T., & Hoefel, F. (2018). ‘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
Francis, T., & Hoefel, F. (2018). ‘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
McKinsey & Company (2023). What is Gen Z? McKinsey & Company.https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z
Kadence. Why Gen Z Values Sustainability: Tips for Marketing to the Eco-Conscious Generation. https://kadence.com/why-gen-z-values-sustainability-tips-for-marketing-to-the-eco-conscious-generation/#:~:text=The%20eco%2Dconscious%20generation,-Gen%20Z%2C%20born&text=As%20a%20result%2C%20Gen%20Z,their%20impact%20on%20the%20environment.
Rydzek, Camilla. The industry fashion (2022). ‘Gen Z Fashion Reports shows 65% want “gender neutral” search option online’. https://www.theindustry.fashion/gen-z-fashion-report-shows-65-want-gender-neutral-search-option-online/#:~:text=Nike%2C%20ASOS%20and%20Old%20Navy,and%20marketed%20as%20non%2Dgendered.
Prideaux, Sophie. The National News (2019). https://www.thenationalnews.com/lifestyle/fashion/the-nike-pro-hijab-has-become-one-of-the-world-s-most-popular-clothing-items-1.861183#:~:text=Nike%27s%20sports%20hijab%20has%20become,to%20fashion%20search%20engine%20Lyst.
Glion. (2023). ‘Communication skills for customer service and why they’re important’. https://www.glion.edu/magazine/communication-skills-customer-service/#:~:text=Effective%20communication%20in%20customer%20service,customers%20feel%20heard%20and%20respected.