Planet

The fashion industry is dependent upon people in order for it to survive and succeed, without any consumers or employees the industry would ultimately not exist. The fashion industry is constantly evolving to satisfy the interests and needs of new consumer generations. The generation born between the middle of the 1990s and the beginning of the 2010s, known as Generation Z, has recently become a crucial market for clothing companies. This generation, commonly referred to as Gen Z, is distinguished by their digital fluency, social conscience, and diverse perspectives. Fashion brands have modified their strategy to reach this powerful consumer segment after realising the distinct qualities of Gen Z. This essay examines the reasons behind this transition in the fashion business and explains how it has strategically targeted Gen Z consumers.

One of the most noticeable adaptations in the fashion industry to target Gen Z consumers has been the shift toward digital marketing and e-commerce. They’re often referred to as ‘digital natives’ (McKinsey and company, 2023). Gen Z is the first generation to grow up with easy access to the internet, smartphones, and social media. As a result, fashion brands have prioritized online platforms for marketing and sales. The rise of influencer marketing, online fashion marketplaces, and immersive e-commerce experiences has catered to Gen Z’s digital lifestyle (Mintel, 2021). This has led us to see a shift in consumerism and an emphasis place up on individuality due to rise of microtrends and trends continuously changing-causing fast-fashion companies attempting to stay up with this speedy consumerism as a result. Back in the day, trends used to originate from one individual, whereas now trends can no longer be traced back to one particular person (Gordon, 2017). Trends are always changing, some even coming back to make a reappearance! For example, leggings were a big “trend” in the 1980s, and now they are worn by many young consumers (the company Lululemon, for example) (Gordon, 2017).

A successful example of this is Savage X Fenty, a lingerie brand founded by Rihanna, has gained prominence in the lingerie industry and has disrupted the traditional lingerie market, challenging the long-standing dominance of brands like Victoria’s Secret. Victoria’s Secret failure to meet the diverse need of consumers and especially Gen Z consumers who value inclusivity has led to their demise. Whereas Savage X Fenty has been celebrated for its commitment to inclusivity and diversity in both its product offerings and marketing campaigns. Research observed from the Savage X Fenty Amazon 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). Rihanna was able to challenge societal norms and shift the perspective of lingerie away from the male gaze and towards a show which features a wide range of sizes, skin tones, and body types, which resonates with a broader spectrum of consumers. Victoria’s Secret, on the other hand, faced criticism for its limited size and body diversity, which led to a loss of relevance in today’s more inclusive climate.

Ultimately, for a brand to succeed within the fashion industry, people skills are crucial. In a rapidly changing business landscape, brands need to adapt to new trends, technologies, and consumer preferences. Being open to change and adaptable is a valuable people skill. This was crucial for brands during Covid-19 and their response to changes in consumer behaviour and how to maintain customer engagement without physical fashion shows being able to take place. Without adaptability, a brand would be unable to progress and reach their full purpose.

Reference List:

McKinsey & Company. (March 20, 2023). “What is Gen Z?”. McKinsey Explainers. 

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

Gordon, G. (2017, September 19). Understanding the (Surprisingly Short) Life Cycle of a Fashion Trend. Retrieved from https://www.savoirflair.com/fashion/237591/fashion-decoded-life-cycle-fashion[1]trend