October 2023

Introduction

Generation Z, commonly referred to as Gen Z, comprises individuals born between the mid-1990s and the mid-2010s. As the most digitally connected and socially aware generation to date, they are redefining the fashion industry in remarkable ways. In this blog post, we’ll delve into how Gen Z is influencing the fashion landscape, from sustainability to inclusivity, and highlight some references and links for further exploration.

Gen Z’s Impact on Sustainability

Gen Z is leading the charge in demanding sustainable and eco-friendly fashion. They prioritize brands that are committed to reducing their carbon footprint, using ethical labor practices, and embracing environmentally responsible materials. This influence has prompted fashion companies to reevaluate their practices and invest in eco-conscious alternatives. For more insights into this shift, explore McKinsey’s report on “How Gen Z is leading the consumer charge toward sustainability.”

The Rise of Thrifting and Vintage Fashion

Gen Z has a deep appreciation for vintage and second-hand clothing, driven by both environmental concerns and a desire for unique, retro styles. This preference for thrifting has prompted a resurgence in vintage fashion, leading to the popularity of platforms like Depop, ThredUp, and The RealReal. To understand the significance of this trend, Vogue’s article “Why Gen Z is turning to thrift stores for their fashion fix” offers valuable insights.

Inclusivity and Diversity

Gen Z is passionate about inclusivity, and they actively support brands that embrace diversity in their marketing and product offerings. They expect to see models of all genders, races, and body types represented in fashion campaigns. A link to Forbes’ article on “How Gen Z is reshaping the fashion industry” provides a deeper look into this pivotal aspect of Gen Z’s influence.

Social Media and Influencer Culture

With Gen Z’s affinity for social media platforms like TikTok, Instagram, and Snapchat, influencer culture plays a significant role in shaping fashion trends. Gen Z has turned content creators into fashion authorities, providing brands with new avenues to reach their audience. The Business of Fashion’s article “How Gen Z and TikTok are transforming the fashion industry” delves into this dynamic shift.

Demand for Transparency

Gen Z is tech-savvy and well-informed, demanding transparency from brands regarding their production processes, labor practices, and ethical standards. They rely on resources like the Fashion Revolution’s Fashion Revolutionaries Database and the Fashion Revolution Fashion Checker app to assess brands’ commitment to sustainability and ethics.

Conclusion

Gen Z’s impact on the fashion industry cannot be understated. Their emphasis on sustainability, love for thrifting, advocacy for inclusivity and diversity, reliance on social media and influencer culture, and demand for transparency are all pushing the fashion industry to evolve. Brands that adapt to these shifts are likely to thrive in this new era of fashion, and those who don’t may find it challenging to resonate with this influential generation. As the fashion industry continues to evolve, Gen Z is shaping it into a more responsible, diverse, and exciting space.

References:

ThredUP’s 2021 Resale Report Link

The Guardian – “How Generation Z is shaping the fashion industry” Link

The Business of Fashion – “How Gen Z Is Shaping the Future of Luxury” Link

People power the fashion industry and Generation Z, born between 1995 and 2010, is an influential force, shaping consumer and societal trends (Francis & Hoefel, 2018; McKinsey, 2018). The growth of social media as a creative outlet has also led to an increase in inspiration drawn from digital media and fashion retailers have begun to shift their marketing objectives to target Gen Z. Thus, leading to the question: how can this digitally-driven generation shape the fashion market and how can the fashion industry adapt to calls for diverse, sustainable clothing?

Generation Z is the first “digital native” generation and their preference for digital media has shifted the way fashion retailers advertise items, reaching out to them through microcelebrities called “influencers.” These consumers frequently turn to social media for inspiration (Brewis, 2020). Gen Z spends more than half of their monthly income on products such as clothing and shoes, utilizing fashion as a creative outlet and a means of self-expression (Chan & Cheung, 2017). Despite being the most environmentally conscious generation, Gen Z struggles with impulse buying behaviors, with 41% of Gen Z consumers categorized as impulse buyers (Djafarova & Rushworth, 2021). Though many Gen consumers tend to purchase fast fashion products, many still prefer to shop second-hand. They are more willing to purchase green products but due to the lack of transparency and affordability, Gen Z does not consume sustainably. (First Insight, 2019; Francis & Davis, 2014)

Gen Z has grown up digitally connected to every corner of the world and they are one of the most environmentally, socially, and culturally conscious generations (Gomes & Nogueira, 2023). A recent study showed that seven out of ten Gen Zers find it important to defend identity-related causes and are more interested than previous generations have been in human rights (McKinsey, 2018). The generation is more aware of social issues and fashion brands have begun to acknowledge this shift in values. Tommy Hilfiger released an adaptive clothing line in 2021, which not only included redesigned clothing but also an e-commerce site that was inclusive of cognitive experiences (Vogue Business, 2021). Consumers can be guided through their shopping experience with Amazon Alexa’s voice and can choose resealable packaging.

Gen Z accounts for 40% of the global consumer population. (Wordstream, 2022). Brands must focus on ethical fashion, sustainability and fashion. The fashion industry must evolve alongside Gen Z to accommodate diversity.

References:

1. Brewis, D. (2020). What Generation Z expects from the online retail experience – IMRG. Www.imrg.org. [Link](https://www.imrg.org/blog/generation-z-online-retail-expectations/)

2. Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204–217. [DOI](https://doi.org/10.1016/j.im.2016.06.001)

3. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68(1), 1–7. [DOI](https://doi.org/10.1016/j.chb.2016.11.009)

4. First Insight. (2019). The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail. Www.firstinsight.com. [Link](https://www.firstinsight.com/white-papers-posts/gen-z-shoppers-demand-sustainability)

5. Francis, J. E., & Davis, T. (2014). Adolescents’ sustainability concerns and reasons for not consuming sustainably. International Journal of Consumer Studies, 39(1), 43–50. [DOI](https://doi.org/10.1111/ijcs.12150)

6. Francis, T., & Hoefel, F. (2018, November 12). “True Gen”: Generation Z and Its Implications for Companies. McKinsey & Company. [Link](https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies)

7. Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390(136092), 136092. [DOI](https://doi.org/10.1016/j.jclepro.2023.136092)

8. 18 Gen Z Characteristics & Stats for Marketers [2022]. (n.d.). WordStream. https://www.wordstream.com/blog/ws/2022/08/09/gen-z-stats#:~:text=They%20make%20up%2040%25%20of

9. The A to Z on Gen Z. (n.d.). Www.mckinsey.com. [Link](https://www.mckinsey.com/featured-insights/themes/the-a-to-z-on-gen-z)

Fashion’s success is driven by people, giving this pillar a fundamental role. From the beginning of designing a garment, to the sourcing of materials and finally the consumption of it, people are required every step of the way. People’s relationship to fashion is interchangeable. For some people fashion is a way to express self-image, for others fashion is a product of capitalism and an enabler of cheap labour and exploitation. The inequalities within the industry have been highlighted more than ever the last few generations, as focus has been on consumption and fast fashion. 

Gen Z, making up the members born between 1995-2010, “shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19.” (McKninsey & Company 2023) are the current biggest influence on the future. They have shaped the fashion industry as designers as well as consumers. Focused on wellbeing and inclusivity as well as green practises: they are avid consumers, trying to keep up with everchanging trends and their lack of monotony. The importance social media has in their lives has led to a lot of impulse buying, due to effective marketing and comparison. This has made them unethical buyers at times and the core of fashion and over-consumption. However, gen Z are amongst the most politically and socially active. This has made them fight against unjust treatment in third-world countries to make cheap garments for even cheaper labour. Moreover, the trends arising are commonly from earlier decades, which has changed the connotations with second-hand fashion. The suitability of an item is now valued. 

To accommodate for this generation, brands need to have the values that line up with gen Zs way of living. As a generation grown up on the foundation of technology, the use of online shopping is essential. The brand’s purpose needs to align with the production and consumption every step of the way. Authenticity is extremely important to attract gen Z and their access to being connected with anyone at any time with the use of technology means that brands need to have a strong purpose to allow consumers to connect with it. FENTY has led by example, founder Rihanna “pushed the boundary of the makeup industry toward more inclusivity and diversity regardless of complexion and gender” (Johnson, C., & Cindy, J. 2021). The success of the brand has been reflected through the strong values and authenticity that have attracted gen Z and their focus on equality and equity.

Overall, brands need to evolve and change as their customers do. This by taking on key people skills. Communication is by far the most important, being able to listen to each other and work as a team to improve a brand based on the needs of the current social issues.

References:

Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of retailing and consumer services, 59, 102345.

Johnson, C., & Cindy, J. (2021, December). Diversity in Beauty. In Proceedings of the 75th Annual Scientific Meeting & Showcase, New York, NY, USA (pp. 13-15).

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

Turner, A. (2015). Generation Z: Technology and social interest. The journal of individual Psychology, 71(2), 103-113.

Everything begins with people, the good and the bad. We are the cause of our political and environmental challenges, but we are also the solution to many global issues. People bring fashion to life, our creativity is what creates, our bodies are what presents, and our individuality is what buys a piece of clothing. We use clothes to bring out our individuality, so we can stand out in our own way and communicate a message about our culture, personality or/and values. 

Over time, fashion has changed, the different trends and the specific people that buy into the trend, could depend on the generation a person is born into. Generation Z differs from Millennials in the way we shop and from where. There is a lot of expectation for Generation Z, we are basically expected to save the planet, (Mazzu, 2023), and as much as Gen Z cares about sustainability, there is still a lot of consumption of fast fashion. We care more about sustainability than any other generation. 54% of Gen Z aged 18-24 stated that sustainability is important to them (Herron, 2023), but at the same time Gen Z and Millennials are the leading generations of buying fast fashion, stated by the ‘ThredUp’s 2022, Gen Z, Fast Fashion Report, 72% of college students reported having shopped fast fashion in the past year.’ (Herron, 2023). So, Generation Z is both the problem and the solution, as long as even more people can be influenced to be more sustainable. 

More Gen Z people can be attracted to a brand not only through it being sustainable, but also if the brand is diverse and inclusive in all forms. Generation Z cares a lot about individuality, we prefer to buy something that will represent our personality and make us stand out, whether it be fast fashion or not. Due to our ‘Generational Values’, and all the political issues we are facing today, when it comes to diversity, close to 40% of Gen Z consumers prefer gender neutral beauty products compared to older generations. Nike is a great example of being an inclusive and diverse brand, for example, their Pro Hijab for Muslim female athletes’ advertisement, their active wear for people with disabilities and the plus-sized athletic wear. Other brands are Fenty Beauty- ‘Beauty for All’, Target – ‘ Bring Home Support’ and Adobe – ‘When I see Black’. 

Overall, Generation Z is attracted to brands that are able to help them show their individuality, be as sustainable as possible and are diverse and inclusive. 

References: 

Mazzu, R. (2023). Gen Z loves fast fashion. so…how exactly is that sustainable? Retrieved from https://www.myindyx.com/blog/genz-sustainability#:~:text=While%20Gen%20Z%20buys%20secondhand,and%20trendier%20options%2C%20in%20bulk. 

Herron, A. (2023). Retrieved from https://www.fashiondive.com/news/sustainable-fashion-consumer-demographics-gen-z/650864/#:~:text=About%2054%25%20of%20Gen%20Z,leading%20consumers%20of%20fast%20fashion. 

The people pillar is an important pillar as it focuses on not only consumers but also those who produce fashion items. It focuses on what consumers desire, adapting to changing social dynamics between generations and appealing to the target audience in order to produce successful businesses. However, it also focuses on the rights and well-being of those making the clothing items.

Gen Z consumers are consumers born between 1996 and 2010 and are characterised by having strong values they’re often referred to as ‘digital natives’ (McKinsey and company, 2023) due to being brought up in society where internet is used frequently throughout daily life. Gen Z view their content through online social media apps like Tiktok and Instagram. They are known to have strong values regarding sustainability and racial justice. However, when relating to fashion the generation tends to chase trends at an alarming rate. This leads to increased buying from fast fashion brands. This can clash with their strong values of sustainability.

Gen Z do still desire fashion brands that push for sustainability and therefore for a brand to attract Gen Z it must have a strong sustainability plan. Whilst the generation are not immune to the draws of fast fashion, their wardrobes are a mix of fast fashion as well as vintage/thrifted items. Clothing styles from Y2K and the 90s are popular with the generation. Therefore, a brand desiring Gen Z consumers must have a breadth of different styles, both vintage pieces and a continuous stream of up-to-date fashion trends. Brands should also consider promoting diversity and inclusivity as this alines with Gen Z’s strong values of racial justice and body positivity.

According to Pixlee Turnto (n.d) the fashion brand Aerie, a sub-brand of American eagle outfitters that focuses on lingerie, has responded to diversity by producing inclusive advertising. Aerie focuses on representing women and have committed to stop editing photos of its models. They also represent women who come from many different experiences. Their website content features women with disabilities, different body types and women of many different races and ethnicities. This promotes diversity and inclusivity as well as responding to consumers desires people that they can relate to. This very well alines with Gen Z social value of diversity and inclusivity. 

For a fashion brand to be successful it needs key social skills. Key skills include having good communication and the ability to build strong relationships with clients as well as having good negotiation skills. This is applicable when considering the need to ‘negotiate favourable terms in agreement with suppliers’ (JamesHillman, 2022). Without these skills a fashion business cannot become or sustain being successful.

References

McKinsey & Company. (2023, March 20). What is gen Z?. McKinsey & Company. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z

Pixlee turnto. (n.d). 4 Brands Embracing Diversity in Their Content. Retrieved 15^th October 2023.

https://www.pixlee.com/blog/4-brands-embracing-diversity-in-their-content

JamesHillman. (24^th January 2022). The fashion entrepreneur skills you need in 2022. 

https://www.jameshillman.co.uk/blog/2021/1/24/the-fashion-entrepreneur-skills-you-need-in-2022

People are an inherent part of fashion, arguably the most significant pillar. From the designers of clothes, the workers who manufacture them, and the consumers who wear them, people are the driving force behind fashion. In today’s technological society we are used to online shopping and being exposed to multitudes of advertisements everyday in our life. With technology only advancing and developing, how are the younger generations purchasing?

‘Gen Z is defined between the years of 1997-2012, ‘they are the first to grow up as digital natives – surrounded by technology and the internet for their entire lives.’ (Drapers, 2022) Being exposed to technology throughout life, we’re seeing a different kind of consumerism not seen from other generations – Individuality and expression are valued more and styles are constantly changing leading to fast-fashion brands trying to keep up with this quick consumerism – It is reported fast-fashion website Shein uploads 6,000 new items everyday to their website. (McKinsey, 2023) Despite this, Gen Z consumer habits can be defined as socially conscious – brands that align with sustainability, diversity and ethical practices are more favored. In 2023, 57.7% of Gen Z shoppers said it was fairly or very important brands are environmentally and ethically sustainable.

(Drapes, 2022)

So how can brands attract Gen Z and future audiences? The fashion industry has been dominated by western culture, the male gaze causes media to constantly promote the sexualization of women. As previously stated we are exposed to constant advertisement, a lot of them catering to the male view, showing unrealistic body standards and reinforcing the patriarchal views. 

As of recently we’re seeing much more of a change in this, including more gender neutral and inclusive fashion which are not centered around the traditional gender roles and are more catering for the LGBTQIA+ community by steering away from traditional norms. One brand which has responded to a Gen Z audience is Mowalola, “I try to push the boundaries of showing skin, being comfortable with your sexuality, with menswear as well as womenswear.”

Nigerian-born designer Mowalola not only breaks gender norms while still using sex appeal to capture audiences, especially with many pop culture figures wearing their clothes such as Solange, Skepta, Ecco2k, Rihanna and Drake. Brands that aim to be successful through younger audiences should prioritize inclusivity, making sure everyone from all backgrounds and identity are represented, not just cis-gendered, white able-bodied models. They should appeal to the individuality of Gen Z’s style by offering unique and distinct pieces and authenticity, building trust with future generations with transparent marketing and being genuine. 

References 

Moran, G. (2022) Drapers, Gen Z and Millennials 2022 

Patricia A. Cunningham (1992) Gendered Appearances in Twentieth-Century Popular Media, Dress, 19:1, 90-92

What is gen Z? (2023) McKinsey & Company. 

Adegoke, Y. (2019) Subverting stereotypes with Mowalola, The Face.

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

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.