People.

People are the true innovators of fashion, the entire backbone of the industry, crafting it from the ground up, into the powerhouse of an industry that is known to this day. With this growth comes the introduction of new generations, and their induction into the world of fashion, which is what can be observed with the second youngest generation, Generation Z.

Generation Z, the world’s ‘first digital natives’ (Moran, 2022a), are the prime consumers of fashion within this modern period. As the prime consumers, they are described to ‘value a sense of community and are likely to respond well to brands and retailers acting as facilitators of this, as well as anything that gives them a sense of control or co-creation’ (Moran, 2022b). Generation Z are a group of diverse people, and ultimately are the most accepting of the ever changing world they live in, and more inclusive of people’s differences, with them promoting these differences with their grand activism.

With their fight for a more inclusive and diverse world, it makes perfect sense that Generation Z drive for brands to mirror this. For Gen Z, ‘sustainability and equality continue to grow in importance’ (Moran, 2022c). Gen Z are a group for convenience, with a reported 63.5% of Generation Z disliking shopping in person as a result of queues. (Moran, 2022d). As a result of their life during the COVID-19 pandemic, Gen Z have grown to favour online shopping, with popular, though non sustainable brands such as SHEIN and ROMWE, but their online shopping is not limited to these brands. Online thrift stores/second hand platforms like Depop and Vinted have also grown in popularity, due to their low price and sustainable business model.

Within this more diverse world, ‘Various brands—such as Patagonia, TOMS, Target, and Nike—are taking a stand on divisive social and/or political issues (Peters & Silverman, 2016 in Ferraro, 2023). As well as this, women have expressed deep dissatisfaction in Victoria Secret and their lack of diversity, and are more favoured to the more body positive Savage X Fenty.

For their needs for a diverse, inclusive and convenient brand to shop from, Gen Z needs a brand to communicate if they are sustainable, ethical and diverse. Communication is the most important people skill for a brand and the fashion industry as a whole, especially for Gen Z.

Ferraro, C., Hemsley, A., & Sands, S. (2023). Embracing diversity, equity, and inclusion (DEI): Considerations and opportunities for brand managers. Business Horizons, 66(4), 463-479.

Hakeem, F. (2020, December). Examining Body Positivity in Rihanna’s Savage X Fenty Lingerie Runway Show. In International Textile and Apparel Association Annual Conference Proceedings (Vol. 77, No. 1). Iowa State University Digital Press.

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