People

Among the 4 pillars is ‘People’ which stands for the commitment to understanding, estimating and embracing the wide range of cultures and human experiences. We live in a world where Gen Z is the centre of attention for the fashion industry. Gen Z is an umbrella term for those born between 1996-2010 (Mckinsey and Company, 2023). This is a generation that grew up with easy access to sources of information as well as fashion trends which means they rely immensely on the digital market. Innovation, progress, and inclusivity are the hallmarks of Gen Z and the best way for fashion brands to grasp the attention of these people is by keeping up with these hallmarks.

It is believed that Gen Zs are a bigger mystery than what we are shown. ”To find out more about this group, UNiDAYS surveyed 22,723 college-age respondents from the U.S., the U.K., Australia and New Zealand about their technology usage and purchasing habits. What it found reinforces the fact that marketers can no longer depend on the time-honored tactics that worked with Millennials, Gen Xers and Baby Boomers. A carefully balanced, omnichannel and personalized approach is needed to make a lasting connection with this highly influential consumer group”.  (Egolf. K, 2018) This means that in order to understand the Gen Z consumer behaviour we need to understand the Gen Z likes and dislikes.

Being open and honest about their products is one of the primary ways that brands may do this. Many brands now make the claim to be “sustainable” and ”inclusive” but in only a small percentage of cases is this actually the truth. By being transparent a brand can ensure their authenticity which allows the basis of connection between the producer and the consumers.

Keeping loyal to one’s values and ideas is crucial to one’s identity, according to 67% of Gen Z respondents to the UNiDAYS survey. Furthermore, 82% of respondents claimed they are more likely to trust a business if it employs real customer photographs in its advertising, highlighting their preference for sincere and real depiction in marketing initiatives (Egolf. K, 2018).

An example of a brand that has done so is Adidas who worked along with brands like Stella McCartney to release a sportswear collection which was not only inclusive but also sustainable and vegan-friendly. The Gen Z responded very well to this with positive responses from both consumers and critics. Moreover, Adidas has been actively diverse with their advertising campaigns, featuring influencers and athletes from all ethnic backgrounds, body shapes and skin colours etc.

This helps us answer the question that what are the key people skills that brands need to implement to be successful? These are teamwork and collaboration. Brands can work alongside each other and combine their expertise to make collections which attract Gen Z.  Moreover, teamwork is also important within a brand to ensure that ideas are brainstormed and everyone has an equal chance of being heard.

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

McCoy, L., Wang, Y.-T., & Chi, T. (2021). Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers. Sustainability, 13(15), 8360. https://doi.org/10.3390/su13158360

Egolf, K. (2018). GEN Z: DECODING THE DIGITAL GENERATION (pp. 2–6). UNiDAYS. https://cdn2.hubspot.net/hubfs/4000540/content-reports/reports-pdf-versions/UNiDAYS-Ad-Age-Tech-2019-Report.pdf