What’s up with the people and GenZ??
In the world of fashion People are the strongest pillar due to which the fashion industry functions. PEOPLE come “together” to contribute their skills and expertise. This includes designers, models, stylists, photographers, buyers, influencers, consumers, and executives. They work collaboratively to bring forth clothing and accessories while shaping trends and personal style in the process. The rapid acceleration of the fashion industry can be largely attributed to the preferences of today’s people and more specifically Generation Z (1995-2010). Their distinctive shopping behaviors have significantly contributed to fashion industry growth.
Many members of today’s Generation Z are heavily influenced by social media platforms like TikTok and Instagram, [1] which it significantly shape their fashion choices. This has prompted most brands to shift towards e-commerce and conduct their advertising primarily through social media marketing, affiliate marketing, and influencer marketing. By transitioning from traditional marketing, and coming online businesses can expand their audience, with the help of globalization. Additionally, today’s Gen Z can be easily influenced by word of mouth or develop a fear of missing out (FOMO). [2]Thus, understanding their audience’s strength and weaknesses it enables brands to employ bandwagon techniques and psychological marketing strategies that can be used in their advantage. While aligning with these trends and targeting Gen Z, brands are well aware that today’s individuals are very outspoken about diversity and inclusivity. No brand wants a situation like what happened to Victoria’s Secret in 2018. Therefore, brands respond to diversity by promoting inclusivity in their advertising, marketing, and products. [3]They implement diversity and inclusion initiatives within their organizations, support social causes, collaborate with diversity advocates, and prioritize body, race, and gender inclusivity in both their models and employees, thereby demonstrating a commitment to corporate social responsibility.
Furthermore every brand’s successful has a different definition. Where some have to work on their marketing, profit, human resources or Finance, etc. But in the process of all what they forget is that know days consumers want good business practice from the brands[4]. Having skills is essential, for success in the fashion industry. These skills include communication, leadership abilities, negotiation skills and time management. Fashion brands must embrace innovation by adopting practices like using eco materials and implementing circular economy models[5]. Creating a culture, within the brand involves promoting labor practices embracing inclusivity and transparency, and demonstrating social responsibility. By promoting the brand, it builds trust among consumers who value conscientiousness and ensures long-term sustainability in a changing fashion landscape.
References:
Putri, A. A., Rizan, M., & Febrilia, I. (2022). The Impact of Social Media Marketing and E-Wom on Purchase Decisions Through Purchase Intention: Study on Ready-to-Eat Food. Jurnal Dinamika Manajemen dan Bisnis, 5(2), 1-17.
Prasath, P., & Yoganathen, A. (2018). Influence of social media marketing on consumer buying decision making process. SLIS Student research journal, 1(1), 1-12.
Wulandari, I., & Rauf, A. (2022). Analysis of Social Media Marketing and Product Review on the Marketplace Shopee on Purchase Decisions. Review of Integrative Business and Economics Research, 11, 274-284.
Maguire, L. (2023). Unlocking Gen Z’s luxury spending power in 2023. Retrieved from https://www.voguebusiness.com/consumers/unlocking-gen-zs-luxury-spending-power-in-2023
[1] Jacobsen, S. L., & Barnes, N. G. (2020). Social media, gen Z and consumer misbehavior: Instagram made me do it. Journal of Marketing Development and Competitiveness, 14(3), 51-58.
[2] Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2023). Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry. Business Strategy and the Environment.
[3] Eisend, M., Muldrow, A. F., & Rosengren, S. (2023). Diversity and inclusion in advertising research. International Journal of Advertising, 42(1), 52-59
[4] Page, G., & Fearn, H. (2005). Corporate reputation: what do consumers really care about?. Journal of Advertising Research, 45(3), 305-313.
[5] Gazzola, P., Pavione, E., Pezzetti, R., & Grechi, D. (2020). Trends in the fashion industry. The perception of sustainability and circular economy: A gender/generation quantitative approach. Sustainability, 12(7), 2809.