People Pillar: Gen Z’s World of Diversity and Digital Fluency
In the fashion business, creating movements and uniting communities is essential. Diversity and equal representation have become non-negotiable in an industry that seeks to amplify the beauty of the world it serves. While personal growth remains vital, the “People Pillar” allows individuals to unlock their full potential by joining forces with industry peers, and building enduring relationships and connections.
The fashion world is evolving at lightning speed, and at its epicenter is Generation Z. Born between 1997 and 2012, they are a generation immersed in technology, specifically social media (“What Is Gen Z?,” 2023). With their digital savvy, Gen Z shops online, researches garments, and finds fashion inspiration predominantly on platforms like Instagram and TikTok. The rise of social media is central to Gen Z’s world (Moran, 2022).
Despite being labeled the ‘snowflake generation’ by older generations, Gen Z’s connection to social media goes beyond offense; it’s about a massive information ecosystem. During the COVID-19 lockdown, Gen Z turned to social media to pass the time, becoming well-versed in the rapid dissemination and processing of information. With the rise of Artificial Intelligence, information travels even faster.
In this era centered around social media, it’s paramount for brands to harness these platforms to attract consumers. With the ascendance of social media influencers, creating content tailored for these platforms is key to capturing Gen Z’s attention. Interactivity is crucial; brands that can engage with their audience, create content, and tell stories to their associates will attract more consumers.
A shining example of diversity and inclusion in the fashion world is Nike’s launch of the Nike Pro Hijab (Pavey, 2018). This campaign celebrates inclusivity by acknowledging the needs of Muslim women athletes. It features diverse Muslim athletes like Zahra Lari, Amna Al Haddad, and Manal Rostom, breaking stereotypes and underscoring that wearing a hijab should never hinder participation in sports. Beyond fashion and sportswear, this campaign sparks vital conversations about inclusivity, representation, and diversity in the fashion and sports industries.
In today’s fashion realm, understanding and connecting with Generation Z is paramount for brand success. Known for their digital prowess, passion for inclusivity, and commitment to sustainability, Gen Z has distinct expectations. To thrive in this dynamic market, fashion brands must embrace authenticity, inclusivity, and sustainability, coupled with digital skills, influencer collaboration, and adaptability to changing trends. Adapting people skills to align with Gen Z’s values is the key to flourishing in the ever-evolving fashion industry.
Moran, G. (2022, May 10). Gen Z and Millennials 2022 – Drapers. Drapers. https://www.drapersonline.com/guides/gen-z-and-millennials-2022
Pavey, H. (2018, November 2). Nike is now selling a sports hijab. Evening Standard. https://www.standard.co.uk/insider/fashion/nike-has-launched-the-world-s-first-sports-hijab-
a3707896.html What is Gen Z? (2023). McKinsey & Company. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z