Mahi Agarwal

About Mahi Agarwal

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What’s up with the people and GenZ??

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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.

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Green will make you bloom

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Planet

Planet Earth, often referred to as “Mother Earth,” is our nurturing provider, sustaining our existence providing us with resources. Throughout history, it has showered us with its abundant gifts. However, in return, what have we offered in reciprocity?

According to Earth.org, the fashion industry produces a staggering 92 million tons of textiles each year. In the past, the fashion industry primarily followed a linear economy model, resulting in clothing being discarded in landfills. However, to align with current trends and be corporate socially responsible brands, business is now adapting to a circular economy approach to enhance their brand reputation and align their values with their customers. This radical change in production and consumption patterns allows brands to have a positive impact on the economy, the environment, and society.

A circular economy in relation to fashion refers to a system in which a particular piece of clothing’s lifecycle doesn’t end in a landfill. Instead, it is reused, recycled, or reduced in the most efficient way possible. For instance, a fast-retailing brand like Uniqlo has demonstrated its commitment to the planet by reorganizing its business structure and introducing “Reuniqlo: Rebirth of Clothes.” [1]

Similarly, fast-fashion brand H&M has implemented a similar circular economy method called “Let’s Close the Loop.” In this program, customers can exchange their old clothes for thank-you vouchers, which can be used for future purchases. This approach leverages a psychological principle known as reciprocity, where people tend to respond to positive actions with positive actions.

Furthermore, fashion brands should undergo an eco-friendly revolution. It’s adopting sustainable materials, embracing circular fashion, using technology wisely, reducing water usage, and focusing on responsible sourcing. Eco-friendly packaging, collaborations, and consumer empowerment are also on the rise. If every fast fashion brand transforms their business model into being sustainable, this would not only benefit the company to build stronger brand name but to also can lead to a greater financial performance by allowing the setting of a premium price (Bendixen et al., Citation2004) and also by reducing the cost of production by using recycling material.

Sustainable fashion, aligning with the UN’s 12th Sustainable Development Goal, emphasizes responsible consumption and production in the industry. It consists ethical practices, fair labor, and reduced environmental impact. By adopting circular economy principles, like upcycling and waste reduction, fashion brands minimize waste.

Brands can play a vital role in promoting sustainability through their marketing efforts. Marketing is like their way of talking to us, and if they keep repeating the message about sustainability, it can make a big impression on us. Repetition is key because it reminds us over and over again about the mission and what we should be paying attention to. This can have a profound impact on how we shop and make choices, bringing about positive change in the fashion industry and our PLANET.

Bibliography:

Ly, B. (2021). Competitive advantage and internationalization of a circular economy model in apparel multinationals. Cogent Business & Management, 8(1), 1944012.

Hauptmann, B., & Karni, A. (2002). From primed to learn: the saturation of repetition priming and the induction of long-term memory. Cognitive Brain Research, 13(3), 313-322.

Gretchen Schmelzer. (2015). Understanding Learning and Memory: The Neuroscience of Repetition. Retrieved from https://gretchenschmelzer.com/blog-1/2015/1/11/understanding-learning-and-memory-the-neuroscience-of-repetition#:~:text=Repetition%20creates%20long%20term%20memory,multiplication%20tables)%20relies%20on%20repetition.

[1] https://www.uniqlo.com/uk/en/content/reuniqlo-studio.html

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green will make you bloom:

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Planet Earth, often called “Mother Earth,” is our nurturing provider, sustaining our existence providing us with resources. Throughout history, it has showered us with its abundant gifts. However, in return, what have we offered in reciprocity?

According to Earth.org, the fashion industry produces a staggering 92 million tons of textiles each year. In the past, the fashion industry primarily followed a linear economy model, resulting in clothing being discarded in landfills. However, to align with current trends and be corporate socially responsible brands, business is now adapting to a circular economy approach to enhance their brand reputation and align their values with their customers. This radical change in production and consumption patterns allows brands to have a positive impact on the economy, the environment, and society.

A circular economy in relation to fashion refers to a system in which a particular piece of clothing’s lifecycle doesn’t end in a landfill. Instead, it is reused, recycled, or reduced in the most efficient way possible. For instance, a fast-retailing brand like Uniqlo has demonstrated its commitment to the planet by reorganizing its business structure and introducing “Reuniqlo: Rebirth of Clothes.” [1]

Similarly, fast-fashion brand H&M has implemented a similar circular economy method called “Let’s Close the Loop.” In this program, customers can exchange their old clothes for thank-you vouchers, which can be used for future purchases. This approach leverages a psychological principle known as reciprocity, where people tend to respond to positive actions with positive actions.

Furthermore, some fashion brands are undergoing an eco-friendly revolution. It’s adopting sustainable materials, embracing circular fashion, using technology wisely, reducing water usage, and focusing on responsible sourcing. Eco-friendly packaging, collaborations, and consumer empowerment are also on the rise. With innovation at its core, fashion can become a force for positive environmental change. If every fast fashion brand transforms its business model into being sustainable, this would not only benefit the company in building a stronger brand name but also lead to more excellent financial performance by allowing the setting of a premium price (Bendixen et al., Citation2004) and also by reducing the cost of production by using recycling material.

Sustainable fashion, aligning with the UN’s 12th Sustainable Development Goal, emphasizes responsible consumption and production in the industry. It consists of ethical practices, fair labor, and reduced environmental impact. By adopting circular economy principles, like upcycling and waste reduction, fashion brands minimize waste and extend product lifecycles. Consumer education plays a vital role, in encouraging mindful choices and emphasizing quality over quantity.

Brands can play a vital role in promoting sustainability through their marketing efforts. Marketing is like their way of talking to us, and if they keep repeating the message about sustainability and the planet’s needs, it can make a big impression on us. Repetition is key because it reminds us over and over again about the mission and what we should be paying attention to. This can profoundly impact how we shop and make choices, bringing about positive change in the fashion industry and our PLANET.

Bibliography:

Ly, B. (2021). Competitive advantage and internationalization of a circular economy model in apparel multinationals. Cogent Business & Management, 8(1), 1944012.

Hauptmann, B., & Karni, A. (2002). From primed to learn: the saturation of repetition priming and the induction of long-term memory. Cognitive Brain Research, 13(3), 313-322.

Gretchen Schmelzer. (2015). Understanding Learning and Memory: The Neuroscience of Repetition. Retrieved from https://gretchenschmelzer.com/blog-1/2015/1/11/understanding-learning-and-memory-the-neuroscience-of-repetition#:~:text=Repetition%20creates%20long%20term%20memory,multiplication%20tables)%20relies%20on%20repetition.

[1] https://www.uniqlo.com/uk/en/content/reuniqlo-studio.html

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Screenshot 2023-10-01 at 9.20.05 AM

Marries traditional Indian craftsmanship with contemporary aesthetics.

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Papa Don’t Preach by Shubhika uses age-old craftsmanship and adds a modern twist to create lehengas that are unique and trendy, which today’s Gen-Z customer needs. They have the ability to surprise and impress, their customers with the USP that they carry with them. Their lehengas have creative designs with unexpected elements like cool decorations, fun colors, and different shapes. Wearing one of their creations is akin to stepping into a world of high fashion and artistic expression.

They cater to a wide range of occasions, from grand weddings to festive celebrations and intimate family gatherings. Their diverse array of designs ensures that there’s a perfect ensemble to suit every mood and setting their customers are expecting.

Fearlessly experimenting with design, color, and textures, the brand consistently pushes the boundaries of traditional Indian fashion to create fresh and exciting offerings. Papa Don’t Preach takes pride in making each lehenga by hand. This means that every lehenga is like a piece of art, with lots of care and attention put into it.

Papa Don’t Preach by Shubhika is not just a fashion brand; it’s a trailblazer in celebrating inclusivity and diversity. Their commitment to offering a diverse range of sizes, representation in marketing, adaptive fashion, and embracing cultural diversity sets them apart as a brand that values and respects individuality. The brand’s marketing and promotional materials showcase a diverse range of models and individuals. They don’t just focus on one type of beauty; instead, they celebrate beauty in all its forms. This sends a powerful message that fashion is for everyone, regardless of age, gender, or background.

In the end, every cloth that you carry should look like art and one should feel that they have aced that look and with their clothes it is possible.

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