Mohammed Rehman

The fashion industry is dependent upon people in order for it to survive and succeed, without any consumers or employees the industry would ultimately not exist. The fashion industry is constantly evolving to satisfy the interests and needs of new consumer generations. The generation born between the middle of the 1990s and the beginning of the 2010s, known as Generation Z, has recently become a crucial market for clothing companies. This generation, commonly referred to as Gen Z, is distinguished by their digital fluency, social conscience, and diverse perspectives. Fashion brands have modified their strategy to reach this powerful consumer segment after realising the distinct qualities of Gen Z. This essay examines the reasons behind this transition in the fashion business and explains how it has strategically targeted Gen Z consumers.

One of the most noticeable adaptations in the fashion industry to target Gen Z consumers has been the shift toward digital marketing and e-commerce. They’re often referred to as ‘digital natives’ (McKinsey and company, 2023). Gen Z is the first generation to grow up with easy access to the internet, smartphones, and social media. As a result, fashion brands have prioritized online platforms for marketing and sales. The rise of influencer marketing, online fashion marketplaces, and immersive e-commerce experiences has catered to Gen Z’s digital lifestyle (Mintel, 2021). This has led us to see a shift in consumerism and an emphasis place up on individuality due to rise of microtrends and trends continuously changing-causing fast-fashion companies attempting to stay up with this speedy consumerism as a result. Back in the day, trends used to originate from one individual, whereas now trends can no longer be traced back to one particular person (Gordon, 2017). Trends are always changing, some even coming back to make a reappearance! For example, leggings were a big “trend” in the 1980s, and now they are worn by many young consumers (the company Lululemon, for example) (Gordon, 2017).

A successful example of this is Savage X Fenty, a lingerie brand founded by Rihanna, has gained prominence in the lingerie industry and has disrupted the traditional lingerie market, challenging the long-standing dominance of brands like Victoria’s Secret. Victoria’s Secret failure to meet the diverse need of consumers and especially Gen Z consumers who value inclusivity has led to their demise. Whereas Savage X Fenty has been celebrated for its commitment to inclusivity and diversity in both its product offerings and marketing campaigns. Research observed from the Savage X Fenty Amazon shows ‘Four themes emerged from this data: (a) feelings of sexiness, beauty, and empowerment; (b) inclusivity; (c) the uniqueness of the performance; and (d) challenges to capitalism.’ (Hakeem, 2020). Rihanna was able to challenge societal norms and shift the perspective of lingerie away from the male gaze and towards a show which features a wide range of sizes, skin tones, and body types, which resonates with a broader spectrum of consumers. Victoria’s Secret, on the other hand, faced criticism for its limited size and body diversity, which led to a loss of relevance in today’s more inclusive climate.

Ultimately, for a brand to succeed within the fashion industry, people skills are crucial. In a rapidly changing business landscape, brands need to adapt to new trends, technologies, and consumer preferences. Being open to change and adaptable is a valuable people skill. This was crucial for brands during Covid-19 and their response to changes in consumer behaviour and how to maintain customer engagement without physical fashion shows being able to take place. Without adaptability, a brand would be unable to progress and reach their full purpose.

Reference List:

McKinsey & Company. (March 20, 2023). “What is Gen Z?”. McKinsey Explainers. 

Hakeem, F. (2020, December). Examining body positivity in Rihanna’s Savage X Fenty Lingerie runway show. https://www.researchgate.net/publication/348682454_Examining_Body_Positivity_in_Rihanna’s_Savage_X_Fenty_Lingerie_Runway_Show

Gordon, G. (2017, September 19). Understanding the (Surprisingly Short) Life Cycle of a Fashion Trend. Retrieved from https://www.savoirflair.com/fashion/237591/fashion-decoded-life-cycle-fashion[1]trend

All living organisms need the planet for a multitude of reasons, their existence and well-being are intricately linked to the environment and the natural world. The fashion industry is known for its significant environmental footprint. It contributes to pollution, deforestation, water usage, and greenhouse gas emissions. Sustainable clothing aims to minimize these impacts by using eco-friendly materials, reducing waste, and adopting cleaner production processes.

The term ‘circular economy’ has been introduced within recent years developed to reduce waste and adverse environmental effects while maximising resource efficiency. A circular economy preserves and regenerates the value of goods, materials, and resources at the end of their lifecycle by keeping them in use for as long as possible. Contrary to the traditional linear economy, which operates on the “take-make-dispose” principle, goods are produced, used, and then thrown away as waste. 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]

SDGs are “sustainable development goals” established by the UN in 2015 to be accomplished by 2030.In total there is 17 goal’s which are relevant to the fashion industry. SDG 12, responsible Consumption and Production, promotes waste reduction and resource efficiency. Micro-trends in fashion are fuelled by social media, especially since COVID-19 and the rise of tiktok, driving the demand for ongoing wardrobe adjustments. Fast fashion companies profit from this by mass producing inexpensive, low-quality, quickly obsolete things. We are determined to protect the planet from degradation, including through sustainable consumption and production, sustainably managing its natural resources and taking urgent action on climate change, so that it can support the needs of the present and future generations. United Nations. (2015). Transforming our world: The 2030 Agenda for Sustainable Development