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The fashion industry is driven by consumer mentality. A brand must understand what its target customer group wants so it can adapt and improve to remain successful. The People Pillar looks at how consumers affect marketing strategies, brand values, products, and experiences. During customer evaluation, factors such as education, culture, gender, and emotion need to be considered (Franklin, 2023). While the customers are important, the welfare of workers and human rights in the behind-the-scenes of production are equally important.

Generation Z is the leading generation today. Born between 1996 and 2010, Gen Z has been exposed to technology and social media from a young age, thus making them the “digital natives” (Francis & Hoefel, 2018) (McKinsey & Company, 2023). Growing up in an age where global information is available at the click of a button, the Covid-19 pandemic had everyone locked in, an urgent climate change crisis, and increased mental health awareness, the Gen Z bracket is socially and environmentally “woke” (McKinsey & Company, 2019). This makes them vocal, transparent, and extremely online (McKinsey & Company, 2023).

To attract Gen Z customers, a brand must strategically sell its story that has a deep relatable emotional level. They must be authentic, transparent, diverse, engaging, and creative (Forbes Expert Panel, 2022). For example, Wendy’s took on a comical approach on Twitter by responding to customers humorously and roasting their competitors. This entertaining approach captured customers attention and boosted their engagement (Anderson, 2023).

Wendy’s took on a simplistic, yet creative strategy. Dunkin Donuts took on the influencer strategy. They signed with TikTok star Charlie D’Amelio to sell a cold brew called “the Charli.” They used TikTok, a popular social media platform amongst Gen Z, to advertise their new drink. According to Drayton Martin, vice president of brand stewardship at Dunkin’, sales boosted by 20% the day the drink debuted and had a 45% surge the next day (TMZ, 2020). Another influential persona is Khloe Kardashian, who created Good American. Their mission revolves around making women feel included, seen, and heard. With diversity in casting models, the website showcases a wide range of apparel sizes (Forbes Expert Panel, 2022).

There are many elements to success. Collaboration, whether it be multiple brands combining their experience to improve or the use of influencers to reach the target audience. Leadership, teamwork, communication, emotion, and vulnerability are a few other elements (Franklin, 2023).

Bibliography

Anderson, M. (2023). Council post: Connecting with gen Z: Effective strategies for brands. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2023/05/05/connecting-with-gen-z-effective-strategies-for-brands/

Francis, T. and Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gengeneration-z-and-its-implications-for-companies

Franklin, C. (2023). Intro to…People [PowerPoint slides]. Moodle@UAL https://moodle.arts.ac.uk/mod/resource/view.php?id=1120272

McKinsey & Company. (2023). The A to Z on gen Z https://www.mckinsey.com/featuredinsights/themes/the-a-to-z-on-gen-z

McKinsey & Company. (2019). The influence of ‘woke’ consumers on fashion https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion

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

Forbes Expert Panel. (2022). Council post: 11 brands that successfully model diverse and inclusive advertising. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2022/07/15/11-brands-that-successfully-model-diverse-and-inclusive-advertising/

Rahilly, L. (Host). (2020). Meeting Generation Z [Audio podcast]. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping

TMZ. (2020). Tiktok star Charlie D’Amelio was good for Dunkin’ donuts biz. https://www.tmz.com/2020/09/23/charli-damelio-dunkin-donuts-drink-cold-brew-sales-boost/

The purpose pillar in the fashion business school looks at the missions, visions, values and propositions of a brand or company. It is vital that a brand holds its own unique purpose as this helps to drive creation and consumption, especially when advertising of Gen Z, a generation that holds strong values on elements of fashion like: sustainability and ethicality. Furthermore, with such high competition in fast fashion, holding a distinctive purpose is highly beneficial for a brand to stand out through creativity and authenticity. Even more importantly, maintaining consistency with these values shows strength and morality, an attribute that Gen Z deems important. 

A consumer is more likely to be interested in a brand that holds similar values to oneself. For example, “Japan had the privilege of near complete isolation from the world for such a long time that it could develop a very unique culture and philosophy which equally permeated the relationship with luxury.” This quote demonstrates the power of individuality and furthermore personal connection to philosophy. The purpose pillar also plays a paramount role in social responsibility, which can be tested “by investigating potential misalignments between brand identity as intended by the brand owner, and the way in which the brand image is perceived by young consumers”. Misalignments like this show weakness, further proving the importance of not just purpose, but commitment to one’s purpose. 

Gen Z has been the first generation to grow up with technology, therefore it is heavily engrained in their lifestyle. “Almost 7 in 10 say they are influenced by friend’s social media posts”, “They discover products online before going out to shop”. Due to this, communication with Gen Z is best done through online advertisement and shopping. 

“To meet consumer demands for attention to social and environmental issues, brands now advertise their efforts to develop sustainable products (Han et al., 2017, Jang et al., 2012) and to show corporate social responsibility (CSR) (Aoki et al., 2019, Fineman, 2001, Minton et al., 2012).” This further highlights the fundamentality of transparency and responsibility when advertising purpose in a fashion brand, particularly when communicating with Gen Z.

Ram, S. (2017). Meeting millennials where they shop: Shaping the future of shopping malls. McKinsey & Company, 15.

Mitterfellner, O. (2023). Luxury Fashion Brand Management: Unifying Fashion with Sustainability. Taylor & Francis.

Ross, J., & Harradine, R. (2011). Fashion value brands: the relationship between identity and image. Journal of Fashion Marketing and Management: An International Journal, 15(3), 306-325.

Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131, 640-651.

The profit pillar plays a crucial role within the ever-changing fashion industry.  Without profit, it would be almost impossible for a business to run. The fashion industry is ‘one of the world’s largest and most fragmented industries’, (McKinsey) making the fashion industry incredibly important due to its profitability. Although after COVID the industry’s worth decreased from $2.5 trillion to $1.7 trillion, according to Mckinsey. This may perhaps be due to consumers not being as confident buying products from different brands. Nevertheless, profit is still a prioritized pillar within the market and every business ultimately strives to make a profit. 

The fashion industry is ‘divided into multiple product segments and categories’ such as sustainable fashion, luxury fashion ETC. It is clear to understand that these segments are driven by consumer trends, possibly making it harder for other segments to acquire profit. For example, in the most recent years sustainable fashion brands have increased as consumers have become more educated about the environment leading to ‘fast-fashion houses suffering [from] decline’ (Louise Newstead, 2023) and this is due to environmentally conscious consumers. Although fast fashion companies still obtain their profit as there are ‘affordable prices and instant gratification for consumers’ (Adam Hayes, 2023). Whereas luxury brands such as Chanel also obtain their profit by creating an ideology of their products being extremely exclusive and rare through their marketing, allowing them to have more overpriced products and consumers wanting them.  

There are multiple uncertainties within the fashion industry and its economy. COVID-19 was a long uncertainty for the industry’s economic status. The pandemic impacted many businesses, leading to many people losing their jobs and consumers not buying as much due to the lockdown; declining in profit. Arguably, this gave the fashion industry an opportunity to explore a whole new segment of fashion. The fashion industry pre-COVID, was ‘labelled out of date, broken and wasteful’ (Forbes) However, COVID has allowed fashion brands to enhance their knowledge about digital fashion and creativity. Coperni, for example took the world by shock in 2022 where they sprayed a dress on the famous model Bella Hadid, giving consumers an insight on how innovating the fashion industry is.  

Although, not only adapting to trends helps being competitive within the industry; creative directors also play a crucial role in the industry. For example, the British rapper Skepta, debuted his work for Mains during this year’s London fashion week. He created ‘staple, crazy, beautiful, wearable clothes’ (Vogue) which made consumers extremely happy allowing the brand, which had been ‘put on hold’ to be ‘revived’ again. 

Berg, A., Hedrich, S., & Leon, J. (2017). The two faces of fashion-industry performance. The McKinsey Quarterly. https://www.mckinsey.com/industries/retail/our-insights/the-two-faces-of-fashion-industry-performance#:~:text=Fashion%20is%20one%20of%20the,measured%20as%20economic%20profit%2C%201

Berg, A., Hedrich, S., & Leon, J. (2017). The two faces of fashion-industry performance. The McKinsey Quarterly. https://www.mckinsey.com/industries/retail/our-insights/the-two-faces-of-fashion-industry-performance#:~:text=Fashion%20is%20one%20of%20the,measured%20as%20economic%20profit%2C%201

Newstead, L. (2023). Fast-fashion houses suffer decline in brand value, while luxury and sporting brands see growth. World Trade Marker View. https://www.worldtrademarkreview.com/article/fast-fashion-houses-suffer-decline-in-brand-value-while-luxury-apparel-holds-strong#:~:text=News%20%26%20Analysis-,Fast%2Dfashion%20houses%20suffer%20decline%20in%20brand%20value%2C%20while%20luxury,and%20sporting%20brands%20see%20growth&text=Brand%20Finance%27s%20latest%20report%20provides,uncertainty%20and%20environmentally%20conscious%20consumers.

Hayes, A. (2022). Fast Fashion Explained and How It Impacts Retail Manufacturing. Investopedia. com [online], 16. https://www.investopedia.com/terms/f/fast-fashion.asp

Roberts-Islam, B. (2020). Virtual catwalks and digital fashion: How COVID-19 is changing the fashion industry. Forbes. https://www.forbes.com/sites/brookerobertsislam/2020/04/06/virtual-catwalks-and-digital-fashion-how-covid-19-is-changing-the-fashion-industry/

Leitch, L. (2023). British music artist Skepta revives Mains fashion brand. Vogue. https://www.voguebusiness.com/fashion/british-rapper-skepta-revives-mains-fashion-brand

The fashion industry is one of the biggest and most important industries, it is a huge part of the global economy. In 2020-2021 the global income of the fashion industry was estimated at $1.7 trillion, globally. In the UK the fashion industry was estimated at 58.5 billion British pounds, in 2022 (Smith).  

The product is what makes the profit for the fashion brand. The profit margin is determined by calculating the difference between a product’s selling price and its costs. The way a fashion brand makes profit doesn’t only depend on the prices and the costs of a product, but it also depends on the competition, the popularity of a brand. Due to the fashion industry being extremely competitive, brands need to come up with new creative ideas in order for them to never ‘go out of style’. For example, Supreme, is a brand that instead of making more profit from their first release of a collection, they make the first drop have limited amount of products and so, later on when they release just a few pieces again, that it what benefits them more. 

A brand needs to have a clear market target, the people they are trying to sell their clothes to and also try to avoid selling products that are already been made. For example, there are products that are so limited that only a certain amount of people can purchase them. Trying to establish your market target can be done by directly contacting the consumers in various ways and asking for their opinions. Also, by not following every new ‘micro-trend’ that becomes popular because that also takes away from the individuality and creative aspect of the brand. For the Gen Z consumers, individuality is very valued, so when Gen Z’s shop, they are looking for something that will stand out, but also be as sustainable as possible. 

As much a trend can increase the profit for a brand, after the trend is substituted by another, that brand automatically loses most of its value. Following the trend can only benefit a brand so much, it turns to commerce instead of a creative project being done due to a person being inspired. So, the creative aspect has to be present at all times when aiming for higher profit. creativity brings the individuality of a brand. Of course, most brands follow trends and try to widen their market by targeting various generations, but fashion can and in most cases should be considered as art not ‘costumes’. That is mostly because nowadays fashion has become more about self-expression and therefore, more personal instead of just fabric that is used to cover the body. 

References:

Smith, P. (n.d.). Topic: Apparel market in the UK. Retrieved from https://www.statista.com/topics/3348/apparel-market-in-the-uk/#topicOverview 

Profit in fashion is dependent on a wide variety of factors, including marketing, innovation through design, trends and popularity. Currently, the industry is heavily dominated by fast fashion, which holds many ethical and economic issues, having an impact on profit in fashion, creating difficulty and tension for creative directors when it comes to bridging the gap between creativity and commerce when designing. “The fashion apparel industry has significantly evolved, particularly over the last 20 years. The changing dynamics of the fashion industry have forced retailers to desire low cost and flexibility in design, quality, and speed to market, key strategies to maintain a profitable position in the increasingly demanding market”. 

“The European fashion industry sales equalled approximately €170 billion in 2012, with more than 181,000 companies, of which the 30% are Italian companies (SMI (Sistema Moda Italia), 2013).” It is a global industry that spreads worldwide, creating vast amounts of competition and, furthermore, sustainability issues with elements like supply, demand and sourcing. Since Generation Z possesses such high ethical standards; is the main target market and contributor to the industry, companies must, more now than ever, “reorganise their supply networks, searching for a new balance between local and global sourcing and production”, whilst remaining distinctive and popular. 

“Fashion is a “cross-sector concept” that encompasses several industries, such as apparel, footwear, leather, jewellery, perfumes, and cosmetics (Brun et al., 2008).” The various sectors of the fashion industry all strive to find a unique and individual style, in order to remain competitive in such uncertain economic times. For example, it is anticipated that the luxury sector of fashion will outperform the rest of the industry, as patterns show wealthy shoppers continue to travel and spend, estimating growth of 5-10% in 2023, remaining more insulated from the effects of hyperinflation (Mckinsey state of fashion 2023). 

Other sectors of the market are determined to struggle due to our unstable economy. For example, “McKinsey analysis of fashion forecasts projects relatively slow sales growth of between –2 and +3 percent, weighed down by a contraction in the European market (expected to shrink between 1 and 4 percent)”. This is due to inflation, stemming from mass production and consumption. Therefore, in order to create enough profit, it is vital that creative directors remain distinctive and relevant. 

Bhardwaj, V., & Fairhurst, A. (2010). Fast fashion: response to changes in the fashion industry. The international review of retail, distribution and consumer research, 20(1), 165-173

Macchion, L., Moretto, A., Caniato, F., Caridi, M., Danese, P., & Vinelli, A. (2015). Production and supply network strategies within the fashion industry. International Journal of Production Economics, 163, 173-188.

https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion

A successful business requires a structured plan. The fashion industry is one of the most infamously structured businesses being supported by its four pillars , Planet, People, Profit and Purpose. In this section I will discuss the People pillar. In this context the term ‘people’ refers to consumers. The versatility in consumer behaviour in the twenty first century is drastic. I make this inference based on the research I’ve conducted on Gen Z versus millennials as consumers. I found that when shopping for clothes, accessories and shoes that for millennials price,style and quality are the most important factors at 82%-85% compared to gen z 62%-81% (Moran, G. (2022, May 10). Whereas for Gen z the most important factors are brand name and the ability to resell  38%-40% whereas for millennials it is 30%-35% (Moran, G. (2022, May 10).  This leads me to theorise that millennials are looking for long term clothing hence the need for an item that is high in quality. However as Gen z are in an era where fast fashion is at its peak it can explain why a factor they take into account when purchasing is the ability to resell as they most likely are not buying the item to keep it for long or are feeding Into micro trends. Gen z being a more diverse, inclusive and technology heavy generation means that businesses have now had to alter their marketing strategies in order to cater to their needs. This generation are also more socially aware of the environmental impacts that accumulate with the production of goods in the industry. This suggests that brands should consider a greener approach to their marketing strategies. , promoting reuse and the abolition/shift from fast fashion back to an ethical approach. In order for a fashion brand to be successful some people skills needed are ; communication , having a high rapport with consumers will aid with efficient production that will best suit their needs. As well as creativity,  your creativity should be your instinct in stating what the material can be transformed into and which design colour will suit best(Lca. (2021, April 5). This will allow for a more successful fashion brand as the brand builds on its ‘niche’. Victoria secrets (VS)  ‘ the Tour 23’ was an alternative display to the ‘typical’ Victoria secret shows. Straying away from the shows that many consider unrealistic  , VS promoted diversity in an attempt to cater to Gen Z’ changing society. This could be due to how fashion consumers want to see their own diversity respected and reflected in the way brands communicate with them. ( Mitterfellner, O. (2019) (chapter 8). 

References ( APA) :

Glover, W. by S. (n.d.). Consumers Want Sustainability Post lockdown. Ecotextile News. https://www.ecotextile.com/2020081026509/fashion-retail-news/consumers-want-sustainability-post-covid-20.html 

Reading list

 – Moran, G. (2022, May 10). Gen Z and millennials 2022. Drapers. https://www.drapersonline.com/guides/gen-z-and-millennials-2022

– Person, Olga, & Mitterfellner. (2019, November 20). Fashion Marketing and Communication: Theory and practice across the F. Taylor & Francis. https://www.taylorfrancis.com/books/mono/10.4324/9780429451591/fashion-marketing-communication-olga-mitterfellner 

– Lca. (2021, April 5). Four essential skills to create your fashion brand. London College of Arts. https://londoncollegeofarts.com/four-essential-skills-to-create-your-fashion-brand/ 

‘People’ is arguably the most important pillar out of the four pillars of the fashion industry. Without it there would be no fashion industry, from workers to consumers; it inevitably constructs the fashion industry. 

Generation Z ‘Gen Z’ have ‘become a potent influence on people of all ages and income’ ultimately making them the most prioritized consumers within the global market. Gen Z is considered to be more outspoken and confident. They mostly express themselves through fashion and the clothes they wear; ‘its search for authenticity generates greater freedom of expression and greater openness to understanding different kinds of people,’ as Frances and Hoefel suggest making them the most unique and therefore most important consumers in the market. 

In the most recent years, fashion brands have conformed to Gen Z and their expectations in order to attract them. For example, brands such as Stella McCartney have become more sustainable through their practices due to Gen Zs ‘Identity [being] shaped by the digital age, climate anxiety, a shifting financial landscape and COVID-19′, making them more eco-conscience with the clothes they buy. Many other brands have also become more eco-friendly in the products they sell as ‘Gen Z have a strong commitment to sustainability’. 

Gen Z also utilizes diversity within their fashion senses. Fashion brands have become more diverse than ever, and this is all because of Gen Z, making them the most influential generation. Brands such as ‘Nike, Asos and Old Navy [are] among the brands that [are] consider[ed] to be leading the way in driving inclusivity in fashion and challenging gender stereotypes.’ These brands have become extremely inclusive, from making modest wear more mainstream to plus size and petite models also being more embraced. Nike released the ‘Nike sports hijab’ in December 2017 and became one of the ‘most searched for item in the world’ since. Asos also have included hijabi models and plus size models making them gain a lot of attention, especially from Gen Z.  

Evidently, people skills are essential for a brand to be successful in the fashion industry. Critical thinking and analysis are crucial when studying consumer behavior and communication is also vital when speaking to consumers 1 on 1. ‘96% [of businesses] believe is a make-or-break factor when it comes to loyalty’. Having communication skills allows fashion brands to gain more publicity giving them the chance to strive within the competitive market.  

Bibliography:

Francis, T., & Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

Francis, T., & Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

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

Kadence. Why Gen Z Values Sustainability: Tips for Marketing to the Eco-Conscious Generation. https://kadence.com/why-gen-z-values-sustainability-tips-for-marketing-to-the-eco-conscious-generation/#:~:text=The%20eco%2Dconscious%20generation,-Gen%20Z%2C%20born&text=As%20a%20result%2C%20Gen%20Z,their%20impact%20on%20the%20environment.

Rydzek, Camilla. The industry fashion (2022). ‘Gen Z Fashion Reports shows 65% want “gender neutral” search option online’. https://www.theindustry.fashion/gen-z-fashion-report-shows-65-want-gender-neutral-search-option-online/#:~:text=Nike%2C%20ASOS%20and%20Old%20Navy,and%20marketed%20as%20non%2Dgendered.

Prideaux, Sophie. The National News (2019). https://www.thenationalnews.com/lifestyle/fashion/the-nike-pro-hijab-has-become-one-of-the-world-s-most-popular-clothing-items-1.861183#:~:text=Nike%27s%20sports%20hijab%20has%20become,to%20fashion%20search%20engine%20Lyst.

Glion. (2023). ‘Communication skills for customer service and why they’re important’. https://www.glion.edu/magazine/communication-skills-customer-service/#:~:text=Effective%20communication%20in%20customer%20service,customers%20feel%20heard%20and%20respected.

INTRODUCING THE PILLAR.

People are not only the driving force but the backbone of the fashion industry. People inspire, design, and create fashion, yet the reality of this glamorised realm is that fashion is built on the exploitation of workers. The fashion industry, which often symbolizes creativity, self-expression, and escapism has forgotten its workforce and severely mistreats them. The Rana Plaza disaster in Bangladesh is a reminder of the fashion industry’s exploitative nature; where workers’ safety was sacrificed for profit. This tragedy emphasizes the dire need for change – and a more ethical approach to fashion, recognising that responsibility goes beyond designers; it extends to the entire production chain.

DESCRIBING GEN Z AS CONSUMERS.

Stacey Wood identifies four key trends – innovation, convenience, security, escapism – in Gen Z consumer behaviour. Gen Z, being good with technology, values design, and aesthetics, and prefers online shopping. They seek convenience, trendy, hassle-free clothing, and quick deliveries due to their busy schedules. Economic challenges like the 2020 COVID lockdown made Gen Z cost-conscious and more sustainable. Gen Z also express themselves through their clothing, as a form of escapism (Wood, 2013). Based on a 2022 Report of Gen Z and Millenials, 48.6% of Gen Z prefer online shopping, on the other hand, 41% of Millenials prefer shopping online (Moran, 2022).

CONSIDERING WHAT A BRAND SHOULD DO TO ATTRACT GEN Z.

According to the 2022 report on Gen Z and Millenials, there is a notable difference in what these two generations value when it comes to shopping. Around 40% of Gen Z consumers prioritize “Brand Name” when buying clothes, in contrast to 30% of Millenials. Additionally, Gen Z expressed a strong desire for “Fashion and styling advice” and “Fashion and trend news and content” from fashion brands, aligning with their value of aesthetics and design. The report also showed that Generation Z displays an interest in “What celebrities are wearing,” with around 19.8% expressing this curiosity. These findings shed light on how a brand should attract Gen Z in the fashion market (Moran, 2022).

HOW A FASHION BRAND HAS RESPONDED TO DIVERSITY.

Selkie showcased their Spring 2024 Collection at New York Fashion Week, and “proved fashion really can be inclusive.” Selkie is a slow-fashion brand known for it’s vintage-inspired, girlie-girl silhouettes and colours. The body and skin-tone diversity was one of the best at Fashion Week, and did not feel performative. Kimberely Gordon, the founder and designer of Selkie, had models showcasing the new collection from sizes XXS to 6X, and made sure that the garments were made to fit the models. Selkie is one of the few brands breaking the boundaries of fashion inclusivity (Denton, 2023).

KEY PEOPLE SKILLS NEEDED FOR A SUCCESSFUL FASHION BRAND.

For a brand to be a success in the fashion industry, people skills are crucial. “The Fashion Business: Theory, Practice, Image” explores skills such as effective communication, teamwork, negotiation, leadership, empathy, and cultural sensitivity. Communication is needed to share ideas and directions. Teamwork is important for collaboration. Negotiation skills are essential for deals. Leadership in a brand is needed to guide others. Empathy allows the understanding of customer needs, and cultural sensitivity is required to avoid insensitivity. These interpersonal skills are indispensable to a successful fashion brand (Nicola Joanne White & Griffiths, 2006).

REFERENCE LIST:

Denton, E. (2023, May 15). Selkie’s Latest Show Proved Fashion Really Can Be Inclusive. Retrieved from StyleCaster website: https://stylecaster.com/fashion/fashion-news/1392329/selkie-fashion-show/

Moran, G. (2022). Drapers, Gen Z and Millennials 2022 https://www.drapersonline.com/guides/gen-z-and-millennials-2022

Nicola Joanne White, & Griffiths, I. (2006). The fashion business: theory, practice, image. Oxford ; New York: Berg.

Wood, S. (2013). Generation Z as consumers: trends and innovation. Institute for Emerging Issues: NC State University, 119(9), 7767-7779.

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.

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

Acknowledging the impact fashion has on the environment, is essential in today’s world to work towards a more sustainable future.
Our Planet, one of the four pillars of sustainability alongside people, purpose and profit, is suffering because of the fashion industry, due to overconsumption, massive CO2 production and pollution.
The production of clothing often relies on fossil fuel usage in factories for energy, releasing CO2 and other greenhouse gases into the atmosphere.
In 2013, The IPCC stated in it’s fifth assessment report that human influence is the dominant cause of global temperatures rising since the mid 20th century.

CIRCULAR ECONOMY

Our existing linear economic system is unsustainable – it produces, uses and dumps material, which is environmentally destructive.
The circular economy is an improved approach to managing products at the end of its life – turning these used materials into resources that can be reused, recycled or repaired. For example, old phones that aren’t in use can be refurbished or repaired, then resold to reduce waste.
However, circular economy cannot contribute to global net sustainability because of economic limitations. Businesses need to change the way they operate – building new infrastructures such as factories, requiring investments that they do not have.

SUSTAINABILITY IN RELATION TO FASHION

Sustainability is shaping the future of the fashion industry – guiding a more responsible approach that helps both the planet and its people.
‘A Practical Guide to Sustainable Fashion’ by Alison Gwilt provides valuable insights into the world of sustainable fashion, one of which being the consumption of Fashion.
Gwilt stresses the importance of the ‘use phase’ of clothing, as studies show that most environmental impacts start from this stage. The laundering process, where consumers use significant amounts of energy and water, plays a major role.
Gwilt mentions Stella McCartney using environmentally friendly materials and processes.

SUSTAINABLE DEVELOPMENT GOAL

SDG 12, Responsible Consumption and Production, encourages resource efficiency and waste reduction. Social media fuels fashion micro-trends, pressuring the need for constant wardrobe updates. Fast fashion brands capitalise off of this by mass-producing cheap, low-quality, short-timed items that end up in landfills.
The decomposition of textiles such as cotton and wool, releases methane – a greenhouse gas, which pollutes the soil and the air.
WRAP (2017) states around 300,000 tonnes of clothing gets discarded – 20% is sent to a landfill while 80% is incinerated. Our planet’s air, water and soil is slowly becoming toxic.

REFERENCE LIST

Vitousek, P. M. (1994). Beyond Global Warming: Ecology and Global Change. Ecology, 75(7), 1861-1876. https://doi.org/10.2307/1941591

Stahel, W. R. (2016). The circular economy. Nature, 531(7595), 435-438. https://doi.org/10.1038/531435a

Korhonen, J., Honkasalo, A., & Seppälä, J. (2018). Circular Economy: The Concept and its Limitations. Ecological Economics, 143, 37-46. https://doi.org/10.1016/j.ecolecon.2017.06.041

Gwilt, A. (2020). A practical guide to sustainable fashion. Bloomsbury Publishing.

Center for Climate and Energy Solutions. (n.d.). IPCC Fifth Assessment Report. [online] Available at: https://www.c2es.org/content/ipcc-fifth-assessment-report/#:~:text=The atmosphere and ocean have [Accessed 8 Oct. 2023].

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