PEOPLE
Freud, Aristotle, Aroson, and many other of the biggest thinkers that have led human thought have stated human races need to belong. Humans are social animals that need a group and a common culture within that group to feel realized and comfortable (Higgins T, 2012). Being accepted is a basic need, it is a natural and crucial factor to psychological well-being, but with mankind evolution it had been progressively set aside creating a society in which acceptance was not easily found and boldness was a threat to belonging.
But the same way fashion is a recurring cycle of trends (Mingèlaitè U. 2019), human behavior tend to live in this same introduction-rise-decline-obsolescence pattern. This means that a lot of principles and preoccupations that had been mostly unattended are coming back, one of these worries being the acceptance of an individual in a group.
This is where inclusion and diversity resource, with humankind need to belong.
Since Coco Chanel started creating fashion for the group instead of the individual buyer in the 1950s (English B, 2013) this concept of diversity as the fact and need of belonging in society has extended until where we are now, when there is no longer a need to discard individuality to be welcomed.
With the rising importance that this new generation give to their values on ethics, equality and diversity, this being 46.8% of gen z consumers demanding it (Fig. 1), and with the divergence in likings and trends (Moran G, 2022), it is clear that Gen Z, as consumers, are the living proof of the “group composed by individuals” thinking.
This next peer group are interested in the relation that their own personal style and their colleagues could create a group in which every style, personality, age, sexuality, nationality and race are taken care of (Hethorn J and Ulasewicz C, 2015). The future of fashion is to move away form the belief that a group is formed by a cumulus of similar consumers and get to accept and promote the idea that it is now a heap of very different people. To stop creating fashion for the mass without meaning is a need, and to start offering more customized choices is too. This is largely represented in the interest for vintage clothing, uniqueness and exclusivity being one of the most valued aspects of these pieces. Every small business has an opportunity in this new model, and stores such as Nasty Gal, an online vintage retailer, have grasped this chance and exceeded everyones expectations.
Fashion industries biggest challenge right now is to find the balance between individuality and customization of the buying and design, and the need of diversity, values and sustainability Gen Z are increasingly demanding (Hethorn J and Ulasewicz C, 2015).
SOURCES:
A, P., Kruglanski, A.W. and E Tory Higgins (2012). Handbook of theories of social psychology. Vol. 2. Los Angeles: Sage.
English, B. (2018). CULTURAL HISTORY OF FASHION IN THE 20TH AND 21ST CENTURIES : from catwalk to sidewalk. bloomsbury.
Hethorn, J. and Ulasewicz, C. eds., (2021). Sustainable Fashion What’s Next?: A Conversation about Issues, Practices and Possibilities. Second edition ed. [online] Fairchild Books. Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia?docid=b-9781501312250 [Accessed 14 Oct. 2022].
Higgins, T. (2012). Handbook of Theories of Social Psychology. [online] SAGE Publications.
Mingélaité, U. (2019). Why Are Fashion Trends Returning? [online] L’Officiel. Available at: https://www.lofficielbaltic.com/en/fashion/why-are-fashion-trends-returning [Accessed 13 Oct. 2022].
Moran, G. (2022). Gen Z and Millennials 2022. [online] Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022.