People

The second pillar that makes up the Fashion Means Business is ‘People’, this pillar includes many topics such as culture, race, diversity and inclusivity.  

Generation Z, consisting of people born between the late-1900s and the mid-2000s, has caused change in the industry as consumers.  As the lack of diversity and inclusivity increases, Gen-Z are not afraid to make a statement in order to attract the attention of the people in higher positions. It has been known that 75% of Gen-Z consumers are willing to and have boycotted companies that portray discrimination against race and sexuality within advertising (according to a McKinsey study). This displays the new attitude and the power that this generation holds. Generation Z have grown up with an increased exposure to the internet leading to a higher exposure to social issues. Consequently, Gen-Z consumers are beginning to build high expectations from their favourite fashion brands and 90% of Generation Z consumers expect organisations to address current social issues.  

The use of social media platforms has increased and practically revolves around the Gen-Z consumer; therefore, brands must try to increase their social media presence. A large majority of Gen Z consumers claim that social media is their main source of outfit inspiration. Moreover, 65% say that their main use of social media is to find entertaining content and 61% are looking to see video content. Therefore, brands must also create original content that is authentic to their brand whilst also being entertaining and providing a source of style inspiration to consumers.

A good example of a brand that has responded to diversity and has set an example for its competitors, is the famous music and fashion icon Rihanna, as she embarked on a new endeavor as a lingerie designer, with the brand name ‘Savage X Fenty’. The lingerie brand has aimed to create lines that complement a large variety of shapes and sizes. The CEO states,

“My vision for Savage X Fenty has always been inclusivity, has always been having women feel confident and expressing themselves through a little lace, a little corsetry, a little T-Shirt bra”.

– Rihanna

For a fashion brand to be successful, it is not only important to have a strong understanding of the fashion industry, but it is crucial to be creative and have an innovative mind, especially as the current generation are constantly seeking new styles. Lastly, brands must have an inclusive mindset, as the rise for adaptive fashion is increasing. If brands can accommodate to all shapes, sizes, genders and race, then they are more likely to stand out, and gain a competitive advantage leading to a successful brand. 

References

Amed, I., Balchandani, A., Beltrami, M., Berg, A., Hedrich, S. and Rölkens, F. (2019). The Influence of ‘Woke’ Consumers on Fashion. [online] McKinsey & Company. Available at: https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion. 

‌ Cook, S. (2021). How Millennials & Gen Z Are Pushing Brands On Diversity And Inclusion. [online] www.businessbecause.com. Available at: https://www.businessbecause.com/news/insights/7504/millennial-gen-z-diversity-and-inclusion. 

Kastenholz, C. (n.d.). Council Post: Gen Z And The Rise Of Social Commerce. [online] Forbes. Available at: https://www.forbes.com/sites/forbesagencycouncil/2021/05/17/gen-z-and-the-rise-of-social-commerce/?sh=56d0aa44251d [Accessed 16 Oct. 2022]. 

‌ MOTIF. (2019). Top 10 Key Fashion Design Skills to Succeed in 2019. [online] Available at: https://motif.org/news/top-fashion-designer-skills/. 

shortyawards.com. (n.d.). Launch of Savage X Fenty – Lingerie by Rihanna – The Shorty Awards. [online] Available at: https://shortyawards.com/11th/launch-of-savage-x-fenty-lingerie-by-rihanna.