People
There are four pillars that caught public’ s attention in the fashion industry. “People” are one of the pillars which focuses more on the social aspects. People show their specific attitudes and characters through fashion. Therefore, the diversities manifest when different generation groups functioning in the fashion market.
Gen Z is the members who were born between 1995 to 2010. Between this period, technology and economy developed dramatically, Gen Z born to become a member of digital media world with complicated amount of information ( Francis & Hoefel, 2018). The information era administer Gen Z a special link between themselves with fashion.
As Gen Z make a significant influence on fashion market, they prefer to have a more quickly update fashion supply. Thus, the fast fashion brands like Zara, H&M accommodate a portion of requirements for the consumers who purchase fashion products to meet their social demand and daily fashion demand.
Therefore, fashion brands which have the desire to capture Gen Z to be their main consumers, they need to enhance their “ velocity ”, that means for the online delivery service, the time from consumers place a order to delivery should be decline. Thus, physical stores are loath to lag behind, the payment methods should be more simpler. For instance, Amazon has pursued a new pattern of stores which consumers can simply pick the products they want and walk out. Consumers can get the information like sizes, colours through scanning the item’ s QR code (Moran, 2022).
Digital society germinate the seed of diversity, people born with diversity. Over the past few years, diversity always been a hot topic within the fashion industry. Compare to the luxury brands, high street brands have became the bellwether of diversity. Publicity campaigns with different size and background models were launched by ASOS and Nike, but only two mainstream luxury introduced large size collection so far (Baram, 2019).
In conclude, it is challenging for fashion industry to cater to Gen Z, not only transform the existing consumption patterns, but also pursue various present mode.
Reference List
Baram, Chana. “Why More Luxury Brands Are Focusing on Diversity.” Mintel, Mintel, 14 Sept. 2019, https://www.mintel.com/blog/retail-market-news/why-more-luxury-brands-are-focusing-on-diversity.
Moran, Graeme. “Gen Z and Millennials 2022.” Drapers, 10 May 2022, https://www.drapersonline.com/guides/gen-z-and-millennials-2022.