PEOPLE

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INTRODUCTION –

When considering sustainable fashion it is important to think what exactly is being sustained, it is people. A qualitative business approach where people is prioritised is required in the current market (Hethorn and Ulasewicz, 2021). As an industry with around 75 million employed individuals, a people strategy is the only way to succeed in being sustainable and sustained (Lewis, 2022).

GEN Z CONSUMERS –

Individuals born between 1995-2010 are Gen Z, described as digital natives (Francis and Hoefel, 2018). The Covid-19 pandemic emphasised this as shopping experiences became digital, making evident they prefer experiences that provide a higher sense of control (Moran, 2022). Studies on consumer patterns describe this generation as seekers of truth. Individuality, inclusivity and purpose is valued in ways that links back to the community and is not confined to the self (Francis and Hoefel, 2018).

(Fig 1)

WHAT ATTRACTS GEN Z –

The challenge of attracting Gen Z to a brand lies in how transparency can be transmitted through social media (Mitterfellner, 2019). Key attracting elements are: 

  • Sustainability: reduced negative impact on surroundings. 
  • Diversity: accurate representation of their public. 
  • Super convenience: quick an easy services.

(Moran, 2022)

BRAND DIVERSITY –

Kim Kardashian founded SKIMS in 2019, focusing in inclusivity through body positivity (Weinstock, 2021). They went through multiple stages finding the right way of presenting themselves to the public. Initially, the chosen name was Kimono, Kim explained this as a play of words around her name. Yet, when made public it was rapidly classified as appropriation of Japanese culture. Almost cancelled by Gen Z, they revaluated the situation and found a solution with the new name SKIMS. Some elements making it so diverse include ranging sizes from XXS-XXXXL and nine shade option changing the norm of black and nude from other brands (Robert, 2019).

“It Felt Like The Perfect Time To Bring A Fresh Perspective”

(Kardashian, 2021, cited in Weinstock, 2021)

(Fig 2)

SKILLS FOR SUCCESS –

People skills include knowing, caring and being able to attract customers. Businesses need to adapt to the new inquisitive customer that invests in what aligns with their values. Businesses care about customers and customers care about the people making up a brand.  (Dillon, 2021). Futuristic aspects have also become attracting. The topic of a metaverse has some scepticism but many want to believe in such exciting possibility (Moran, 2022). Additionally, reviewing the psyche of the buyer persona provides many possibilities to marketing. Psychologist Maslow designed a hierarchy of needs composed by 5 levels. Marketers can create a personalised approach where internal motivations are reviewed. The skill of implementing this knowledge increases chances of success (Andrews, 2019).

(Fig 3)

REFERENCES:

Andrews, S. 2019. Are You Using Maslow’s Hierarchy Of Needs For Your Marketing?. [Online]. [Accessed 13/10/2022]. Available from:https://www.forbes.com/sites/forbesagencycouncil/2019/10/28/are-you-using-maslows-hierarchy-of-needs-for-your-marketing/?sh=3f5e31a84f6b

Dillon, S. 2018. The Fundamentals of Fashion Management. 2nd ed. London, UK: Bloomsbury Visual Arts

Francis, T. and Hoefel, F. 2018. The influence of Gen Z—the first generation of true digital natives—is expanding. [Online]. [Accessed 16/10/2022]. Available from: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

Hethorn, J. and Ulasewicz, C. 2021. Sustainable Fashion What’s Next?: A Conversation about Issues, Practices and Possibilities. 2nd ed. London, UK: Fairchild Books

Lewis, J. 2022. The Pillars of a Sustainable Fashion Business Model. [Online]. [Accessed 16/10/2022]. Available from: https://motif.org/news/sustainable-fashion-business-model/

Mitterfellner, O. 2019. Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry. New York, USA: Taylor & Francis Group

Moran, G. 2022. Gen Z and Millennials 2022. [Online]. [Accessed 15/10/2022]. Available from: https://www.drapersonline.com/guides/gen-z-and-millennials-2022

Robert, Y. 2019. What Kim Kardashian West Got Right With SKIMS. [Online]. [Accessed 11/10/2022]. Available from: https://www.forbes.com/sites/yolarobert1/2019/09/24/what-kim-kardashian-west-got-right-with-skims/?sh=22b1d3558258

Weinstock, T. 2021. “It Felt Like The Perfect Time To Bring A Fresh Perspective”: Kim Kardashian West On Revolutionising Shapewear. [Online]. [Accessed 16/10/2022]. Available from: https://www.vogue.co.uk/news/article/kim-kardashian-west-future-of-skims

IMAGE REFERENCES:

Figure 1: McKinsey & Company. 2018. The Search for the Truth is at the Root of all Generation Z’s Behavior. [Online]. [Accessed 12/10/2022]. Available from: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies


Figure 2: SKIMS. 2021. SKIMS Product Photoshoot. [Online]. [Accessed 16/10/2022]. Available from: https://www.vogue.co.uk/news/article/kim-kardashian-west-future-of-skims

Figure 3: National Highway Institute. 2021. Maslow’s Hierarchy of Needs. [Online]. [Accessed 17/10/2022]. Available from: https://www.nhi.fhwa.dot.gov/LearnersFirst/maslows-hierarchy-of-needs.htm

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