People

People is one of the four pillars, representing the fashion industry, which is characterized by diversity, such as ethnic diversity and gender diversity.

Gen Z is a group of people born between 1995 and 2010 who are proficient in using electronic devices and are very good at getting information from the internet. They are the ones who seek the most authenticity. They are more realistic than millennials of previous generations, and they are more receptive to different, diverse brands and perspectives.

A brand that wants to appeal to Gen Z can think about the values it communicates to consumers, and these values should ideally be positive and ethical. The most popular value at the moment is individual identity, a concept that fits well with Gen Z. Genz also believes that they should not be limited to one identity or one gender, that women can wear men’s clothes and men can wear women’s clothes, and that fabric is genderless. Spain is a brand that doesn’t reinforce gender. The brand has a lot of designs that are worn by men as well, and the designer, Alejandro Gomez Palomo, says he never thinks about gender when he creates his own clothes because he doesn’t think there is a clear difference between men and women, either from an aesthetic or gender perspective. The ambiguity is both funny and sexy to Palomo. “People need to be brave and fearless, not conformist and self-limiting,” he says (Deqiu).

Diversity is also what Genz is looking for, such as Race and Ethnicity Diversity and Gender and Sexual Orientation Diversity. There are not only tall and thin girls, but also girls with flesh on their stomachs, every age and every body is lovely and should not be discriminated. The brand has not only age diversity, but also body diversity, each individual difference deserves to be understood and respected.

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I think one of the secrets to a brand’s success is to be sensitive to what’s hot. Today people may care about the style and color of a dress, but maybe tomorrow pants will be popular. The second is to convey positive values, so that consumers can also consume these things to deepen the impression of these values and then apply them in life, so that society is better. The third is to do a good job of marketing, now more and more brands on the market, want to make their brand stand out can only do a good job of marketing, so that people are more willing to understand your brand, so as to be profitable and successful.

Reference

Francis, Tracy, and Fernanda Hoefel. “True Gen”: Generation Z and Its Implications for Companies. Nov. 2018.

Deqiu, Qiguai. “小红书.” Www.xiaohongshu.com, 9 Apr. 2021, xhslink.com/a6adwk. Accessed 14 Oct. 2022.

圆圆. “内外的内衣文案，观感太舒适！.” Weixin Official Accounts Platform, 2 Mar. 2021, mp.weixin.qq.com/s/Wxc2owXtS811FZchrXUBEg. Accessed 14 Oct. 2022.