PEOPLE
A vital pillar of the Fashion Business School is ‘People’. This pillar focuses mainly on the fashion industry’s interrelations with the public. Fashion businesses’ need to meticulously research their target audience in order for consumers to feel connected to the brand which in return leads to brand loyalty and a better brand image. However, this has not always been the case due to the fashion industry being cemented in Eurocentric ideals and beauty standards.
‘Gen Z’ are people born from 1995 to 2010; they are digital natives having grown up around the exposure of the internet, social media, and to mobile systems (Francis & Hoefel,2018).
This demographic is estimated to be “the single largest group of consumers worldwide” that are “defined by …cultural aggregation, fluidity and contradiction” (Sarah Owen, no date). Having grown up around tech, Gen Z are vivacious consumers that enjoy the likes of the internet and what it has to offer when it comes to online shopping with 39.5% of Gen Z estimated to enjoy online shopping because it is fun and relaxing (Drapers, 2022).
Due to Gen Z being the largest consumers worldwide, fashion brands need to be able to effectively connect to and attract consumers that fall into the Gen Z demographic. In order to do this, brands need to have a social media presence where they are actively posting and engaging with their followers. For example, brands like PrettyLittleThing are in tune with Gen Z customers due to their massive online presence on Instagram and Twitter and their collaborations with ex Love Island contestants such as Molly Mae, Gemma Owen and Indiyah Polak.
As already stated, the fashion industry is very traditional when it comes to showcasing diversity due to Eurocentrism being deeply embedded into the industry, however, as of the 21st century many brands such as ‘SavageXFenty’ have taken it upon their will to change these ideals and become more diverse and representative within the industry. The annual Fenty X Savage show, showcases a diverse range of models from different shapes, ethnicities and differently abled models such as Shaholly Ayers (Keely Cat-Wells, 2021).
One major key skill that brands need to utilise to be successful is to acquire good communication skills especially in their marketing and PR to put out a powerful message which resonates with their target market. Another skill is creativity -creativity in the fashion industry is a must due to the dynamic nature of the market, many brands need to be innovative with their collections to attract a vast audience.
REFERENCES
Francis & Hoefel,2018 -‘True Gen’: Generation Z and its implications for companies https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Sarah Owen, no date -The Gen Z Equation https://www.wgsn.com/assets/marketing/toprightbox_assets/images/Gen_Z_Equation.pdf
Morgan G, 2022 -Gen Z and Millenials
Keely Cat-Wells, 2021 –Shaholly Ayers on Savage X Fenty: A More Inclusive Fashion And Advertising Landscape
PHOTO REFERNCE
Figure 1 PLT X Molly Mae
Figure 2 Gemma Owen’s PLT collection
Figure 3 PLT Marketplace starring Indiyah
Figure 4 Savage X Fenty NWFW show (Brian Ach,2018)