People
“People” is one of the 4 marketing pillars. According to the Vogue and GQ readers in the US, Gen Z is who born in among 1995 to 2010 and they are the most buyer interest on shopping. Although they care about how to spend money, which products they spend, they also discover the new fashion trend. (Vogue business for paypal, 2021) Following this, Gen Z will become the main consumer in the world that they are focus on the ethical fashion, including the social and environment themes into products and fashion brand. Also, they prefer to choose the brand of the same values as themselves, avoiding some brand they hate. (Amed, Balchandani, Beltrami, Berg, Hedrich, Felix, 2019)
It could be argued that what kind of things Gen Z will feel so important during fashion industry. According to the BOF and Juv Consulting survey about 1000 American Gen Z. the survey illustrates that eighty-nine percent of survey participants said fashion is important for confidence, while 82 percent think fashion is important for establishing their identity. As for Gen Z, fashion not a tool to show the trendy or denoting status. (Schneider, Lee, 2022) The other thing that Gen Z care about have the same values and belief, including the problem of society or environment, they will be looking forward the standpoint of brands choose that determine which brand they truly identify with and want. (Kim, 2021)
As the consumer population diversity, especially the Gen Z, they are very concerned about whether the brand values diversity. (Brozik, Young, Cuthill, Drake, 2021) Therefore, some brands will respond to this problem. For instance, Aerie, a sub-brand of American Eagle Outfitters, is a lingerie and lifestyle retailer brand that it creates new# AerieREAL line in 2014. The main focus on women who have the huge range of experiences and women with disabilities. (Pixlee TurnTo Contributor, no year) This approach makes many users and consumers feel very happy and feel the inclusiveness of the brand.
What are the key people skills needed for a fashion brand to be successful
There is little doubt that it’s important to know what consumers like, and through their behavior to create a new business model. When it attract more and more consumption from people, the brand will be focus on the answering customer concerns and making changes based on their questions, finally giving them feedback which they hope. So, a good service can bring a brand benefit, including the customer’s praise, favorable degree, harvest their beautiful mood.
Reference:
Amed. I, Balchandani. A, Beltrami. M, Berg. A, Hedrich. S, Rolkens. F. (2019). The influence of ‘woke’ consumers on fashion. [online]. (Last updated 12 February 2019). Available at: https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion [Accessed 13 October 2022]
Vogue business for paypal. (2021). Gen Z shopping trends uncovered. [online]. (Last updated 20 August 2021). Available at: https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal [Accessed 13 October 2022]
Schneider. B, Lee. D. (2022). Gen-Z and Fashion in the age of realism. [online]. (Last updated 12 February 2019). Available at: https://www.businessoffashion.com/reports/retail/gen-z-fashion-in-the-age-of-realism-bof-insights-social-media-report/ [Accessed 13 October 2022]
Kim. K. (2021). How to make sure you’re marketing to Gen Z the right way. [online]. (Last updated 12 February 2019). Available at: https://sproutsocial.com/insights/marketing-to-gen-z/[Accessed 13 October 2022]
Brodzik. C, Young. N, Cuthill. S, Drake. N. (2021). Authentically inclusive marketing Winning future customers with diversity, equity, and inclusion. [online]. (Last updated 12 February 2019). Available at:https://www2.deloitte.com/uk/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2022/diversity-and-inclusion-in-marketing.html [Accessed 13 October 2022]
Pixlee TurnTo. Com. 4 Brands Embracing Diversity in Their Content. [online]. (Last updated 12 February 2019). Available at:https://www.pixlee.com/blog/4-brands-embracing-diversity-in-their-content [Accessed 13 October 2022]