People
Due to the emergence of the epidemic, the internet era has grown rapidly in a short period of time. Online is full of fresh especially for Gen Z. The virtual world of the internet, which has not yet been fully explored, has managed to attract the Gen Z population with a spirit of exploration. The advent of the ‘virtual’ has encouraged them, who are not yet saturated with experience compared to the previous generations, to seek confidence in integrating themselves into society in an innovative way.
Amidst myriad changes, it is obvious that the upsurge in social media has come out on top. It has provided the public with the possibility to access the world without having to travel and offers unprecedented commercial value to numerous brands. At the same time, the emerging generation is transparently presenting a strong sense of social responsibility on top of this. However UAL Fashion Business School defined the four pillars, planet / people / profit / purpose, which totally encompass it.
The relationship between the world and people has been magnified to the greatest extent possible, and focusing on the fashion industry, how to effectively connect the two has certainly become an unignored topic. Shifting the perspective to the internet era and a larger community with strong curiosity. According to the Moran （2022） study, the concept of the metaverse is known and respected by 61.6% of GenZ due to the development of digital technology. Obviously, countless brands effectively engaged with recent largest consumer group, the GenZ, via the creation of avatars and virtual worlds.
For instance, RTFKT snapped by Nike, a brand of high-end digital clothes and sneakers popular in the metaverse, created virtual sneakers with artist Fewocious selling 600 pairs online (Fig1.), with a total profit of over 2.3 million pounds (Behrmann, 2021). Additionally, Gucci has made significant efforts to attract a younger generation. A virtual lounge, featuring the function to try on and purchase a newly launched collection with unique brand elements(Fig2.), was partnered with the Roblox gaming platform, followed by more than 42 million active 17-24-year-olds (Mcdowell, 2021).
On the other hand, GenZ’s awareness of sustainability and ethicality is also extremely considerable. According to Moran’s analysing data （2022）from exclusive survey of 2,000 consumers, 48.4% of GenZ are willing to give up on fashion items as the brand does not demonstrate transparent sustainability, ethics, quality and diversity (Fig3,). Therefore, if the brand desires to reach the GenZ more directly, these key points should not be neglected.
In terms of how a brand has responded to diversity, Reformation completely stood up. Girls of almost all shapes have the potential to buy freely here and to select the fashion items that showcase their strengths. In other words, Reformation treats females with the utmost respect and admiration, while subliminally responding to diversity in a natural but powerful way (Fig4.). Precisely as a result of the deepening of its own brand value , it has gained a more loyal potential audience basis.(Reformation,2022)
For a number of key skills are important to the success of a brand. Initially, those working with fashion brands require a comprehensive understanding of the aesthetic preferences and spending habits of their target consumers to assist brands in generating a more effective B2C strategy. Ultimately, this can drive consumer buying behaviour and realise revenue. Secondly is the ability to communicate effectively, due to the development of social media, more consumers choose to discover brands, learn about brands and buy brand products online, so social media is a good bridge to connect consumers and brands. Therefore, brands should set up a brand image to spread the brand concept on social platforms attracting more consumers.
Text Reference list
Behrmann, A. (2021) Nike snaps up metaverse start-up, Drapers. Available at: https://www.drapersonline.com/news/nike-snaps-up-metaverse-sneaker-start-up (Accessed: October 15, 2022).
Moran, G., 2022. Gen Z and Millennials 2022 – Drapers. [online] Drapers. Available at: <https://www.drapersonline.com/guides/gen-z-and-millennials-2022> [Accessed 15 October 2022].
Mcdowell, M. (2021) Inside gucci and Roblox’s new Virtual World, Vogue Business. Available at: https://www.voguebusiness.com/technology/inside-gucci-and-robloxs-new-virtual-world (Accessed: October 15, 2022).
Our stuff: Better, Sustainable Materials (2022) Our stuff | Better, sustainable materials. Available at: https://www.thereformation.com/sustainability/our-stuff.html (Accessed: October 15, 2022).
Picture Reference list:
Giulia Velvet Top Es (no date) Reformation. Available at: https://www.thereformation.com/products/giulia-velvet-top-es/1311677PAG.html?dwvar_1311677PAG_color=PAG (Accessed: October 15, 2022).
Kolbrener, C., 2022. The FEWOCiOUS x RTFKT Sneaker Project is Paving the Way for NFT Collaborations. [online] One37pm. Available at: <https://www.one37pm.com/nft/fewocious-rtfkt-collaboration-sneakers> [Accessed 16 October 2022].
Ladue knit two piece (no date) Reformation. Available at: https://www.thereformation.com/products/ladue-knit-two-piece/1311848BAB.html?dwvar_1311848BAB_color=BAB (Accessed: October 15, 2022).
McDowell, M. (2021) Inside gucci and Roblox’s new Virtual World, Vogue Business. Available at: https://www.voguebusiness.com/technology/inside-gucci-and-robloxs-new-virtual-world (Accessed: October 15, 2022).
Moran, G., 2022. Gen Z and Millennials 2022 – Drapers. [online] Drapers. Available at: <https://www.drapersonline.com/guides/gen-z-and-millennials-2022> [Accessed 15 October 2022].
Zoe Skirt Es (no date) Reformation. Available at: https://www.thereformation.com/products/zoe-skirt-es/1306069BLK.html?dwvar_1306069BLK_color=BLK+https%3A%2F%2Fwww.voguebusiness.com%2Ftechnology%2Finside-gucci-and-robloxs-new-virtual-world (Accessed: October 15, 2022).