People
Fashion is for everyone. Diversity in fashion is catering to different age groups, sizes, preferences in the items on sale and the faces representing the brand.
People look to the media gain ideas of what to wear, what they should look like, and who to be. But for many years there were very few black models and even fewer supermodels. (Clark,2022) Supermodels like Naomi Campbell, Grace Jones held the few spaces there were for black supermodels of the times, but there should have been more space to create diversity in fashion.
Gen Z is a generation wants diversity in fashion, they defined as the generation that was born from 1997 to 2012, people who are now teens and early 20s. They are passionate about social justice and leverage their identities to create a world that is better for everyone. (Diego,2020) www.thepeopleoverprofit.org
By 2026, Gen Z will be the largest generation at around 82 million people, globally with estimated $200 billion annual global spend power(unidays,2021), they are the future from a marketing perspective, essential to businesses long term success.
With tremendous purchasing power, to attract Gen Z consumers companies needs to have a deep understanding of their buying behaviours.
Sustainable – Gen Z spend more on sustainable products, Mintel data shows 70% 16-19 years old agree that sustainability is an important factor when purchasing fashion items. To meet Gen Z’s requirements, brands need to be clear about how e-commerce works for a better, sustainable future.
Social Media – Axios reports that the changing social online habits and preferences of Gen Z are dramatically reshaping the internet. To attract Gen Z, social media promotion plays a big role. Such as influencer marketing, 65% have an Instagram account, and they are more likely to discover new brands and products via celebrities or people that are well known.
Clear Value and mission – Gen Z are very more likely than older generations to believe a company has a role in improving society, for example Fenty savage by Rihanna worth $270million (Mustafa/2022), the main reason lead this new brand achieved such succussed is brand mission – inclusivity. In the look book there are different ethnicity, different body shapes of models. Compare with Victoria Secret’s brand concept, create ‘perfect’ body shape. Fenty Savage are more diverse. With the changing of the society, this concept by Victoria Secret has fallen behind, therefore the brand was being resist.
Nike is one of the most recognised brands, have amplified the voices of underrepresented communities, created a series of ads called ‘Until we all win’ to highlight the stories of indigenous people and LGBTQIA+, using power of sports. Nike knows how to use their brand influence to create a better society for everyone, and this is also what attracts Gen Z.
Make peoples feel valued, no boundaries between peoples are a trustworthy brand. While brands are making the planet better, they are also building powerful business relationships that can take their business to an even greater level of success.
References List
Youtube/Thesandiegounion-tribune
fashionmingle.com
Youtu be/Deldel