PEOPLE
The People Pillar
People, profit, planet, and purpose are the four pillars that fuel the fashion industry. The people pillar focuses on individuals that drive the production and consumption of clothing, from fashion brands to their customers, making it one of the most essential components of this industry.
Gen Z As Consumers
The generation known as Gen Z, which includes those born between 1995 and early 2010, is considered to be one of the most crucial consumer groups in the fashion industry. Since they were raised in an internet-centric environment and are known as “digital natives” (Moran, 2022), their purchasing patterns differ from those of earlier generations. For example, Gen Z would spend more money on eco-friendly goods, support inclusive brands, and be more likely to make purchases online or through social media platforms. Gen Z also has a heavy influence on other generations and their consumption habits, meaning their views affect the wider population and consumption as a whole (Francis & Hoefel, 2018).
Generations at a glance: Forbes (2021)
Attracting Gen Z
One of the most effective ways to attract Gen Z is through social media. Platforms such as TikTok and Instagram have snowballed over the last few years and are two of the top three social media platforms among Gen Z (Pew Research Centre, 2022). Creating brand video content on TikTok or collaborating with social media influencers on Instagram will assist in reaching the younger audience and growing the brand amongst Gen Z.
BBC News (2019)
A Fashion Brand’s Response To Diversity
Diversity and representation within fashion have become the key factors for a successful business in today’s society. Consumers now seek brands that embody diversity and have a wide range of options for people of all shapes and sizes. An example of a clothing brand that has been able to reach Gen Z consumers through its inclusivity is TALA. In May 2019, Grace Beverly launched her sustainable activewear brand. The clothing was designed to make women of all sizes feel confident and comfortable whilst working out, with garments catering for sizes 4-20 and an option for taller women too. The TALA website also features a diverse range of models with different body shapes and sizes, as well as different ethnicities and disabilities. Beverly insisted on leaving the images unedited so customers are able to see how the clothing would look and fit on different bodies.
References
Djafarova, E. & Bowes, T. (2021): ‘Instagram made Me buy it’: Generation Z impulse purchases in the fashion industry.
Available at: https://doi.org/10.1016/j.jretconser.2020.102345
Rackham, A. (2019): Grace Beverley: The 22-year-old taking on the gym wear world.
Available at: https://www.bbc.co.uk/news/newsbeat-50732940
Moran, G. (2022): Drapers, Gen Z and Millennials 2022.
Available at : https://www.drapersonline.com/guides/gen-z-and-millennials-2022
Francis, T. & Hoefel, F. (2018): ‘True Gen’: Generation Z and its implications for companies.
Vogels, A. Gelles-watnick, R. & Massarat, N. (2022): Teens, Social Media and Technology.
Available at: https://www.pewresearch.org/internet/2022/08/10/teens-social-media-and-technology-2022/