People
People play different important roles in the fashion industry, manufacturing, marketing, and even demand all are affected by people. Trending depends on the demand for products, resulting in profit gain in the fashion industry. Moreover, being familiar with the type of customers and acknowledging the leadership skills will back up a company’s success.
The pop-up of fast fashion, which stimulates people to buy more especially affected by Gen Z. Generation Z is the digital first generation, born between 1996 and 2010 which was affected by similar global issues such as COVID-19. They spend the majority of their time online on social media, blogs, online forums, etc, therefore they shop online more than in real life. As they have spent so much time on Instagram, TikTox etc, a large amount of Gen Z would buy products by the advertisement on the social media they daily watch. (McKinsey, 2023)
Moreover, influencers from YouTube or any other social media are becoming more popular these days. Those influencers always promote products that state “they are truly recommended as they used it”. Influencers also have an identity that is more down to earth, so that more viewers rely on them, resulting in bringing a significant profit on products they are promoting.
In a generation of equality, brands have marketed their company with equality by stating the diversity of their products. For example, Mac (1) and Fenty Beauty (2) promote their foundations to fit everyone from different nationalities on their website. Introducing diversity concepts to their customers makes more people feel inclusive. This marketing strategy may increase the profit and also gain a better reputation globally.
Another successful factor of a brand is not just diversity externally, but also inside the company. Good communication skills with different people from different backgrounds are also a key factor that leads to success. Avoiding misunderstanding is important, which can improve progress inside the company as well as relationships between each other. Cross-cultural communication also improves the international marketing of a company to be global and diverse. (Okoro E,2012) Intercross-country communication also broadens the range of ideas with inspiration and experience from different people from different backgrounds and nationalities.
Many companies are attempting to maintain sustainability and equality in people, which improves the fashion industry in different circumstances.
Reference :
What is Gen Z ? (McKinsey and Company, 2023)
- Mac foundation : https://www.maccosmetics.co.uk/foundation-shade-finder
- Fenty Beauty Foundation : https://fentybeauty.com/collections/makeup-foundation/products/pro-filtr-soft-matte-longwear-foundation-420?variant=35178864508973
Cross-Cultural Etiquette and Communication in Global Business: Toward a Strategic Framework for Managing Corporate Expansion (Ephraim Okoro,2012)