People
The protagonist of the fashion industry is the people. Whether the people behind the company who make products or the people who are the consumers waiting to buy these products. But in the end, everything and everyone is intertwined. The key point of this industry is to understand the differences between people and serve their needs which will lead the companies to success. This does not only depend on the consumers but also the workers, the producers who need the safe and compromising environment to deserve the price of their work. With technological developments and the use of social media the sources needed to achieve these fundamental points are easier to perfect.
Different generations of customers play a big part in the marketing aspect of a business. Today’s generation, which is called “Gen Z,” is a generation that grew up with the internet. Being the first “digital natives,” their main interest is following the “trends” online that suits them the best. Therefore, brands must engage with the progress made in the social media networks. (Francis, T. and Hoefel, F., 2018)
Nowadays, with the use of TikTok, numerous brands have started to increase their number of consumers and also their income as well. This strategic marketing is what brands need to be using to adapt into today’s world of selling. Marketing teams need to expand their horizons and think from a Gen Z point of view and engage in social media.
With the responsibility of answering people’s needs there is a big issue involving diversity. Some brands have started to raise awareness to this topic where some brands are still not quite achieving what they should be doing. An important step was taken the cosmetics industry when “Fenty Beauty” launched their foundation and concealer. The shade range of these products were really diverse, and it meant that every person from different skin tones were able to find their perfect match. This being an example diversity is not just about skin tones but also knowing different cultures.
For a brand to be successful people who work need to have good communication skills to talk with their consumers. They need to understand their needs, cultures and ask what they want. Also teamwork is also a crucial point in a business such as beauty where the competition never ends. Talking with your team to have the best products and the brand that everyone would prefer is unachievable without communicating with people.
Francis, T. and Hoefel, F., 2018. True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
The A to Z on gen Z (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/themes/the-a-to-z-on-gen-z