Generation Z is having a profound effect on how fashion brands engage with their customers. They prefer shopping brands that share common values. And they are demanding more transparency from brands regarding material sourcing, pricing, environmental impact and labor practices, in order to make purchase decisions.
More and more, Gen Z customers also prefer brands that take a stand on social justice and political issues; topics which brands have typically avoided. After all, one misstep may lead to being cancelled--leading to unwanted press, boycotts and impacting sales.
However, because of its higher price point and its focus on a more mature customer demographic, luxury fashion has not had to deal with this issue as directly as more accessible brands. Sure, there have been plenty of mishaps that have led to negative press, such as the recent Dior, Gucci and Marni fiascos, but these largely blew over.
What’s more, luxury brands have always been in the business of creating an escape from the real world, creating products that are more about desire than need. Brands such as Chanel and Hermes have been carefully crafting their images for decades, carefully cultivating an aura of mystery and authenticity--myth-making at its best--and certainly the opposite of transparency and true authenticity.
Here’s Luca Marchetti, cultural analyst, semiotician and co-founder of The Prospectivists in Paris:
[Luca] On a general level, yes, these concepts are in some ways contradictory with the traditional vision of luxury, in Europe at least. Even if, historically, this field was built on the highest quality and excellence, and its desirability is culturally rooted in opacity and the aura projected around products. Transparency was not an option.
[Luca] Real change will come, when it will be an obligation. It will just be harsher and even more expensive.
Full transcript available at FCNewsBytes.com
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