According to Mariah Wellman, PhD candidate and researcher at the University of Utah, social media stars have become the new generation of influencers. Fashions past did not require them in the form they exist today, but social media stars have changed the culture of consumption. Luke Meagher, a fashion industry consultant and founder of the New York Fashion Week, agrees. He argues that the generation of Millennials and Generation Z are the future of fashion.
Millennials
The millennial generation is the largest consumer group in history, and they are shaping the future of fashion. They are increasingly influenced by social issues and activism, and they are a great deal more willing to spend money on sustainable brands than previous generations of consumers. While most millennials are more interested in cheap, disposable fashion, the majority are also willing to pay more for sustainable offerings. In a study by the Shelton Group, 90 percent of millennials said that they would rather spend more money on a sustainable brand.
Millennials are influential trend setters, with an increasing demand for unique brands. They don’t hesitate to purchase unique brands over more traditional brands. They also tend to shop around a lot, rather than stick to one brand. In the State of Fashion report, the millennials defined “new brands” as “innovative” and prefer emerging designers and brands over mainstream brands. In addition, millennials influence the rest of the generation and even older generations.
Generation Z
Gen Z has been the fastest-growing market segment in history, taking the lead from Millennials, who revolutionized industries and reshaped cultures. Today’s young consumers are fast-paced and impulsive, and brands must adjust their marketing strategies to stay ahead of them. With their high energy and passion for fashion, they’re redefining the fashion industry in a big way. Social media stars from Generation Z are the future of fashion, and brands must take note of that.
The growth of social media has given a voice to Gen Z, and the role that these stars play in the fashion industry has never been greater. According to Packaged Facts, Gen Zers are more likely to purchase a product endorsed by a social media star. While Millennials’ attention stays steady in these categories, Gen Zers’ attention drops in comparison. These young consumers are particularly responsive to influencer marketing, and 29% said they would buy a product recommended by an online celebrity. In addition, 23% said they would like to have a celebrity endorse a product.
Instagram influencers
The role of fashion influencers is to help brands promote socially responsible products. By showcasing sustainable products, these influencers can inspire consumers to buy the products they like. In addition to the marketing benefits, these people can teach brands about business practices and the environmental impact of their products. It’s a fascinating position to be in and one that brands are not always keen to talk about. However, the future of fashion lies in the hands of these influencers.
The rise of the Instagram influencer has created a new era of fashion influence. In the past, influencers have been used to promote products on their websites. With the rise of Instagram, influencer marketing has exploded. Bloggers tapped into their followers to promote their products. This new phenomenon led to street style becoming a thing. The popularity of Instagram also saw fitness, food, and mummy bloggers carve out niche spaces on the platform and began selling products to their followers. Instagram’s popularity also made celebrities of reality TV shows like Love Island and The Great British Bake Off carved out their own niche space on the social media platform. In fact, major newspapers are now referring to these influencers as the future of fashion.
Gen-Z celebrities
When it comes to social media, Gen-Z stars are the future. They care about social justice and intentionally boycott brands that don’t support this. One example is Charlie D’Amelio, the first TikTok influencer to go viral. He now has his own show on Hulu and is one of the top lifestyle vloggers in Gen-Z. Another Gen-Z vlogger is Khaby Lame, who grew to fame through TikTok. His vlogs are so popular, he has his own merchandise line with his name on it.
The newest generation is defying social norms and the fashion industry is following suit. In fact, one of the most popular trends among Gen-Z consumers is athleisure, or fashionable exercise apparel. Some of the hottest trends in athleisure include bike shorts, crop tops, sweatsuits, and matching sports bras. Teenage models have also smashed the sex barriers in Hollywood by embracing athleisure clothing.
Influencer collaborations
When it comes to marketing campaigns, influencer collaborations can be an incredibly powerful tool. While a traditional marketing campaign might focus on products, it can also focus on brand values and mission. It is important to select influencers that share these values with their followers, as they are likely to feel more authentic when sharing the brands’ message. Here are some tips to maximize the power of influencers for fashion campaigns.
In order to become an influencer, you need to break free from the “rules” that fashion has always followed. This means reinventing yourself and finding new ways to entertain and inspire your audience. The key to success is to be flexible and embrace the ever-changing landscape of the Internet. There are untapped ecosystems on the web that have been waiting to be tapped. By adapting your content to the ever-shifting ecosystems, you can create your own success.
Diversity, equality, and inclusion
The conversation around diversity, equality, and inclusion is not a new one. Many leading brands have acknowledged that they need to improve. However, it is only through action that change is likely to occur. One such physical movement is the Black in Fashion Council. Founded by Lindsay Peoples Wagner and Sandrine Charles, the organization hopes to make fashions more diverse. And as a business, there are many opportunities for diversity.
The recent report by the CFDA titled, “The State of Diversity, Equity, and Inclusion in Fashion” showed that while 60 percent of respondents believed that employers had implemented policies and practices to promote diversity, four-in-five believed the measures were non-performative. Twenty-six percent of respondents felt that race was a hindrance in their career advancement. Furthermore, over half of executive positions in fashion companies are held by white men. Only 16 percent of board seats and executive functions are held by people of color.
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