People

The pillar of the fashion industry lies in innovative design and concepts, as well as rapid market adaptability. The process of new product development is a complex one; each stage needs careful planning, good management and analysis of the financial implications (Dillon, S. 2018). From product design and screening to testing and commercialisation, every step requires an understanding of consumers’ needs. In the 21st century, ‘pillar’ also encompasses digital communication: social media communication network platforms to disarm consumers. And it is also necessary to have a differentiated positioning to meet the needs of niche markets and unique selling points. Secondly, there is small-batch production and personalised design. Finally, there are long-term strategies and financial plans.

‘Generation Z’ refers to people born between 1996 and 2010. They’re the second-youngest generation, between millennials and Generation Alpha. For a brand to catch the attention of Gen Z consumers, its product design must stand out among numerous items, featuring clothing with individual expression and possessing brand culture and brand core. At the same time, attach importance to the dissemination on the Internet.

Equality, Diversity and Inclusion (EDI) in the fashion industry refers to creating fair opportunities, embracing differences in culture, race, gender, sexuality and ability, and ensuring that everyone feels represented and included across the sector.” (British Fashion Council, Diversity in Fashion Report 2023). The supreme brand is a typical example that can respond to products, diversity, and inclusiveness. This brand was born in the United States, a country that is already diverse. It draws inspiration from street culture, music and art, and collaborates with designers and artists of different races, skin colours and backgrounds from multiple fields. This has fundamentally resonated with many young people. This brand has also become a symbol of cultural inclusiveness and diversity.

In Case 4 – Entrepreneurship and Management, Fashion Dillon, S. (2018), it is clear how people’s skills are very important for a fashion brand. Nabil Nayal’s career as both an entrepreneur and a manager at Burberry has a strong emphasis on networking and collaborating with others, as he worked with Christopher Bailey at Burberry and was acknowledged by Karl Lagerfeld for his role at Lanvin. However, communication skills and awareness of the brand in terms of self-promotion and networking are equally important, as he would use Facebook and Twitter to involve a customer and to communicate with influencers. He can simultaneously do creative design and business promotion, which demonstrates the entrepreneurial spirit and management skills. His tenacity and elasticity from university research to creative brand establishment demonstrate how a fashion enterprise should keep perseverance and persistence.