This project focused on understanding the impact of gender fluidity in the luxury industry, specifically the fashion sector. One of the most notable shifts in the way brands communicate with their consumers has been the acknowledgement of consumers’ social and political needs. Gone is the notion that consumers need to look, dress, and act a certain way to fit into specific industries.
The ideologies of trans-identity and gender fluidity are significantly furthered on a generational level. As traditional concepts and norms begin to face rejection from newer generations, there is an increase in individuals acknowledging they no longer adhere to traditional concepts of gender, and are more familiar with non-binary pronouns.
While digitization on a global scale has rapidly impacted discussions surrounding gender fluidity, the existence of this concept is not new. The modern history of gender fluidity can be dated back to the 1960s.
The luxury industry, across the board, has faced heavy pressures to shift to a more androgynous setup; the idea of creating products that are inherently masculine or feminine are not well-received. While certain sectors in the luxury industry, for example, fashion, are more noticeably androgynous, sectors such as fragrances are facing the need to shift their marketing practices to create more inclusivity in their brand. Here are some examples of the industry implementing genderless collections and embracing gender fluidity.
One of the main reasons for the future longevity of this movement is the attractiveness of it to Generation Z. Generation Z is increasingly open-minded and refuses to be put in a box; this generation is also most exposed to the media. With the increase of consumer needs surrounding this category, brands have implemented one of two marketing strategies and are as follows:
