Over fifty students hailing from various corners of the globe, including Spain, Chile, Mexico, the USA, Colombia, and Argentina, gathered at Istituto Marangoni Milano. Their purpose was to participate in the eleventh edition of the tailored short course, “Fashion Collections Design and Architecture – Italian Luxury Fashion Experience,” in collaboration with Esden Business School in Madrid, where they are enrolled in the MBA in Fashion Business Management. This collaboration signifies another milestone in the enduring relationship between these two institutions. Eager to read about their experiences? We are excited to share the winning entry from our editorial contest—a first-hand article by Carolina Suzuki Hosaka from Lima, Peru. Her piece not only encapsulates the essence of her experience but also showcases her expertise as an emerging specialist in marketing, advertising, and communication.
The fashion industry has numerous influencers, but I firmly believe that the most crucial game changer is unquestionably the consumer. They stand as the paramount influencers of our time, prioritising their individual game within this industry, driven by a desire to stand out in their own way.
With creators struggling to influence Gen Z, what if we shift focus to end consumers? In an appearance-centric society, we're the paramount influencers of our time, exhibiting deeper purchasing habits.
With creators struggling to influence Gen Z, what if we shift focus to end consumers? In an appearance-centric society, we're the paramount influencers of our time while exhibiting deeper purchasing habits. Artwork courtesy of IM alumna and graphic designer Constanza Coscia
Certainly, it’s true that technology and the presence of so-called ‘influencers’ have altered the consumption habits of most Millennials and Gen Zers. Social media platforms have created new desires and fashion trends, with creators continuing to gain thousands of followers daily. As the term suggests, these influencers hold significant sway over the purchasing decisions and preferences of younger generations.
However, contemporary consumer behaviour has evolved. Individuals now have the freedom to wear whatever they please. With a plethora of options available, there are plenty of choices. While many still follow trends, ultimately, consumers choose attire that aligns with their personal style and budget. It’s the consumer’s preference that determines their choices.
Although social media and influencers have reshaped the shopping habits of Millennials and Gen Zers, contemporary consumer behavior has evolved to prioritize personal style and budget over trends. Artowrk courtesy of Constanza Coscia
I often find myself grappling with the dilemma of whether I am being superficial when contemplating my physical appearance or deciding on my outfit. It’s a question I can’t fully answer myself. I have a genuine passion for clothing and everything that complements it.
Out of the twenty-four hours in a day, I spend fifteen minutes considering my attire. The question arises: is this preoccupation misplaced? I would argue not. There’s nothing wrong with wanting to look good, and there’s nothing wrong with using your image to convey a message either.
Currently, life subjects us to a scenario where the importance of physical appearance prevails; in recent years, its significance has only grown. This is a reality we confront on a daily basis.
Are we superficial when considering our appearance or outfit? Perhaps not, as people judge others by their cover. However, the concept that "The eyes serve as the gateway through which everything is perceived" does not contradict the idea that "What is essential is invisible to the eyes." Artwork courtesy of Constanza Coscia
Social experiments have shown that the way people are treated is often based on the image they present. Regardless of where they are, individuals may experience either positive attention or rudeness based on their appearance. This is true in various settings, from visiting art venues to dining in public places like restaurants and cafes, as well as shopping in clothing stores. The reality is that people tend to “judge others by their cover,” and this is especially evident in the fashion industry.
The concept that “The eyes serve as the gateway through which everything is perceived” does not contradict the idea that “What is essential is invisible to the eyes,” as quoted from Antoine de Saint-Exupéry’s book ‘The Little Prince.’ Instead, in my view, they complement each other.
While we can create an image and appearance that reflects our personality, each individual has a unique essence and radiance that sets them apart. This inherent uniqueness always shines through and remains timeless, never going out of style.
Carolina Suzuki Hosaka
Student
In Partnership with ESDEN Business School
