Can Fashion Support Wellness?
How important is it to incorporate wellness and positive mental health into your fashion brand?
In today’s day and age, we live in an ever-progressing world that is becoming more open every day and is adept in challenging important issues. Today, many people are able to and feel more comfortable to openly speak out about mental health issues and wellness. Generation Z, which is said to be the largest consumer group by 2020, are the most accepting generation yet, and look to seek transparency in all aspects of their life, and this translates right through to mental health, wellness and wellbeing, and how fashion brands in particular tackle and portray this within a business, while sitting in the scope of an industry once thought to cause more problems than solve them. Due to this drastic change in opinion from many people, it is highly important, now more than ever while wellness is such a conversing topic, that fashion and lifestyle brands, take this movement into consideration with their staff’s wellbeing, and celebrating wellness and positive mental health throughout their stores.
But does a healthy mind really equal a happier, and efficient work force in stores? Well of course it does. Promoting mental health awareness and wellness is not just seen as a bit of a bonus and an avenue a brand should consider if a problem arises, but a conversation, and not a trend that will fall out of fashion after the conversation has stopped, as many people may think. It has been widely reported that employees of fashion businesses who have a positive work attitude, are looked after and respected by the business, and have their wellness and mental health taken into consideration, make the whole business model better and this results in a more driven and passionate workforce. It is almost an obligation for a brand to underly the importance of their staff’s health, and according to an article written by 6q, if staff are engaged and thanked for the work they do, they are less likely to find another job, meaning the whole business thrives and there is no cost in hiring someone new. Moreover, highlighted in a Forbes article, this explained that Olark’s CEO Ben Congleton puts his employee’s health and wellness above daily tasks, and this subsequently gave a higher approval rating for the business and generated a great amount of publicity to the brand. So perhaps, if larger fashion brands, took this on more and began to celebrate wellness into their business, they would have positive results too; but just a thought.
Expanding on this into the creative culture of the fashion industry, if staff members are within a comfortable environment, they will be more inclined to express their creativity and individuality, within a setting that won’t restrict them from giving ideas and opinions that may be out of the general comfort zone of the brand. This will enhance their creativity, thus sparking greater productivity and drive for the brand.
On the flip side of all thing’s wellness, there are also other, more concrete, tangible ways that a fashion and lifestyle brand can incorporate wellness and positive mental health, in ways that directly includes their consumers, rather than just staff. This expansion of the trajectory, directly meets the needs of not only younger Generation Z consumers, but also slightly older consumers, whom have a busy life and a family, and want to invest in products so they can spend more time on themselves. Many brands supply physical products that fits in with people’s lives; people whom see wellness as not a trend or a fad, but a way of life. Brands supply products within the range of calming and zen beauty and home wear products that takes wellness into the home, offering meditation sessions for staff and customers, providing vitamins and meal plans to encourage people to lead a healthier life, and promoting health spa and gym days, all to help raise awareness for positive mental health and wellness, and to cross the boundary between helping respecting staff members, and consumer’s mental health.
Today, people’s favourite brands play as big a part in people’s lives as wellness and positive mental heath does, so if a brand can incorporate these aspects in a world that is although progressing, still becoming uncertain every day, this will result in happy, content staff and customers; every brands dream come true.
Written by Anna Bevilacqua
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