Brands
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Purpose
As metioned before there are four pillars in the sustainable study of fashion, the ‘PURPOSE’ which is the last pillar will be illustrated in this blog.
When talking about purpose, it is inevitable to talk about strategy. Strategy is a plan a journey with purpose which is the direction and scope of an organisation over the long term, which achieves advantage in a changing environment through its configuration of resources and competences with the aim of fulfilling stakeholder expectations. Johnson et al (2011) .
Nowadays, for most of the brands they have their own purpose, take Asos as an example, their purpose is to become your undefined self and don’t care about other people’s opinions, have the freedom to explore and express yourself without judgement.
As we all known, Gen Z is the largest consumer group at present. So when a brand needs to survive in this huge and complex market, they must convey their brand purpose to young people. Therefore, new media or social media used by most young people, such as tiktok and instragram, have become a way for many brands to communicate their purpose the Gen Z. What’s more, brands collabration with some trendy brands or collabration with celebrities popular among young people. Let’s take Nike as an example, advancing a democratic approach to concerns of sustainability, Billie Eilish’s on-going collaboration with Nike enters a new chapter with the Nike x Billie Eilish AF1 Low. The shoe, pieced with leftover material waste from the prior AF1 High, brings aesthetic and narrative together. Billie Eilish herself is a Gen Z singer and which is popular among Gen Z, in other words, Billie is a representation of the present Gen Z. In addition the shoe is made by sustainable material which perfectly spread Nikes future purpose. So this collabration behavior caters well to the tastes of young people and also conveys Nike’s brand purpose.
To make a conclusion, a brand needs to survive in the existing market. Whether it is to compete with competitors or attract consumers, it must have a clear, advanced, and reasonable purpose.
Reference list:https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low. (https://www.asosplc.com/this-is-asos/our-purpose-and-values)
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PURPOSE
The “Purpose” pillar is just as crucial to the success and sustainability of a firm as the other four pillars.A well-defined mission makes a brand stand out in a crowded market. By offering a differentiator that goes beyond the product or service alone, it gives customers a cause to select one brand over another.
The basis of a brand’s identity is its purpose. Consumer perception of the brand is shaped by it, and it aids in maintaining a consistent brand image across a range of channels and interactions.
Establishing a purposeful bond with customers fosters an emotional bond. People are more inclined to stick with a brand if they identify with its mission. Brands with a purpose tend to develop a committed following of people who share their beliefs.
Strongly purpose-driven brands are better able to negotiate the challenges of the marketplace and establish enduring bonds with their clientele.
As the purported cure-all for our social issues, brand purpose offers capitalism a chance to make amends, give back to the community, and create value that goes beyond shareholder value and the profit margin.
A brand must help society, the larger good, and consumers’ emotions in order for its goal to truly be advantageous to it. That is the hallmark of a brand with a purpose.
More than half of Gen Z customers care about a brand’s credibility before making a purchase, and 69% of Gen Z believe that businesses should assist them in achieving their objectives.
Future-focused brand purposes need to be both an artistic and scientific endeavor that can cater to the much more complex and intersectional identities, media choices, and interests of the younger generation than just “something for everyone.” Understanding the cultural truths and nuances that you are supporting or criticizing is necessary for a brand’s mission to be successful, but since most brands were raised on loud self-promotion, it is not unexpected that so many of them are misrepresenting these aspects of society.
“Brands are thinking about things they think are relevant in order to look cool, but it often comes across as trying too hard, and ultimately, inauthentic,” says Bregman. “Patagonia does a good job aligning who they are as a company with their social mission and what their customers care about.”
The idea behind purpose is to build brand value on the whole of the practical, psychological, and social advantages it offers. Furthermore, given that by 2020 Gen-Z will account for the majority of global consumers, it is critical that modern firms carefully explore how to incorporate purpose into their business models. The brands they enjoy should represent something, in the eyes of this generation.
In conclusion, a brand needs a clear and significant purpose because it sets it apart from competitors, makes an emotional connection with customers, motivates staff, assures long-term success, has a good social impact, develops trust, and encourages creativity.
Reference List :
1) https://www.forbes.com/sites/jefffromm/2019/07/26/gen-z-and-the-three-elements-of-purpose-brands/?sh=597f280c37e3
2) https://freshsparks.com/brand-purpose/
3) https://www.marketingsociety.com/empower/gen-z-and-future-brand-purpose
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Purpose
The word purpose in the dictionary means “why you do something or why something exists.” The purpose of a fashion brand is as diverse as the pursuit of self-expression, quality and craftsmanship, communicating the brand’s philosophy, and realising the brand’s values. The ultimate purpose of fashion is to be socially responsible and to develop sustainability.
Fashionable, fashion-conscious consumers often buy large quantities of goods. Because brands sell new products every quarter of the year, this leads to impulse spending by consumers who are looking for something new. This phenomenon reflects over-consumption, which can be very harmful to the environment. According to the research (University of Cambridge Institute for Manufacturing 2006: 31) determine that perhaps brands can be more sustainable and emotionally attached to their products by implementing a variety of strategies. strategies to design sustainable and emotionally attached clothing and brand concepts to address this issue.
Brands must have their own mission, vision, and value proposition in business and marketing. A clear brand philosophy provides a company with a clear purpose and direction. It answers the fundamental questions of why the brand exists, where it is going, and what it stands for. It can also resonate with customers on a personal level. It helps build emotional connections and loyalty among consumers who share the brand’s values and vision. This can increase customer retention and advocacy. In a crowded marketplace, a unique and compelling brand idea helps a company stand out from the competition. It communicates what makes the brand unique and gives customers a reason to choose it over other brands. Asos, for example, clearly states on the brand’s official website that its brand purpose is geared towards 20-somethings, regardless of where the consumer is from, and that they accept purchases from people of different ethnicities. This shows the inclusiveness of ASOS and will appeal to consumers of all races. (ASOS, 2021)
Gen Z is the broadest consumer generation at the moment and communicating a brand’s purpose to Gen Z requires a considered approach as this generation tends to be more socially conscious, digitally savvy and sceptical of traditional advertising methods. Nike is a great example of this with the Nike x Billie Eilish AF1 Low launching in November 2022. “I want my collaboration with Nike to tell a story that not only highlights the importance of recycling but also reminds us that we need to take better care of our planet,” says Eilish. (Nike, 2022) Nike has shown a strong sense of social responsibility, giving Gen Z a strong affinity for the brand.
Reference List:
Londrigan, M.P. and Jenkins, J.M. (2018). Fashion supply chain management. [online] New York: Fairchild Books, An Imprint Of Bloomsbury Publishing Inc. Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia?docid=b-9781501317798.
ASOS (2021). Our purpose and values. [online] ASOS plc. Available at: https://www.asosplc.com/this-is-asos/our-purpose-and-values/.
Nike.com. (2022). Nike x Billie Eilish AF1 Low. [online] Available at: https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low.
Picture Reference:
Nike.com. (2022). Nike x Billie Eilish AF1 Low. [online] Available at: https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low.
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Purpose, why is it so in trend?
What is a brand without a purpose? What are people without qualities? Identity-less. Brands require to be seen as though they’re life-like, as though they’re a living-entity, this is the route for successful management in the fashion industry (Mitterfellner, O., 2023). Corresponding to how people need a purpose, it is prerequisite for fashion brands to acquire and publicise theirs – for the majority, this purpose is money. This simplistic view, however, is diminished with an influential generation such as Gen Z substantially impacting the fashion industry, making it essential for businesses to reevaluate their values to appeal to the generation which prioritises morals over money.
The significance which brand philosophy holds
Brand philosophy is made up of; a brands purpose, its concept of its future and how it overpowers its competitors – also labelled as mission, vision and values. Primarily, brands which develop an ethical brand purpose gain more traction and therefore more consumer interaction, leading to a rapid growth in success by 30% (Unilever, 2020). Consumer attention ultimately relies on the public portrayal of a brand, the clarification of its true purpose and whether or not it resonates with the consumer’s beliefs. An accomplished brand’s mission relies on the two foremost things which constitutes the emerging fashion industry – the planet and its people, the planet is in demand of a circular economy to survive, and the people desire inclusivity, diversity and transparency (McKinsey & Company, 2022). Stella McCartney is an exemplary brand which divulges its impactful brand philosophy, which can be found on the website http://www.stellamccartney.com/. McCartney communicates the main concepts of the the work ethic absorbed by the brand; being responsible, being transparent, and producing resolutions and executing these in sustainable practices. McCartney’s ethics conclusively acknowledges the values which compose brand philosophy, Katherine Hamnett is an additional brand which publicises its values on its website, https://katharinehamnett.com . Hammett has a page dedicated to sustainability and their commitments to it which has gained them vast amounts of appraisal and consequently consumer allurement.
How is purpose proclaimed to Gen Z?
Tiktok, YouTube, Instagram and Snapchat are the most habitually used social media platforms by Gen Z, according to Morning Consults survey, and this is the means to triumph the digital generation’s appeal. Cancel culture is a prominent tool used by Gen Z which exposes and curbs brands partaking in unethical practices, an example of the capability of cancel culture in more recent events is proven in the plummet of stocks of businesses funding Israel in the Palestine-Israel conflict. Brands such as Disney, H&M, Zara, Starbucks etc. funding the Gaza genocide opposes Gen Z’s moral principles and they have collectively formed to boycott these businesses, which led to a huge drop in stocks and even closure of some stores. To avoid being cancelled, several brands have taken to TikTok to communicate with Gen Z in a way which is familiar to them, to disclose their brand purpose and where they stand politically, economically and socially – as in 2022 36% of Gen Zers have revealed they prefer shopping from brands which share their same political and social views (Bump, P., 2022). “We are a generation for the people, and we tend to gravitate toward brands that align with beliefs similar to our own. If a brand can showcase that they stand with similar things we do, then they’re in a really great spot…” Madeline Skrovan, Arizona State University marketing student.
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khaled: You actually expressed it superbly.
PURPOSE
The purpose of something, in terms of fashion, can be defined as the reason for which a brand or a product is created. This pillar embodies a brand’s values, philosophy and culture which all originate from the most fundamental question — Why exist?
A brand’s philosophy comprises of mission, vision and value proposition. As the global consumption progress into Gen-Z-dominated, the shift in consumer’s values could potentially result in unadapted, ineffective marketing strategies. In a podcast from Mckinsey (2020), Finneman stated that Gen Z are “looking beyond tangible products”, in comparison to Gen X who say “I make a decision based on pure value or lower cost.”
It is crucial that businesses establish clear standpoint on political and social matters, given that Gen Z behold serious attention towards social and environmental ethics, as well as authenticity. According to Curry (2020), a 2018 survey from DoSomething shows that 67% of respondents would stop or consider to stop purchasing if a business engages in something conflicting with its values. As a result, businesses can no longer just scratch the surface with simply public statements, but actually invest in structural changes up to a level where Gen Zers consider them as “authentic”. Therefore, in order to engage in deeper connections with this generation, it’s necessary for marketers to promote authentic brand philosophy, delivered to consumers through transparent and sincere actions.
When it comes to delivering a brands’s purpose to Gen Z via social media, it’s hard to not mention TikTok, an app with 100 million active users in the U.S alone each month (Wilson, 2021). On this platform, infusing branded content into normal users’ content so they’re often indistinguishable could be a great advantage for those brands and influencers in partnerships. Case in point: Alix Earle, a young influencer who owns over 5 million followers, most known for her “Get Ready With Me” videos (Balis, 2023). Link on Alix’s TikTok profile directs users to website displaying her “personal favourites” (Fig 6&7), mostly beauty products. In relation to what Alix appeals to Gen Z — approachable and authentic, this new trend of obscure advertising has proven to be profoundly effective in attracting Gen Z consumers. Other than finding the most engaged influencer that resonates with the brand, marketers should also utilize advanced technology e.g algorithms to deliver brand philosophy, brand content and brand culture to consumers.
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Purpose
It is difficult to determine what exactly the purpose of fashion is—once we exclude the sociological and practical importance of covering up and protecting our body parts respectively, that is. Beyond said practical reason for the manufacture of garments, there lays an artistic one. Clothing and accessories signify to others what kind of people we are and what social status or traits we might possess. “It is fascinating how much we think we can guess about someone from his or her appearance—and frightening how often what we guess holds true.” (F. Corner, 2014)
Fashion represents an expression of one’s soul and affinities, and it may serve as a connecting point to people with a similar taste to ours. It is deeply ingrained in our lives; different cultures have individual fashion styles depending on which part of the world they inhabit. The most simplistic purpose of fashion is communication.
“We evolve a language of clothes just as we evolve speech patterns, trying out new clothes the same as we try out new words.” (F. Corner, 2014)
Aligning with the values and visions of their customers is essential for brands, especially nowadays, when the importance of sustainability, of the impact on the environment and of fair treatment of factory workers is greater than ever, as the fashion industry crisis is getting worse each day. Customers appreciate transparency and expect brand philosophies to speak to them directly. They are looking for value in the products they purchase and invest in, rather than mere quantity, as people try to be more mindful about spending their money and the ways they are spending it.
Generation Z is a very different consumer compared to previous generations, and brands must adjust.
“Gen Z is a generation that tends to value authenticity, transparency and individuality. They have grown up in a world where they are constantly exposed to a plethora of information and are often quick to spot anything that appears to be fake or disingenuous. They can make or break a brand’s reputation. In today’s world, marketing is no longer about merely selling products; it is more about selling a brand’s story and connecting with the customers on a deeper emotional level.” (Forbes, 2023)
Bibliography:
- Corner, F. (2014) ‘Chapter 67’, in Why fashion matters. London, United Kingdom: Thames & Hudson, pp. 91–91.
- Corner, F. (2014) ‘Chapter 81’, in Why fashion matters. London, United Kingdom: Thames & Hudson, pp. 109–109.
- Figure 1, Shkraba, A. (2022) Millennial fashion tips: Outfit ideas for those who like to keep style fuss-free, Hindustan Times. Available at: https://www.hindustantimes.com/lifestyle/fashion/millennial-fashion-tips-outfit-ideas-for-those-who-like-to-keep-style-fussfree-101661414300561.html (Accessed: 30 October 2023).
- Anderson, M. (2023) Council post: Connecting with gen Z: Effective strategies for brands, Forbes. Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2023/05/05/connecting-with-gen-z-effective-strategies-for-brands/ (Accessed: 30 October 2023).
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khaled: You actually expressed it superbly.
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Katarina Paksiova: Thank you
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Purpose
A brand’s philosophy, comprising its mission, vision, and value proposition, serves as its guiding compass in the competitive landscape of the business world. The mission statement articulates the brand’s purpose, outlining its fundamental reason for existence. It answers the question of ‘why’ the brand does what it does. The vision statement paints a picture of the brand’s aspirations and long-term goals, providing a clear direction for its growth and evolution. Lastly, the value proposition outlines what sets the brand apart, highlighting the unique benefits it offers to consumers.
A well-defined brand philosophy is crucial for several reasons. Firstly, it establishes a sense of purpose and identity, enabling consumers to connect with the brand on a deeper level. This emotional resonance fosters brand loyalty and advocacy. Secondly, it provides internal clarity and alignment among employees, ensuring that everyone is working towards a common goal. This sense of purpose can be a powerful motivator for teams. Finally, a strong brand philosophy acts as a differentiator in a crowded market, helping the brand stand out and resonate with its target audience.
Gen Z, characterized by their digital fluency and socially conscious outlook, requires a nuanced approach to brand communication. To effectively convey their purpose to this demographic, brands should employ the following strategies:
Authenticity and Transparency: Gen Z values authenticity. Brands should be transparent about their values, actions, and impact. This can be demonstrated through honest communication about sustainability efforts, ethical sourcing, and social responsibility initiatives.
Engagement through Digital Platforms: Given Gen Z’s heavy reliance on digital platforms, brands should leverage social media, influencer partnerships, and interactive content to convey their purpose. Engaging storytelling and visually appealing content can effectively capture their attention.
Involvement in Social Causes: Gen Z is passionate about social issues. Brands that actively participate in or support causes aligned with their values can garner significant support. This involvement should be genuine and backed by tangible actions.
Personalization and Customization: Gen Z appreciates personalized experiences. Brands can communicate their purpose by tailoring products, services, and messaging to individual preferences and values.
User-Generated Content and Co-Creation: Encouraging Gen Z to contribute their own content or ideas can create a sense of ownership and community around the brand’s purpose.Storytelling through Visuals and Video: Visual content is highly engaging for Gen Z. Brands should use images and videos to convey their purpose, highlighting the impact they have on communities, the environment, or societal issues.
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khaled: Very Good
Purpose
The purpose is one of the pillars of studying fashion business. Purpose in the fashion industry means while people establish a brand should have its purpose, which can help a brand run in the correct direction. When it comes to creative activities in particular, work cannot have direction or significance unless it serves a purpose. (Ventus, 2022) Ikigai is a module from Japan to help people to find out their purpose from many ways, “purpose can give an object life worth, meaning, or purpose.” (Gaines, 2020) As for the fashion industry, brand philosophy is an ideology for purpose, which includes mission, vision, and values.
First of all, brand philosophy refers to determining the way that a brand works ways, also is a belief for a company. For those brands who are very successful or famous, they all have a common peculiarity which is they know “who they are” very clearly. Also, have a common sense of being obsessed with influencing the way their audience perceives them to be perceived and experienced accordingly. (Stephen Houraghan, 2020) “A well-developed philosophy can become a powerful internal tool that the brand representatives can come together on and get behind.” (Stephen Houraghan, 2020) A brand philosophy usually includes a mission and vision, which represent the concept of a brand. A great and convincing mission can drive a company’s employees to become solidarity, which will support the company’s run in the long term.
Brand philosophy not only is internal but also external to customers. Shaping a unified image of the business can let customers feel being contributed. For example, Patagonia encourages its customers to purchase second-hand. They hope customers can feel participating in apart of saving the planet. (Andrew Weaver, 2022)
Gen Z is the latest generation, which means that communicating with them should be in a new way or the way that they are familiar. Spagnuolo mentioned in McKinsey’s interview that in the past few years, marketing has shifted already, as influencer marketing. The way that Gen Z access information is more from social media such as Instagram and YouTube. Therefore, the necessity of having influencers on YouTube and Instagram is the main way a brand reach Gen Z. (Finneman, Spagnuolo, and Rahilly, 2020) Also, increasing transparency, is one of the methods to connect with Gen Z. “There is an authentic spirit to Gen Z” (Finneman, Spagnuolo and Rahilly, 2020) Rather than a create a screenplay for marketing elaborately, Gen Z prefer authentic. Treat consumers as a friend while selling, not sell for the sake of selling.
Reference list:
Andrew Weaver (2022). Patagonia Encourages Shoppers to Buy Used Gear This Holiday Season. [online] Outside Online. Available at: https://www.outsideonline.com/business-journal/issues/patagonia-buy-less-demand-more-campaign/ [Accessed 29 Oct. 2023].
Finneman, B., Spagnuolo, E. and Rahilly, L. (2020). Meet Generation Z: Shaping the Future of Shopping | McKinsey. [online] McKinsey. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping [Accessed 29 Oct. 2023].
Gaines, J. (2020). The Philosophy of Ikigai: 3 Examples About Finding Purpose. [online] PositivePsychology.com. Available at: https://positivepsychology.com/ikigai/ [Accessed 29 Oct. 2023].
Stephen Houraghan (2020). What Is Brand Philosophy? [+How To Find Yours]. [online] Brand Master Academy. Available at: https://brandmasteracademy.com/brand-philosophy/ [Accessed 29 Oct. 2023].
Ventus, G. (2022). Building A Fashion Brand with A Purpose. [online] The Rosenrot | A Collection of Fashion Essays. Available at: https://the-rosenrot.com/building-a-fashion-brand-with-a-purpose/ [Accessed 29 Oct. 2023].
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Purpose Blog
THE PILLAR OF PURPOSE
The purpose of a brand is the “why” behind its existence and is bigger than just turning a profit. It defines the soul of the organisation and engages the consumers emotionally through a series of shared beliefs and solved problems, fostering in them a strong sense of brand loyalty.
Brand purpose is largely a product of the digital revolution, where the power of consumer opinion gave brands cause to listen and change. Now, they have to be so much more than the products they sell. A purpose-driven brand strives to improve society through the services and products it offers.
PHILOSOPHY BEHIND THE BRAND
An organisation’s mission, vision and values emerge from the foundation created by its philosophy.
The mission describes the brand’s purpose and what it aims to achieve. Values define the guiding principles that are important to it. The vision statement defines where they want those achievements to lead in the future.
Simply put: vision explains where your business is going, mission talks about what you’re doing to get there and your values are all about how you act along the way.
An important part of making a fashion product desirable for consumers is branding.
A brand, according to Kotler is “a name, term, sign, symbol, design or a combination of these, that identifies the maker or seller of the product or service” (Kotler et al. 2009, p.511).
Three reasons why a well-defined philosophy is very important for a Brand.
To bring the team together with a common vision, working towards the same goals, aligned with the brand’s culture.
To stand out from the crowd. Not every brand will have a clear vision, mission and set of values.
To attract and keep the consumers engaged. If people believe in the shared philosophy they will remain loyal to the brand.
While a brand’s core philosophies and values should remain constant they should be flexible to the needs of the ever-changing new world.
SOLVING THE GEN Z PUZZLE
As per statistics on Gen Z brand loyalty, more than 50% of Gen Z would switch from their favourite brand, if another brand were cheaper or of higher quality. 30% would “revert to their ‘go to’ brand for a new product or service” when making purchases, and a whopping 62% said they would check out other options, even if they have a favourite brand.
To more effectively connect with this demographic group, brands should consider creating content that resonates with their values and interests while being transparent and authentic in their messaging. Few other pointers to keep in mind while planning for Gen Z:
They’re very socially aware, so businesses should be thinking of ways to become a more responsible brand.
Gen Z switches between channels frequently, so businesses should implement an Omni channel strategy.
They tend to be much less attached to specific brands, instead preferring to shop around for the best deal.
Out of all the generations, they’re the most likely to shop via social media
Despite being the most online generation, Gen Z likes shopping in-store.
They like individualised shopping experiences that can be tailored to their personal preferences.
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khaled: good
khaled: gooood