PURPOSE PILLAR

Purpose Pillar in Fashion Sustainability represents the ethical value of the brand and what it brings to the world, does it bring any benefits to the society and environment while meeting target consumers’ needs? Purpose for a business means understanding the emotional needs of customers, as frequently the decisions on purchasing an item are emotionally–based, trying to perform better than the competitors by providing higher service or broader products selection and doing something good for the society and the planet. 

The importance of having a certain purpose, as well as the mission and the vision of the brand, is essential for any major business. The quote by Fromm (2019) illustrates this point clearly: “Purpose-driven brands are winning consumers’ hearts and investors’ wallets. This means that knowing why the brand exists and why it stands out from the rest, clearly demonstrating that to the target market and proving the statements with actual actions is exactly what is required from the fashion brands nowadays. Turning into an advantage for the firm purpose creates the connection of the business with its consumers, which is significant for Gen Z especially. Starting from the fact that this generation is the largest consumer in the world at the current time, meaning that understanding its preferences regarding purchasing clothing and accessories have to be the main course for the firm. Moreover, brands should avoid treating their purposes with only the market-driven approach, as the generation expects brands to be playing a more active role in helping the environment and to be trustworthy about what is stated in the mission, e.g. not only providing various charts with future targets for helping the environment, but taking steps to achieve those targets. Another point is that Gen Z is looking for uniqueness in brands, so that it can make them stand out from the crowd and be different due to the inspiring brand actions at every level. Brands have to stand for something to be loved and the products to be bought (McKinsey, 2020).  

The brands can easily reach Gen Z with the use of social platforms. Creating brand stories for mobile consumption can attract Gen Z while scrolling through their phones. Gaming environment is another area as it is not just for “gamers” anymore. It’s the place where people connect with each other, creating certain experiences and even cultures (Wilson, 2021). Fashion brands can collaborate with platforms like Discord or Twitch for proper communication of their purposes. 

Meet Generation Z: Shaping the future of shopping (2020) McKinsey & Company

Where Brands Are Reaching Gen Z (2021) Sara Wilson

How the Best Brand-Influencer Partnerships Reach Gen Z (2023) by Janet Balis

Gen-Z And The Three Elements Of Purpose Brands (2019) Forbes 

Cross, P., Fromm, J. (2019) The Purpose Advantage: How to Unlock New Ways of Doing Business