Purpose

The final idea on one of a fashion business’s four pillars is purpose. A business that has a clear brand objective will have an easier time standing out in the competition. “Strategically targeting, positioning, aligning and executing a portfolio, product or service in a way that benefits society” is what a purpose brand promises to do (Purpose Brand). In order to draw in customers and foster a strong sense of brand loyalty, it also makes use of a significant emotional connection.  

Values, moral standards, and guiding concepts that establish a brand’s general tone and culture as well as its business procedures are known as brand philosophy. Every brand will communicate its vision, mission, and value proposition. A vision statement describes what the brand is looking for in terms of accomplishing its objective, whereas a mission statement often explains what you are aiming for. As previously said, a vision statement is a statement of goals and objectives for the brand’s future. For instance,”Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow” is stated in Starbucks‘s vision statement (Starbucks, 2008). Additionally, brand values are significant and workable concepts that articulate the company’s tenets. For instance, Patagonia’s core values are building the best product, honesty, fairness, conservation of nature, and freedom from convention, help the company draw in clients who share these beliefs. The “Don’t Buy This Jacket” advertisements from Patagonia advise customers to think about the environmental effect of their decisions (Gwilt, 2014).  

In today’s society, Gen Z makes up the bulk of the target market for many companies. Since these individuals are digital natives, building an emotional bond is essential. Brands should stress authenticity, transparency, and diversity in order to express Gen Z’s purpose; hence, businesses should be inclusive and genuine in their communications. More than 69% of consumers in the UK, according to the poll, want firms to openly communicate their positions and activities on social and political topics (Litman, 2023). At the same time Generation Z places a strong emphasis on diversity and inclusion and expects to see themselves and their peers in the brands they interact with. Effective techniques include social media, user-generated material to create a feeling of community, and entertaining, shareable content like Wendy’s tweets. It’s crucial to forge enduring relationships by supporting Gen Z ideals, such as those found in Patagonia’s environmental initiatives (Anderson, 2023). 

Reference List:  

What Is Purpose Branding? (no date b) Purpose Brand. Available at: https://purposebrand.com/about/purpose-branding/ (Accessed: October 29, 2023). 

Our Mission （2008） Starbucks Archive. Available at: https://archive.starbucks.com/record/our-mission (Accessed: October 29, 2023). 

Our Core Values （no date b） Patagonia. Available at: https://eu.patagonia.com/gb/en/core-values/ (Accessed: October 29, 2023). 

Gwilt, A. (2014) 

Anderson, M. (2023) “Connecting With Gen Z: Effective Strategies For Brands,” Forbes, 5 May. Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2023/05/05/connecting-with-gen-z-effective-strategies-for-brands/?sh=2bd90e5d1bab (Accessed: October 29, 2023). 

Litman, R. (2023) “FOR GEN ZERS, BRAND PURPOSE MEANS HELPING US IMPACT THE WORLD,” AdAge, 2 August. Available at:  https://adage.com/article/opinion/gen-zers-brand-purpose-means-helping-us-impact-world/2506546#:~:text=Among%20Gen%20Zers%20surveyed%2C%20more,a%20charitable%20or%20giveback%20mission. (Accessed: October 29, 2023).