Purpose
Purpose constitutes one of the four pillars of sustainability and it refers to the aims that different businesses have for their brand. Many fashion brands place significant emphasis on purpose, such as their commitment to trust and demonstrating loyalty to their customers. A well-defined purpose for brands not only provides insight into their values but also allows individuals to acquaint themselves with the brand’s identity, even without getting into the physical products. Brands should consistently maintain a clear focus to foster recognition and growth. Additionally, marketing skills are extremely importance for brands to target the right audience and gain global recognition while distinguishing themselves from competitors.
Brand philosophy surrounds the mission, values, vision, and proposition, and its significance lies in its role in decision-making for brands and in offering guidance for continuous improvement. Mission plays a pivotal role by setting out tasks and responsibilities for the brand in the coming years, detailing the ‘how’ of their operations. Defining brand values is essential, as it offers a distinct voice that must be consistently listened to. Having a vision sets targets and acknowledges the potential impact on the brand. Proposition is vital in comprehending the impressions and sentiments individuals hold about the brand during their first interaction with it.
Generation Z, the second youngest generation, they are born between 1996 and 2010. Growing up with widespread internet access, they have become used to doing various activities online, including shopping, socializing, and work. The COVID-19 pandemic further solidified their online presence, as many Gen Z members had already adapted to online schooling and shopping.
To effectively communicate their purpose to Gen Z, brands often collaborate with influencers and celebrities, as these figures hold significant sway over Gen Z’s purchasing decisions. Gen Z values brands that champion diversity and inclusivity, favouring those that reflect their own experiences and the world around them. This inclusivity makes Gen Z feel recognized and integrated into the broader societal landscape. In addition, brands should leverage platforms like TikTok, Instagram, and YouTube, which are the most popular among Gen Z. To capture their attention, brands should tailor their advertising and marketing strategies to align with the unique and appealing content preferences of this demographic.
References:
Why Mission And Value Statements Matter (forbes.com)
Brand vision: what it is and how to identify it | SurveyMonkey
Connecting With Gen Z: Effective Strategies For Brands (forbes.com)