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.