November 2023

Purpose

Purpose

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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

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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

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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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  1. khaled: gooood