purpose

For Claire Distenfeld, the purpose of fashion is a way of synchronizing the inside and outside. Nick Remsen made a similar statement: “I hope that fashion, as something abstract, ideal, or conceptual, at least inspires an idea, an idea that resonates” (Leandra, 2018 ). Generation Z consumers express their inner selves by choosing brands or products that share their values. Therefore, the design philosophy and purpose behind the brand must be effectively communicated to the public. When consumers understand the purpose of a brand, some people who resonate with it will be willing to pay for the values they identify with.

As more and more people pay attention to sustainable development, the strategies of circular economy and sharing economy are adopted by more brands. According to Alison Gwilft (2020) there are three main factors for a circular economy: “Design to avoid waste and pollution; preserve products and materials in use; regenerate natural systems.” For example, A.BCH uses renewable, organic and recycled materials to create Its product range avoids the waste of energy and materials, and when the clothes reach the end of their life cycle, customers can return them to A. BCH is effectively recycled(Joanne, 2020). This kind of design can achieve the purpose of circular economy and attract more ethical Generation Z consumers.

The sharing economy is an economic system based on individuals and companies sharing property and services with each other. Hurr provides a platform for this, and consumers can enjoy fashion by renting (Emily, 2022) instead of buying a large number of items to catch up with the trend. The brand benefits gained from reducing production can also be used to improve the life cycle and sustainability of products. When consumers understand that the brand wants to have a positive impact on the environment by reducing pollution and resource depletion, it will be very attractive to those who care about environmental impact (CERTILOGO, 2023).

Brand philosophy is the cornerstone of corporate values, ethics, and principles, which define the overall atmosphere and culture of the organization. A company with a good brand philosophy occupies a superior position in the market and customer psychology (Hitesh, 2023). And it helps attract employees and consumers who share a similar vision, bringing positive impact and profits to the brand. In order to attract new Generation Z consumers, brands should effectively express their idea and purpose to them. The place where they contact consumers is crucial. Social media and brand websites are the best places to communicate Generation Z (Jeremy, 2021).