Purpose

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.