Tianrui Li

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purpose

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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).

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  1. khaled: good

Profit

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To build a successful fashion industry, making your products profitable is a must (WHYTT, n.d.). According to McKinsey’s 2017 fashion report, the fashion industry drives the global economy and is one of the most important industries in the world (fashion united, n.d). As a prominent segment in the fashion industry, the clothing market covers a variety of clothing, such as sportswear, value clothing, and luxury goods. The two brands NIke and LVMH are the largest companies in this market, each with a market value of more than 100 billion US dollars (P. Smith, 2023).

In the past two years, the outbreak of COVID-19 has led to a global economic recession, which has greatly affected the development of the fashion industry. According to the analysis of two reports from Euromonitor and McKinsey, before the pandemic, the fashion industry’s global revenue was approximately between 1.7 trillion and 2.5 trillion US dollars. Therefore, the sudden change in the environment has caused most fashion and clothing Industry revenue fell by 20% (fashion united, n.d). In uncertain economic times, build content based on changes in the environment to analyze possible changes in customer behavior, refer to the data obtained from the survey to predict what customers want to do, and take marketing measures (Erik, 2020). In the first year of the epidemic, some merchants who responded quickly took action immediately, started online sales, and gained priority competitiveness. According to the latest report released by ARTS in 2020, e-commerce sales increased by US$24.4 billion, or 43%, during the year, exceeding US$800 billion. On the other hand, psychologically, consumer loyalty is also crucial. Link the brand with the brand attributes of stability, consistency, commitment and longevity, improve the trust between consumers and the brand, and allow customers to Always choose your brand, which helps keep profits stable during uncertain economic times. Half of the world’s ten most popular brands are nearly a century old (Mayumi, 2022).

In an effort to bridge the gap between creativity and commerce, Amy Whittaker said the collaboration was a shrewd move (Meaning team, 2018). Fashion brands’ cooperation with different industries allows them to create more competitive advantages and attract more consumers from different fields to create profits; for example, the cooperation between Balenciaga and “Harry Potter” is a very successful one Marketing strategy. On the other hand, it is also an innovative method for designers to understand wearer feedback in a more direct way and co-design with consumers (Hethorn & Ulasewicz, 2015).

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People

People

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“People” are one of the most diverse and closely discussed areas in the relationship to sustainable fashion. The fashion industry is made up of several key players, as brands, designers, manufacturers and consumers, who have opinions and interests that influence sustainable practices. (Michael P. & Jacqueline M, 2018). As the largest generation, Generation Z, which accounts for about 25% of the world’s population, is called by BOF Insights to be the first indigenous people to grow up in the age of the digital environment. Because of this, compared with previous generations, they ignore fixed rules and ideas, are full of liquidity, and their astonishing purchasing power of about 360 billion US dollars is having a huge impact on the world’s culture and economy (Benjamin, S.& Diana, L).

According to a survey of American Gen-Zers in BOF, fashion is their favorite entertainment category to spend money on, so for the fashion industry, the behavior of these young consumers is crucial to the success of the brand (Benjamin & Diana, 2022) .From the example given by TOMS, we know that consumers think that helping others through purchases will make them feel good, so they are willing to pay for the values they agree with. In order to attract the attention of Generation Z, brands will establish a good reputation for themselves. Corporate reputation and sense of ethics (Michael P. & Jacqueline M, 2018). Warby Parker also responded to this. In addition to providing designer glasses at reasonable prices, it is also committed to serving people with visual impairments but no ability to purchase products (Michael P. & Jacqueline M, 2018).

In addition, the brand’s inclusivity and diversity are also measures that can successfully attract people (Tracy & Fernanda, 2018). Since Fenty Beauty, the brand founded by Rihanna, launched 40 shades of liquid foundation in the fall of 2017, many All four cosmetics brands have begun to rush to expand their series to ensure that their foundations are suitable for consumers’ different skin tones to the greatest extent possible (Chery, 2018). At the same time, Rihanna’s much-watched fashion show “Savage x Fenty Vol. 3”, as an example of sustainable ethical enterprises and diverse products, invited models of different skin colors, ages, and body types to showcase their underwear series, among which Pregnant, physically disabled models and male models are also included, and male basics are also added to the brand’s classification (Kellie, 2022).

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Planet

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The production, use and disposal of fashion clothing have wide-ranging impacts on the environment, economy and society, and there has been significant growth in mass-produced fashion as consumers purchase fashion goods without restraint(Gwilt, 2020). It is precisely because of concerns about the impact and destruction of large-scale production and preferential clothing prices on society that since the 1960s, people have gradually begun to pay attention to finding more environmentally friendly production and consumption methods, and began to propose “sustainable development” this new concept(Gwilt, 2020).

For the fashion industry, responsible consumption and production among the 17 2030 Sustainable Development Goals set by the United Nations are closely related to it(United Nation, ed), because it just reflects the excessive consumption of fashion by consumers and excessive production by manufacturers in the current society. In order to gain more profits quickly, one party mass-produces some low-quality but cheap ready-made clothes, resulting in a short life cycle of the product. Sustainable development requires the industry to be responsible for the production of its own products. In response, Jean-Noel Kapferer, an authority on luxury goods management, pointed out that products in the luxury goods industry must ensure high-quality production, and strive to add brand value on this basis. Let consumers think carefully before making a decision when faced with high prices(Olga, 2023).

The other side is obsessed with buying cheap and throwing it away after a short period of time. While such wasteful manufacturing methods are a major contributor to the vast amounts of textile waste, premature disposal of fully functional garments and consumers’ lack of repair and alteration skills are also one of the factor(Gwilt, 2020). According to an analysis of a pair of hand-woven cotton work pants from the 18th century in the Costume Collection of the University of Rhode Island. Most people at that time only bought a small amount of clothing for themselves. According to the changing trends of fashion, women would self-modification of clothing and repeated repairs have achieved the purpose of extending the service life of clothing (Janet&Connie,2015).

At the same time, more and more designers are beginning to follow the concept of sustainable development from all aspects of fibers, fabrics and production methods to make more environmentally friendly and ethical improvements. In order to cooperate, Katharine Hamnett launched her own brand, committed to fulfilling the principles of “sustainable development”, complying with REACH dyeing and water treatment standards, and making more environmentally friendly clothing(Gwilt, 2020).

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WechatIMG2335

My favorite fashion brand

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Chanel

Created by: Coco Chanel

Creation time: 1910

Place of creation: France

Design style: Whether it is clothing, accessories, leather goods or cosmetics and perfumes, Chanel has created a noble, exquisite, independent and free image of women. Simple but gorgeous. Compared with clothing silhouettes such as A-type or Elements like camellias and prismatic grids keep it feminine.

Product development sequence：Hat (1910)— Woman’s dress (1913)—Perfume (1921)—Makeup (1924)—Skincare (1927)—Costume for Hollywood superstars (1931)—Diamond jewelry exhibition (1932)—Bag (1955)—Shoe (1957)—Haute couture (1978)—Men’s perfume (1981)—Watch (1987)—Fine Jewelry Store (1993)—Men’s Wear (2005)

Why are the prices of Chanel getting higher and higher, but more and more people still want to buy them?

Chanel as a luxury brand with a long history, has its own creative concept and positioning. The free, independent and classic style attracts many consumers. As the brand accumulates popularity, the brand value is getting higher and higher. Customers’ brand loyalty is getting higher and higher with the development of time. Chanel also has its own target customer group.

In order to cater to the psychological needs of high-end customers and maintain their sense of scarcity. Although the price increase has dissuaded some entry-level customers, judging from the multiple rounds of price increases, the higher the price, the easier it is to sell. The number of loyal high-end users of the Chanel brand is only increasing.

The designs of many Chanel styles can withstand the test of time and the market. No matter how many years have passed, many styles are still loved and pursued by the public and have become classics.

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