Chuping Liang

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Purpose

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The purpose is one of the pillars of studying fashion business. Purpose in the fashion industry means while people establish a brand should have its purpose, which can help a brand run in the correct direction. When it comes to creative activities in particular, work cannot have direction or significance unless it serves a purpose. (Ventus, 2022) Ikigai is a module from Japan to help people to find out their purpose from many ways, “purpose can give an object life worth, meaning, or purpose.” (Gaines, 2020) As for the fashion industry, brand philosophy is an ideology for purpose, which includes mission, vision, and values.

First of all, brand philosophy refers to determining the way that a brand works ways, also is a belief for a company. For those brands who are very successful or famous, they all have a common peculiarity which is they know “who they are” very clearly. Also, have a common sense of being obsessed with influencing the way their audience perceives them to be perceived and experienced accordingly. (Stephen Houraghan, 2020) “A well-developed philosophy can become a powerful internal tool that the brand representatives can come together on and get behind.” (Stephen Houraghan, 2020) A brand philosophy usually includes a mission and vision, which represent the concept of a brand. A great and convincing mission can drive a company’s employees to become solidarity, which will support the company’s run in the long term.

Brand philosophy not only is internal but also external to customers. Shaping a unified image of the business can let customers feel being contributed. For example, Patagonia encourages its customers to purchase second-hand. They hope customers can feel participating in apart of saving the planet. (Andrew Weaver, 2022)

Gen Z is the latest generation, which means that communicating with them should be in a new way or the way that they are familiar. Spagnuolo mentioned in McKinsey’s interview that in the past few years, marketing has shifted already, as influencer marketing. The way that Gen Z access information is more from social media such as Instagram and YouTube. Therefore, the necessity of having influencers on YouTube and Instagram is the main way a brand reach Gen Z. (Finneman, Spagnuolo, and Rahilly, 2020) Also, increasing transparency, is one of the methods to connect with Gen Z. “There is an authentic spirit to Gen Z” (Finneman, Spagnuolo and Rahilly, 2020) Rather than a create a screenplay for marketing elaborately, Gen Z prefer authentic. Treat consumers as a friend while selling, not sell for the sake of selling.  

Reference list:

Andrew Weaver (2022). Patagonia Encourages Shoppers to Buy Used Gear This Holiday Season. [online] Outside Online. Available at: https://www.outsideonline.com/business-journal/issues/patagonia-buy-less-demand-more-campaign/ [Accessed 29 Oct. 2023].

Finneman, B., Spagnuolo, E. and Rahilly, L. (2020). Meet Generation Z: Shaping the Future of Shopping | McKinsey. [online] McKinsey. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping [Accessed 29 Oct. 2023].

Gaines, J. (2020). The Philosophy of Ikigai: 3 Examples About Finding Purpose. [online] PositivePsychology.com. Available at: https://positivepsychology.com/ikigai/ [Accessed 29 Oct. 2023].

Stephen Houraghan (2020). What Is Brand Philosophy? [+How To Find Yours]. [online] Brand Master Academy. Available at: https://brandmasteracademy.com/brand-philosophy/ [Accessed 29 Oct. 2023].

Ventus, G. (2022). Building A Fashion Brand with A Purpose. [online] The Rosenrot | A Collection of Fashion Essays. Available at: https://the-rosenrot.com/building-a-fashion-brand-with-a-purpose/ [Accessed 29 Oct. 2023].‌

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Profit

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Profit is one of the significant factors in the fashion industry. Whatever which industries, profit factor can determine many things or even might change the life of a brand. When talking about sustainability in fashion with profit, it is an important component that people should deliberate on as it will affect the whole supply chain in the industry.

It is well known that the fashion industry is one of the biggest industries in the world. As the data from Statista shows the UK apparel market was predicted to generate slightly under 58.5 billion British pounds in revenue in 2022, a slight down from the previous year. (Smith, 2022)

There are many key factors in the fashion industry, such as fashion design and manufacturing, fashion retailing, and fashion marketing. In the first quarter of 2023, the hottest product was a Uniqlo shoulder bag. (Q1, Lyst Insights, 2023) The biggest reason why this product became popular is using social media – TikTok is this intangible medium to gain attention. Or using the power of a celebrity or pop star. In Q2 Loewe became the first hottest brand in the fashion industry, overall, it increased 19% searches. (Q2, Lyst Insights, 2023) As the brand’s exposure grew, such as Kylie Jenner’s wearing a top from Loewe, increased the attention of people of this brand. Fashion chosen by celebrity might lead the related brand to become popular albeit released many years ago, such as Loewe basket bags.

The pandemic since 2019, the global market not only has reeled, but also many unpredictable issues happened. Although the economic has been experiencing a recovery period, inflation still is a big problem for the fashion industry. Rising energy and grocery prices would reduce consumer demand, causing consumers to cut back on their fashion purchases or switch to less expensive options. Therefore, it can adjust to the growing complexity by modernizing their operational models and altering its supply chain, sales channel, and digital marketing tactics. For example, to overcome the uncertainties and recessionary threats that lie ahead in 2023, fashion firms will need to make careful planning. (McKinsey, 2022)

Creative directors play a significant role in a fashion brand and can connect the fashion information with consumers. Creative directors as a communication bridge to help the design team to deliver fashion information to society, for instance, creative directors will be responsive the fashion show with designers which is the main fashion information is access way. What’s more through learning from books which took Karl Lagerfeld was an example. Mainly showing the development of a fashion collection from concept to runway is a key responsibility for the creative director and his team, with a focus on unique textiles and artisans. (Mitterfellner, 2023)

Reference list:

Lyst Insights. (2023a). The Lyst Index: Fashion’s Hottest Brands and Products Q1 2023. [online] Available at: https://www.lyst.com/data/the-lyst-index/q123/ [Accessed 20 Oct. 2023].

Lyst Insights. (2023b). The Lyst Index: Fashion’s Hottest Brands and Products Q2 2023. [online] Available at: https://www.lyst.com/data/the-lyst-index/q223/ [Accessed 20 Oct. 2023].

McKinsey (2022). State of Fashion | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion#/ [Accessed 22 Oct. 2023].

Mitterfellner, O. (2023). Luxury Fashion Brand Management and Sustainability. 1st ed. Taylor & Francis Group: Mastering Fashion Management.

Smith, P. (2022). Topic: Apparel market in the UK. [online] Statista. Available at: https://www.statista.com/topics/3348/apparel-market-in-the-uk/#topicOverview [Accessed 21 Oct. 2023].‌

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People

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“People” is one of the significant pillars of fashion sustainability study. The fashion industry is moving towards being more socially responsible and actively pursuing sustainable practices, those industry participants play an important role in sustainability development. This pillar emphasizes people who are involved should have fair welfare, a safe environment, and ethical treatment. (Londrigan and Jenkins, 2018, pp.48) While considering diversity and inclusion, that should not be stuck in a frame, which can include a wide range of perspectives. 

First of all, as described from McKinsey & Company “Gen Z are called “digital native”—the first generation to grow up with the internet as a part of daily life.” (McKinsey, 2023) As Bo Finneman mentioned in the interview Gen Z have different value from previous generations. (Finneman, Spagnuolo, and Rahilly, 2020) This new generation is more care about self-expression. Finneman proposed that Gen Z “want to be themselves and that’s where they find their security.” (Finneman, Spagnuolo and Rahilly, 2020) Take buying fashion items as an example, they always looking for something special and can represent themselves. However, in previous generations who consider the garment they choose to represent the brand rather than themselves. 

Due to the development of society, Gen Z seems like born with screen-social talent and curiosity about new things. An interview with McKinsey mentioned that Gen Z has an idiosyncrasy which is seeking truth, and is always willing to spend money on something that they believe. (Finneman, Spagnuolo, and Rahilly, 2020) If a brand appearance has a unique and true IP story behind the brand, that would be highly attractive to a consumer group of Gen Z. 

Also, Gen Z always are drawn attention to new things. For example, in earlier days, a London local designer brand called “Jaded London”, posted an event on Instagram about their pop-up shop. Many of their fans or passers-by visit their shops with curiosity.

Rihanna’s Fenty brand is a wonderful example of behavior toward diversity, in an article mentioned quote about Rihanna said, “The only thing I could think about was including everyone”. (McKinnon, 2021) Her brand Savage X Fenty uses unusual forms that invite different types of models to show off products. For instance, pregnant or lactating mother, older, plus-sized. Each of them represents the products of diverse collections, that let people believe in diverse services not just lip advertise. 

Reference list：

Finneman, B., Spagnuolo, E. and Rahilly, L. (2020). Meet Generation Z: Shaping the future of shopping | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping#/ [Accessed 13 Oct. 2023].

Londrigan, M.P. and Jenkins, J.M. (2018). Fashion supply chain management. New York: Fairchild Books, An Imprint Of Bloomsbury Publishing Inc, pp.41–60.

McKinnon, T. (2021). How Rihanna’s Fenty Brand is Leading in Diversity & Inclusion. [online] Indigo9 Digital Inc. Available at: https://www.indigo9digital.com/blog/fentydiversityinclusion [Accessed 13 Oct. 2023].

McKinsey (2023). What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z [Accessed 13 Oct. 2023].‌

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Planet

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–       Nowadays, luxury is not only a typical description for high jewelry or garments from expensive brands but also can be used for describing resources. The fashion industry as known is one of the largest industries in the world. However, it also is the second most polluting industry in the world. Almost every part of the fashion industry might harm the planet, such as from production to distribution. For instance, an investigation from Columbia University, that found cotton production consumes a large amount of water. And microplastic pollution as plastic fabric production. (Cho, 2021) People should be aware that the resource on the planet is limited.

–       European parliament explained that “circular economy is a model of production and consumption”, which is aimed to extend the life cycle of products. (European Parliament, 2023) As Gwilt. As mentioned in the book, there are five main stages of a fashion garment’s life cycle: design, production, distribution, use, and end-of-life. Fashion designers play a significant role in the whole life cycle, as should consider whether all the resources can be recycled or biodegradable. In Gwilt’s book, chapter one said most textile waste will be discarded into landfills or incinerated. Gwilt (2020). Therefore, the fabric that the designer uses should be considered can be recyclable or when incinerated will not produce harmful gases to reduce the most impact.

–       Nowadays, fast fashion and other niche design brands are growing rapidly. People easily get cheap and nice fashion products, resulting in many a way fashion product becoming disposable. For instance, people might only wear few times, then no longer use them anymore or just throw them which leads to textile waste. Therefore, not only fashion designers should consider how sustainable garments are designed but also as a consumer should be aware that a lifecycle of fashion products is recyclable or reusable. In order to reduce the negative impact while producing products, people prefer using natural or biodegradable ingredients. This type of material does not use any herbicide or fertilizer and uses less water and energy efficiency to save resources as well.

–       There are 17 goals in SDG in total, many of which can be relevant to and impact the fashion industry. Take goal 13 as an example, which is climate change. From some perspectives, the fashion industry is accelerating climate change and plastic pollution. As the Greenpeace website mentions overproduction was the main reason for fuel climate change and plastic pollution. (Abelvik-Lawson, 2023) Nowadays, although there are many recyclable fabrics or new technology fabrics in the market, polyester still is the most commonly used one. However, this type of fabric is made from plastic, and it cannot be broken down or recycled which results in plastic pollution.

Bibliography

Abelvik-Lawson, H. (2023). How fast fashion fuels climate change, pollution and violence. [online] Greenpeace UK. Available at: https://www.greenpeace.org.uk/news/fast-fashion-climate-change-pollution-violence/.

Cho, R. (2021). Why Fashion Needs to Be More Sustainable. [online] State of the Planet. Available at: https://news.climate.columbia.edu/2021/06/10/why-fashion-needs-to-be-more-sustainable/.

European Parliament (2023). Circular economy: definition, Importance and Benefits | News | European Parliament. [online] www.europarl.europa.eu. Available at: https://www.europarl.europa.eu/news/en/headlines/economy/20151201STO05603/circular-economy-definition-importance-and-benefits.

Gwilt, A. (2020). A Practical Guide to Sustainable Fashion. Bloomsbury Publishing.

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