Aarthy Selvachchandran

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Purpose, why is it so in trend?

Purpose, why is it so in trend?

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What is a brand without a purpose? What are people without qualities? Identity-less. Brands require to be seen as though they’re life-like, as though they’re a living-entity, this is the route for successful management in the fashion industry (Mitterfellner, O., 2023). Corresponding to how people need a purpose, it is prerequisite for fashion brands to acquire and publicise theirs – for the majority, this purpose is money. This simplistic view, however, is diminished with an influential generation such as Gen Z substantially impacting the fashion industry, making it essential for businesses to reevaluate their values to appeal to the generation which prioritises morals over money. 

The significance which brand philosophy holds

Brand philosophy is made up of; a brands purpose, its concept of its future and how it overpowers its competitors – also labelled as mission, vision and values. Primarily, brands which develop an ethical brand purpose gain more traction and therefore more consumer interaction, leading to a rapid growth in success by 30% (Unilever, 2020). Consumer attention ultimately relies on the public portrayal of a brand, the clarification of its true purpose and whether or not it resonates with the consumer’s beliefs. An accomplished brand’s mission relies on the two foremost things which constitutes the emerging fashion industry – the planet and its people, the planet is in demand of a circular economy to survive, and the people desire inclusivity, diversity and transparency (McKinsey & Company, 2022). Stella McCartney is an exemplary brand which divulges its impactful brand philosophy, which can be found on the website http://www.stellamccartney.com/. McCartney communicates the main concepts of the the work ethic absorbed by the brand; being responsible, being transparent, and producing resolutions and executing these in sustainable practices. McCartney’s ethics conclusively acknowledges the values which compose brand philosophy, Katherine Hamnett is an additional brand which publicises its values on its website, https://katharinehamnett.com . Hammett has a page dedicated to sustainability and their commitments to it which has gained them vast amounts of appraisal and consequently consumer allurement. 

How is purpose proclaimed to Gen Z?

Tiktok, YouTube, Instagram and Snapchat are the most habitually used social media platforms by Gen Z, according to Morning Consults survey, and this is the means to triumph the digital generation’s appeal. Cancel culture is a prominent tool used by Gen Z which exposes and curbs brands partaking in unethical practices, an example of the capability of cancel culture in more recent events is proven in the plummet of stocks of businesses funding Israel in the Palestine-Israel conflict. Brands such as Disney, H&M, Zara, Starbucks etc. funding the Gaza genocide opposes Gen Z’s moral principles and they have collectively formed to boycott these businesses, which led to a huge drop in stocks and even closure of some stores. To avoid being cancelled, several brands have taken to TikTok to communicate with Gen Z in a way which is familiar to them, to disclose their brand purpose and where they stand politically, economically and socially – as in 2022 36% of Gen Zers have revealed they prefer shopping from brands which share their same political and social views (Bump, P., 2022). “We are a generation for the people, and we tend to gravitate toward brands that align with beliefs similar to our own. If a brand can showcase that they stand with similar things we do, then they’re in a really great spot…” Madeline Skrovan, Arizona State University marketing student.

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  1. khaled: You actually expressed it superbly.

Profit: The new oxygen of life

Profit: The new oxygen of life

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Money, success, money, success and money again. Fashion is not just art, it is a business, and what is the fuel for every business? Money – which is gained by profit. Profit is the most predominant pillar of those which make up the fashion industry, it is an exigency for any business which endeavours success. Renovating and investing in new products can only be done once profit is turned, and for an industry such as fashion, with ever-changing trends, its accomplishment is based on profitability. 

Being one of the largest industries in the world, the revenue of the fashion industry stands at 1.53 trillion US dollars for 2022 and is forecasted to increase in 2023 to 1.7 trillion US dollars. (Smith, P, Statistica, 2023). In the UK, the industry was predicted to generate 58.5 billion British pounds in 2022. The significance of fashion for the global economy is proved in its workforce, out of the 430 million people in the global labour force, approximately 3.4 million work for the fashion industry. (Zippia, 2023). The varying sectors of the fashion industry makeup for its revenue, with US Women’s apparel generating the greatest amount – approximately 163 billion US dollars. (Smith, P, Statistica, 2023). External factors such as seasonal, environmental and economic greatly affect how the sectors of fashion perform e.g., the demand of loungewear is greater during colder seasons and piqued during the lockdowns due to COVID-19, (bbc.co.uk Covid – shoppers swap party clothes for loungewear) and therefore these sectors turn/turned the most profit due to the seasonal and environmental circumstances. 

A vital way of measuring a brands accomplishment is by assessing how they perform and cater to their audience during uncertain economic times. This is where several crucial business changes withhold responsibility in navigating the brand – increase in digital marketing tactics, modifying supply chains, reassessing product prices, distributing more consumer convenient products etc. For example, due to COVID-19, the economy was in a recession, the world went into lockdown and globally, everyone became more price-sensitive. In this instance, businesses; turned to social media platforms such as TikTok (which gained popularity during this stay-at-home period) to market their products, held vast sales to entice consumers who were cutting back on spending and sold more consumer convenient products such as loungewear. 

Creative vision and commercial reality. Art and business. The complex relationship between the two are challenging to bridge, but not impossible, as proved by luxurious fashion brands whose designers are influenced by artworks e.g., Versace, YSL, Gucci. The obligation of building a successful relationship between creativity and commerce lies with the creative director, who must acquire an unconventional artistic vision and knowledge of the logistics of business, and most importantly, have the ability to turn profit. The revenue figures must be high or the role of creative director will be filled in by another. (Mitterfellner O, 2023). In order to blur the lines between art and commerce, the creative directors must ensure that consumer requirements and preferences are met, market trends are understood and for the extra mile of success, ensuring the product makes it to runway and celebrity wardrobes gains traction and therefore maximises profitability. (Sharp, K, 2023). 

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  1. khaled: Nice

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People: Fashion is in the consumer’s hands

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Fashion depends on YOU. As people, we are the greatest weapon for the fashion revolution, due to our views of values developing for the welfare of society and our environment. The purpose of this blog is to dissect one of the 4 pillars essential for a successful fashion business, this particular pillar being people, specifically Generation Z’s impact on the ever-changing fashion industry. 

Generation Z’s impact on consumer lifestyle

The first generation to live with the internet as a part of their daily life, Gen Z – also referred to as postmillenials, zoomers or igen-ers – have conquered the expeditious, digital environment independently. (Katz, Roberta, ‘Gen Z Explained, The art of living in a digital age’, 2021). Born between 1966-2010, the young and sympathetic postmillenials are defined by change. They have never known a world without war, ranging from terrorism to protests again racism, and are constantly steering towards making society socially conscious and diverse. (Fromm, Jeff, ‘Marketing to Gen Z: The Rules for Reaching This Vast and Very Different Generation of Influencers’, 2015). How does this sum up Gen Z as consumers? Ever since COVID-19, social media platforms such as TikTok and Instagram have been a place to share issues facing society e.g. mental health, racism, homophobia etc, and due to the commiserative nature of Gen Z, they have gained a shared set of moral principles. The ‘woke’ generation are strong-willed and have shown their passion for their principles by supporting their beliefs with their everyday habits – shopping playing a vital part. They favour and praise brands and businesses which align with their morals and those which do not are condemned and shamed on social media. (McKinsey 2019). 

Alluring Gen Z to your brand

Key things that the postmillenials look out for in a brand are sustainability, inclusivity and authenticity. However, to gain the trust of this generation, one of the most esteemed standards is diversity. Some examples of how this can be carried out are; ensuring pay equity, using diverse models for advertising, catering your brand to provide for every one of every skin colour, gender, shape and sexuality’s needs. Studies and statistics show that brands with more diversity and inclusivity in their marketing strategies are more trusted and attract more consumers; 59% of consumers polled in the Facebook study said that brands that stand for diversity and inclusion in online advertising gain their loyalty and are preferred to brands which do not. A study performed by Unidays (the world’s leading student affinity network) states that Gen Z believes Nike is an example of a brand paving the way to the promotion of diversity. (Sheehan’s, Daniel, 2022). Some ways in which Nike strives for equity and diversity are; using diverse people in their advertising campaigns and their workforces, how their clothing sizes have evolved from typical plus-sized scales, selling activewear for those with disabilities, athletic hijabs on the market for Muslim athletes. 

To triumph in driving empathy with the socially conscious generation, brands must recognise the importance of the zoomer’s morals. Communicating equitably, publicising heterogeneity and being drivers of social change are not only ethically correct, but key people skills for a business to flourish. Generation Z are the solution for our societal immorality. 

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Planet: Fashion’s environmental impact

Planet: Fashion’s environmental impact

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First fashion, next doomsday. Ignorance to the carnage of our environment due to the fashion industry means the possibility of saving our planet is less likely. Continuing to be uneducated and believe that someone else will save our planet is the biggest threat to our environment. This blog is to educate you on the destruction fashion businesses are causing to our environment and how these issues are being overcome to aim towards a regenerative planet.

How does fashion lead to the collapse of our planet?

The supply chain is a sequence -which typically goes; production, use and disposal- of stages that aims to get designs from a mere idea to a finished product for distribution. These fashion supply chains ultimately cause the pollution of rivers and streams, global waste, dried up water sources, overfilling landfills etc. Statistics emphasise how destructive fashion waste has become, a study by Oxfam states that over 2 tonnes of clothing are bought each minute in the UK, and 11 million clothing items end up in landfill. (De Castro, O, 2021). Due to the consumption of fashion goods being popularised, they require mass production which introduced fast-fashion – the process of bringing high demand trends in stores quickly and selling them at a low cost. Fast-fashion leads to a variety of environmental issues, for example, energy is created for production processes through the use of natural resources -such as fossil fuels- and therefore release toxic emissions into the atmosphere. (Gwilt, A. 2020 A Practical Guide to Sustainable Fashion).  A well-known ethical issue caused by fast-fashion is the exploitation of employees in garment factories and the poor working conditions and pay they receive – sometimes as little as $26 a month. (Dr. Sheng Lu, University of Delaware, 2020). The list of wreckage that the exploitative, hazardous industry has caused and continue to do so is unfortunately endless, but on a more positive note, we can discuss what has been done, what is being done and what can be done to save our home.

How are industries striving towards sustainability?

The solution to end the world’s problems are ensuring all 17 sustainable development goals (SDGs) are being practiced, which can be viewed on the United Nations website. One SDG which we as a society can follow is ’Responsible consumption and production’, buying second hand, buying fewer but higher-quality garments, recycling, reusing and repairing clothes all lead to being responsible consumers. The circular economy is a prime example of a sustainable approach which businesses can be a part of to tackle global challenges, and is based on three principles; eliminate waste and pollution, circulate products and materials, regenerate nature. (Ellen MacArthur Foundation, EMF Report). What can fashion brands do to create a more circular system?  Offering garment repair, getting rid of polluting and non recyclable materials from the supply chain, creating high quality garments sold for its deserved price so those creating them are not underpaid etc.  An example of a brand which has greatly contributed to a circular economy is MUD Jeans,  jeans are made from 40% recycled denim, customers can recycle other brands of jeans, free repair services are provided and longer lasting, higher quality pieces are designed from lower-impact materials. We still have a while to go to extend the life of our Earth. However, by both businesses and consumers following the key factors in sustainable fashion, society can come together to tackle the demise of our planet and work towards an environmentally conscious future. 

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My favourite brand: Sabyasachi

My favourite brand: Sabyasachi

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Described as an ’International styling with an Indian soul’, Sabyasachi Mukherjee from Kolkata, India, is a luxury fashion designer who sells his merchandise using the world renowned label: Sabyasachi. Mukherjee had begun the building of his brand by borrowing his sister’s money – as his parents did not approve of his calling for fashion as it is culturally not considered a proper and well paid profession, making South Asian fashionmongers like myself relate to his story, and more determined to succeed in such a challenging industry. With his borrowed money, he opened up a store with a workforce of 3 employees and struggled to gain success for 5 years until he debuted at the Indian Fashion Week 2002, this brought him traction and caused his big break. Sabyasachi’s designs can now be seen in Bollywood and is sought after for bridal wear.

Being half Indian and growing up in the Western world, not seeing the appreciation and dealing with the discrimination of my culture, I was ashamed to parade my traditional clothes and jewellery. However, as Sabyasachi grew to fame and displayed the classical Indian style on diverse models, the culture was shared and open to everyone everywhere, and swiftly became adored by the public which sparked my pride in my culture. Through his promotion of the brand e.g. the elegant photoshoots flaunting his designs, the luxury designer made it the norm and trend to mix Western and Indian pieces in everyday wear.

To further praise his label, Mukherjee ensures his designs are based on the values of sustainability and ethical fashion, he hires over 3,000 traditional Indian artists to create his modern take on South Asian clothing. The variety of classical methods used in his textiles consist of; hand-dyeing, bandhani, gota patti (Indian embroidery) etc. Sabyasachi claims that ‘sustainability in fashion is not a luxury but a need for our future’ making him the pinnacle of Indian designers as – as unfortunate as it is – it is demanding to find ethical, luxurious and captivating fashion brands which follow the 4 main pillars required for a faultless brand.

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