Kimaya Pasricha

About Kimaya Pasricha

Posts by Kimaya Pasricha:

1643708458228

Purpose Blog

⋅

THE PILLAR OF PURPOSE

The purpose of a brand is the “why” behind its existence and is bigger than just turning a profit. It defines the soul of the organisation and engages the consumers emotionally through a series of shared beliefs and solved problems, fostering in them a strong sense of brand loyalty.

Brand purpose is largely a product of the digital revolution, where the power of consumer opinion gave brands cause to listen and change. Now, they have to be so much more than the products they sell. A purpose-driven brand strives to improve society through the services and products it offers.

PHILOSOPHY BEHIND THE BRAND

An organisation’s mission, vision and values emerge from the foundation created by its philosophy.

The mission describes the brand’s purpose and what it aims to achieve. Values define the guiding principles that are important to it. The vision statement defines where they want those achievements to lead in the future.

Simply put: vision explains where your business is going, mission talks about what you’re doing to get there and your values are all about how you act along the way. 

An important part of making a fashion product desirable for consumers is branding.

A brand, according to Kotler is “a name, term, sign, symbol, design or a combination of these, that identifies the maker or seller of the product or service” (Kotler et al. 2009, p.511).

Three reasons why a well-defined philosophy is very important for a Brand.

To bring the team together with a common vision, working towards the same goals, aligned with the brand’s culture.

To stand out from the crowd. Not every brand will have a clear vision, mission and set of values.

To attract and keep the consumers engaged. If people believe in the shared philosophy they will remain loyal to the brand.

While a brand’s core philosophies and values should remain constant they should be flexible to the needs of the ever-changing new world.

SOLVING THE GEN Z PUZZLE

As per statistics on Gen Z brand loyalty, more than 50% of Gen Z would switch from their favourite brand, if another brand were cheaper or of higher quality. 30% would “revert to their ‘go to’ brand for a new product or service” when making purchases, and a whopping 62% said they would check out other options, even if they have a favourite brand.

To more effectively connect with this demographic group, brands should consider creating content that resonates with their values and interests while being transparent and authentic in their messaging. Few other pointers to keep in mind while planning for Gen Z:

They’re very socially aware, so businesses should be thinking of ways to become a more responsible brand.

Gen Z switches between channels frequently, so businesses should implement an Omni channel strategy. 

They tend to be much less attached to specific brands, instead preferring to shop around for the best deal.

Out of all the generations, they’re the most likely to shop via social media

Despite being the most online generation, Gen Z likes shopping in-store.

They like individualised shopping experiences that can be tailored to their personal preferences.

Liked Liked
1 Comment

  1. khaled: good

nm_creative-directors

Profit Blog

⋅

PROFIT: THE ECONOMIC PILLAR

The economic pillar, ‘profit,’ emphasises how important it is for companies to promote responsible economic growth that takes environmental preservation and social welfare into account. It’s about ensuring that our progress today doesn’t compromise the ability of future generations to meet their own needs. It’s about redefining success within the larger framework of sustainable development, rather than only in terms of monetary gain.

FASHION INDUSTRY: SCALE

“Fashion is one of the world’s most important industries, driving a significant part of the global economy. If it were ranked alongside individual countries’ GDP the global fashion industry would represent the seventh-largest economy in the world,’’ stated McKinsey in its State of Fashion 2017 report.

Revenue from global fashion amounts to almost 3 trillion dollars. Out of this, the e-commerce market was $668 billion in 2021 with the accessories segment accounting for revenues around $261.5 billion and that of footwear around $122 billion. As per Statista, the online clothing and apparel industry will reach a value of 1.2 trillion U.S. dollars by 2025. The online pie of the total revenue will reach 25 % by 2025 showing a steady increase from 19 % in 2021.

BRAND SUSTAINABILITY: NAVIGATING UNCERTAIN TIMES 

When the industry goes through uncertain economic times, to navigate and succeed, it’s critical to track how customers reassess priorities, reallocate funds, switch brands, and redefine value. This will help to maintain customers and remain relevant in the market.

As Dale Carnegie put it, “Inaction breeds doubt and fear. Action breeds confidence and courage. If you want to conquer fear, do not sit at home and think about it. Go out and get busy.” (Dale Carnegie quotes, no date)

Fashion companies that can adapt and adjust their strategies for supply chains, sales channels, and digital marketing will be best placed to survive uncertain times. Equally important for the organisation is focusing on attracting and retaining top talent. The brands will need to prepare themselves to make strategic sacrifices while investing in agility and creativity to succeed when the markets eventually stabilise.

BRIDGING THE CREATIVITY AND COMMERCE GAP

Despite this size and the influence of the global fashion industry, finding the correct equilibrium between creativity and business is a critical challenge. 

While creativity fuels innovation and sets trends, commercial sense ensures sustainability and profit. The nature of this control is at the heart of effective product management from the high street through to the luxury of haute couture.

A collaborative approach by encouraging open communication between both creative and business teams ensures that creative ideas are grounded in sound business principles. Most importantly they must focus on the ultimate control that is in the hands of the consumer.

Strategic planning is the bridge that connects creativity with business success in the fashion industry. Having a definitive road map by identifying target markets, consumer preferences, and emerging trends and regularly re-evaluating and adapting will ensure that creative direction aligns with the business goals.

References 

Ahmed, A. (2013) ‘Bridging the gap between art and business,’ The Guardian, 16 October. https://www.theguardian.com/media-network/media-network-blog/2013/oct/16/bridging-gap-art-business.

Dale Carnegie quotes (no date). https://www.brainyquote.com/quotes/dale_carnegie_132157.

Geoff (2019) ACT. https://geoffblades.com/act-3/.

Global fashion industry statistics (no date). https://fashionunited.com/global-fashion-industry-statistics.

Muaz (2023) An Overview of the Importance of the Fashion Industry in Today’s World. https://blazon.revstance.com/an-overview-of-the-importance-of-the-fashion-industry-in-todays-world/#:~:text=The%20fashion%20industry%20is%20an,valued%20at%20approximately%20%241.53%20trillion.

Overdiek, A. (2016) ‘Fashion designers and their business partners: Juggling creativity and commerce,’ International Journal of Fashion Studies, 3(1), pp. 27–46. https://doi.org/10.1386/infs.3.1.27_1.

The three pillars of sustainability: people, planet, and profit (no date b). https://www.coolset.com/academy/three-pillars-of-sustainability.

Liked Liked
1 Comment

  1. khaled: nice

cover-1-224x300

People Blog

⋅

BORN TO INTERNET.

The digital-first generation, which comprises people born between 1996 and 2010, or 

Generation Z is the first never to know the world without the internet. These youngest buyers don’t think the same way as their predecessors and are already shaping consumer, workforce and societal trends, aka, the future of shopping. 

According to Stanford research, “they are highly collaborative, self-reliant and pragmatic”. In the words of Roberta Katz, “Gen Z values diversity and finding their own unique identities”(DeNardis, 2009). For them it’s not about “look what brand I am wearing !” but what’s unique – what sets them apart – what’s more for them and even if they find that in a luxury brand, they are willing to pay for it. They love customisation.

WHAT MAKES THEM TICK

The Internet has permanently altered retail and influenced the tastes of so-called “digital natives. They enjoy video content, using app-based services and are greatly influenced by social media. Having grown up in a world of technology-powered options – they won’t hesitate to abandon a purchase if they find it too expensive, too slow or too difficult. Generation Z shops across all platforms from online to brick-and-mortar stores.

BRAND STRATEGY FOR GEN Z

When considering how to market to Gen Z, keep in mind the importance of technology, social media, online etiquette and social issues. Align your brand with Gen Z’s core values.

This can set your brand apart. Gen Z is particularly passionate about social issues like race equality, civic engagement and climate change. As a generation that is committed to its values, Gen Z expects the same of its retailers.

Platforms like TikTok, YouTube, Snapchat and Instagram are all favourites. Brands that engage well on these channels stand a better chance of earning their favour. Thereby the importance of Bite-sized videos in the marketing campaigns. Just long enough to keep viewers’ attention, while also leaving room for questions.(Morning Consult, 2023)

Partnering with Influencers helps boost awareness, and brand credibility and establish an immediate connection with Gen Z.

BRANDS AND DIVERSITY

Nike is a strong case study for that. All models and sports stars of different ethnicities are clad in their products, reinforcing their commitment to diversity and inclusion. Nike has set a 2025 target of 50 % representation of women in the global workforce and 45 % in leadership positions. The company also aims at 35% representation of racial and ethnic minorities in the US. Nike’s inclusivity and diversity are embedded in its DNA – going far beyond just a checkbox.

IMPORTANCE OF PEOPLE SKILLS

Gen Z by default is difficult to please. They wish to be entertained and listened to. Even luxury brands, which positioned themselves as quite distant, have now begun to reposition themselves to be present, flexible and approachable. This generation wants to interact and know and go beyond the product before making that decision.

Liked Liked
1 Comment

  1. khaled: Very Good

Planet Blog

Planet Blog

⋅

The Sustainability Dilemma.

How to create a quality desirable product in a responsible manner not only restricted to luxury labels and bespoke tailoring but across all levels to include mass market and value brands for the price conscious consumer is the dilemma faced by the fashion industry today. That is how to balance the three pillars : Profit, Planet and People.

Journey to Sustainability

Our journey to sustainability has not been overnight. It was in the 1960’s and 70 s, when the environmentalists first voiced their concerns.. 1980’s and 90’s saw the birth of the environmentally concerned consumer and ideas like vintage styles and eco design. Finally the 2000’s saw repositioning towards the broader concept of sustainability acknowledging the consideration of social causes . By 2018 awareness of millions of tons of textile waste gave rise to terms like Circular economy (CE).

Circular Economy

“Circular Economy (CE) is a growing topic, especially in the European Union, that promotes the responsible and cyclical use of resources possibly contributing to sustainable development. CE is an umbrella concept incorporating different meanings. Despite the unclear concept, CE is turned into defined action plans supported by specific indicators”. (Moraga et al., 2019)

The three main principles of CE are : design out waste and pollution ; keep products and materials in use ; and regenerate natural systems. Simply put a system where all materials are infinitely recyclable or biodegradable. However CE is not a replacement for sustainability but rather complementary to making the industry more sustainable.

Sustainable Fashion

The life cycle of a product can be broadly broken down into five key phases ; design , production , distribution , use and end of life. Each of those phases has a number of inputs and out puts. Sustainability in fashion necessities a clear understanding of all those to identify the environmental and social impact of each one of them and then explore how they can be minimised or avoided. Adding another dimension to it now is CE. The end of life now results in reincarnation of reuse and recycle. Example of sustainable fashion are use of organic and recycled materials, use of natural dyes , fair trade practises , slow fashion , up cycle , ethical practises , repair and maintenance to name a few. (Moran, 2022)

“Business in general went from a pure focus on profit-making to a focus on doing good as well,” Simeon Siegel, senior retail analyst at Nomura Instinet, told WWD. “In fashion, what you stand for is now becoming as important as what you look like.”
(Team, 2020)

UNSDG

The UN endorsed 17 sustainable development goals in its 2030 agenda. Out of the 17, SDG 12, ‘Responsible production and consumption’ is the most relevant to the fashion industry. It encompasses social issues such as improvement in working conditions and renumeration for workers as well as environmental ones including reduction of industry waste stream and decrease in water pollution and green house gas emissions.

Our Responsibility

As consumers our contribution is equally important towards this effort. To put it simply, if you can’t repair it donate it , if you can’t donate it reuse and recycle it . As long as you prevent your clothes from landing up in a waste fill, you have to do your bit to preserve the environment and save the planet.

REFERENCE LIST
Gwilt,A . (2020) A Practical guide to sustainable fashion. Bloomsbury Publishing.
Moorhouse, D. (2022) ‘Circular Economy in fashion and textiles’ International Journal of Sustainable Fashion and Textiles, 1(2),pp.169-173. https://doi.org/10.1386/sft_0009_2.
Moraga, G.L. et al. (2019) ‘Circular economy indicators: What do they measure?,’ Resources, Conservation and Recycling, 146, pp. 452–461. https://doi.org/10.1016/j.resconrec.2019.03.045.
Miller, B. (2023) ‘Redesigning the fabric of sustainable fashion,’ Green Business Journal [Preprint]. https://greenbusinessjournal.co.uk/redesigning-the-fabric-of- sustainable-fashion/.
Team, A. (2020) ‘The most important lessons we’ve learnt from working in fashion,’ Australian Style Institute [Preprint]. https://australianstyleinstitute.com.au/important-lessons-learnt- working-in-fashion/.
Ell, K. (2019) ‘WWD,’ WWD, 23 April. https://wwd.com/business- news/business-features/sustainable-fashion-for-the-wealthy-or- affordable-1203110510/?sub_action=logged_in.

Collaborating for Change: Sustainability Report 2022
https://books.google.co.uk/books?hl=en&lr=&id=K9LsDwAAQBAJ&oi=fnd&pg=PR1&dq=Gwilt,+A.+(2014)+Chapter+1-Rethinking+fashion+design.+Pages:+10–29&ots=IEA70Q6NWb&sig=8H4V1ft7Wjk98sMCYUssyhEt2TE#v=onepage&q&f=false

Liked Liked
No Comments
My Favourite Brand

My Favourite Brand

⋅ 
      Alexander McQueen, a name synonymous with innovation, creativity, and unparalleled fashion, He launched his label in 1992 after mastering the art of tailoring at London's Savile Row. Calling himself a 'bad-boy' designer, he mischievously broke the rules, playing with proportions and borrowing motifs from popular culture such as his iconic skull.

      At 20, McQueen began working as a pattern cutter for the London-based Japanese designer Koji Tatsuno, before moving to Milan to join Romeo Gigli, an Italian designer. He was appointed head designer at Givenchy in 1996, succeeding John Galliano.

       McQueen loved mixing Traditional styles with gothic ones and one of the most defining features of his career was the 1995 Highland Rape Collection connected to his Scottish heritage. It was a reference to the highland clearances of the 18th and 19th centuries when tenants in the Scottish Highlands were forcefully evicted. McQueen was particularly inspired by the 19th century, drawing frequently on Victorian Gothic.

          McQueen was known for the dramatic intensity of his fashion shows, inspired by performance art and theatre. His catwalk presentations included the likes of VOSS(Spring/Summer 2001), which was centred around a glass box that resembled a padded cell in a psychiatric hospital,(Autumn/Winter 2003), where models traversed wind tunnels suspended above the runway, and The Widows of Culloden(Autumn/Winter 2006), where the model Kate Moss appeared as an ethereal apparition within a glass pyramid, echoing a 19th-century stage trick, 'Pepper's Ghost’.

            In one of the most memorable moments at McQueen’s runway shows, two robots spray-painted a dress worn by the model Shalom Harlow. 
          Despite his immense success, McQueen battled personal struggles, and his death ultimately in February 2010 shocked the world however the brand continues to captivate the world with its boldness, innovation, and uncompromising commitment to pushing fashion’s boundaries.
Liked Liked
No Comments