Alessia Wang

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Purpose

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The final idea on one of a fashion business’s four pillars is purpose. A business that has a clear brand objective will have an easier time standing out in the competition. “Strategically targeting, positioning, aligning and executing a portfolio, product or service in a way that benefits society” is what a purpose brand promises to do (Purpose Brand). In order to draw in customers and foster a strong sense of brand loyalty, it also makes use of a significant emotional connection.  

Values, moral standards, and guiding concepts that establish a brand’s general tone and culture as well as its business procedures are known as brand philosophy. Every brand will communicate its vision, mission, and value proposition. A vision statement describes what the brand is looking for in terms of accomplishing its objective, whereas a mission statement often explains what you are aiming for. As previously said, a vision statement is a statement of goals and objectives for the brand’s future. For instance,”Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow” is stated in Starbucks‘s vision statement (Starbucks, 2008). Additionally, brand values are significant and workable concepts that articulate the company’s tenets. For instance, Patagonia’s core values are building the best product, honesty, fairness, conservation of nature, and freedom from convention, help the company draw in clients who share these beliefs. The “Don’t Buy This Jacket” advertisements from Patagonia advise customers to think about the environmental effect of their decisions (Gwilt, 2014).  

In today’s society, Gen Z makes up the bulk of the target market for many companies. Since these individuals are digital natives, building an emotional bond is essential. Brands should stress authenticity, transparency, and diversity in order to express Gen Z’s purpose; hence, businesses should be inclusive and genuine in their communications. More than 69% of consumers in the UK, according to the poll, want firms to openly communicate their positions and activities on social and political topics (Litman, 2023). At the same time Generation Z places a strong emphasis on diversity and inclusion and expects to see themselves and their peers in the brands they interact with. Effective techniques include social media, user-generated material to create a feeling of community, and entertaining, shareable content like Wendy’s tweets. It’s crucial to forge enduring relationships by supporting Gen Z ideals, such as those found in Patagonia’s environmental initiatives (Anderson, 2023). 

Reference List:  

What Is Purpose Branding? (no date b) Purpose Brand. Available at: https://purposebrand.com/about/purpose-branding/ (Accessed: October 29, 2023). 

Our Mission （2008） Starbucks Archive. Available at: https://archive.starbucks.com/record/our-mission (Accessed: October 29, 2023). 

Our Core Values （no date b） Patagonia. Available at: https://eu.patagonia.com/gb/en/core-values/ (Accessed: October 29, 2023). 

Gwilt, A. (2014) 

Anderson, M. (2023) “Connecting With Gen Z: Effective Strategies For Brands,” Forbes, 5 May. Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2023/05/05/connecting-with-gen-z-effective-strategies-for-brands/?sh=2bd90e5d1bab (Accessed: October 29, 2023). 

Litman, R. (2023) “FOR GEN ZERS, BRAND PURPOSE MEANS HELPING US IMPACT THE WORLD,” AdAge, 2 August. Available at:  https://adage.com/article/opinion/gen-zers-brand-purpose-means-helping-us-impact-world/2506546#:~:text=Among%20Gen%20Zers%20surveyed%2C%20more,a%20charitable%20or%20giveback%20mission. (Accessed: October 29, 2023). 

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  1. khaled: good

Profit

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All fashion industries depend on the operation of profit. Margin needs to be present for a brand to be viable. Profit exists to establish how much a business makes and necessitates several intricate financial computations. Profit allows fashion companies to reinvest in their operations and keep coming up with new items while still competing in a constantly shifting market. 

The fashion industry ranks as the fourth largest industry in the world. The fashion sector is still expanding favorably, notably in China and the US. China tops the list in terms of export value because, as we all know, it has a history of selling clothes to middle schools. In terms of garment imports, the United States is the only country after the European Union (Smith, 2023). The top garment companies, valued at $194 billion, are Louis Vuitton, Dior, Givenchy, and other Louis Vuitton Mot Hennessy (LVMH) brands, according to Forbes’ The World’s top garment Companies 2020 (Coyne, 2020). 

A wide range of jobs, including skilled workers, fashion design and manufacture, fashion retailing, marketing and merchandising, fashion shows, and media and marketing, are all employed by the fashion industry. Each industry is committed to the objective of satisfying customer wants while allowing designers, producers, merchants, and marketing firms to turn a profit. While new entrants try to stress quality over quantity by adopting a more sustainable and long-lasting approach, the majority of businesses opt to follow the most recent fashion trends (Chavan, 2018). The rapid fashion model and the slow fashion model are typically the two business models that arise in the fashion industry.  

In uncertain economic time, it is extremely important to maintain close relationships with current customers because they may act more as partners in crisis management than as mere buyers of goods or services. Furthermore, it is possible to analyze customer behavior during uncertain economic time and utilize the data to anticipate their needs (Clausen, 2020). 

It takes skill to be a creative director. Additionally, creative directors are responsible with comprehending a brand’s visual DNA and modernizing it to fit the aesthetic requirements of the target market and the management’s commercial objectives. The Creative Director must choose the top models and celebrities, take images and short videos, and choose the structure of the advertising campaigns while also handling marketing and communication. Karl Lagerfeld, who passed away, is a perfect example of someone who performed the duties of Creative Director flawlessly. He simultaneously controlled three brands (Chanel, Fendi, and his own) (Mitterfellner, 2022). 

Reference list: 

Mitterfellner, O (2023) 

  • Chapter 2- From the Creative Director to the Fashion Show. Pages: 32-38. 

P. Smith (2023) Topic: Apparel market worldwide, Statista. Available at: https://www.statista.com/topics/5091/apparel-market-worldwide/#topicOverview (Accessed: October 22, 2023). 

Coyne, M. (2020) “The World’s Largest Apparel Companies 2020: LVMH On Top While Nike Gains Foothold,” Forbes, 13 May. Available at: https://www.forbes.com/sites/marleycoyne/2020/05/13/the-worlds-largest-apparel-companies-2020-lmvh-on-top-while-nike-gains-foothold/?sh=4408e8f30ed3 (Accessed: October 22, 2023). 

Chavan, R. B. (2018) “Analysis of Fashion Industry Business Environment,” Latest Trends in Textile and Fashion Designing, 09 August. Available at:  https://lupinepublishers.com/fashion-technology-textile-engineering/fulltext/analysis-of-fashion-industry-business-environment.ID.000144.php (Accessed: October 22, 2023). 

Clausen, E. (2020) “Marketing Rules To Follow During Uncertain Economic Times,” Forbes, 3 April. Available at: https://www.forbes.com/sites/forbesagencycouncil/2020/04/03/marketing-rules-to-follow-during-uncertain-economic-times/?sh=3abfbc414a36 (Accessed: October 22, 2023). 

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People

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As the foundation of society, effective governance, safeguarding human rights, and sustainable development serve as the four pillars of sustainability defined by the London College of Fashion （Intro To Briefing 23 week 1). “Earth” is to be examined as the second pillar. The importance of decreasing social inequality is one of the pillars of sustainable development that is most frequently emphasized. Nevertheless, nobody has the right to make us buy anything or define who we are for us. This is especially true in the fashion business, where many individuals describe your skin tone, body size, gender, and aesthetics in ways that are not as inclusive as they need to be. Prettiness is not solely physical appearance but is connected to emotions and feelings (Raghuram, 2023).  

People who belong to Generation Z were born between 1996 and 2010 (McKinsey 2018).  Gen Z are the first generation to be “true digital natives” (Francis and Hoefel, 2018), and many of them have achieved influence online.  In many areas, Generation Z is acknowledged as the primary Internet user for product research and development and new product purchases. Generation Z differs from previous generations in that they want to stand out over blend in, dislike unflattering clothing, and have incredibly adaptable fashion senses. A third of the world’s population is made up of members of Generation Z, according to figures from 2023 about this generation. 

In order to appeal to Generation Z, a brand must have a compelling narrative or distinctive style as well as a commitment to sustainability. Generation Z is a generation that upholds values and expects the same from merchants. Social media may also be used because Generation Z is exposed to advertising and companies “every minute of every day” (McKinsey 2018). Instagram, TikTok, and other prominent platforms are utilized by Generation Z and may be used to swiftly appeal to them because so many influencers use social media. 

https://www.thirdlove.com/blogs/learn/8-reasons-our-signature-thirdlove-24-7-classic-t-shirt-bra-is-perfect-for-all-breast-shapes-sizes

Lingerie company ThirdLove has a brand that perfectly reflects variety. The company produced bras in 78 different sizes. To accommodate a wider range of skin tones, ThirdLove now provides a selection of “nude” hues. ThirdLove features real women of different origins, shapes, and ages in product photographs and marketing campaigns. Heidi Zak, CEO of ThirdLove, says in the advertisements, “We’re done with pretending certain sizes don’t exist or aren’t important enough to serve. And please stop insisting that inclusivity is a trend. And please stop insisting that inclusivity is a trend.” 

There are also many brands that are starting to plan for diversity, with Fenty Beauty launching 40 foundation colors to give all skin tones a choice. 

Reference list:  

McKinsey & Company, (2023) “What is Gen Z?” 

Raghuram, S. (2023b) The Psychological Effects Of Fashion On Body Image And Self-Esteem, Fashion Law Journal. Available at: https://fashionlawjournal.com/the-psychological-effects-of-fashion-on-body-image-and-self-esteem/ (Accessed: October 13, 2023). 

Generation Z Statistics 2023 (2021) TrueList. Available at: https://truelist.co/blog/generation-z-statistics/ (Accessed: October 14, 2023). 

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Planet

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Pillar was developed by the London College of Fashion’s four pillars of sustainability Planet, People, Profit and Purpose with good governance, upholding human rights, and sustainable development serving as the bedrock of society （Intro To Briefing 23 week 1). The first pillar to be explored is “Earth”. The fashion industry has been one of the most explored industries, it is the second most polluting industry in the world after the oil industry. The production, waste and use of clothing wastes 20% of the world’s water resources and accounts for 10% of the world’s carbon emissions (Katerina Rimarcikova, Monday Lecture, 12:15-13:15). 
 
Sustainable fashion is an opportunity for companies to design clothes in a way that, over time, not only lessens their environmental effect but also looks out for the planet and the people who work to make it. Since the 1960s, there has been a focus on design and the environment due to the high volume of production and product prices, and various measures have been taken to minimize the negative impact of fashion on society and the environment (Gwilt, 2020).  
 
The circular economy is a paradigm change that lessens negative effects, opens up commercial opportunities, and benefits society and the environment, according to the Ellen MacArthur Foundation. The three guiding principles of the circular economy are eliminating waste, maintaining the usefulness of products and resources, and renewing natural systems (Gwilt, 2014). While this is going on, major businesses like Nike Inc., Lenzing, H&M, and other market leaders have made circularity one of the guiding principles of their sustainability guidelines (Gwilt, 2014). 
 
In order to make peace and prosperity more sustainable for the future, the United Nations adopted the 2030 Agenda for Sustainable Development in 2015. 17 Sustainable Development Goals (SDGs) make up its core (United Nations, n.d.). The most crucial 2030 plan for the fashion industry is 12: Responsible Consumption and Production, since it assures improved production and efficiency to change the sustainability of the environment and the world.  For instance, TALA’s 365 Sculpting Lounge Collection and Sheep Inc.’s Negative Carbon Footprint T-Shirt are setting the standard for sustainability.  For instance, TALA’s 365 Sculpting Lounge Collection and Sheep Inc.’s Negative Carbon Footprint T-Shirt are setting the standard for sustainability.   
Sheep inc uses special earth-friendly wool produced on New Zealand farms.  It is made with the help of the sun’s energy and is simple to clean. Due to their natural decomposition, the t-shirts are also environmentally beneficial. 
The 365 Sculpting Lounge series by TALA makes use of a unique fabric made from trees that decomposes quickly.  (Colville, C. 2023, Country and town house, Sustainable Fashion Collaborations & Collections). 
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My favorite brand

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Celine

Celine is a luxury French fashion House founded in 1945 by Céline and Richard Vipiana and at the begin the brand opened a shop for children than in 1960 Vipianas began selling ready-to-wear and leather goods brand. When she arrived in 2007, Phoebe Philo transformed Celine into one of the most significant names in premium fashion. She was acclaimed by critics for advancing fashion in a new, cleaner, less pompous direction. According to Vogue magazine, Philo’s Celine provides women with “a sophisticated, chic way of putting together a look.”

Hedi Slimane, celine’s new design director (formerly of YSL and dior), debuted a new line of leather products in 2018 and updated the brand’s iconography to be on trend. Lisa from the Korean girl group Blackpink was specifically chosen by Celine to be their worldwide brand ambassador so that everyone would be enticed to purchase the same style as her.

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