Hsin-Ning Huang

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Purpose

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In the constantly changing world of fashion, one aspect has emerged as a guide for the industry’s transformation – the “Purpose” pillar. It represents the core values of the fashion industry, built on a myriad of beliefs: that fashion is not just about creating beautiful garments and generating profits; it’s also about making a positive impact on the world and its people. Fashion now includes a range of core values, including environmental sustainability, social responsibility, community empowerment, and ethical consumption.

When it comes to different brands, the brand’s philosophy, mission, vision, and value proposition play a crucial role, particularly in the eyes of Gen Z. Firstly, the brand should set a primary direction and purpose. It reflects what the brand represents and what it aims to achieve. A clear purpose helps guide all business decisions and actions. Secondly, the vision outlines where the brand aspires to be in the future, painting a world where fashion is a force for positive change. Lastly, the value proposition communicates what makes the brand unique and why it matters to consumers, particularly in terms of sustainability and ethical values.

Gen Z is increasingly gravitating toward purpose-driven brands, and to effectively communicate the purpose pillar to them, brands should maintain authenticity, a digital presence, transparency, and collaboration. (www.linkedin.com, n.d.) To achieve the above, brands should utilize online platforms such as social media and blogs to share their purpose, emphasizing their sustainable practices and engaging in meaningful dialogues with their audience. (Zhao et al., 2022) Sharing the brand’s impact on the environment and society is crucial, enabling consumers to feel authenticity, integrity, and credibility. Gen Z values transparency, brands should be open about their sourcing, manufacturing, and sustainability practices, showcasing the entire supply chain and sustainability reports to build trust. (Shaw, 2023) Finally, brands can collaborate with influential figures and artists to jointly advocate for fashion trends and philosophies.

The Purpose pillar in fashion is not just a trend; it is a positive transformation. To resonate with Gen Z and future generations, brands must not only embrace the Purpose pillar but also ensure that their brand philosophy aligns with these values. Through authentic communication and a commitment to meaningful change, fashion brands can attract a new generation of conscious consumers and become a positive force in the world.

References:

www.linkedin.com. (n.d.). The Power of Authenticity: How Genuine Branding Drives Digital Marketing Success. [online] Available at: https://www.linkedin.com/pulse/power-authenticity-how-genuine-branding-drives-digital-mitch-goerdt [Accessed 28 Oct. 2023].

Zhao, L., Lee, S.H., Li, M. and Sun, P. (2022). The Use of Social Media to Promote Sustainable Fashion and Benefit Communications: A Data-Mining Approach. Sustainability, [online] 14(3), p.1178. doi:https://doi.org/10.3390/su14031178.

Shaw, J. (2023). Why Gen Z Values Sustainability: Tips for Marketing to the Eco-Conscious Generation. [online] Kadence. Available at: https://kadence.com/why-gen-z-values-sustainability-tips-for-marketing-to-the-eco-conscious-generation/.

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Profit

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The fashion industry has always been a lucrative sector, and profit plays a significant role in its success. Profit not only signifies the growth and success of a brand but also serves as a crucial indicator of business performance.

According to statistical data, the fashion industry contributes significantly to the global GDP, estimated at around 2.5 trillion USD, accounting for 2.3% of the world economy. (Geneva Environment Network, 2023) . Furthermore, the fashion industry has a significant impact on employment, with approximately 6 million people engaged in related jobs worldwide. These figures highlight the essential position and influence of the fashion industry in the global economy. However, the performance of different sectors within the fashion industry varies. Fashion industry is divided into various sectors including apparel, accessories, footwear, and luxury goods. Each sector has its unique challenges and opportunities. Retail performance depends on factors like consumer demand, market trends, and brand positioning. For example, the luxury goods sector tends to have higher profit margins due to exclusivity and brand prestige. (Global Powers of Luxury Goods, 2022)

During economic downturns, brands need to adopt strategies to maintain competitiveness. One way is to focus on value proposition to attract price-sensitive consumers. Brands can offer affordable alternatives without compromising on quality and design. Another strategy is to invest in marketing and innovation to differentiate from competitors and create a strong brand image despite economic uncertainties.

As a brand director, bridging the gap between creativity and business is crucial. It requires striking a balance between artistic vision and market demand. Brand directors need to understand consumer preferences, market trends, and competition while maintaining the essence of their brand’s unique identity. (katesharp, 2023) Collaboration between creative and business teams is essential to ensure that innovative designs align with commercial viability.

In conclusion, profit plays a vital role in the fashion industry’s growth and success. The fashion industry has a significant global scale and influence, contributing to the economy and providing millions of jobs worldwide. Effective brand management, strategic decision-making, and continuous innovation are essential for brands to thrive in a competitive market and sustain profitability.

References:

Environmental Sustainability in the Fashion Industry. [online] Geneva environment network. Available at: https://www.genevaenvironmentnetwork.org/resources/updates/sustainable-fashion/.

Global Powers of Luxury Goods 2022 A new wave of enthusiasm in luxury Contents. (n.d.). Available at: https://www2.deloitte.com/content/dam/Deloitte/pt/Documents/consumer-business/global-powers-of-luxury-goods/gplg-2022/Global_Powers_of_Luxury_Goods.pdf.

The Role Of A Creative Director In Branding & Photography. [online] Kate & Co. Available at: https://katesharp.co.uk/the-role-of-a-creative-director-in-branding-photography/ [Accessed 22 Oct. 2023].

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People

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“People” as one of the fashion pillars, have significant influence and are closely related to the fashion industry. Whether it’s racial diversity, gender equality, or labor treatment, there are now more safeguards for the rights of “everyone”.

Gen Z refers to the group of people born between 1995 and 2010, and they are the youngest generation in today’s society. Most Gen Z individuals have grown up in an era of developed internet and information explosion, valuing the convenience of information flow and demanding fast and efficient use of the internet to transmit information. In response to this, fashion brands must keep up with the pace of the times and adapt their traditional business models (such as physical stores) to cater to the changing consumer group, which is Gen Z. They also need to consider the altering values and preferences of this generation when designing their products. (Indeed Career Coaches 2021)

Apart from online shopping, Gen Z also places importance on a fashion brand’s stance on social issues. They seek to support brands that prioritize environmental friendliness and sustainable development, while also remaining highly concerned about issues such as racial equality and gender equality. Furthermore, Gen Z places great significance on their individual expression rights. They pursue uniqueness, enjoy breaking traditional constraints, and are willing to wear clothing of different styles to showcase their distinctive taste and personality.

One notable example of a brand responding to diversity is the “Beauty Blender” company. Beauty Blender is a makeup sponge manufacturer that responded to the need for more inclusive products in the beauty industry. (Alli, L., Medved, C. and Logemann, M. 2022) In 2018, Beauty Blender expanded its product line by introducing the “Bounce Foundation” line, which included 32 different shades. This was a significant departure from the industry norm, which often offered a limited range of shades, making it difficult for people with various skin tones to find a suitable match. Beauty Blender’s inclusive approach aimed to cater to a wide range of skin tones and undertones. (Kilikita, J. 2018)

It is precisely because of these reasons that fashion brands must consider the needs and values of this new generation when designing products. They need a brand that can connect with them, provide convenience through online platforms, and align with their values and beliefs. The fashion industry must listen, adapt, and evolve to meet the demands of Gen Z and continue to thrive in this ever-changing landscape.

References

Kilikita, J. (2018). BeautyBlender Just Launched Their First Foundation – But The Limited Shade Range Has Received Criticism. [online] www.refinery29.com. Available at: https://www.refinery29.com/en-gb/beauty-blender-foundation [Accessed 14 Oct. 2023].

Alli, L., Medved, C. and Logemann, M. (2022). Diversity and Inclusion in the Beauty and Cosmetic Advertising and its Impact on Corporate Reputation Caryn Medved. [online] Available at: https://academicworks.cuny.edu/cgi/viewcontent.cgi?article=1142&context=bb_etds.

Indeed Career Coaches (2021). All About Generation Z. [online] Indeed Career Guide. Available at: https://uk.indeed.com/career-advice/finding-a-job/generation-z.

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Planet

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In today’s world, there is a gradual awakening to the importance of environmental sustainability. People are increasingly recognizing the need to protect our planet, and this awareness extends even into the world of fashion. A study by the World Resources Institute shows that the fashion industry is responsible for 10% of global carbon emissions, and the industry’s emissions are projected to increase by 50% by 2030. (Zurich.com. (2022). What is fast fashion and how is it damaging the planet? [online] Available at: https://www.zurich.com/en/media/magazine/2021/fast-fashion-5-practical-ways-to-cut-the-carbon-from-your-closet.)

“Planet” stands a powerful message within the fashion industry, emphasizing the responsibility to promote sustainability and reduce its adverse impact on the environment. This involves implementing eco-friendly practices in production, utilizing recycled or organic materials, minimizing waste and pollution, and striving to build a fashion industry that is ethical, supporting the well-being of both humanity and our precious Earth.

“Fashion has the power to be a force for good. We all have a responsibility to protect the planet and preserve it for generations to come.” – Emma Watson, actress and UN Women Goodwill Ambassador. (https://www.fashionrevolution.org/wp-content/uploads/2015/11/FashRev_Whitepaper_Dec2015_screen.pdf)

Therefore, sustainability and fashion are intimately intertwined. This aligns with the principles of a circular economy, designed to combat waste pollution, maintain the utility of products and materials, and regenerate natural systems. For example, Patagonia is an outdoor brand that has been a pioneer of sustainable fashion for decades. They have implemented a range of sustainable practices, including the use of recycled materials and reduction of water consumption, embodying the concept of sustainable fashion. (Patagonia (2023). Our Footprint. [online] Patagonia. Available at: https://www.patagonia.com/our-footprint/.)

Thus, sustainable fashion isn’t just a trend, instead, it’s a movement towards a more responsible and ethical fashion world.

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My favourite fashion brand

My favourite fashion brand

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The Vivienne Westwood brand is a globally recognized British fashion label founded by the iconic fashion designer Dame Vivienne Westwood. Known for its unconventional designs, the brand has played a significant role in shaping fashion movements like punk and new wave.

Vivienne Westwood offers a wide range of clothing, accessories, and lifestyle products that blend historical references with contemporary style. The brand is also recognized for its commitment to sustainability and activism, often using fashion as a platform to address social and environmental issues. Vivienne Westwood’s unique and artistic designs continue to be highly influential after in the fashion industry.

Thus, I love the brand so much because of its high quality and gorgeous style, which is known as “New Romantic”. Vivienne Westwood continues to be an influential and respected figure in the fashion world, known for her unique and daring designs, as well as her dedication to sustainability and activism.

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