PURPOSE

The mention of “purpose” is not unfamiliar to everyone, because almost everything people do needs a “purpose” behind the progress of things, and the steps planned are made with a purpose in mind. For Generation Z, who live in a world where everything is changing rapidly, they seem to have an unprecedented desire to achieve goals, which makes people further think about what the purpose of the fashion industry needs, and how brands should better communicate the brand concept. （Dr. Nina Van Volkinburg, UAL lecture, Oct 23 Monday）

When people need to achieve something, they need to have an end goal to guide them to achieve their goal. So for the brand is even more so, its ultimate purpose must be to attract more customers to generate purchasing power. The external image of the brand is the key to the brand appeal, which includes the brand concept, core values and other conceptual factors. To clarify the brand mission and vision, the brand itself can better recruit employees who fit the concept, improve the cohesion of employees, give the brand more guiding role, and efficiently achieve the work goal. In terms of work content, it is helpful to develop brand strategies that are more suitable for the brand itself. Unique brand ideas are easier to attract the masses and will not be submerged in the huge brand ocean. （Hollie Arnett，2022, said ‘6 reasons why you need a vision, mission, and values for your brand’）

In Attest’s data survey on consumer profiling, it is shown in an article that Generation Z’s emphasis on product service quality and cost performance is very high at about 30%, ranking in the top two. （Attest（2021），How brands can win trust of Gen Z, Available at: https://dashboard.askattest.com/survey/SWQ4WFEVMQDSXN%5C/results/overview

Accessed: 29 October 2023）Gen Z will be more concerned about affordability, brand value, whether the brand itself has a stronger management of objectives and other very practical issues when buying products, from this point of view they prefer brands to be more sincere to customers. In addition, the biggest feature of Generation z is to be familiar with the Internet, so brands should make full use of this feature, find ways to increase exposure and possibilities in multimedia social networking, and innovate in ways and methods, so as to meet the brand’s purpose and the pursuit of personalization of Generation Z. （Attest（2021），How brands can win trust of Gen Z, Available at: https://www.askattest.com/blog/attest-investigates/how-brands-can-win-the-trust-of-gen-z  Accessed: 29 October 2023）

Purpose constitutes one of the four pillars of sustainability and it refers to the aims that different businesses have for their brand. Many fashion brands place significant emphasis on purpose, such as their commitment to trust and demonstrating loyalty to their customers. A well-defined purpose for brands not only provides insight into their values but also allows individuals to acquaint themselves with the brand’s identity, even without getting into the physical products. Brands should consistently maintain a clear focus to foster recognition and growth. Additionally, marketing skills are extremely importance for brands to target the right audience and gain global recognition while distinguishing themselves from competitors.

Brand philosophy surrounds the mission, values, vision, and proposition, and its significance lies in its role in decision-making for brands and in offering guidance for continuous improvement. Mission plays a pivotal role by setting out tasks and responsibilities for the brand in the coming years, detailing the ‘how’ of their operations. Defining brand values is essential, as it offers a distinct voice that must be consistently listened to. Having a vision sets targets and acknowledges the potential impact on the brand. Proposition is vital in comprehending the impressions and sentiments individuals hold about the brand during their first interaction with it.

Generation Z, the second youngest generation, they are born between 1996 and 2010. Growing up with widespread internet access, they have become used to doing various activities online, including shopping, socializing, and work. The COVID-19 pandemic further solidified their online presence, as many Gen Z members had already adapted to online schooling and shopping.

To effectively communicate their purpose to Gen Z, brands often collaborate with influencers and celebrities, as these figures hold significant sway over Gen Z’s purchasing decisions. Gen Z values brands that champion diversity and inclusivity, favouring those that reflect their own experiences and the world around them. This inclusivity makes Gen Z feel recognized and integrated into the broader societal landscape. In addition, brands should leverage platforms like TikTok, Instagram, and YouTube, which are the most popular among Gen Z. To capture their attention, brands should tailor their advertising and marketing strategies to align with the unique and appealing content preferences of this demographic.

References:

https://creatitive.com/purpose-of-branding/#:~:text=A%20brand%20exists%20as%20a,sets%20you%20apart%20from%20competitors.:

Why Mission And Value Statements Matter (forbes.com)

Brand vision: what it is and how to identify it | SurveyMonkey

Connecting With Gen Z: Effective Strategies For Brands (forbes.com)

What is Gen Z? | McKinsey

For Claire Distenfeld, the purpose of fashion is a way of synchronizing the inside and outside. Nick Remsen made a similar statement: “I hope that fashion, as something abstract, ideal, or conceptual, at least inspires an idea, an idea that resonates” (Leandra, 2018 ). Generation Z consumers express their inner selves by choosing brands or products that share their values. Therefore, the design philosophy and purpose behind the brand must be effectively communicated to the public. When consumers understand the purpose of a brand, some people who resonate with it will be willing to pay for the values they identify with.

As more and more people pay attention to sustainable development, the strategies of circular economy and sharing economy are adopted by more brands. According to Alison Gwilft (2020) there are three main factors for a circular economy: “Design to avoid waste and pollution; preserve products and materials in use; regenerate natural systems.” For example, A.BCH uses renewable, organic and recycled materials to create Its product range avoids the waste of energy and materials, and when the clothes reach the end of their life cycle, customers can return them to A. BCH is effectively recycled(Joanne, 2020). This kind of design can achieve the purpose of circular economy and attract more ethical Generation Z consumers.

The sharing economy is an economic system based on individuals and companies sharing property and services with each other. Hurr provides a platform for this, and consumers can enjoy fashion by renting (Emily, 2022) instead of buying a large number of items to catch up with the trend. The brand benefits gained from reducing production can also be used to improve the life cycle and sustainability of products. When consumers understand that the brand wants to have a positive impact on the environment by reducing pollution and resource depletion, it will be very attractive to those who care about environmental impact (CERTILOGO, 2023).

Brand philosophy is the cornerstone of corporate values, ethics, and principles, which define the overall atmosphere and culture of the organization. A company with a good brand philosophy occupies a superior position in the market and customer psychology (Hitesh, 2023). And it helps attract employees and consumers who share a similar vision, bringing positive impact and profits to the brand. In order to attract new Generation Z consumers, brands should effectively express their idea and purpose to them. The place where they contact consumers is crucial. Social media and brand websites are the best places to communicate Generation Z (Jeremy, 2021).

Purpose Pillar in Fashion Sustainability represents the ethical value of the brand and what it brings to the world, does it bring any benefits to the society and environment while meeting target consumers’ needs? Purpose for a business means understanding the emotional needs of customers, as frequently the decisions on purchasing an item are emotionally–based, trying to perform better than the competitors by providing higher service or broader products selection and doing something good for the society and the planet. 

The importance of having a certain purpose, as well as the mission and the vision of the brand, is essential for any major business. The quote by Fromm (2019) illustrates this point clearly: “Purpose-driven brands are winning consumers’ hearts and investors’ wallets. This means that knowing why the brand exists and why it stands out from the rest, clearly demonstrating that to the target market and proving the statements with actual actions is exactly what is required from the fashion brands nowadays. Turning into an advantage for the firm purpose creates the connection of the business with its consumers, which is significant for Gen Z especially. Starting from the fact that this generation is the largest consumer in the world at the current time, meaning that understanding its preferences regarding purchasing clothing and accessories have to be the main course for the firm. Moreover, brands should avoid treating their purposes with only the market-driven approach, as the generation expects brands to be playing a more active role in helping the environment and to be trustworthy about what is stated in the mission, e.g. not only providing various charts with future targets for helping the environment, but taking steps to achieve those targets. Another point is that Gen Z is looking for uniqueness in brands, so that it can make them stand out from the crowd and be different due to the inspiring brand actions at every level. Brands have to stand for something to be loved and the products to be bought (McKinsey, 2020).  

The brands can easily reach Gen Z with the use of social platforms. Creating brand stories for mobile consumption can attract Gen Z while scrolling through their phones. Gaming environment is another area as it is not just for “gamers” anymore. It’s the place where people connect with each other, creating certain experiences and even cultures (Wilson, 2021). Fashion brands can collaborate with platforms like Discord or Twitch for proper communication of their purposes. 

Meet Generation Z: Shaping the future of shopping (2020) McKinsey & Company

Where Brands Are Reaching Gen Z (2021) Sara Wilson

How the Best Brand-Influencer Partnerships Reach Gen Z (2023) by Janet Balis

Gen-Z And The Three Elements Of Purpose Brands (2019) Forbes 

Cross, P., Fromm, J. (2019) The Purpose Advantage: How to Unlock New Ways of Doing Business 

The fashion industry is significantly beneficial in regards to promote cultures, develop meanings and techniques into their designs. Purpose, which is one of the four pillars, links exceptionally well when we associate it to the meaning behind modern clothing. Brand philosophy is coherent in relation to their structure of associating to their brands values, which is significant in a world of fashion as brands should tend to rely on their resources, liberation and to also have faith in their own brand.

Brand purpose is socially a principal factor in relation to consumers. Brand philosophy determines this as Gen Z consumers tend to rely on business decisions. This heightens the importance on how consumers overall take on empowerment in their brand and how sustainability can be reasonable in the fashion world, as brands have to have a logical structure which is admirable to consumers. Mission, vision and value proposition is majorly important as the path of a business is clearly assembled. Mission proposition defines the brands achievements and set goals; “to help humanity thrive by enabling the world’s teams to work together effortlessly.” (sproutsocial, 2020). Vision and value proposition is proposedly revolved around sustainability, and how companies and their consumers should understand their purpose and value of their designs in the economy; ‘To meet sustainable environmental measures, small-and-medium-sized businesses (SMFBs) must also curb their environmental burden’ (MDPI, 2022). These propositions all have a purpose in the fashion industry, whether it is a brands philosophy which includes engagement of consumers with a brand to conclude a decision, or how sustainable a brand can be when reflected upon these propositions. 

When we associate how brands communicate their purpose to Gen Z, the value of quality and product designs is their main priority. Gen Z consumers rely on an higher importance of a brands purpose in regards to customer service for example; many set to have a more fundamental and radical approach. Attest have stated that 88% of Gen Z consumers are more intrigued about the purpose-driven work of brands (Attest, 2021), which shows in the world of sustainability how brands should communicate and have commitment towards their business. In our generation, the meaning of purpose is valued highly, and that a brands philosophy is a main priority to many who want to start a business and to also attract Gen Z consumers. 

Reference List:

Sproutsocial, (2021) What is a brand mission and how to define it

https://sproutsocial.com/insights/brand-mission/

MDPI, (2022) Value Propositions for Small Fashion Businesses: From Japanese Case Studies

https://www.mdpi.com/2071-1050/14/6/3502

Attest, (2021) How brands can win the trust of Gen Z

https://www.askattest.com/blog/attest-investigates/how-brands-can-win-the-trust-of-gen-z.

“Purpose” is often misdefined. Especially so in fashion. Commonly confused with the concept of “result”, which in the context of a brand, would be money, “purpose” is a company’s “raison d’être”, the reason to be (Volkinburg, 2023).  

Purpose, also referred to as brand philosophy, is a brand’s mission, vision, and value proposition. This concept holds significance because of “differentiation”. With over 100 billion garments being produced annually according to the McKinsey & the Ellen MacArthur Foundation, standing out in the market is challenging. Having a well-defined brand philosophy is just what a brand might need to distinguish itself from competitors.  

A purpose that many brands and designers share is sustainability. Falling under the category of CSR, short for “Corporate Social Responsibility”, it is the concept of “companies taking responsibility for their impact on society” (Londrigan & Jenkins, 2018). CSR’s key components include being environmentally and socially sustainable, ethical business practices, and governance. Interest in CSR began in the 1950s with the discussion of the merits and values of responsible business practices. TOMS, a vegan shoe brand, for example, is a brand that has been considered an “industry model” for their CSR and philanthropic work (Londrigan & Jenkins, 2018). TOMS vows that “With every purchase, TOMS will help a person in need” (Londrigan & Jenkins, 2018), and has notable initiatives such as their “Shoes for Children” mission, clean water program, and more.  

Other brand philosophies in fashion include Patagonia’s “Build the Best Product, Cause No Unnecessary Harm, Use Business to Inspire and Implement Solutions to the Environmental Crisis”, which is centered around both environmental and social responsibility, and Dove’s “Real Beauty for All”, which revolves around promoting beauty and self-confidence. 

To many, the thought that companies needed to prioritize vision, mission, and values was often dismissed and thought of as “old hat”, or a “been there, done that” exercise (Mirvis et al., 2010). However, Gen Z has recently had a hand in changing this narrative. Although this trend of highlighting brand purpose has been seen with millennials over the years, Gen Z has certainly accelerated the process (Spagnuolo, 2020). With this emphasis on company values, brands are looking for new, innovative ways to communicate their purpose to Gen Z. One such way is to “move beyond being omnichannel and more to this concept of being omnipresent” (Spagnuolo, 2020). The idea of being “present everywhere” rather than being narrow in their approach to the market allows transparency and authenticity between the brand and the consumers, ideal for communicating their true purpose to the world.  

Citations:  

Londrigan, M. and Jenkins, J.M. (2018) Fashion Supply Chain Management. New York: Bloomsbury Academic & Professional. 

Mirvis, P., Googins, B. and Kinnicutt, S. (2010) ‘Vision, mission, values’, Organizational Dynamics, 39(4). Available at: https://www.researchgate.net/profile/Philip-Mirvis/publication/247141794_Vision_mission_values/links/5a43ce11aca272d2945c07b9/Vision-mission-values.pdf (Accessed: 23 October 2023). 

Global Fashion Industry Statistics (no date) FashionUnited. Available at: https://fashionunited.com/global-fashion-industry-statistics (Accessed: 25 October 2023).  

Rahilly, L., Finneman, B. and Spagnuolo, E. (2020) Meet Generation Z: Shaping the future of Shopping, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping (Accessed: 23 October 2023). 

Patagonia: Mission & values (2018) Will Gardner. Available at: https://willgardner.co/patagonia-mission-values/#:~:text=Founded%20by%20Yves%20Chouinard%20in,solutions%20to%20the%20environmental%20crisis’. (Accessed: 26 October 2023). 

Volkinburg, N.V. (2023) ‘Intro to Purpose’. London: UAL, 23 October. 

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/.

In the realm of sustainability, the “Purpose Pillar” stands as a foundation. This pillar embodies the importance of the brand’s values as well as establishing a clear and profound sense of purpose within the brand’s operations. Brand philosophy serves as the foundational framework underpinning the success of any brand. It operates as the articulation of the company’s raison d’être, elucidating the purpose behind its existence. A well-defined brand philosophy transcends simple profit-driven motives that is publicised among both internal stakeholders and consumers. Mission statements elucidate why a brand exists, its vision outlines what it aspires to achieve, and the value proposition communicates what it uniquely offers to its audience. Collectively, these elements create a narrative that resonates with consumers, offering them a deeper connection beyond the product or service. A well-crafted brand philosophy isn’t just about business; it’s about fostering a meaningful connection with the audience.

Gen Z, characterized by its social consciousness and digital status, is highly attuned to refresh the concept of corporate responsibility. In a podcast from McKinsey, Finneman (2020) states, “They’re looking beyond tangible products and actually trying to understand what is it that makes the company tick. What’s its mission? What’s its purpose?” This is where Gen Z and millennials differ. While millennials are more focused on what they buy bringing them status, Gen Z looks for pieces that will set them apart. They scrutinize a brand’s philosophy, valuing those that align with their own values. Looking at Stella McCartney’s work ethic, three fundamental principles prevail: responsibility, integrity, and forward-thinking decision-making. This entails adopting practices that not only ensure the longevity of the business but also prioritise the well-being of the environment and its inhabitants. (Londrigan and Jenkins, 2018).

For Gen Z, transparency is not a preference, but a principle that influences their decisions. They demand corporations to take explicit positions on social and political issues. They utilize their purchasing power and social media presence to influence corporate conduct (Curry, 2020). Likewise, authenticity is non-negotiable; Gen Z has a keen eye for detecting insincerity. Brands need to ensure that their mission, vision, and value proposition are not superficial catchphrases but genuinely embodied in their practices, encompassing sustainability efforts and social initiatives. Engagement is paramount in reaching and connecting with Gen Z, especially on platforms like TikTok, Instagram, and YouTube. Brands that successfully convey their purpose to Gen Z are more likely to foster lasting connections and resonate with this socially conscious and tech-savvy generation.

Reference List:

Curry, L. (2020). How Brands Can Follow Through on the Values They’re Selling. [online] Harvard Business Review. Available at: https://hbr.org/2020/08/how-brands-can-follow-through-on-the-values-theyre-selling.

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

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