The “Purpose” pillar is as equally important as the additional four pillars that help to lead a successful and sustainable business. A purpose is the reason as to why something is created, and/or, why it is created that way. This pillar defines the importance of ‘embedding an actual purpose to your company and deliver value’ as stated in an exhibit provided by McKinsey Quarterly (McKinsey & Company, 2020). Furthermore, this statement is concluded within the ‘5Ps’ which are as follows: portfolio strategy and products, people and culture, processes and systems, performance metrics, and positions and engagements (McKinsey & Company, 2020). These elements should vibrate among viewers and members of the business.

Brand philosophy is the set of values and principles that project the organisations’ factors. This enables consumers to comprehend exactly what they are in for and what they can expect from the company. Following this, employees should also be allowed to recognise these values, as a report, by The Harris Poll, states that 84 percent of employers will only work at Purpose-driven companies/brands (Sustainable Brands, 2022).

“Corporate social responsibility (CSR) refers to companies taking responsibility for their impact on society” – as stated by the European Commission (Londrigan and Jenkins, 2018). CSR provoked an interest in the 1950s when several businesses began to discuss appropriate practices within their organisations. In 1996 an article published by The New York Times caused a protest when Stephanie Strom “bought Kathie Lee Labels to task for having a clothing line that was being manufactured by thirteen- and fourteen-year-olds in Honduras” (Londrigan and Jenkins, 2018). This highly demonstrates why it is a must for businesses to be mindful of their vision and value proposition. 

Gen Z, the most diverse generation of all, is always on the look for limitless potential which is making it more difficult for brands to reach them. A study found that 64 percent of Millennials won’t take a job if their employee doesn’t have a strong CSR policy (Cone Company, 2020). It is vital for Gen Z to be able to experience much more than just a salary from a job. Moreover, a possible way for companies to communicate their purpose is through social media. Gen Z are full of creativity and freedom, so if an authentic ad shows up on their screens, they wouldn’t hesitate to look further into it.

Reference List:

https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781501317798&tocid=b-9781501317798-chapter3&pdfid=9781501317798.ch-003.pdf

https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/more-than-a-mission-statement-how-the-5ps-embed-purpose-to-deliver-value

https://sustainablebrands.com/read/organizational-change/study-employees-demanding-more-meaning-from-their-work-than-pre-pandemic

http://conecomm.com/2016-millennial-employee-engagement-study/

Figure 1: https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/more-than-a-mission-statement-how-the-5ps-embed-purpose-to-deliver-value

The purpose of a fashion brand is not only to satisfy consumer needs but also to build brand identity, distinction and loyalty to achieve commercial success in a competitive marketplace. In addition, the mission of a fashion brand can include social responsibility and sustainability, which are crucial to the modern consumer. A brand’s social responsibility and sustainability endeavours not only appeal to consumers but also bring both commercial and social benefits.
A great brand concept increases brand awareness and loyalty, and according to a report by KPMG, a European fashion market research company, about 85 per cent of consumers say they are more likely to buy from and stay loyal to brands with a clear mission and vision. These brands are more likely to be recognised and remembered in the marketplace. And with the fashion industry being so competitive, brands with a clear brand philosophy are more likely to stand out in the market, according to L2, a New York-based fashion tech research organisation. This helps to reduce the pressure of competition in a homogenised market.
Fashion is no longer just about what you wear; it has evolved into a culture, a lifestyle and attitude. In this day and age, young Gen Z consumers expect more from fashion brands in terms of the brand’s philosophy, vision and value proposition rather than just the product itself. They are buying a lifestyle and a commitment to society. Therefore, brands need to construct and communicate these factors to create a strong connection with this critical consumer segment.
Fashion branding concepts help shape a brand’s identity and make it stand out in a competitive marketplace. Generation Z is a socially responsible generation. According to Vogue, about 73 per cent of Gen Z consumers are more likely to support brands actively involved in social issues. Gen Z cares about the manufacturing process and materials used to make products. They are more likely to support brands that are sustainable and transparent. Therefore, brands’ value propositions must emphasise sustainability, ethical production and transparency.
Fashion brands must, therefore, establish a positive social and environmental vision to appeal to this consumer segment. For example, Patagonia has attracted many environmentalists by speaking about its commitment to environmental protection.
Generation Z are digital natives who are very active on social media. Through social media, fashion brands can communicate their mission and vision to them. About 90 per cent of Gen Z members say that social media has a significant influence on their shopping decisions, so brands can use social media and digital platforms to communicate their ideas. Platforms such as Instagram and TikTok have become essential tools for brands to interact with young audiences, to whom the brand’s vision and pictures must be communicated through engaging content.
Brand ideas can go beyond products and services to create a deep emotional connection. According to Brand Keys, consumers are more likely to buy brands that align with their values and beliefs, and this emotional connection helps build long-term brand loyalty. Gen Z is typically more brand loyal if they feel the brand aligns with their philosophy. One study found that about 75 per cent of Gen Z consumers said they would more frequently buy products from brands that align with their values. With an emphasis on individuality and self-expression, they crave empathy with brands. A brand’s philosophy and values must match their beliefs. For example, Nike’s “Just Do It” slogan encourages boldness in the pursuit of dreams, which is in line with Gen Z’s spirit.

Reference

https://www.dontpaniclondon.com/what-is-brand-purpose/

https://medium.com/@luxure.lab/the-future-of-luxury-and-fashion-brands-depends-on-gen-z-heres-what-they-want-b41c993616c9

https://www.forbes.com/sites/forbestechcouncil/2022/11/29/brand-purpose-matters-but-sometimes-gen-z-just-wants-soap/?sh=72ab03131c3c

https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion

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). 

Purpose can be defined as the reason for which something is done, created or why something exists. (Van Volkinburg,2023). A way in which you can demonstrate the purpose of yourself, or something is through the model Ikigai. It shows the reason for being, as well as allowing you to question why we exist? , what motivates you most in life? , and if you can earn money from it? (Van Volkinburg,2023).

The philosophy of a brand is important as it shows to the consumer its main purpose as well, it’s key values. Corporate social responsibility (CSR) is important within showing the brand’s philosophy as it “refers to companies taking responsibility for their impact within society”. (Londrigan & Jenkins, 2018). Stella McCartney successfully demonstrates this. Within the company’s website it displays the centre of their work ethic. Communicating that showing responsibility and honesty when making decisions helps to have “an eye towards the future”. (Londrigan & Jenkins, 2018). Highstreet brands also engage with CSR, for example Asos. Illustrating their mission and vision on their Fashion with integrity page. Their mission tends to focus on people and the planet. The vision in relation to people is to be ‘transparent’ and ‘diverse’. In relation to the planet is to be ‘net-zero’ and have more of a circular economy by 2030. (Asos, 2022). An example of the company being transparent is in March 2021, they announced they were ‘committed’ to publishing the supply chains of their ‘newly acquired brands’. As well, in January 2021 they announced that they are now allowing customers to merge numerous returns into one parcel, helping reduce emissions. (Asos,2022). The concept of brand philosophy is therefore important to the consumer, as they would like to see changes within a company to demonstrate their responsibility. In fact, 76% of a group of GenZers said they would consider purchasing from a company which is up to date with current issues and is supportive. (Curry,2020).

Brands want to consistently have Gen Z’s attention in order to demonstrate their purpose; a main way is through authenticity. Spagnuolo (2020) expressed that if there are aspects within a brand’s story that isn’t authentic, “its going to be exposed immediately”. Tiktok is a main way for companies to do this, as they create trends allowing the consumer to get involved. Mattress company Simmons  created a hashtag on tiktok called #snoozzzapalooza, it encouraged viewers to use their bed as a stage and to ‘stage dive’ onto it. The hashtag was a success and received “more than 6 billion views”,  and the brand’s website saw “a 104% increase in traffic”. (Wilson, 2021).

Reference list:

• Van Volkinburg, N. (2023) Purpose Assessed: 23/10/23
• Londrigan, M.P., & Jenkins, J.M. (2018). Fashion Supply Chain Management. New York: Fairchild
• Fashion_With_Integrity_-_Progress_Update_-_120422.pdf (asos-12954-s3.s3.eu-west-2.amazonaws.com)
• Week 5 – OneDrive (sharepoint.com)
• Meet Generation Z: Shaping the future of shopping | McKinsey
• Week 5 – OneDrive (sharepoint.com)

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