PURPOSE
A brands purpose relates to their ethos and value proposition, and is their core reason for authentically existing and evolving in the saturated fashion industry. In order to compete while honouring their purpose, brands must convey their philosophy to consumers. Particular attention should be paid to Gen Z as the next generation of dynamic and disruptive shoppers, given their focus on sustainability and ethics; Drapers found that 30.4% of Gen Z think it is ‘very important’ for a fashion brand to embrace diversity regarding race, sexuality, gender and ability (Moran, 2022).
A companies mission and value proposition allow for more than just a physical product to be sold. Clear brand philosophy means that consumerism is not merely transactional in a tangible sense, as it also offers consumers the ability to express themselves and embody the person they want to be. From a psychological perspective, it can be argued that brand philosophy enables greater congruence between the consumers current self, and their ideal self (Mitterfellner, 2019, p.141). Such behaviour is integral to upholding brand philosophy through building relationships between customers and corporations. This is important for the brand, who reaps great financial benefits, but also for the consumer forming an emotional attachment to the product offer.
Brands communicate their purpose to Gen Z via social media channels heavily dominated by the demographic, such as Instagram and TikTok. Corporate social responsibility is becoming increasingly transparent, with brands openly detailing their commitments and goals for consumers to appreciate. For example, Versace emphasises ‘unity, positivity, diversity, adventure and integrity’ (Versace, 2022) central to their business strategy. Their mission has not only been literally communicated on their website, but is conveyed through their runway and print casting, as well as bold designs celebrating glamour and unique self-expression for all. Social media significantly influences consumer behaviour (Hethorn and Ulasewicz, 2015), and so prominent, established brands like Versace have had to introduce more omni-channel experiences conveying their purposes to Gen Z. In boutique spaces, the company incorporates Roman elements, such as the Cosmati flooring (Figure 2) complementing the modernistic visual merchandising. This clearly communicates Versace’s purpose of blending key design motifs with an aspirational and striking product offer. Yuniya Kawamura explaining that ‘fashion may be socially frivolous but it is not sociologically trivial’ (Corner, 2014, p.26) applies to the pillar of Purpose, because of the extent to which it impacts consumer psychology and decision-making, in turn feeding brands to further their purpose and mission.
REFERENCES:
Corner, F. (2014) Why Fashion Matters. Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=5878041&ppg=7
[Accessed 25 October 2022]
Hethorn, J., Ulasewicz, C. (2015) Sustainable Fashion: What’s Next? A Conversation about Issues, Practices and Possibilities. Available at: https://www.versace.com/gb/en-gb/versace-manifesto.html
[Accessed 25 October 2022]
Mitterfellner, O. (2019) Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry. Available at: https://ebookcentral.proquest.com/lib/ual/detail.action?docID=5981798
[Accessed 25 October 2022]
Moran, G. (2022) Drapers, Gen Z and Millennials 2022. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022
[Accessed 25 October 2022]
Versace (2022) A Manifesto of Versace Values. Available at: https://www.versace.com/gb/en-gb/versace-manifesto.html
[Accessed 25 October 2022]