Purpose

The purpose pillar in the fashion business school refers to value proposition, why are the tangible and intangible benefits by a brand to their consumers, to provide pleasure and entertainment to a consumer. Purpose is about the sharing economy opening opportunities to everybody and is becoming an increasingly bigger part of our lives.  An example is Air BnB, their idea is rather than owning an asset behaviour has shifted more convenient rental agreements, available on-demand and with less commitment. Juniper research shows sharing economy is expected to reach $20bn globally by 2020. Strategy comes into brands purpose which is the direction and scope of an organisation over the long term achieving an advantage in a changing environment through its configuration of resources and competences with the aim of fulfilling stakeholder expectations. (Johnson et al 2011)

Why is brand philosophy (mission, vision, value proposition) important?

Brand philosophy is so important when trying to communicate the brands message to consumers so they’re willing to buy the clothes. It is the distinguishing factor between companies who’s demographic audience is in the same marketplace. It is the set of ideologies and principles such as revenue, benefits, leadership and community involvement that establish the brands vision. (www.marketing91.com/brand-philosophy) 

An example of a brand philosophy is Havianas who offer low cost, well produced flip flops in a variety of colours. They focus on sustainability and being ‘people and planet free’ finding innovative solutions rethinking logics from raw materials, production and transport to the final disposal and new life cycles. 97% of their sandals are produced with around 40% reused rubber. Havianas also take their brand philosophy into practice to better the planet such as running ocean clean ups, coral reef conservations and there recycle scheme where once your done with you flip-flops you send them back and they will be reused. The practice of their values makes consumers buy products as they are using their philosophy with initiative. 

How do brands communicate to gen z? 

The most influential way to communicate to gen z is prodominently through social media, in particular tik tok and influencers. The aim of influencer marketing is to try and convert as much audience as possible and is based around the corporative principle; Influencers share a cooperative principle when they interact with their followers. They’ll paraphrase content so that their audience understand the message being relayed. The Cooperative principle helps influencers efficiently convince their followers to purchase products for the brand they are representing.(blog.media.io/influencer/what-is-influencer-marketing-theory) Some brands, such as Ryan air, use tik Tok to humanise their brand as if they were a person to become relatable creating a corporate identity not taking themselves too seriously. Gen Z buy into this as they find it amusing and then use their resources because of. Luxury brands tend to use influencers in a more structured setting to keep their luxury appeal. Brands such as Kate Spade and Lacoste used social media influencers, Sophia and Cinzia, to promote their brands by inviting them to their studio and dressing them in their brand wearing the clothes to their events. Kate Spade at a fashion show and Lacoste to Wimbledon. The brands then ask them to film this and put it on social media to communicate their brand through popular figures that Gen Z associate themselves with.