Purpose

A brand should not only let consumers see its products and design concepts. It should let consumers know its vision and value proposition. Every fashion brand has its own mission.“Every brand is dying to have a mission, and 99.9 percent of them have written a story, attaching it to their products,” Colen said. As a working farm first and foremost, Sky High has taken the opposite approach, starting with its mission and layering on its product offering. “People will listen to us,” he added. “We’ll have a voice other companies just can’t have in the dialogue.”(Sherman, 07, May, 2021). The value proposition of a fashion brand is its backbone, the core element of the design concept, this also invisibly gives consumers a core driving force.

Gen Z is a vibrant crowd, so the brand can create some sentences about the brand’s own vision, turn the vision into a design concept, and convey it in the clothes. Tiktok is a good publicity path, and many brands now rely on Tiktok to increase their popularity. “There are three key measures of Gen-Z spending: consumption as access, rather than possession; spending as an expression of their identity; and consumption as a measure of ethical concerns,” says Manastir. “Gen-Z define themselves in multiple ways. They want to see different products and then a real story behind those products and behind the brand itself. They think more analytically before investing.”(Team, 15, July 2020)It can be seen that they all buy things based on their ideas, rather than placing orders without thinking, so the design concept and vision are particularly important.