The purpose pillar ie a brands strategy, is  detrimental in the fashion industry, as it identifies the ‘direction and scope of an organisation over the long term, which achieves advantage in changing environment(Johnson et al 2011, ‘CA Strategists Challenging the Dominant Business Model: A Strategy Practice Perspective’, 2011).’with the aim of fulfilling consumers expectation, especially in the modern day industry. For consumers it is essential for a brand to be open with sharing its mission in order to differentiate itself from other brands and to make fashion buyers feel good about what they are buying. 

Within recent years, consumers have developed a heavy interest in buying from environmentally and ethically responsible ethos brands, “In 2020, we saw a significant increase in climate change awareness. According to sustainable fashion statistics, 67% of consumers now pay attention to the environmental impacts of their clothing (Radonic, D. (2022) 28 eye-opening sustainable fashion statistics for 2022, FashionDiscounts. Available at: https://fashiondiscounts.uk/sustainable-fashion-statistics/).” One brand with concerns itself heavily with its mission of ‘fashion integrity’, is ASOS. Launching its 2030 strategy, “it has guided our approach to business and our drive to be a responsible company that delivers positive benefits for people and minimises its impact on the planet(Our purpose and values (no date) ASOS plc. Available at: https://www.asosplc.com/this-is-asos/our-purpose-and-values/).” ASOS’s 2030 vision acknowledges the changing social and ethical expectations of consumers, due to its progressiveness and evident mission for the future. 

One method which is communicating a responsible and concerned mission for the future is sharing economy, this adopts methods of ‘swapping, reselling and renting’. Ultimately, “fashion’s sharing economy is all about fulfilling the original purpose of clothes, and that is simply to be worn. When shared instead of simply sold and bought, a garment can be worn over and over, multiplying the different lives it can live((MacGilp, R. (2021) What the fashion sharing economy is, and how to do it right, Ecocult. Available at: https://ecocult.com/fashion-sharing-economy-swap-resale/).” Consumers, especially Gen Z are constantly in search for socially and ethically concerned and motivated brands. 

 It is important for brands, especially within the clothing industry to communicate beyond advertising with Gen Z. Brands need to identify the importance of communicating their mission, however when reaching Gen Z, they need to think in a innovative manner, “audiences are leaving many public-facing social platforms and flocking to smaller, more intimate online destinations. I called these “digital campfires” and identified three reasons audiences were gathering there: to private message one another, to connect to a micro-community, or to participate in a shared experience(Wilson, S. (2021) Where brands are reaching gen Z, Harvard Business Review. Available at: https://hbr.org/2021/03/where-brands-are-reaching-gen-z ).” The new emergence of online interaction and heavy social media usage amongst Gen Z, gives clothing brands more pressure to ensure their purpose is communicated clearly on all platforms. One brand which is going above and beyond with communicating its purpose in a less typical manner is Nike with its collaboration with ‘ African retailer Shelflife on Air Jordan 2 Retro Low(No author, (October 14,2022) About.nike.com. Available at: https://about.nike.com/en/newsroom/releases/jordan-brand-s-first-africa-based-collaboration-brings-the-air-jordan-2-to-the-next-generation).’ The design communicates Shelflife’s graffiti and street style. The collaboration demonstrates Nike’s eagerness to experiment with different styles in a global manner, launching not only online but in Shelflife stores found in Cape Town and Johannesburg, communicating a sense of unity and global consciousness and inclusiveness. 

References:

(Grebe L, Johnson et al 2011, ‘CA Strategists Challenging the Dominant Business Model: A Strategy Practice Perspective’, 2011 (accessed October 29 2022)

(Radonic, D. (2022) 28 eye-opening sustainable fashion statistics for 2022, FashionDiscounts. Available at: https://fashiondiscounts.uk/sustainable-fashion-statistics/ (Accessed: October 29, 2022). 

( No author, Our purpose and values (no date) ASOS plc. Available at: https://www.asosplc.com/this-is-asos/our-purpose-and-values/ (Accessed: October 29, 2022). 

(MacGilp, R. (2021) What the fashion sharing economy is, and how to do it right, Ecocult. Available at: https://ecocult.com/fashion-sharing-economy-swap-resale/ (Accessed: October 29, 2022). 

(Wilson, S. (2021) Where brands are reaching gen Z, Harvard Business Review. Available at: https://hbr.org/2021/03/where-brands-are-reaching-gen-z (Accessed: October 29, 2022). 

(No author, (October 14,2022) About.nike.com. Available at: https://about.nike.com/en/newsroom/releases/jordan-brand-s-first-africa-based-collaboration-brings-the-air-jordan-2-to-the-next-generation (Accessed: October 29, 2022).