Purpose

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When contemplating the purpose of fashion, Corner (2014) remarks that “Where, why and how we choose to buy our clothes has become a reflection of who we are” (p.26), implying that garments have more in-depth significance. With purchases, individuals do not only participate in dressing up; they express themselves and showcase their beliefs and characteristics, and by choosing a brand or product, consumers practice self-expression. Therefore, creating a solid brand philosophy that includes goals, strategies and values and operating by it is a competitive advantage crucial for success (Fromm, 2019).

At 25% of the entire global population, Generation Z, the first true digital natives, is the biggest generation and becoming the most influential one (Schneider and Lee, 2022). According to McKinsey, “Young people have become a potent influence on people of all ages and incomes, as well as on the way those people consume and relate to brands” (p.2, 2018). 

Figure 1: The different generations and their percentages of the global population. Business of Fashion (2022, fig 1).

McKinsey (2018) also mentions authenticity as an essential value Generation Z seeks. Consequently, their consumption patterns are anchored on ethics and transparency; they expect enterprises to establish and advance clear standpoints on social issues and will quickly detect if a label’s internal or external practices contradict its marketing tactics. 

Figure 2: Some of Gen Z’s responses when asked about the effects of solid brand purpose or involvement in scandals on their purchasing habits, adapted from “‘True Gen’: Generation Z and its implications for companies” (McKinsey, 2018). 

According to Afterpay’s Co-Founder, Nick Molnar, “Sustainable and purpose-driven brands have held strong [during the pandemic]” (Business of Fashion, 2020). Molnar also notes that enduring relevance and trust between brands and clientele can be achieved by authentically showcasing the brand’s purpose and maintaining relationships with buyers before involving commerce.

As Gen Z deter from unauthentic advertising, communicating purpose is challenging for brands. Firstly, releasing data, being transparent and accountable for actions, and speaking upon issues may lead brands to connect with young consumers while gaining trust. This must be done intelligently to be beneficial (Curry, 2020). Secondly, Drops and collaborations represent objectives and reach younger cohorts effectively. These exclusive events touch on the Generations’ need for self-expression, provide access, and often involve a social cause or topic on which the brand and consumer can connect (Business of Fashion, 2020).

Figure 3: Harvard Business Review’s “Brand Advocacy Map”, Shown in theory and action. Harvard Business Review (2022).

Although still active on platforms like Instagram and their growing activity on TikTok, Gen Z’s approaches towards them have changed, and brands adjust accordingly. While still engaging online with buyers, labels revisited subjects like brand influencers as new consumers sought closer connections, like Instagram personas with fewer followers (McKinsey, 2018). 

Figure 4: Social media platforms’ relevance percentages among Generation Z. Business of Fashion (2022, fig 3).

Another way to communicate ethos is cleverly entering new, more intimate digital spaces. Named by Wilson (2021) “digital campfires”, these internet spaces draw young audiences since they desire to partake in shared experiences or join micro-communities. From Roblox to Twitch and Fortnite, brands create experiences in these spaces to communicate with users organically. 

Figure 5: How brands communicate their purpose to Gen Z. Adapted from the Gucci Vault website (Gucci Vault, 2022), Hysteric Glamour and Kiko Kostadinov collaboration (Hysteric Glamour and Kiko Kostadinov, 2022). Balenciaga and Fortnite partnership (Balenciaga and Fortnite, 2021), Pizza Hut and Twitch partnership (Pizza Hut and Twitch, 2021), Asos’s “Fashion with Integrity” report (Asos, 2022), Duolingo’s TikTok page (Duolingo, 2022), and Ben & Jerry’s Website (Ben & Jerry’s, 2022).

Reference list

Asos (2022). Available at: https://asos-12954-s3.s3.eu-west-2.amazonaws.com/files/9316/4974/2308/Fashion_With_Integrity_-_Progress_Update_-_120422.pdf (Accessed: 30 October 2022).

Balenciaga and Fortnite (2021). Available at: https://www.vogue.com/article/balenciaga-fortnite-partnership (Accessed: 30 October 2022).

Ben & Jerry’s (2022). Image from Ben & Jerry’s Website. Available at: https://www.elle.com/fashion/a34861030/art-school-spring-2021/#sidepanel (Accessed: 30 October 2022).

Business of Fashion (2020). How to Communicate and Connect with Gen-Z Consumers. Available at: https://www.businessoffashion.com/articles/retail/afterpay-communicate-and-connect-with-gen-z-consumers/ (Accessed: 30 October 2022).

Business of Fashion (2022). Social media platforms’ relevance percentages among Generation Z. Available at: https://www.businessoffashion.com/articles/retail/implications-of-gen-z-for-the-fashion-industry-bof-insights-charts/ (Accessed: 30 October 2022).

Business of Fashion (2022). The different generations and their percentages of the global population. Business of Fashion. Available at: https://www.businessoffashion.com/articles/retail/implications-of-gen-z-for-the-fashion-industry-bof-insights-charts/ (Accessed: 30 October 2022).

Corner, F. (2014). Why Fashion Matters. Thames & Hudson, Limited. Available at: https://ebookcentral.proquest.com/lib/ual/detail.action?docID=5878041# (Accessed: 30 October 2022).

Curry, L. (2020). How Brands Can Follow Through on the Values They’re Selling. Available at: https://hbr.org/2020/08/how-brands-can-follow-through-on-the-values-theyre-selling (Accessed: 30 October 2022).

Duolingo (2022) TikTok Page [TikTok]. Available at: https://www.tiktok.com/@duolingo (Accessed: 30 October 2022).

Fromm, J. (2019). Gen-Z And The Three Elements Of Purpose Brands. Available at: https://www.forbes.com/sites/jefffromm/2019/07/26/gen-z-and-the-three-elements-of-purpose-brands/?sh=4f51eb4c37e3 (Accessed: 30 October 2022).

Gucci Vault (2022). Available at: https://vault.gucci.com/en-US/story/enter-vault (Accessed: 30 October 2022).

Harvard Business Review (2020). Harvard Business Review’s ‘Brand Advocacy Map’, Shown in theory and action. Available at: https://hbr.org/2020/08/how-brands-can-follow-through-on-the-values-theyre-selling (Accessed: 30 October 2022).

Hysteric Glamour and Kiko Kostadinov (2022). Available at: https://www.highsnobiety.com/p/hysteric-glamour-kiko-kostadinov-asics-collab/ (Accessed: 30 October 2022).

McKinsey (2018). ‘True Gen’: Generation Z and its implications for companies. Available at: https://www.mckinsey.com/~/media/McKinsey/Industries/Consumer%20Packaged%20Goods/Our%20Insights/True%20Gen%20Generation%20Z%20and%20its%20implications%20for%20companies/Generation-Z-and-its-implication-for-companies.pdf (Accessed: 30 October 2022).

Pizza Hut and Twitch (2021). Available at: https://archive.esportsobserver.com/pizza-hut-returns-twitch-rivals/ (Accessed: 30 October 2022).

Schneider, B. and Lee, D. (2022). The Implications of Gen-Z for the Fashion Industry — in Five Charts. Available at: https://www.businessoffashion.com/articles/retail/implications-of-gen-z-for-the-fashion-industry-bof-insights-charts/ (Accessed: 30 October 2022).

Wilson, S. (2021). Where Brands Are Reaching Gen Z. Available at: https://hbr.org/2021/03/where-brands-are-reaching-gen-z (Accessed: 30 October 2022).

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