Purpose

Purpose is one of the 4 pillars of the fashion businesses strategy that focuses on the business’s intents communicated with the social well-being of people. Brand philosophy Interconnects with the ‘people’ pillar and evaluates consumers concerns to set a adequate mission statement to decide their aims and objectives, allocating businesses with direction and fixating its values to reach its target audience. This reinforces the purpose behind a brand allowing communication with gen Z consumers as it provides insight into the business culture.

Brand philosophy helps to develop brand identity where this differentiates the business from its competitors as, “a strong, unique brand image is essential when building a good relationship with customers. If they feel that you both share the same values, they’ll be attracted and will develop brand loyalty over the competition” (Laura Harker 2021). With success in marketing, this generates a chance of having control of the business’s image perceived by the public (Kristopher Jones 2021). For example, Nudie Jeans employs a variety of approaches to increase the environmental and social sustainability of its products through their “wear, tear and repair” way of thinking instead of fast fashion which acts as the brands USP (Gwilt, A. 2014). 

ASOS is an example of developing brand philosophy. They developed a 2030 strategy prioritizing their sustainability mission, through fortifying their commitment of “Fashion with integrity” by setting their 4 goals: “Be Net Zero, centered around our carbon emissions; Be More Circular, about transitioning to more circular systems; Be Transparent, focused on transparency and human rights; and Be Diverse, encompassing diversity, equity and inclusion” (ASOS 2021). This highlights their vision and values to the public, duplicating the business in a sustainable spotlight to improve their brand identity and reputation to gain competitive advantage. 

Business’s Brand purpose is communicated through collaborations, displayed on social media due to Gen Z being raised with smartphones and the Internet, in which they are more likely to buy from brands that have “established clear values, are inclusive, and have a strong online community” (Monique Thomas 2021). Jordans first African-based collaboration with Shelflife introduced the Air Jordan 2 to the next generation and “is one of many Jordan Brand partnerships with sneaker retailers around the world, from Detroit to Manila, that bring inspiring local stories to a global audience” (Nike 2022). This fulfills the diversity demand as 60% of Gen Z say increased racial and ethnic diversity is good for society, with Gen Z being the most racially and ethnically diverse generation ever with a spending power of over $140 billion (Monique Thomas 2021). Diversification is seen as a differentiation approach. Consumer income is increasing and are willing to pay extra for something that meets their needs and wants, allowing Brands to add value to greater its profitability and remain competitive. 

REFERENCES:

ASOS (2021) “Fashion with Integrity” [online] ASOS. Available at: Fashion with Integrity | ASOS plc [Accessed: October 28th 2022]

Gwilt, A. (2014) Chapter 6-Use-Pages: 116–137 [online] Bloomsbury Fashion Central. Available at:Bloomsbury Fashion Central – Use (oclc.org) [Accessed: November 2nd 2022]

Harker. L (2021) “Why You Need to Create a Brand Identity to Grow” [online] Latana. Available at: Why You Need to Create a Brand Identity to Grow | Latana [Accessed: October 28th 2022]

Jones. K (2021) “The Importance Of Branding In Business” [online] Forbes. Available at:The Importance Of Branding In Business (forbes.com [Accessed: November 1st 2022]

Nike (2022) “Jordan Brand’s First Africa-Based Collaboration Brings the Air Jordan 2 to the Next Generation” Nike. [online] Available at: Jordan Brand Shelflife Air Jordan 2 Retro Low Official Images — NIKE, Inc. [Accessed: October 28th 2022]

Thomas. M (2021) “5 Gen Z Marketing Strategies To Implement in 2022” [online] LaterBlog. Available at: 5 Gen Z Marketing Strategies To Implement in 2022 (later.com) [Accessed: November 1st 2022]