Purpose
Purpose is the fourth and final pillar in relation to fashion business, this is essentially the reason why a brand exists, in order to solve a problem or meet a need in society. That purpose informs the brand’s vision, mission, story, visual identity, decision-making, and more. They strive to create a sense of well-being for the customer; Shah and Marks describe well-being as “more than just happiness. As well as feeling satisfied and happy, well-being means developing as a person, being fulfilled, and contributing to the community” (Shah and Marks 2004). For example, the ‘Superman T-shirt Study’ conducted by Professor Karen Pine, from the department of Psychology at the University of Hertfordshire conducted an experiment, where some of her students would complete an exam in a superman t-shirt, and then the rest just their ordinary clothing. She explained : “When wearing a Superman t-shirt, the students rated themselves as more likable and superior to other students. When asked to estimate how much they could physically lift, those in a Superman t-shirt thought they were stronger than students in a plain t-shirt, or in their own clothing.” (Karen Pine, 2014) This research shows how people’s mental processes and perceptions can be primed by clothing, as they internalise the symbolic meaning of their outer layers.
Brand values determine a brand’s identity, message and personality. These brand principles guide story, actions and behaviours which is what creates customer loyalty and is what sets the brand up with a positive image. “Investing in and knowing brand values is fundamental to ensuring that a brand remains unique” (Nettl, 2018) A brand who has openly prioritised its purpose toward people and the planet is Lush, founded by Mark Constantine in 1995. Lush has been invested in sustainability from the get-go; they create solid beauty bars like shampoo, conditioners and cleansing balms to reduce water usage and plastic packaging; saving nearly 6 million plastic bottles globally As well as putting the prioritising the planet, they also care for their customers. In 2021, they have decided to take on a leadership role by shutting down all their social media accounts. As Lush CEO Mark Constantine puts it, “I’ve spent all my life avoiding putting harmful ingredients in my products. There is now overwhelming evidence we are being put at risk when using social media.” With brands like Lush leading the way to a more positive, sustainable society, there has been an increase in the number of brands who have begun to prioritise their purpose for people and the planet, in order to create a state of wellbeing within society.
Bibliography
Hetan Shah (27th September 2017) New Economics Foundation ‘A Wellbeing Manifesto for a Flourishing Society’ Available at: https://neweconomics.org/2014/09/wellbeing-manifesto-flourishing-society (Accessed: 30/11/22)
Nittl (2018) ‘Ultimate Guide to Incorporating Brand Values into your Business’ Available at: https://www.nettl.com/ie/importance-brand-values/#:~:text=Brand%20values%20determine%20your%20brand’s,unique%20in%20a%20saturated%20market. (Accessed: 2/11/22)
Sarah Knapton (31st May 2014) The Telegraph ‘Wear a Superman Tshirt to Boost Exam Success’ Available at: https://www.telegraph.co.uk/news/science/science-news/10866021/Wear-a-Superman-t-shirt-to-boost-exam-success.html (Accessed: 2/11/22)