Purpose
Purpose in a business is one of the most important as well influential factor of a business as it reflects on the businesses values, especially when it comes to retail. It’s not just about selling their products it’s about the promises a business makes to its consumers, as well as identifying the brands values and missions . This establishes trust with your consumers and further creating loyalty responsibility to fulfil both consumers and employees wellbeing needs. Moreover a brand purpose gives buyers a way to remember a business by creating an identity therefore setting you apart from competitors. (Creatitive | Sports Digital Branding & Marketing Agency. (2018) Consumers are more likely to purchase from a brand that has strong values especially with the current generation who are known to be more socially responsible.
Wellbeing is an important factor in the Fashion Industry as our appearance reflects how we want to be perceived, where we feel comfortable, and how we seen and express ourselves . the clothes you purchase and wear have an effect on how your confidence , this is evident as it is mentioned in ‘That Swimsuit Becomes You’ (Frederikson et al, 1998) where a study was made on women and men. women were less Wearing of swimwear had a greater effect on women’s performance than men as people who wore a swimsuit which were women performed poorly where as for the men is was vis versa. this is. a prime example of how brand physiology is important as it is important for the consumers to feel comfortable in the products their buying as well as confident.
Zara is among the most famous retailers in the world. Its shopper visit frequency is three times higher than for most other clothing brands (Djordjevic, M. (2022) . Their brand physiologist is 4 pillars brand beauty, clarity, functionality and sustainability (Kala, K. (2018) . Only a few clothing brands can keep up with the latest fashion while maintaining high quality of products and selling then at an affordable price and Zara is one of them. they stick by their values and mission statement to keep up with customer needs.
Unlike other generations gen Z are the most socially conscious as well as socially responsible. they have grown up with technology therefore allowing them to boarded their knowledge and educate themselves on ongoing issues. In addition social media platforms such as tiktok and instagram reels which are eye-catching visual content is a large platform for marketing products as they tend to have a short attention span. The best way to get across to them is by interactive content, this also allows the consumer to understand what they want to buy and the company to understand the customer needs. Furthermore trends are constantly changing due to social media. The fast pace encourages trends to go in and out companies need to ensure they stay current and follow these trends due to the speed interests change in.
There is a significantly strong belief on sustainability as gen z are heavily concerned about our planet and want to make a difference, especially within the fashion industry. Corporate social responsibility (CSR) refers to companies taking responsibility for their impact on society” (para 1). CSR and sustainability have been inextricably linked in the fashion industry. (in.arts.idm.oclc.org. (n.d.). University of the Arts London WebLogin). Moreover this impacts how and where they purchase their products from, as it is important they are purchasing from a sustainable brand. They are not interested in empty promises they want to know action will be made. Brands must highlight their commitment by providing evidence against challenges such as diversity, sustainability and destruction of the environment . A brand’s corporate social responsibility (CSR) statement must be something that the brand lives, rather than just espouses. (Clark, S. (2022). What Does Gen Z Really Want From Brands?)
Creatitive | Sports Digital Branding & Marketing Agency. (2018). What Is the Purpose of Branding? How Your Company’s Image Is More than Just a Logo. [online] Available at: https://creatitive.com/purpose-of-branding/.
Djordjevic, M. (2022). 20 Astonishing Zara Statistics That Show the Brand’s Value. [online] Fashion Discounts. Available at: https://fashiondiscounts.uk/zara-statistics/.
Kala, K. (2018). FASHION HISTORY- ZARA. [online] Medium. Available at: https://medium.com/@kalyanii8927/fashion-history-zara-19ac531d9ab1.
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Clark, S. (2022). What Does Gen Z Really Want From Brands? [online] CMSWire.com. Available at: https://www.cmswire.com/customer-experience/do-your-brands-values-align-with-those-of-gen-z/.
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