Purpose
Purpose
Purpose is known as the ‘aim’ of a business or organisation. It is one of 4 of the main pillars of the fashion industry. Purpose is the reason why people start their business, what they aim to achieve and how they are going to succeed within the industry, that is why to me, purpose is one of the main/ most important pillars.
The pillar of purpose explores a brands ‘mission, vision and value’. The brands mission and vision can be shown from a brands given ‘mission statement’. For example, here is the mission statement of Zara: “give customers what they want, and get it to them faster than anyone else.” Along side the vision statement: “to contribute to the sustainable development of society and that of the environment with which we interact.” This shows the purpose and the aim of the brand and what they hope to achieve and aim to present within their brand in order to be sustainable and successful. It clearly states and explains to the customer, and also those just interested in what the brand of Zara wants to achieve in the business aspect in order to become a profitable and successful brand. Here is a diagram of the mission, vision and values of Zara:
Brands communicate their purpose to Gen-Z by ‘Of those who are happy for brands to communicate their purpose-driven work with them, most told us social media and a brand’s website are the platforms through which they want to hear it.’ This shows the impact I. Which social media has on our lives, brands and the success of brands in todays day and age. Social media marketing would be a good way to present the brands purpose as that is shown through research to be a main way in which a brand will attract Gen-Z customers. Also, video content such as tiktok videos and instagram reels is a way that brands can successfully reach and communicate to Gen-Z.
King, J. (2022) How brands can win the trust of gen Z – attest blog, Attest. Available at: https://www.askattest.com/blog/attest-investigates/how-brands-can-win-the-trust-of-gen-z (Accessed: November 14, 2022).
Roth, R. (2018) Council post: Give customers what they need (not what they want), Forbes. Forbes Magazine. Available at: https://www.forbes.com/sites/forbescoachescouncil/2018/05/03/give-customers-what-they-need-not-what-they-want/ (Accessed: November 14, 2022).
Zara Mission and Vision Statement Analysis (no date) Edrawsoft. Available at: https://www.edrawmind.com/article/zara-mission-and-vision-statement-analysis.html (Accessed: November 14, 2022).