PURPOSE

“Purpose” is the last pillar in Fashion Business School: 4Ps. It is the foundation and mission of the brand. During the journey of the brand, they need a map to head to treasure island or a key to open a treasure box (HIGHSNOBIETY, 2020). Therefore, “Purpose” is the map and the key. Understanding the purpose will help them engage their audience appropriately.

First of all, the philosophy of a fashion brand is the first step when that brand starts its journey. It plays a vital role because it will help brands follow their core vision. An example is that the core value of Nudie Jean Repair Shop is sustainability (Gwilt, 2020). They provide services for customers to repair, wash and care for Nudie Jeans in sustainable ways. They are together with consumers to change the fashion industry in how to use and extend the product lifespan. Secondly, the philosophy includes how brands communicate with their customers. Stella McCartney’s website shows respect, trust, and responsibility for the future reflected in the brand’s vision (Londrigan & Jenkins, 2018). The transparency in materials and innovation help customers explore how wonderful nature becomes a fashionable factor to create luxury fashion (https://www.stellamccartney.com). Therefore, Stella McCartney’s vision is how she shares with her clients about sustainability through her designs and from which clients make ethical choices.

In order to reach as many customer groups as possible, sharing economy has been developed to meet the needs of customers. There are many services such as exchange, renting, and resale (,). However, in this economy, brands exist products instead of creating new products. From 2021 to 2021, rental clothing market revenue is projected to increase steadily across the globe from 5.87 billion to 7.45 billion U.S dollars (Statista, 2022). In addition, the mission of brands that follow this non-traditional economy is to change the industry by “sharing more and wasting less” and reduces the environmental footprint (Byrotation, 2022). It is similar to the circular economy, however, instead of recycling clothes as materials, they can be kept in their original state and shared in the community.

Finally, gen Zers are now the target customer of most brands in the industry. They are building a strong connection with this new generation. Gen Z appears with the digital storm that they bring with them. More stuff is becoming digital and fashion is adapting with it. For instance, Burberry x Minecraft is a special campaign of the brand. They transfer their designs into pixel skins for players (Burberry, 2022). Communicating with young customers through digital platforms is the key to stepping into this generation’s world (Pinas, 2022). Understanding environmental issues, they uphold the sustainability of fashion products. Sustainability, transparency, and authenticity of materials and processes are what Zoomers looking for. Brands can share their whole process on social media. When young customers access it, they understand the true story of how that garment is made. With this tool, the brand will definitely capture the heart and trust of Gen Z.

Bibliography

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By Rotation (2021), Sustainability. Available at: https://byrotation.com/sustainability (Accessed 28 October 2022).

Drapers (2022), Gen Z and Millennials 2022. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (Accessed 27 October 2022).

Gwilt. A (2020) A Practical Guide to Sustainable Fashion, Bloomsbury Publishing USA, ProQuest Ebook Central, Available at: http://ebookcentral.proquest.com/lib/ual/detail.action?docID=6234061.
(Accessed 24 October 2022).

Howden. R (2021), The Psychology Of Fashion. Available at: https://www.wellbeing.com.au/mind-spirit/mind/dress-yourself-happy.html (Accessed 27 October 2022).

HIGHSNOBIETY (2020), How to make a purpose-driven clothing brand. Available at: https://www.highsnobiety.com/p/purpose-driven-clothing-brand/ (Accessed 22 October 2022).

Londrigan, M.P, and Jenkins, J.M. (2018) “Corporate Social Responsibility and Sustainability.”. Edition 1. Place of publication: Fairchild Books.

Marr. B (2016), The Sharing Economy – What It Is, Examples, And How Big Data, Platforms And Algorithms Fuel It. Available at: https://www.forbes.com/sites/bernardmarr/2016/10/21/the-sharing-economy-what-it-is-examples-and-how-big-data-platforms-and-algorithms-fuel/?sh=687b9cec7c5a. (Accessed 28 October 2022).

MacGilp. R (2021), What the fashion sharing economy is, and how to do it right. Available at: https://ecocult.com/fashion-sharing-economy-swap-resale/ (Accessed 28 October 2022).

Pinas. M (2022), 5 Ways Brands Can Better Connect With Gen Z . Available at: https://www.adweek.com/sponsored/5-ways-brands-can-better-connect-with-gen-z/ (Accessed 27 October 2022).

Statista (2022), Revenue of the rental apparel market worldwide from 2019 to 2026. Available at: https://www-statista-com.arts.idm.oclc.org/statistics/1195613/rental-apparel-market-revenue-worldwide/. (Accessed 28 October 2022).

Stella McCartney (2022) Measuring our impact. Available at: https://www.stellamccartney.com/gb/en/sustainability/measuring-our-impact.html (Accessed 26 October 2022).

Stella McCartney (2022) Materials & Innovations. Available at: https://www.stellamccartney.com/gb/en/sustainability/sustainability.html#materials-innovation (Accessed 26 October 2022).

White. S (2022), The fashion of purpose. Available at: https://www.prweek.com/article/1794828/fashion-purpose (Accessed 27 October 2022).

Image reference list:

Bui. L (2022) Purpose. (Illustration)

Bui. L (2022) How to communicate gen Z. (Collage)

Bui. L (2022) Sharing economy. (Collage)