Purpose
‘Purpose’ is the fourth and final pillar within the fashion industry. ‘Purpose’ is defined within the industry as opening opportunities for everybody, which automatically becomes a larger part of our lives. Simply put, purpose asks the industry to look at its plans and intentions and how they will impact its actions?
Within ‘purpose’ you find ‘The brand philosophy’ which is “The set of values, code of ethics, and principles” (Marketing91, 2022) and is extremely important when communicating the fashion brand’s message to its customers as it accumulates more sales. A key factor of having a brand philosophy is having a unique selling point as it allows brands to have a distinctive identity within the industry that will enable the brand to stand out. Furthermore, having a story, mission and values will enable customers to relate to the brand which would make it more appealing to a wider range of consumers.
‘Sustainability’ is a huge term within the fashion industry today, Brands like Asos are marketing their sustainable journey as “Responsible Fashion” where they define their missions and values for becoming a sustainable brand. Their aim is to attract a larger audience such as Gen Z, who are extremely passionate and informed about the sustainability impacts that fashion can have on the environment and the role they play as consumers within their own sustainability choices.
Fashion brands communicate their purpose to Gen Z using social platforms such as Tiktok and Instagram targeting the large demographic of daily users. “62% of Generation Z social media users claim to use Instagram daily” (Earthweb, 2022) Influencer marketing is a crucial strategy within the fashion industry. A mixture of old and new marketing tools takes the idea of celebrity endorsement and places it into today’s content-driven marketing world. “About 80% of Gen Z social media users follow at least one influencer” (Earthweb, 2022). Influencers help brands to build a relationship with their customers, through this brand will be able to communicate their products to a larger audience. Ryanair is one of many brands that use TikTok and social media platforms. With multiple humorous videos going viral they have increased their engagement and accumulated more than one million followers. Similarly, Luxury brands use influencers in a more strategic way. Louis Vuitton and Prada use social media influencers such as Emma Chamberlain and Charli D’Amelio to promote their brands by inviting them to fittings and shows during fashion month and asking them to film and post on their large platforms to communicate the brand’s purpose to a large Gen Z audience.
‘Purpose’ within the fashion industry is evolving and changes daily as media morphs and grows. Marketing departments are always looking for the newest and freshest ‘purpose’.
References:
Bhasin, H. (2019) What is Brand Philosophy? importance of having a brand philosophy, Marketing91. Available at: https://www.marketing91.com/brand-philosophy/ (Accessed: October 30, 2022).
calamonte, jose (2022) Responsible fashion: Our journey to a more sustainable future, ASOS. asos. Available at: https://www.asos.com/responsible-fashion/ (Accessed: October 30, 2022).
Geyser, W. (2022) What is influencer marketing? – the ultimate guide for 2022, Influencer Marketing Hub. Marketing Hub . Available at: https://influencermarketinghub.com/influencer-marketing/ (Accessed: October 30, 2022).
Hillier, L. (2021) 10 brands getting creative with content on TikTok, Econsultancy. Available at: https://econsultancy.com/10-brands-getting-creative-with-content-on-tiktok/ (Accessed: October 30, 2022).
Nordstrom, L. (2022) A day at Louis Vuitton with Emma Chamberlain, WWD. Vouge . Available at: https://wwd.com/eye/people/emma-chamberlain-louis-vuitton-paris-fashion-week-diary-1235129503/?sub_action=logged_in (Accessed: October 30, 2022).
Widjojo, C. (2022) Emma Chamberlain channels modern mod girl at Louis Vuitton’s ‘200 trunks, 200 visionaries: The exhibition’, WWD. Fairchild publishing . Available at: https://wwd.com/fashion-news/fashion-scoops/emma-chamberlain-louis-vuitton-200-trunks-200-visionaries-exhibit-1235265471/ (Accessed: October 30, 2022).
Wise, J. (2022) Gen Z Social Media Usage Statistics 2022: The latest trends, Facts & Data, EarthWeb. Jason wise. Available at: https://earthweb.com/gen-z-social-media-usage-statistics/ (Accessed: October 30, 2022).