Zhiyi Jin

Brand purpose is the framework that guides business decisions and thought processes. Unlike a brand promise, a brand promise may give buyers an expectation of a product or service. But a brand purpose will give customers an emotional and spiritual connection to the brand. Similarly, brand purpose and social purpose are similar but different. (Don’t panic, 2022) The essence of a brand purpose is a higher reason for a brand to exist than making money, and the most direct way for customers to distinguish people from other brands. It is the source of a brand’s longevity, driving the progress and development of people and society in a positive way.

A brand philosophy is an expression of the values, codes of ethics and principles that define the overall climate and culture of an organization and shape the company’s business practices. It can effectively capture the trust of customers and establish cooperation. For example, there is a distinction between multiple companies in the same market and a company with an ethical and profitable brand philosophy that can occupy a high-level place in the psyche of the market and customers.(Bhasin,2019)The brand philosophy also integrates the employee’s workplace organization, as the employee’s sense of work is distributed along with the feeling. As a final note, many times, the employee can decide to break the key decision in the decision. Because if the individual builds and manages the ethical brand philosophy, they know more about the ability to handle, the situation of the company, they know the situation, they know the respect and ethics that build the brand and have won all the success and honor for the company.(Bhasin,2019)

The sharing economy, also known as the sharing economy, means that all technology products and services can be used, shared and even rented out by the public in the Internet era. It is an economic means of increasing the utilisation of resources and reducing the cost of use. For example, the sharing of bicycles in transport and the collaboration between Uber and Selfridge and rental platforms in fashion to start fashion rentals are all physical applications of the sharing economy. It improves the utilisation of resources and is conducive to long-term sustainable development.

According to the survey, more than half (53%) of the new generation selected a brand’s social media account, and 46% selected a brand’s website. At the same time, 39% said they would learn about brands through brand advertising. At the same time, it can be seen that the media promotion is currently the most popular kind of Generation Z.(King,2021)

reference

Don’t panic（2022）WHAT IS BRAND PURPOSE? 5 GREAT EXAMPLES.Available at:https://www.dontpaniclondon.com/what-is-brand-purpose/(Accessed in 30th Oct 2022)

Bhasin,h.(2019)What is the brand concept? The importance of having a brand idea. Available at:https://www.marketing91.com/brand-philosophy/ (Accessed 30^th Oct 2022)

King,J.(2021)How brands can win the trust of Gen Z. Available at:https://www.askattest.com/blog/attest-investigates/how-brands-can-win-the-trust-of-gen-z. (Accessed 30^th Oct 2022)

Profit is the ultimate element that reflects the results of a company’s operations. Residual value is the essence of profit and profit is a form of transformation of residual value. Balancing the profit and environmental aspects of the fashion industry is an important tool for sustainable development. Profit drives the development of the fashion industry and is an important value for its existence.

Because of social and economic progress, fashion has now become one of the largest industries in the world.

Fashion is one of the most important industries in the world, and it is not only an important part of driving the global economy. And it is one of the key value-creating industries in the world economy. (McKinsey & BoF, 2016) In its 2017 State of Fashion report, McKinsey stated that the global fashion industry would represent the seventh largest economy in the world if the fashion economy was compared to a country’s GDP. According to the latest statistics, the revenue of the fashion industry in 2021 is 1.7 trillion US dollars. Before the Covid-19 pandemic, the global revenue of the fashion industry was estimated to be between $1.7 trillion and $2.5 trillion, according to two separate studies by Euromonitor and McKinsey. (McKinsey, 2019) But the arrival of the new crown pneumonia epidemic has seriously affected the economy of the fashion industry. According to Euromonitor, the global apparel and footwear market shrank by -18.1% in 2020 (to $1.45 trillion), while McKinsey said revenue in the fashion and apparel industry fell by 20% in fiscal 2019-20. (Euromonitor, 2021) Fortunately, with the unblocking of the country and the shrinking number of Covid-19 people, people have started retaliatory consumption, which has brought new vitality to the fashion economy and ushered in another prosperity. The world apparel retail market is expected to grow by 7.5% in 2021-2022 to reach US$1.84 billion in 2022, and by 6.1% in 2022-2023 to reach US$1.95 billion in 2023. (Euromonitor International, no date)

Because of social and economic progress, fashion has now become one of the largest industries in the world.

Fashion is one of the most important industries in the world, and it is not only an important part of driving the global economy. And it is one of the key value-creating industries in the world economy. (McKinsey & BoF, 2016) In its 2017 State of Fashion report, McKinsey stated that the global fashion industry would represent the seventh largest economy in the world if the fashion economy was compared to a country’s GDP. According to the latest statistics, the revenue of the fashion industry in 2021 is 1.7 trillion US dollars. Before the Covid-19 pandemic, the global revenue of the fashion industry was estimated to be between $1.7 trillion and $2.5 trillion, according to two separate studies by Euromonitor and McKinsey. (McKinsey, 2019) But the arrival of the new crown pneumonia epidemic has seriously affected the economy of the fashion industry. According to Euromonitor, the global apparel and footwear market shrank by -18.1% in 2020 (to $1.45 trillion), while McKinsey said revenue in the fashion and apparel industry fell by 20% in fiscal 2019-20. (Euromonitor, 2021) Fortunately, with the unblocking of the country and the shrinking number of Covid-19 people, people have started retaliatory consumption, which has brought new vitality to the fashion economy and ushered in another prosperity. The world apparel retail market is expected to grow by 7.5% in 2021-2022 to reach US$1.84 billion in 2022, and by 6.1% in 2022-2023 to reach US$1.95 billion in 2023. (Euromonitor International, no date)

As an individual. The economy means the wealth level of individuals, and the economically well-off countries and individuals are often able to enjoy better national and personal resources. On the contrary, the services received by poor countries and individuals tend to lag behind the economically well-off groups. Professionally, the history of the economy is the history of how societies escaped widespread poverty by finding and producing more of the goods and services that people needed—the vast quantities of goods and services that people produced for each other. For nearly two hundred years, the number of poor people around the world has been slowly shrinking, which means people have more money to enjoy life. From a microscopic perspective, in recent decades there have been hundreds of different toothbrushes, thousands of different dentists, hundreds of thousands of different dishes in different restaurants, and millions of different books. This also proves that people are getting more basic resources to enrich their own vitality.（Roser，2021）

For now, the fashion industry plays a pivotal role in the world economy. Globally, the $1.3 trillion apparel industry employs more than 300 million people along the value chain; cotton production alone accounts for nearly 7 percent of all employment in some low-income countries. (Ellen MacArthur Foundation, 2017) Therefore, in terms of cost, it is necessary to protect the rights and interests of workers as much as possible while increasing economic income, such as realizing a circular economy and reducing waste of raw materials. (Muis, 20220) At the same time, considering the influence of social factors, increase online sales channels, increase various marketing possibilities, and increase your own income direction.

reference

FASHION UNITED.(no date)Global Fashion Industry Statistics. Available at:https://fashionunited.com/global-fashion-industry-statistics(Accessed 23th Oct  2022)

Roser，M.(2021) What is economic growth? And why is it so important? Available at: https://ourworldindata.org/what-is-economic-growth(Accessed 23th Oct 2022)

ELLEN MACARTHUR FOUNDATION.(2017) FASHION AND THE CIRCULAR ECONOMY . Available at: https://archive.ellenmacarthurfoundation.org/explore/fashion-and-the-circular-economy (Accessed 23th Oct 2022)

Musi B. (2020) 16 ways to increase your fashion brand’s profitability this year. Available at: https://conceptable.com/16-ways-to-increase-your-fashion-brands-profitability-this-year/(Accessed 23th Oct 2022)

Whenever people talk about sustainability in the fashion industry we think of four pillars – economic, social, environmental and cultural. And people play a very important role in this. The fact that people are the main drivers of sustainable development is fundamental to this issue.
Those born between the late 1990’s and early 2010’s .(Meola,2022)They were influenced by the internet, instant messaging, newsletters, MP3 players, mobile phones, smartphones, tablets and other technology and are more receptive to new things. As consumers, they are more receptive to a wide range of products and are happy to try new ways of shopping other than the traditional ones, such as online shopping and live streaming. They are also willing to pay for more personalised products.Not surprisingly, Generation Z consumers are significantly less likely than the general population to primarily use bricks and mortar retailers in 2019. Of those surveyed, only 15% of Generation Z are likely to use only high street retailers, compared to a third of the rest of the population. They are also more likely to use only online retailers, with a third (33%) saying this is their preferred method of shopping.(Redfern,2019)

As a brand, if it wants to attract Gen Z, it needs to keep up with social media trends and be bold and innovative in order to catch the eye of Gen Z. Attention to communication is an important factor in maintaining Gen Z’s continued consumption of the brand.There are 6 ways brand can engage Gen Z audiences:1. Know brand channels2. Stand for something3. Present seamless experiences4. User-generated content5. Influencer marketing6. Referral marketing(Courtney Wylie,2019)

GAP is a very successful brand in terms of diversity. It has a long history of fighting for equality. It expects to double its black and Latino workforce and increase the number of black leaders to 50% by 2025. And it has a product inclusion strategy that focuses on black consumers. There is also care for LGBTQ people. GAP employees will also be cared for and nurtured to drive the vision and commitment to engage in diversity.(Gap Inc,no date)

The key interpersonal skill for a fashion brand to be successful is inclusivity. The trend in the world today is towards racial equality, equality between men and women, equality in the development of different personalities, so inclusivity is crucial for a brand and can even be said to be the lifeblood of a brand’s longevity.

According to the report survey, almost 90% said that the image of the fashion industry does not represent a different body or identity, while 87.5% said that they do not feel like themselves in advertising campaigns, fashion shoots and on the catwalk.

The survey also found that 68% of people in the fashion industry have experienced or witnessed discrimination based on appearance or belief, with the largest group stating it was based on body image at 73.4%, followed by race, age, disability, gender and religious expression.(walker G,2021)

reference

Meola,A(2022).Generation Z News: Latest characteristics, research, and facts.Available at:https://www.insiderintelligence.com/insights/generation-z-facts/.(Accessed in 16th Oct 2022)

Courtney Wylie,(2019)6 ways your business can reach Gen Z.Available at:https://www.mention-me.com/blog/6-ways-your-business-can-engage-gen-z?utm_term=&utm_campaign=Leads-Search-Dynamic+Search&utm_source=adwords&utm_medium=ppc&hsa_acc=1608229914&hsa_cam=18574188925&hsa_grp=145190493511&hsa_ad=627584181582&hsa_src=g&hsa_tgt=dsa-40209827789&hsa_kw=&hsa_mt=&hsa_net=adwords&hsa_ver=3&gclid=EAIaIQobChMI5vfCmN_l-gIVR7TtCh3gyAooEAAYASAAEgJQW_D_BwE.(Accessed in 16th Oct 2022)

Redfern G,(2019)Gen Z are a driving force in the current retail evolution climate.Available at:https://www.djsresearch.co.uk/news/article/Gen-Z-are-a-driving-force-in-the-current-retail-evolution-climate.(Accessed in 16th Oct 2022)

Gap Inc,(no date)We Are Inclusive, By Design.Available at:https://www.gapinc.com/en-us/values/equality-belonging.(Accessed in 16th Oct 2022)

walker G,(2021)Fashion industry discrimination and lack of diversity exposed in new report.Available at:https://www.theindustry.fashion/fashion-industry-discrimination-and-lack-of-diversity-exposed-in-new-report/.(Accessed in 16th Oct 2022)

Introduction

The pillar of sustainability is the economic environment and society. They are a development based on a mutually harmonious co-development. The aim is to be able to meet the needs of the present generation relatively well, without posing a risk to the development of future generations.
The circular economy is a framework for systemic solutions to global challenges such as climate change, biodiversity loss, waste and pollution. (Amarjit Sahota and Amarjit Sahot, 2014).

The circular economy is based on three design-driven principles:
Eliminating waste and pollution,Circulation of products and materials,Regenerating nature,
It is based on a transition to renewable energy and materials. The circular economy decouples economic activity from the consumption of finite resources. It is a resilient system. It is good for business, people and the environment(ELLEN MACARTHUR FOUNDATION, no date).
Sustainable fashion is the act of meeting the contemporary need to design, manufacture and consume clothing and to maintain the development of fashion systems while protecting the environment on which we depend to the greatest extent possible. The development of sustainable fashion also requires a multi-faceted approach to the production of raw materials, the manufacture of clothing, the process of consumption and the recycling of used items to minimise the negative impact on the environment.
For the clean water and sanitation section of the SDGs, the way we create, sell, maintain and dispose of our clothing has a huge impact on the environment. The impact comes from every stage of the life of our clothes, such as the thousands of litres of water needed to grow crops such as cotton, the fabric dyeing process that pollutes waterways around the world, the carbon emissions from transporting them and the microplastics released when they are released. Fast fashion, for example, is also produced on a staggering scale, so too many clothes are made and thrown away too quickly – by some accounts, up to 11 million items are boxed up every week in the UK! (Oxfam). Slow fashion is a concept that stands for producing clothes in an ethical, sustainable and respectful way for people and the environment, as well as including aspects that allow consumers to extend the life of their clothes, such as care, repair and reuse. (HUBBUB, no date)

reference list

Sahota,A (2014) . Sustainability:How the Cosmetics Industry Is Greening Up . Available at:https://ebookcentral.proquest.com/lib/ual/detail.action?docID=1574356.（Accessed in 9 Oct 2022）

ELLEN MACARTHUR FOUNDATION(no date).Available at:https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview?gclid=EAIaIQobChMIpKqd08XT-gIVBuvtCh0v8A8mEAAYAiAAEgLtF_D_BwE.（Accessed in 9 Oct 2022）

HUBBUB(no date).Available at:https://www.hubbub.org.uk/how-to-be-more-sustainable-with-your-fashion-make-our-move?gclid=EAIaIQobChMI_862rsfT-gIVgZ7tCh2G5wDBEAAYAiAAEgLTMPD_BwE&utm_campaign=make+our+move&utm_medium=ad+words&utm_source=google.（Accessed in 9 Oct 2022）

ris van Herpen is one of those fashion designers who wants to disrupt the fashion industry through sustainable practices. She is collaborating with architects and scientists to develop new, more environmentally friendly fabrics. In her collection, innovative materials conform to craftsmanship and digital technology. van Herpen relies on 3D printing and nanobot technology to make her handmade garments a reality.
Handmade from some of the finest, natural and organic materials, van Herpen catalogues what can be described as a high-end, sustainable fashion Maison. One of the founding facts about the Iris van Herpen Maison is that the designer has only ever produced one piece, refusing to release a full collection or capsule. This ethos has always been a part of fashion. The idea of building a circular concept arose among creatives in other industries.

Iris van Herpen’s innovative ‘Mimesis’ dress in an Evian recycled plastic bottle debuts at the Fashion Awards on 29 November 2021 with Maria Sharapova, Evian Global Brand Ambassador, which will bring functionality to a concept that is not far from our reality. “A complete revolution is underway when it comes to material innovation and sustainability.
Evian took note of the execution of van Herpen and challenged the Maison to make a dress with a recycled plastic Evian water bottle in 2020. At the height of the epidemic, Evian contacted van Herpen online about the project. They sought additional solutions to keep plastic bottles out of the ocean, and Iris van Herpen often finds inspiration in the water, which she translates into her designs.
The brand embodies its corporate responsibility, sustainability and diversity in practice and is a great fashion clothing brand