Muxin Cheng

Purpose

A brand should not only let consumers see its products and design concepts. It should let consumers know its vision and value proposition. Every fashion brand has its own mission.“Every brand is dying to have a mission, and 99.9 percent of them have written a story, attaching it to their products,” Colen said. As a working farm first and foremost, Sky High has taken the opposite approach, starting with its mission and layering on its product offering. “People will listen to us,” he added. “We’ll have a voice other companies just can’t have in the dialogue.”(Sherman, 07, May, 2021). The value proposition of a fashion brand is its backbone, the core element of the design concept, this also invisibly gives consumers a core driving force.

Gen Z is a vibrant crowd, so the brand can create some sentences about the brand’s own vision, turn the vision into a design concept, and convey it in the clothes. Tiktok is a good publicity path, and many brands now rely on Tiktok to increase their popularity. “There are three key measures of Gen-Z spending: consumption as access, rather than possession; spending as an expression of their identity; and consumption as a measure of ethical concerns,” says Manastir. “Gen-Z define themselves in multiple ways. They want to see different products and then a real story behind those products and behind the brand itself. They think more analytically before investing.”(Team, 15, July 2020)It can be seen that they all buy things based on their ideas, rather than placing orders without thinking, so the design concept and vision are particularly important. 

profit

1. Profit is the data used to analyze finance and understand and analyse the enterprise.

2. The scale of the fashion industry ranges from small to large, small to only studios, and large ones will set up brands and their own exclusive studios. The scale of the fashion industry is usually fixed. Some are responsible for the design, as well as for the procurement of fabrics for samples, and the public relations department for publicity and distribution. The fashion department needs designers to design samples, and designers also have design assistants to help design clothes. And It also requires a board division to tailor the size of the clothes. “Decades-high inflation is likely to drive many shoppers to hunt for discounts and bargains at physical stores. ‘Retail store traffic will increase over the holiday season, whereas e-commerce demands will perhaps remain steady,’ said Corey Berkey, senior vice president of people and talent at human resources services firm Employ Inc. Retailers will need to react to that big shift and adjust their in-store staff.” (Reuters, 06, Oct, 2022)

4. Brands should identify audience preferences and recent trends. Like a Chinese luxury customer, she always likes buying luxury. “Long thought of as a thorn in the luxury industry’s side, the daigou seller’s grey market has long been fuelled by tax rebates and price differences for luxury products, which have historically been much more expensive in China than in other markets. “Since daigou’s share of the market has declined in recent years and international travel is now at a near standstill, one might expect it to be over for good. Not so: like luxury spending in general, the daigou market is rapidly reshoring, with resellers taking advantage of lower prices on the duty-free island of Hainan to cater to value-seeking Chinese customers on the mainland.”(Hall, Williams, 25, Feb 2021)

5. Creative directors should be aware of fashion trends and what their audience has been interested in lately. It’s not just about new ideas, it’s about finding what the masses really need. Combining comfort and environmental protection with the brand concept. It is also necessary to find alternative fabrics, reduce the price of fabric recycling, and choose some durable and environmentally friendly materials for the selection of materials. Up to now, fashion profits continue to be sluggish, and there is still a long way to go to increase profits.

Source

Reuter. (2020). Exclusive: Retailers Staff Up to Prep for Return of In-Store Holiday Shopping. [online]. (Last updated 2020). Available at: https://www.businessoffashion.com/news/retail/retailers-staff-up-to-prep-for-return-of-in-store-holiday-shopping/ [Accessed 22 October 2022]

Hall. C. (2021). Exclusive: The Key to Chinese Luxury Sales in 2021. [online]. (Last updated 25 Feb 2021). Available at: https://www.businessoffashion.com/briefings/china/chinese-luxury-shoppers-are-staying-home-again-this-year-how-can-brands-capture-this-demand [Accessed 13 October 2022]

People

The Gen Z customer group was born between 1995 to now. They are in an era of rapid network development they have diverse ideas and like different styles. In TikTok, many Gen z likes to wear y2k style clothes with outlandish decorations. Or just wear a simple suspender and pants, simple but full of energy If a brand wants to win its long-term favor, it has to be versatile and diverse. It is precise because of this that brands that are more inclusive and compatible can attract them. With the rapid development of the Internet age and the explosion of information technology, more and more people use Tiktok and other software to share their lives. Because TikTok has a lot of different styles of videos that will let them find what they like. So the initial marketing of a brand is inseparable from the promotion of Tiktok, and the more famous people in Gen Z can also promote the brand in TikTok. 

Brands can also learn about the recent big hot trends in Gen Z through TikTok, can produce some jewelry clothes to raise their profile about this trend, and predict what the next trend is. Blind boxes are also popular among the masses, who have a gambler mentality and can design some blind boxes related to y2k or recent trends and sell them to customers, you can also design a small number of hidden models in the blind box, but only if this trend is of interest to Gen Z recently.

“Pop Mart, the Chinese toy brand that has ridden a craze for “blind boxes” to a $7 billion valuation and a buzzy $767 million Hong Kong IPO, has invested “tens of millions of yuan” in sneaker resale platform, Solestage, giving the latter a valuation of around 200 million yuan ($31 million), according to a report in New Consumer Daily.”（Hall,07, May,2021）

The development of a brand is inseparable from the decision-making power of leaders and the ability to predict prospects. It is possible that a single decision can cost the brand, or it may make a lot of money. There is also innovation, discovering what other brands lack, absorbing, and creating new things. The most important point is to be inclusive, not discriminating against anyone, not discriminating against women, not discriminating against fat people, and not discriminating against the disabled, so that the brand can be all-encompassing, and it is easier for a brand to be successful.

source

Hall. C. (2021). Exclusive: China’s Blind Box Toy Sensation Invests in Sneaker Resale Platform [online]. (Last updated 7 May 2021). Available at: https://www.businessoffashion.com/news/china/chinas-blind-box-toy-sensation-invests-in-sneaker-resale-platform-solestage/[Accessed 13 October 2022]

1. Pillar about 17 reasons for sustainability. And they are divided into three parts, economic, environmental and social. And if they develop together, it will make sustainability become true. Only by solving the problems related to them can the social environment continue to develop. We use the pillar to find the balance of society.  These points are actually proposed solutions to difficult problems, such as poverty and discrimination. And they are also closely related to the fashion circle, interlocking. like bondage to women’s clothes, it is about gender equality, about the dilemma of women and girls in society.

2. Circular economy put forward the concept of continuously recycling resources and minimizing the waste of resources. Many fashion brands use these ideas to cycle their clothes. For example Zara, customers can bring their old clothes to Zara, and they will use that material to make new clothes for customers. This approach could also generate huge revenue for the country.“Plus, the staggering 350,000 tonnes of clothing that go to landfill each year could generate a massive £140 million if they were reused or recycled.”（Blddiecombe, 2020). It can be seen that this is also a method of sustainable development.
3. In my opinion, Responsible consumption and production can tell us about how to cycle the materials. Designers also design synthetic fibre, the lightest fabric in fashion. Gender Equality can tell us how to do our best to eliminate inequality in Fashion. More pockets, more female designers coming out and designing clothes, not just giving up comfort at all costs for some curvaceous beauty. Need more girls and women to design the clothes that girls need. Industry, Innovation, and Infrastructure can tell us about the economy of fashion, and the trend of fashion, helping us to make a plan for fashion.

Gender Equality With Fashion

Women and girls are always in an unequal environment. Not only in society but also discrimination exists everywhere. Inequality is implemented everywhere as if it was born.

Like the pocket of men, they can hold a lot of stuff, but women’s pockets often don’t fit into their hands. This gap is not only in jeans, even general pants will have this gap. Women’s pockets, not just decoration. “While the sheer inconvenience of not being able to keep your belongings in your pocket may seem like a small issue, it is one that women have faced for centuries.”（Diehm&Thomas, August 2018）

source

Biddlecombe. S.(2020). Exclusive: How to recycle your clothes: the guide to sustainable de-cluttering. [online]. (Last updated 2020). Available at: https://www.stylist.co.uk/fashion/recycle-clothes-charity-shops-donate-upcycle-wardrobe-shopping/123045 [Accessed 8 October 2022]

Diehm. J. Thomas. A. (2018). Exclusive: Someone clever once said Women were not allowed Pockets. [online]. (Last updated August 2018). Available at: https://pudding.cool/2018/08/pockets/ [Accessed 8 October 2022]