The purpose pillar ie a brands strategy, is  detrimental in the fashion industry, as it identifies the ‘direction and scope of an organisation over the long term, which achieves advantage in changing environment(Johnson et al 2011, ‘CA Strategists Challenging the Dominant Business Model: A Strategy Practice Perspective’, 2011).’with the aim of fulfilling consumers expectation, especially in the modern day industry. For consumers it is essential for a brand to be open with sharing its mission in order to differentiate itself from other brands and to make fashion buyers feel good about what they are buying. 

Within recent years, consumers have developed a heavy interest in buying from environmentally and ethically responsible ethos brands, “In 2020, we saw a significant increase in climate change awareness. According to sustainable fashion statistics, 67% of consumers now pay attention to the environmental impacts of their clothing (Radonic, D. (2022) 28 eye-opening sustainable fashion statistics for 2022, FashionDiscounts. Available at: https://fashiondiscounts.uk/sustainable-fashion-statistics/).” One brand with concerns itself heavily with its mission of ‘fashion integrity’, is ASOS. Launching its 2030 strategy, “it has guided our approach to business and our drive to be a responsible company that delivers positive benefits for people and minimises its impact on the planet(Our purpose and values (no date) ASOS plc. Available at: https://www.asosplc.com/this-is-asos/our-purpose-and-values/).” ASOS’s 2030 vision acknowledges the changing social and ethical expectations of consumers, due to its progressiveness and evident mission for the future. 

One method which is communicating a responsible and concerned mission for the future is sharing economy, this adopts methods of ‘swapping, reselling and renting’. Ultimately, “fashion’s sharing economy is all about fulfilling the original purpose of clothes, and that is simply to be worn. When shared instead of simply sold and bought, a garment can be worn over and over, multiplying the different lives it can live((MacGilp, R. (2021) What the fashion sharing economy is, and how to do it right, Ecocult. Available at: https://ecocult.com/fashion-sharing-economy-swap-resale/).” Consumers, especially Gen Z are constantly in search for socially and ethically concerned and motivated brands. 

 It is important for brands, especially within the clothing industry to communicate beyond advertising with Gen Z. Brands need to identify the importance of communicating their mission, however when reaching Gen Z, they need to think in a innovative manner, “audiences are leaving many public-facing social platforms and flocking to smaller, more intimate online destinations. I called these “digital campfires” and identified three reasons audiences were gathering there: to private message one another, to connect to a micro-community, or to participate in a shared experience(Wilson, S. (2021) Where brands are reaching gen Z, Harvard Business Review. Available at: https://hbr.org/2021/03/where-brands-are-reaching-gen-z ).” The new emergence of online interaction and heavy social media usage amongst Gen Z, gives clothing brands more pressure to ensure their purpose is communicated clearly on all platforms. One brand which is going above and beyond with communicating its purpose in a less typical manner is Nike with its collaboration with ‘ African retailer Shelflife on Air Jordan 2 Retro Low(No author, (October 14,2022) About.nike.com. Available at: https://about.nike.com/en/newsroom/releases/jordan-brand-s-first-africa-based-collaboration-brings-the-air-jordan-2-to-the-next-generation).’ The design communicates Shelflife’s graffiti and street style. The collaboration demonstrates Nike’s eagerness to experiment with different styles in a global manner, launching not only online but in Shelflife stores found in Cape Town and Johannesburg, communicating a sense of unity and global consciousness and inclusiveness. 

References:

(Grebe L, Johnson et al 2011, ‘CA Strategists Challenging the Dominant Business Model: A Strategy Practice Perspective’, 2011 (accessed October 29 2022)

(Radonic, D. (2022) 28 eye-opening sustainable fashion statistics for 2022, FashionDiscounts. Available at: https://fashiondiscounts.uk/sustainable-fashion-statistics/ (Accessed: October 29, 2022). 

( No author, Our purpose and values (no date) ASOS plc. Available at: https://www.asosplc.com/this-is-asos/our-purpose-and-values/ (Accessed: October 29, 2022). 

(MacGilp, R. (2021) What the fashion sharing economy is, and how to do it right, Ecocult. Available at: https://ecocult.com/fashion-sharing-economy-swap-resale/ (Accessed: October 29, 2022). 

(Wilson, S. (2021) Where brands are reaching gen Z, Harvard Business Review. Available at: https://hbr.org/2021/03/where-brands-are-reaching-gen-z (Accessed: October 29, 2022). 

(No author, (October 14,2022) About.nike.com. Available at: https://about.nike.com/en/newsroom/releases/jordan-brand-s-first-africa-based-collaboration-brings-the-air-jordan-2-to-the-next-generation (Accessed: October 29, 2022). 

The ‘people’ pillar is fundamental among the four pillars, It explores our role as ‘people’ in working together to improve our community, encouraging values of diversity, equality, gender inclusivity and so on. In terms of fashion business, this pillar is necessary for ensuring that all consumers are represented and considered, due to the unfortunate heavy Eurocentric values which have dominated the industry making it notoriously esoteric.

Figure 1, “Fenty Beauty’s Growth Strategy: What You Need to Know” https://www.indigo9digital.com/blog/3-secrets-to-the-success-of-fenty-beauty-you-may-not-know-but-need-to

Fashion businesses are beginning to demonstrate concern for representation and inclusivity within their brand. The newly ‘woke’ attitude adopted in the fashion industry is after the influence of Gen Z, the generation succeeding the millennials born after 1995. “Gen Z in particular differ from the generations of shoppers before them: they are the first to grow up as digital natives – surrounded by technology and the internet for their entire lives (Moran G, Drapers Online, ‘Gen Z and Millenials’(2022).” Gen z’s increased social involvement due to the soar in ‘global connectivity (Francis T, McKinsey, ‘True Gen’: Generation Z and its implications for companies’ (2019).’ The growing presence of Gen Z allows them to participate in causes and be vocal about social issues all the while behind the screen, possessing a highly confrontational and opinionated attitude on social issues of today. The shift in attitudes among Gen Z  is, “transforming the consumer landscape in a way that cuts across all socioeconomic brackets and extends beyond Gen Z, permeating the whole demographic pyramid. The possibilities now emerging for companies are as transformational as they are challenging (Francis T, McKinsey, ‘True Gen’: Generation Z and its implications for companies(2019).”

Figure 2 “A protest poster held aloft during a demonstration in Berlin, 2019”

Dante Busquets / Alamy Stock Photo

Gen Zer is highly influenced by trends and likes to feel good about what they are buying, “Gen Z is such a huge and influential generation, and they’ll continue to drive cultural change on so many fronts — including consumer behaviour,( Vogue Business for PayPal, Vogue Business,(2021).” Over 90% of users on Depop are below the age of 26 demonstrating Gen Z’s fashion-conscious buying habits, with a clear concern for sustainability within the fashion business. 

Not only do Gen Z as consumers possess an interest in buying responsibly, but ‘61% express frustration at industries for overlooking minority groups, with 87% believing there needs to be a substantial improvement in inclusiveness in the fashion industry. “The Gen Z Fashion Report by UniDays reveals that there is a “large appetite” among Gen Z consumers for inclusive clothing, with most students considering buying gender-neutral clothing ( Wightman-Stone D, Fashion United, ‘Gen Z consumers want better gender equality and inclusion within fashion’, (2022).” One brand which concerns itself with inclusiveness and diversity is Rihanna’s Fenty brand as a whole. Her take on inclusivity sets the tone for what other companies should be doing due to its authenticity and genuine message, “We don’t believe in division. We do not believe in excluding anyone (McKinnon T, a quote from Rihanna, Indigo9digital, (2022).” Rihanna’s brand as a whole is successful, due to its accessibility to all consumers, catering to all areas. Her lingerie brand contrasts that of the notoriously non-inclusive Victoria’s Secret, featuring plus-size models and models of all ethnicities. Like Rihanna, businesses and business owners are beginning to identify the change in attitudes and the need for a more inclusive market, especially being that consumers like Gen Z, are becoming increasingly vocal in their need for heavier representation. “Ideals are changing, and people want diversity and representation, ethnically and racially, but also in terms of shape and body type. For retailers to not adapt or evolve can be a fatal flaw (McKinnon T, a quote from Kalinda Ukanwa  , Indigo9digital, (2022).”

Figure 3 Rihannas savage x fenty show

For the future of the Fashion Business, industries need to concern themselves with the needs of their consumers and follow suit in creating an accessible and inclusive brand, being that, particularly amongst Gen Z, there is growing advocacy for inclusivity and more and more brands are being provoked and challenged for their social and political stances.

Reference list:

Moran G, (2022)Drapers online, available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022(accessed: 15^th October 2022)

Francis T, (2019) McKinsey, available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (accessed: 15^th October 2022) 

Vogue Business for PayPal, (2021), Vogue Business, available at: https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal

(accessed: 15^th October 2022) 

Wightman-Stone D, (2022) Fashion United, available at: https://fashionunited.uk/news/fashion/gen-z-consumers-want-better-gender-equality-and-inclusion-within-fashion/2022030261732 (accessed: 15^th October 2022) 

McKinnon T, indigo9digital, ‘How Rihanna’s Fenty Brand Is  Leading In Diversity And Inclusion’, available at: https://www.indigo9digital.com/blog/fentydiversityinclusion (accessed: 15^th October 2022)

One of the four important pillars, part of studying the fashion business, is planet. This pillar focuses on prioritising the health and future of the earth, identifying the importance of sustainability in the fashion industry and the responsibility of not only businesses but consumers to nurture the planet.

Sustainability is about making the world a better place for the next generations to come. The definition of sustainability was established in 1987 in the Brundtland Report describing it as ‘meeting the needs of the present generation without compromising the ability of future generations to meet their needs’, the report was revolutionary in identifying globally the shared concern for the future of the planet, acknowledging action needed to be taken to ensure a better future for next generations. Among the four pillars, the planet pillar reflects the environmental responsibility we possess to take care of the planet and its ecosystems. 

In response to ensuring sustainable development, the United Nations published its 2030 agenda, which was first launched in 2015 to ensure a healthy and prosperous planet. Consequently came the 17 Sustainable Development Goals also referred to as SDGs, a set of goals set up in collaboration with 200 experts using data to deal with issues such as climate change and poverty. The goals are universal, being that they apply to all nations. An important SDG is goal 12, which aims for responsible consumption and production, meaning its goal is to ensure that sustainable and ethical practices are adopted in a company’s supply chain. In context with the fashion industry, goal 12 aims to contribute to sustainable development by ensuring efficient resources are used in industries and that the manufacturing process consists of less harmful practices, all the while promoting the idea of reducing, reusing, recycling and preventing. One brand which embodies the practice of goal 12 is the London-based streetwear brand Named Collective, the brand takes great pride in its ethical manufacturing process, ‘All Named Collective orders are packaged in eco-friendly 100% compostable and biodegradable packaging’. Named Collective is supporting the UN’s figure identifying that 93% of companies are reporting on sustainability, demonstrating that even as a smaller independent brand, ethical and sustainable practices can be adopted.

One practice in the Fashion Business that is actively promoting goal 12 (responsible consumption) is circularity which encourages not only companies but consumers to ensure they get the most out of resources. This practice is vital due to the high levels of waste created in the fashion industry with less than 1% of used material being recycled at the end of its lifespan. The fashion industry contributes to around 8-10% of greenhouse emissions. Therefore, the process of fashion circularity is an important practice, encouraging consumers to buy responsibly and be mindful of what they’re buying and recycle their clothing pieces at the end of their lifespan. Vogue business identifies the cruciality of circularity in the fashion business for the future of the planet acknowledging how the movement is ‘fast growing’ and making businesses rethink how they operate. Luxury brands like Balenciaga are actively partaking in circular fashion, allowing customers to re-sell their old luxury goods for store credit, listing the pre-owned goods on luxury second-hand websites. Therefore demonstrating, that businesses are slowly starting to partake in sustainable investment for the future of the planet. 

https://moodle.arts.ac.uk/pluginfile.php/1463764/mod_label/intro/FBS%20Intro%20to%20Fashion%20Sustainability%20and%20the%20SDGs%20%20%20%281%29.pdf

https://unstats.un.org/sdgs/report/2020/

https://moodle.arts.ac.uk/pluginfile.php/1463764/mod_label/intro/Week%202-FBS-Intro%20To%20Better%20Lives%20Lecture-Planet.pdf

https://moodle.arts.ac.uk/pluginfile.php/1463764/mod_label/intro/Week%202-SDG%20Planet%20Seminar.pdf

https://www.un.org/sustainabledevelopment/sustainable-development-goals/

https://www.un.org/sustainabledevelopment/sustainable-consumption-production/

https://namedcollective.com/pages/about-us

https://pirkani.eco/blogs/journal/how-the-fashion-industry-can-contribute-towards-achieving-the-uns-sustainability-development-goalsachieving-the-uns-sustainability-development-goalsdecompose naturally

https://www.voguebusiness.com/sustainability/fashions-circular-economy-could-be-worth-5-trillion

https://www.voguebusiness.com/fashion/balenciaga-presses-go-on-resale-following-successful-pilot

My favourite fashion brand is an independent East-London based ethically sourced streetwear brand called Named Collective. The fast growing brand features their distinctive and striking designs on tracksuits, making street-wear look high fashion all the while comfy. However, the work behind the scenes is what establishes Named Collective as my favourite brand, as they are avidly helping contribute to less waste wear and greenhouse emissions through use of biodegradable packaging and ethically sourced materials.

 Named Collective was established in 2020 possessing a heavy social media presence now with over 350,000 followers. They actively promote their brand through campaigns collaborating with social media influencers promoting slogans such as ‘it’s nice 2 b cool but it’s cool 2 b nice’. Their active stance on social media provides them with a fresh outlook on social issues, actively communicating with their consumers and accommodating their needs through their clothing drops and social engagement, actively participating in movements. 

Named Collective’s distinctive designs are bio-degradable and cruelty-free, conveying to other brands that smaller less established brands can have a detrimental impact in reducing greenhouse gases and wastewater. Named Collective’s stance in sustainability is what contributes to it being my favourite brand, being that the fashion industry is responsible for 8-10% of CO2 emissions. Seeing a small independent London-based brand like Named Collective possess a social and ethical promise conveys how high quality streetwear can be ethical, even in small independent businesses. 

The brand is very vocal about its social stance, featuring on their website their position In social and ethical responsibility, ‘Our garment bags are made out of compostable cornstarch rather than plastic and can be discarded with green waste to decompose naturally. Our mail bags are fully biodegradable and designed to degrade after they have served their use, leaving no harmful residue behind. These can be recycled with your usual plastic waste! All of our clothing is made in limited runs and small batches to ensure no excess stock ever goes to landfill. We endeavour to create high quality, beautifully made garments designed to last.’

Therefore, it is clear to see why Named Collective is my favourite brand due to its inclusivity and heavy involvement in social and ethical issues, communicating heavily with its consumers’ wants and needs. Also their sustainable approach conveys their concern for the planet’s future, acknowledging more needs to be done,‘We are currently working with our manufacturing partners to move towards using solely organic cottons and recycled composition fabrics- something we’ll be sharing more about very, very soon!’

Bibliography:

https://namedcollective.com/pages/social-and-ethical-responsibility

https://www.google.co.uk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahUKEwiIjpf_6c36AhWOFMAKHQWvCGsQFnoECAgQAQ&url=https%3A%2F%2Fwww.instagram.com%2Fnamedcollective%2F%3Fhl%3Den&usg=AOvVaw1DK-H4EofiOSNO576aCEY6

https://sumweekly.com/named-collective/

https://www.bbc.com/future/article/20211105-how-carbon-might-go-out-of-fashion