Yang Hu

The purpose is the last one of the pillars in the fashion business with sustainability. Your brand’s purpose encapsulates who you are and what you stand for above everything else. It’s frequently referred to as your Noble Purpose or your North Star. To symbolize how you create value for every stakeholder that interacts with your brand—your customers, employees, community members, partners, shareholders, and the world we share—so that we can all flourish together, we think holistically about brand purpose. (Raphael 2022)

The beliefs, ideas, and code of conduct that define the organization’s general atmosphere and culture and guide its business activities are referred to as the brand philosophy. The brand philosophy is very important in that the value proposition is more than just a list of differentiators, it is the total set of advantages that buyers can anticipate when they make a purchase from a specific business. The selling aspects that make up the total value proposition are conveyed in a variety of ways, such as through the logo, slogan, website look and feel, copy, and customer after-care. Brand components that are distinctive, relevant, and appealing to the eye help customers connect and recognize you more. This relationship grows into one of trust over time. The branding strategy is the driving force behind how customers come to know, trust, and ultimately buy a specific business or product. (EU Business school 2020）when the value proposition and the trust reach a certain height the value of the brand in the business naturally goes up.

Brands should be extending their own value by designing products with the intention of rental and resale. They should already be thinking about their legacy and stop thinking about trends. (Hasseck 2021) The sharing economy in the fashion sector can relate to actions like trading, renting, and reselling, which are all ways to access goods that already exist rather than buying new ones. At its foundation, the sharing economy in fashion is all about fulfilling the primary function of clothing, which is to be worn. WRAP estimates that simply extending the lifespan of half of the clothing produced in the UK by nine months could cut its carbon, water, and waste footprint by 22%.

Customers in Generation Z want that a brand stands for something. According to a poll conducted by Accenture, 62% of consumers prefer organizations with a clear purpose and a position on issues like corporate sustainability, transparency, and fair work practices. According to research, 13 criteria, ranging from aesthetic considerations to status signaling, have an impact on a customer’s connection with a premium brand on social media. It’s crucial to pay more attention to the posted content’s quality and to prevent anything less than top-notch from being distributed. The reputation of a premium brand is crucial, and it cannot allow poor materials to damage it. From Christian Louboutin’s “#WishUponAStar” to Tiffany & Co.’s “Believe in Dreams” campaigns, content should aim to arouse imaginations of a better social standing and lifestyle. By creating a bridge between the brand and the consumer, they are producing material that lets the consumer imagine how having a certain brand will change their sense of self.(Jack 2022)

References:

Ondrej 2021 Millennials and Gen Z want to support purpose-driven companies acting sustainably Available at: https://www.besmarthead.com/media/post/purpose-driven-brands-younger-customers-look-forAccessed: October 29, 2022

EU Business School 2020 Branding Strategy;5 Reasons It’s Important for Any Business Available at: https://www.euruni.edu/blog/branding-strategy-reasons-important-business/ Accessed: October 29, 2022

Deanna D 2022 What is a brand purpose and why is it important? Available at: https://www.canva.com/learn/brand-purpose-important/ Accessed: October 29, 2022

Ruth MacGilp 2021 What the Fashion Sharing Economy Is, and How to Do It Right Available at: https://ecocult.com/fashion-sharing-economy-swap-resale/ Accessed: October 29, 2022

Hitesh B 2019 What is Brand Philosophy? Importance of having a Brand Philosophy Available at: https://www.marketing91.com/brand-philosophy/ Accessed: October 29, 2022

Jack S 2022 Social Media Strategy For Luxury Brands: The Ultimate Guide(Insights, Examples & More) Available at; https://thesocialshepherd.com/blog/social-media-luxury-brands Accessed: October 29, 2022

Profit is the third pillar of sustainability related to the fashion industry and economics. Global fashion industry statistics show that the industry could reach between 103% to 108% of its 2019 in 2022. (McKinsey 2022) The industry has a labor force of 3,384.1 million. Its value is equivalent to 3 trillion dollars. That means, it corresponds to 2% of the world’s Gross Domestic Product. (Fashion United 2021)

Fashion’s largest companies across luxury, high street, and sportswear have yet to gain sufficient momentum with their sustainability policies and practices to transform the industry by 2030. （BOF 2022）Recycling is economically beneficial, yet much of the discarded clothing and textile waste in the United States fails to reach the recycling pipeline. The United States textile recycling industry annually salvages approximately 12 pounds per capita, but 70 pounds per capita still goes to our landfills (Council for Textile Recycling 2014). A recently established program, wear, donate, recycle has been established by the Council for Textile Recycling to reach zero post-consumer textile waste entering our landfills by 2037. The updated release of the Global Recycled Standard Version 3 has implemented changes that encourage companies to be transparent in the use of reclaimed materials and to be more transparent throughout their supply chain (Lamicella 2014)

The percentage of survey respondents who expect global economic conditions to improve in the next year has fallen from 49 percent in 2019 to nine percent in 2020. （BOF &McKinsey 2020）One way to excite audiences in an age of overstimulation is to create a bit of healthy competition between shoppers. For example, you can set up a hashtag or Instagram contest (with an alluring prize, of course), and ask your audience to submit their own content. The competitive spirit drives engagement rates up at a low cost to your brand because you only need to deliver a handful of rewards. (Tamas 2020) With Instagram Shopping, you should incentivize customers to give you their consent and opt-in to a loyalty program and newsletter. These rewards should be chosen carefully to keep your profit margin safe. (BOF & McKinsey 2020)

What is needed to create an advantage goes deeper and beyond the trading of artifacts and skills. It is the habitual sharing of interdisciplinary ways of thinking that empowers companies to innovate. Community-minded entrepreneurs and artists working with interactive technology are much closer on the commerce/arts spectrum than the tired stereotypes of the corporate tycoon in the corner office and the oil painter in the garret. (What is needed to create advantage goes deeper and beyond the trading of artifacts and skills. It is the habitual sharing of interdisciplinary ways of thinking that empowers companies to innovate. Community-minded entrepreneurs and artists working with interactive technology are much closer on the commerce/arts spectrum than the tired stereotypes of the corporate tycoon in the corner office and the oil painter in the garret. (MATT 2020)

References:
FASHION INNOVATION 2022 FASHION INDUSTRY STATISTICS: THE 4TH BIGGEST SECTOR IS WAY MORE THAN JUST ABOUT CLOTHING Available at: https://fashinnovation.nyc/fashion-industry-statistics/ Accessed: October 23, 2022

Dunja, R.2022 The Most Important Fashion Industry Statistics in 2022 Available at https://fashiondiscounts.uk/fashion-industry-statistics/ Accessed: October 23, 2022

MATT 2020 Why We Need to Bridge the Gap Between Art and Commerce Available at: https://www.thehippocket.com.au/bridge-gap-art-commerce/ Accessed: October 23, 2022

Janet, H and Connie, U 2015 Sustainable Fashion Economic Impact of Textile and Clothing Recycling 204-230 Available at: October 24, 2022https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781501312250&tocid=b-9781501312250-chapter9&st=Economic+impact+of+textile+and+clothing+recycling Accessed: October 24, 2022

Gen Z, people born from 1995 to 2010 are true digital negatives and very comfortable with collecting and cross-referencing many information sources and integrating virtual and offline experiences. (Tracy and Fernanda 2018) Some interesting statistics about Generation Z and their online shopping habits:77% have taken some form of action for a cause they believe in;23% have even boycotted a brand;65% have purchased something based on an influencer’s recommendations. (Voyado Elevate 2022) ‘People’ is another one of the pillars of sustainability that has a great relationship with the fashion business.

As a consumer, Gen Zs are searching for truth and is more likely to value individual expression and avoid labels, so companies should be attuned to three implications for this generation: consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern. Businesses must rethink how they deliver value to the consumer and rebalance scale and mass production against personalization. (Tracy and Fernanda 2018)

Generation Z cares a lot about the planet and the future, which is a huge opportunity for sustainable business growth. They believe that the generations before them represented overconsumption, capitalism, and materialism. Gen Z shoppers are less likely to trust companies compared to older age groups. Instead, they choose to follow influencers on Instagram and YouTube with a high following and reach. (Voyado Elevate 2022)

Diversity is the range of human differences, including but not limited to race, ethnicity, gender, gender identity, sexual orientation, age, social class, physical ability or attributes, religious or ethical values system, national origin, and political beliefs. (FERRIS STATE UNIVERSITY 2022) In partnership with Getty Images and digital photography company Girl gaze, Dove has led a 5,000-image initiative on GettyImages.com featuring 179 women from 39 countries. The photographed talent, which includes plus-size women, trans women, and women with skin conditions like Vitiligo, was shot by 116 female-identifying photographers within the Girl gaze network. Dove understands the impact that unrealistic images of beauty can have on a woman’s body confidence, and we have believed in liberating women from narrow beauty ideals and have showcased beauty diversity in our advertising. (Sophie 2019)

The fashion industry expects you to be pushing the envelope all the time. Here, imagination has no limits, and keep challenging yourself. (Laced,2022) However, teamwork is key to any business. If you want to be successful, it does not matter if you are in the fashion industry or an online writing service provision, you must be smart about how you work with your team effectively and how you keep your team motivated. (Nancy 2022)

References:

1. Tracy, F.&Fernanda,H 2018‘True Gen’Generation Z and its implications for companies Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: October 16, 2022)
2. Voyado Elevate 2022 How is generation Z shopping? Available at: https://www.apptus.com/blog/generation-z-online-shopping-habits/ (Accessed: October 16, 2022)
3. Priya, R 2019 Dove doubles down on diversity and inclusivity with Project #ShowUs Available at: https://www.glossy.co/beauty/dove-doubles-down-on-diversity-and-inclusivity-with-project-showus/ (Accessed: October 16, 2022)
4. FERRIS STATE UNIVERSITY 2022 DIVERSITY AND INCLUSION DEFINITIONS Available at: https://www.ferris.edu/administration/president/DiversityOffice/Definitions.htm (Accessed: October 16, 2022)
5. LACED (Textile value chain) 2022 TOP7 SKILLS AND QUALITIES NEEDED TO BECOME A SUCCESSFUL FASHION DESIGNER Available at: https://textilevaluechain.in/news-insights/top-7-skills-and-qualities-needed-to-become-a-successful-fashion-designer/ (Accessed: October 16, 2022)

Sustainability refers to doing business without negatively impacting the environment, community, or society. (Spiliakos 2018) The four pillars of relation known as social, human, environmental, and economic with sustainable development of the fashion business. The planet is one to reflect the pillars of sustainability. The circular economy improves fashion sustainability and some issue of production or consumption, and it is a systemic shift that builds long-term resilience, generates business and economic opportunities, and provides environmental and societal benefits. (The Ellen MacArthur Foundation 2017) However, for the fashion industry circular economy is “to evolve from being a menu of fragmented initiatives to being an integral and defining part of the entire fashion value chain” (MCKINSEY&COMPANY 2018). 

Large amounts of non-renewable resources are used to produce clothes, but these are usually used for only a short period of time, after which most of the is landfilled or incinerated. Dr. Christina Dean said that “The issue of incineration when it comes to fashion waste is nothing new. It is something that the brands and factories alike have been doing for years.” (2017) While consumers donate clothing to charity, around 300,000 tonnes of clothing is discarded, with 20 percent sent to landfill while 80 percent is incinerated. (WRAP 2017) This waste puts pressure on resources, pollutes and degrades the natural environment and its ecosystems, and significantly impacts the earth’s climate.

The 2030 Agenda for Sustainable Development was adopted by all United Nations Member States in 2015. At its heart are the 17 Sustainable Development Goals (SDGs), which are an urgent call for action by all developed and developing countries in a global partnership. (UN 2022) The No.13 goal of Climate Action is closely related to incinerating which produces more carbon dioxide and other greenhouses to exacerbate global warming problems. After food and construction, fashion and its supply chain is the third largest polluting industry. It emitted 10% of global greenhouse gas emissions, releasing 1.2 billion tonnes of carbon dioxide per year. If it continues at the same pace, the industry’s greenhouse gas emissions are predicted to increase by more than 50% by the year 2030. (Shukla 2022) However, the new textile sustainability is consistent with the principles of the circular economy to improve the economy, society, and environment that to recovery and regeneration through design. In this system, clothes and textiles can re-enter the circular economy after use to prevent waste.

References:

1. Spiliakos, A. (2018) WHAT DOES “SUSTAINABILITY” MEAN IN BUSINESS? Available at: https://online.hbs.edu/blog/post/what-is-sustainability-in-business(Accessed:8 October 8, 2022
2. Gwilt, A. (2020) A Practical Guide to Sustainable Fashion. London: Bloomsbury.
3. RMIT University (2017) The four pillars of sustainability Available at: https://www.futurelearn.com/info/courses/sustainable-business/0/steps/78337 (Accessed:8 October 2022)
4. Shukla, K.(2022) Fast Fashion Pollution and Climate Change Available at:
   https://earth.org/fast-fashion-pollution-and-climate-change/ (Accessed:8 October 2022)
5. ELLEN MACARTHUR FOUNDATION (2017) FASHION AND THE CIRCULAR ECONOMY Available at: https://archive.ellenmacarthurfoundation.org/explore/fashion-and-the-circular-economy (Accessed:8 October 2022)
6. BOF TEAM, MCKINSEY&COMPANY (2018) Fashion in 2018|08.Sustainability Credibility Available at: https://www.businessoffashion.com/articles/sustainability/top-industry-trends-2018-8-sustainability-credibility/ (Accessed:8 October 2022)
7. United Nations History Available at: https://sdgs.un.org/goals#history (Accessed: 6 October 2022)