PURPOSE
Introducing the Pillar
The ‘Purpose’ pillar calls into question the very fabric of any given fashion brand. Put simply, it asks the industry to consider its intentions and how they will impact its actions. A brand’s purpose is most clearly reflected in its strategy, which is “a plan, a journey with a purpose” (Gee, 2022). A brand’s envisioned destination or strategy also considers its mission which asks why the brand exists; its vision, which asks where they want to be; and its values, which asks what is important to the brand.
Why is brand philosophy (mission, vision, value proposition) important?
A Brand Philosophy is important because it underlines both the consumer’s experience and the brand’s own operations. Not only does a mission provide a brand with a clear framework to make decisions around, but this also motivates consumers to buy as a way of being included in the overall mission of a brand. Consumers who buy Nike are buying into a perceived shared mission of ‘inspiring athletic greatness’.
Similarly, Tiffany’s vision, embodied by its motto, “Beautiful design makes a beautiful life.”, creates synergy with its products. Often, a fashion brand’s values and overall mission translates in an even more tangible way, specifically through its CSR commitments. Corporate Social Responsibility looks different for every company. TOM’s, for example, focuses on both its environmental impact by using vegan materials and sustainable practices, as well as its social impact by hiring communities in need. (Londrigan, M.P. and Jenkins, J.M, 2018)
How do brands communicate their purpose to Gen Z?
A brand philosophy adds depth to a brand’s visual personality. Because of Gen Z’s preference for fashion to be as ethical as possible, brands can connect with these consumers by communicating brand philosophies that align with their values. This can be done effectively through social media, Gen Z’s preferred mode of communication. An example of a brand that communicates it’s purpose through socials well is Fenty, across all 3 company accounts.
The mission of Fenty Beuty as explained by Rhianna was “so that people everywhere would be included.” Not only is this philosophy expressed through her inclusive range of makeup shades, this is also represented in their instagram feed which uses models of every skin shade. Gen Z connects with Fenty’s mission and values which they have an understanding of through social media channels.
Edrawsoft
Overall, having a purpose in the fashion industry is not only good for the values it promotes but also for giving the brand an internal direction as well as an engaging external point of connection for consumers.
References
Londrigan, M.P. and Jenkins, J.M. (2018). Fashion supply chain management. New York: Fairchild Books, An Imprint Of Bloomsbury Publishing Inc.
Edrawsoft. (n.d.). Fenty-Beauty Mission and Vision Statement Analysis. [online] Available at: https://www.edrawmind.com/article/fenty-beauty-mission-and-vision-statement-analysis.html.