Purpose is one of the four main pillars of the fashion industry (people, planet, profit), and can be described as an organisation’s aim. It is why they started their business and what they hope to achieve through it. It is generally some form of positive social change, or social well-being. Brand philosophy can be dissected into three main segments: mission, vision and value proposition. Mission is the ‘why’ behind a brand, meaning the reason behind its existence. Vision can be described as the brand’s aim and what they are working towards, that is, where they see themselves in the near future as well as in the long run. Value propositions are the ethics of the brand, what they believe in and what is important to them.
A brand’s philosophy, that is, the mission, vision, value proposition is something that is essential to establish before starting an organisation because that is what gives a brand their purpose. A brand’s philosophy is fundamentally a guideline for them as to how to proceed and make decisions. The philosophy a brand chooses to adapt also gives it its identity. (Silva, 2020) Oftentimes, a brand’s philosophy can be something that sets them apart from the rest of the industry. For example, Coralie Marabelle’s philosophy revolves around upcycling which is heavily reflected in their unique patchwork-like designs as well, as that is what they are recognised for. (Corcoran, 2022). It is also important so that the brand can attract the right kind of demographic.
However, the purpose of the brand has to be correctly and accurately communicated to the consumers in order for it to have a positive impact, the consumers now being Gen Z. In this digital day and age, most brands, from small businesses to luxury and exclusive brands, have resorted to influencer and digital marketing to promote their brand philosophy. The brand also has to be careful when choosing a celebrity face to represent their brand, as the celebrity’s actions have to align with the brand’s philosophy. For example, Kanye West was recently dropped by multiple brands after making inappropriate comments about a particular religion, which shows the consumers that said brands do not align themselves with the celebrity’s opinions and actions. (Mayer, 2022). According to Jeff Fromm, a successful purpose driven brand has to have the “linking of functional, emotional and societal benefits”. (Fromm, 2019). Gen Z wants to emotionally connect to the brands they are shopping from, hence why, especially in today’s environment, it is vital that a business has a strong brand philosophy.
Purpose is one of the 4 pillars of fashion business, and it explores the reasoning as to why a brand does something, and what it does beyond generating profit.
Although probability a key aim for a brand, it is also important for them to align the ethical values. Social corporate responsibility is looked at when exploring a brands purpose, as it describes a brands commitment to practising business in an ethical way, by taking responsibility and account for their social, economic, environmental impacts, while considering human rights (The Human Rights Act 1998).
Brand philosophy explores a brands mission, vision, and values, which affects the way a brand carries out business and makes decisions. Nudie Jeans clearly shows their mission, values, and vision of wanting to become the most sustainable denim brand in the world. They have created the concept of a sustainable denim brand, this is done by using dry denim which is made will 100% organic cotton and using no extra treatment or washes, this is to reduced water waste in the dying process of the jeans. Nudie Jeans 2020 sustainability report states that 98.6% of their products produced were sustainable, this considers products which are made up of at least 70% sustainable fibres. Nudie Jeans also have free repairs for life policy which aims to reduce waste, they claim “Every pair of Nudie jeans, no matter where you buy them, comes with a promise of free repairs.”
In order to attract Gen Z, brands need to achieve their goals to fulfil their purpose. One way which they can communicate their purpose with Gen Z is by focusing on ethical issues that Gen Z are particularly interested in such as sustainability and diversity. Sustainability is a key aspect for Gen Z as 90% of Generation Z have made changed to move towards a more sustainable future (Wightman-Stone, 2022), this suggests that a brand should propose itself in a sustainable way to communicate with Gen Z, this may be achieved via social media platforms.
References:
Moir, L., 2001. What do we mean by corporate social responsibility?. Corporate Governance: The international journal of business in society, 1(2), pp.16-22.
Fredman, S., 2015. Foreign fads or fashions? The role of comparativism in human rights law. International & Comparative Law Quarterly, 64(3), pp.631-660.
Moran, G. (2022) Drapers, Gen Z and Millennials 2022
Wightman-Stone, D. (2022) Gen Z consumer inspired by sustainability and self-expression, FashionUnited. FashionUnited.
Nudie jeans:
Schäfer, L., 2020. Sustainable Communication: Fashion Consumers’ Reception and Interaction: The Case of Nudie Jeans.
Ahlberg, E. and Wilandh, A., 2012. Nudie Jeans co-How do companies integrate sustainability in the form of recycling into their business strategy?.
The purpose of a business stems further than the amount of profit that it aims to make but exploring the ‘why’ of its existence. By creating meaningful engagement between the brand and the consumer, purpose-driven leaders will assist this way of operating to create better economic opportunities for everyone.
Brand philosophy can be seen in the company’s corporate social responsibility and sustainability.
“Corporate social responsibility refers to companies taking responsibility for their impact on society” (Londrigan, 2018)
The mission and vision of a brand can be found within the brand’s mission statement which states the aims and values of a company or organization. This is an integral part of branding since this may be what draws the target group of consumers who share the same values and goals about their own impact on the environment and society. Additionally, every company should have an established CSR that reflects the brand’s philosophy.
A brand’s purpose is often implemented throughout the process rather than solely at the start or the end. By not having an established or re-established purpose, brands tend to miss out on the social and ethical impacts they have on society. With a transparent supply chain and positive employee treatment, TOMS has been able to connect better with its consumers. (Londrigan, 2018)
There is no reason why brands should communicate their purpose other than that there is no other alternative. Gen Z expects companies to establish clear stances on social or political issues and by using social media, they can shape corporate behavior. (Curry, 2020) The blurred line between branded and unbranded content means that it can be easier for brands to speak and act on social and ethical issues. by creating this opportunity for both brands and potential consumers, there is greater transparency.
Digital campfires are smaller social media platforms where people can participate in shared experiences and connect to micro-communities. (Wilson, 2021) Tiktok is a digital platform with 100 million monthly active users. Through a user’s activity, the algorithm will match them with more of the same content and thus join a digital campfire for micro-communities. There is also an opportunity for large-scale global campaigns allowing brands to be more creative with their advertising, targeting both macro and micro-communities and ultimately creating a relationship and better consumer interaction.
Brands can use the Brand Advocacy Map to help navigate through potentially sensitive cultural and social terrain. (Curry, 2020) On two axes a brand can measure its credibility and depth of engagement. To make long-term equity within the company, they must invest time and money to make both internal and external changes.
Londrigan, M.P., & Jenkins, J.M. (2018) “Corporate Social Responsibility and Sustainability.” Page 42
Londrigan, M.P., & Jenkins, J.M. (2018) “Corporate Social Responsibility and Sustainability.” Page 43
The purpose of a brand is its direct aim (which was set during the creation of the brand) and is the last pillar in the fashion business industry. In simple terms, a company’s purpose is its goal (usually its long-term goal, which can be one or many). Purpose helps create value in the long run for all the various stakeholders involved.
A brand’s philosophy comprises its mission, vision, and value proposition, and a company can showcase its “most authentic self” (Silva, 2020). While a brand’s mission operates more towards the brand’s current trajectory, the same company’s vision could be completely different. The vision is usually focused towards steady and valuable growth within a brand. A value proposition is created when the company itself, its target customer’s needs, and its products all interlink together. Below is a diagram illustrated by Jones and Waddell (Medium, 2019) that demonstrates this idea in a more straightforward manner.
Figure 5: Value proposition demonstrated by Jones and Waddell (Medium, 2019)
How a brand transcribes and markets its purpose to its target audience also plays an essential role in increasing profit. For example, a study recently found that 74% of consumers in the UK read and research a brand’s purpose and values before making their purchase (Bishop, 2021). Similarly, Gen Z is more highly likely to buy from a brand whose purpose matches its values, which is why it is imperative that companies effectively communicate their brand philosophy and purpose to their targeted consumers to increase sales.
Brands like Netflix and Nike have time and time again been found to stand for their “social activism” (Curry, 2020) in a very public manner which has always attracted more and more customers their way – because consumers, now more than ever, are expecting brands to act against social wrongdoings to bring about fast and radical change. Makeup brand Charlotte Tilbury partnered with a UK charity called ‘Women for Women’ and pledged to donate over £1 million to empower women across the globe (Barnett, 2022) – this acts as an excellent example of a brand that stays true to its purpose while also engaging in positive goodwill, which adds to their brand image. As consumers become more familiar with sustainable terms such as upcycling, they become attracted to brands that use their manufacturing capabilities to create sustainable garments using similar methods. Upcycling gives “multiple lives” to a garment, and such is the creation of UK-based designer Gary Harvey’s pieces (Gwilt, 2020). Below is a collage of some pieces made using upcycled clothes by Harvey for the 2011 Oscars (Firth, 2011).
Figure 6: Upcycled clothes by UK designer Gary Harvey. (British Vogue, 2011)
The final pillar regarding Fashion Business, purpose, builds the inherent foundation to any business. Who they are, what it stands for, what it aims to change. Being driven by a purpose allows a brand to “connect their purpose to consumer values and human needs” (Journal of Brand Strategy, 2017). In short, brand philosophy is the ‘preservation of ethical content, with a utilitarian root’ (Modern Business Philosophy, accessed October 2022). Brand philosophy outlines the mission, vision and value proposition set out by the founder of a business. Founder of Undercover, a fashion brand bridging the gap between streetwear and high fashion, Jun Takahashi is motivated by their motto, “We make noise, not clothes.” (Highsnobiety, 2019) The motto derives from Undercover’s nature and foundation. Takahashi drew inspiration from Vivienne Westwood and the culture surrounding punk rock. “It was natural for me to interpret music or movies that I grew up with […] So, I decided to make clothes that are not merely beautiful; I wanted to interpret culture into fashion.” (Takahashi, BoF, 2015). A visionary start to a brand allows it to grow true to itself, true to its foundations. A study conducted shows that over half (54%) of teenagers falling into Generation Z state they have ‘deliberately purchased or stopped using a brand because of its ethics’. Appealing to Gen Z morals is what brands are seeking, as they are the number one consumers, taking up a third of the population. Linking to a previous pillar, the more consumers feel that they are seen and heard by brands, the more likely they are to purchase thus creating more profit for brands. In more recent years, brands have made it their mission to be more eco-aware, following the rising spike in sustainability. American fashion brand Noah has taken a stance toward ‘the appalling practices of the fashion industry’, addressing the state of the industry on their website. Additionally, Noah stated that in 2019 they joined 1% for the Planet, ‘pledging 1% of our annual sales to a global network of grassroots environmental nonprofits’ (Noahny.com, Accessed October 2022) Reviewing the norm and adapting to the digital nature of almost everything now, brands have begun to utilise social media to convey their mission to their consumers, as seen with Noah.
Hsu, C.-K.(J. (2017) Selling products by selling brand purpose, HSTalks. Available at: https://hstalks.com/article/522/selling-products-by-selling-brand-purpose/?business (Accessed: November 3, 2022).
Golik, N.V. (no date) Modern Business Philosophy: The brand as a phenomenon of culture. Available at: https://www.researchgate.net/profile/Izvekov-Arkady/publication/327540239_Modern_business_philosophy_The_brand_as_a_phenomenon_of_culture/links/5ca738b4a6fdcca26dff5d5e/Modern-business-philosophy-The-brand-as-a-phenomenon-of-culture.pdf?origin=publication_detail (Accessed: November 3, 2022).
Foley, W.B.G (2019) How Jun Takahashi went from punk outsider to one of the world’s most influential designers, Highsnobiety. Available at: https://www.highsnobiety.com/p/jun-takahashi-history/#:~:text=UNDERCOVER%20is%20driven%20by%20the,spirit%20of%20rebellion%20in%20fashion (Accessed: November 3, 2022).
Rabkin, E. (2021) Jun Takahashi, undercover’s elegant punk, The Business of Fashion. The Business of Fashion. Available at: https://www.businessoffashion.com/articles/news-analysis/jun-takahashi-undercovers-elegant-punk/ (Accessed: November 3, 2022).
Sweeney, E. (2018) Study: Majority of teens consider a brand’s ethics when making purchasing decisions, Marketing Dive. Available at: https://www.marketingdive.com/news/study-majority-of-teens-consider-a-brands-ethics-when-making-purchasing-d/531812/ (Accessed: November 4, 2022).
About Noah (no date) Noah. Available at: https://noahny.com/pages/about (Accessed: November 4, 2022).
“Purpose” is the last pillar of the fashion industry. Purpose connects the brand’s culture with people’s most primitive desires. This pillar mainly revolves around happiness. What is wellbeing? Simply put, it’s about ‘how we’re doing’ as individuals, communities and as a nation, and how sustainable that is for the future. It is sometimes referred to as social welfare or social value.
Wellbeing is personal and subjective, but also universally relevant.
Wellbeing encompasses the environmental factors that affect us, and the experiences we have throughout our lives. These can fall into traditional policy areas of economy, health, education and so on. But wellbeing also crucially recognises the aspects of our lives that we determine ourselves: through our own capabilities as individuals; how we feel about ourselves; the quality of the relationships that we have with other people; and our sense of purpose.
These psychological needs are an important part of what makes us human, along with our ability to feel positive and negative emotions. It matters how often, and for how long, we experience positive emotions – such as pleasure and a sense of purpose – or potentially negative emotions, like anxiety.
If we accept that some aspects of wellbeing are subjective, we can better understand the interactions and trade-offs between different experiences. We can also take into account the longer-term effects and the different importance of these things to different people. Part of the value of wellbeing as a concept is that wherever you are and whatever your cultural background or personal circumstances, people intuitively understand the value of happiness and wellbeing. But this universality that adapts to so many different contexts and perspectives, can sometimes make it difficult to share a common understanding of what exactly wellbeing is.（What works wellbeing, 2022）
(Instagram, 2022)
The most iconic and most loved brands in the world all share a common characteristic. They’re all abundantly clear “who they are” and are obsessive in shaping their audience’s perception so they are seen and experienced in that light. These characteristics point to self-assured brands that have a clear understanding of the role they play in the lives of their audience and why they play that role in that way. This understanding of self all plays a role in a brand’s philosophy, which can be described in the following way. A brand philosophy is not something that’s commonly placed on a website or within a brand’s collateral as many of the other traditional brand element statements cover much of the brand’s philosophy. That said, a well-developed philosophy can become a powerful internal tool that the brand representatives can come together on and get behind. If you develop every suggested brand statement, you won’t have a shortage of statements your brand can use as a mantra. （What Is Brand Philosophy, 2022） Gen Z was eschewing traditional social media for “digital campfires,” more intimate online destinations where they private message or connect either in micro-communities or larger shared experiences. In 2020, activity on these platforms exploded, and digital campfires became a force defining not only how Gen Z audiences connect, but also how they experience and shape the culture at large. For this reason, marketers can no longer afford to ignore them. Here is a guide to the key digital campfires where Zs are congregating, with examples of creative ways brands are having a presence on these platforms.（Sara Wilson, 2021）
The fourth pillar discussed in the fashion business is the purpose. The purpose is the notion of what a brand intends to provide its customers emotionally; this is what develops a company’s distinct audience through its uniqueness and long-term growth direction. Since the increase of Gen Z customers, companies that exhibit a strong concept and put it into action to create a difference in today’s society are favoured above brands that do not purpose ideas to help make a change.
Figure 1: Aziz. A, (2020). Forbes: The Power Of Purpose
The most crucial aspect is a brand’s philosophy, since if a brand can set its long-term vision from the beginning, the brand will follow through on that aim and make it the only purpose of the firm. This assists a brand in avoiding the trap of focusing just on profit while maintaining the primary aim in mind for the duration of its life. Nudie Jeans is an outstanding example of this because they specialise in high-quality jeans as well as environmentally conscious repair and cleaning services which aim to increase the product life(Gwilt. A, 2020).
It is critical to recognise that Nudie Jeans tries to encourage its customers to be environmentally conscious by giving discounts if they return their jeans after they have worn them out, which are then sold through their pre-loved program.
This links directly to the idea of brands sharing an economy with their consumers, this could lead to many sustainable benefits as they allow consumers to obtain clothes through renting, swapping and different methods of obtaining pre-owned products. Not only does it align with today’s fashion industry narrative of sustainability, but it also keeps more revenue and sales going back because the products will end up back with the same brand from whom they were purchased, allowing them to have more pre-owned items to offer.
Nudie Jeans, (2012) Introduction to reuse program.
A brand can no longer ignore the fact that Gen Z will have to become the target audience for many due to their increase in influence amongst the general population and the future of spending within various industries. This is in light of a large number of factors, one being the rise in social media usage and the acknowledgement of Gen Z on social and environmental issues present in today’s society (McKinsey, 2018).
There are numerous ways for a brand to communicate with its target audience but as Meyer. E, a Forbes council member, mentioned, one of them is the art of emotionally connecting with its consumers through storytelling by utilising its brand mission and vision to communicate its social or environmental goals (Meyer. E, 2018). EarthWeb reports that 62% of Generation Z social media users claim to use Instagram every day, it is apparent that brands should embrace the social media strategy when conveying their brand’s mission and vision through storytelling (Wise. J, 2022).
Reference list:
Figure 1: Aziz. A, (2020). Forbes: The Power Of Purpose: The 7 Elements Of A Great Purpose Statement (Part 2)
Purpose is one of the 4 pillars of the fashion businesses strategy that focuses on the business’s intents communicated with the social well-being of people. Brand philosophy Interconnects with the ‘people’ pillar and evaluates consumers concerns to set a adequate mission statement to decide their aims and objectives, allocating businesses with direction and fixating its values to reach its target audience. This reinforces the purpose behind a brand allowing communication with gen Z consumers as it provides insight into the business culture.
Brand philosophy helps to develop brand identity where this differentiates the business from its competitors as, “a strong, unique brand image is essential when building a good relationship with customers. If they feel that you both share the same values, they’ll be attracted and will develop brand loyalty over the competition” (Laura Harker 2021). With success in marketing, this generates a chance of having control of the business’s image perceived by the public (Kristopher Jones 2021). For example, Nudie Jeans employs a variety of approaches to increase the environmental and social sustainability of its products through their “wear, tear and repair” way of thinking instead of fast fashion which acts as the brands USP (Gwilt, A. 2014).
ASOS is an example of developing brand philosophy. They developed a 2030 strategy prioritizing their sustainability mission, through fortifying their commitment of “Fashion with integrity” by setting their 4 goals: “Be Net Zero, centered around our carbon emissions; Be More Circular, about transitioning to more circular systems; Be Transparent, focused on transparency and human rights; and Be Diverse, encompassing diversity, equity and inclusion” (ASOS 2021). This highlights their vision and values to the public, duplicating the business in a sustainable spotlight to improve their brand identity and reputation to gain competitive advantage.
Business’s Brand purpose is communicated through collaborations, displayed on social media due to Gen Z being raised with smartphones and the Internet, in which they are more likely to buy from brands that have “established clear values, are inclusive, and have a strong online community” (Monique Thomas 2021). Jordans first African-based collaboration with Shelflife introduced the Air Jordan 2 to the next generation and “is one of many Jordan Brand partnerships with sneaker retailers around the world, from Detroit to Manila, that bring inspiring local stories to a global audience” (Nike 2022). This fulfills the diversity demand as 60% of Gen Z say increased racial and ethnic diversity is good for society, with Gen Z being the most racially and ethnically diverse generation ever with a spending power of over $140 billion (Monique Thomas 2021). Diversification is seen as a differentiation approach. Consumer income is increasing and are willing to pay extra for something that meets their needs and wants, allowing Brands to add value to greater its profitability and remain competitive.
When contemplating the purpose of fashion, Corner (2014) remarks that “Where, why and how we choose to buy our clothes has become a reflection of who we are” (p.26), implying that garments have more in-depth significance. With purchases, individuals do not only participate in dressing up; they express themselves and showcase their beliefs and characteristics, and by choosing a brand or product, consumers practice self-expression. Therefore, creating a solid brand philosophy that includes goals, strategies and values and operating by it is a competitive advantage crucial for success (Fromm, 2019).
At 25% of the entire global population, Generation Z, the first true digital natives, is the biggest generation and becoming the most influential one (Schneider and Lee, 2022). According to McKinsey, “Young people have become a potent influence on people of all ages and incomes, as well as on the way those people consume and relate to brands” (p.2, 2018).
Figure 1: The different generations and their percentages of the global population. Business of Fashion (2022, fig 1).
McKinsey (2018) also mentions authenticity as an essential value Generation Z seeks. Consequently, their consumption patterns are anchored on ethics and transparency; they expect enterprises to establish and advance clear standpoints on social issues and will quickly detect if a label’s internal or external practices contradict its marketing tactics.
Figure 2: Some of Gen Z’s responses when asked about the effects of solid brand purpose or involvement in scandals on their purchasing habits, adapted from “‘True Gen’: Generation Z and its implications for companies” (McKinsey, 2018).
According to Afterpay’s Co-Founder, Nick Molnar, “Sustainable and purpose-driven brands have held strong [during the pandemic]” (Business of Fashion, 2020). Molnar also notes that enduring relevance and trust between brands and clientele can be achieved by authentically showcasing the brand’s purpose and maintaining relationships with buyers before involving commerce.
As Gen Z deter from unauthentic advertising, communicating purpose is challenging for brands. Firstly, releasing data, being transparent and accountable for actions, and speaking upon issues may lead brands to connect with young consumers while gaining trust. This must be done intelligently to be beneficial (Curry, 2020). Secondly, Drops and collaborations represent objectives and reach younger cohorts effectively. These exclusive events touch on the Generations’ need for self-expression, provide access, and often involve a social cause or topic on which the brand and consumer can connect (Business of Fashion, 2020).
Figure 3: Harvard Business Review’s “Brand Advocacy Map”, Shown in theory and action. Harvard Business Review (2022).
Although still active on platforms like Instagram and their growing activity on TikTok, Gen Z’s approaches towards them have changed, and brands adjust accordingly. While still engaging online with buyers, labels revisited subjects like brand influencers as new consumers sought closer connections, like Instagram personas with fewer followers (McKinsey, 2018).
Figure 4: Social media platforms’ relevance percentages among Generation Z. Business of Fashion (2022, fig 3).
Another way to communicate ethos is cleverly entering new, more intimate digital spaces. Named by Wilson (2021) “digital campfires”, these internet spaces draw young audiences since they desire to partake in shared experiences or join micro-communities. From Roblox to Twitch and Fortnite, brands create experiences in these spaces to communicate with users organically.
Figure 5: How brands communicate their purpose to Gen Z. Adapted from the Gucci Vault website (Gucci Vault, 2022), Hysteric Glamour and Kiko Kostadinov collaboration (Hysteric Glamour and Kiko Kostadinov, 2022). Balenciaga and Fortnite partnership (Balenciaga and Fortnite, 2021), Pizza Hut and Twitch partnership (Pizza Hut and Twitch, 2021), Asos’s “Fashion with Integrity” report (Asos, 2022), Duolingo’s TikTok page (Duolingo, 2022), and Ben & Jerry’s Website (Ben & Jerry’s, 2022).
Reference list
Asos (2022). Available at: https://asos-12954-s3.s3.eu-west-2.amazonaws.com/files/9316/4974/2308/Fashion_With_Integrity_-_Progress_Update_-_120422.pdf (Accessed: 30 October 2022).
Balenciaga and Fortnite (2021). Available at: https://www.vogue.com/article/balenciaga-fortnite-partnership (Accessed: 30 October 2022).
Ben & Jerry’s (2022). Image from Ben & Jerry’s Website. Available at: https://www.elle.com/fashion/a34861030/art-school-spring-2021/#sidepanel (Accessed: 30 October 2022).
Business of Fashion (2020). How to Communicate and Connect with Gen-Z Consumers. Available at: https://www.businessoffashion.com/articles/retail/afterpay-communicate-and-connect-with-gen-z-consumers/ (Accessed: 30 October 2022).
Business of Fashion (2022). Social media platforms’ relevance percentages among Generation Z. Available at: https://www.businessoffashion.com/articles/retail/implications-of-gen-z-for-the-fashion-industry-bof-insights-charts/ (Accessed: 30 October 2022).
Business of Fashion (2022). The different generations and their percentages of the global population. Business of Fashion. Available at: https://www.businessoffashion.com/articles/retail/implications-of-gen-z-for-the-fashion-industry-bof-insights-charts/ (Accessed: 30 October 2022).
Corner, F. (2014). Why Fashion Matters. Thames & Hudson, Limited. Available at: https://ebookcentral.proquest.com/lib/ual/detail.action?docID=5878041# (Accessed: 30 October 2022).
Curry, L. (2020). How Brands Can Follow Through on the Values They’re Selling. Available at: https://hbr.org/2020/08/how-brands-can-follow-through-on-the-values-theyre-selling (Accessed: 30 October 2022).
Duolingo (2022) TikTok Page [TikTok]. Available at: https://www.tiktok.com/@duolingo (Accessed: 30 October 2022).
Fromm, J. (2019). Gen-Z And The Three Elements Of Purpose Brands. Available at: https://www.forbes.com/sites/jefffromm/2019/07/26/gen-z-and-the-three-elements-of-purpose-brands/?sh=4f51eb4c37e3 (Accessed: 30 October 2022).
Gucci Vault (2022). Available at: https://vault.gucci.com/en-US/story/enter-vault (Accessed: 30 October 2022).
Harvard Business Review (2020). Harvard Business Review’s ‘Brand Advocacy Map’, Shown in theory and action. Available at: https://hbr.org/2020/08/how-brands-can-follow-through-on-the-values-theyre-selling (Accessed: 30 October 2022).
Hysteric Glamour and Kiko Kostadinov (2022). Available at: https://www.highsnobiety.com/p/hysteric-glamour-kiko-kostadinov-asics-collab/ (Accessed: 30 October 2022).
McKinsey (2018). ‘True Gen’: Generation Z and its implications for companies. Available at: https://www.mckinsey.com/~/media/McKinsey/Industries/Consumer%20Packaged%20Goods/Our%20Insights/True%20Gen%20Generation%20Z%20and%20its%20implications%20for%20companies/Generation-Z-and-its-implication-for-companies.pdf (Accessed: 30 October 2022).
Pizza Hut and Twitch (2021). Available at: https://archive.esportsobserver.com/pizza-hut-returns-twitch-rivals/ (Accessed: 30 October 2022).
Schneider, B. and Lee, D. (2022). The Implications of Gen-Z for the Fashion Industry — in Five Charts. Available at: https://www.businessoffashion.com/articles/retail/implications-of-gen-z-for-the-fashion-industry-bof-insights-charts/ (Accessed: 30 October 2022).
Wilson, S. (2021). Where Brands Are Reaching Gen Z. Available at: https://hbr.org/2021/03/where-brands-are-reaching-gen-z (Accessed: 30 October 2022).
The fourth pillar of the fashion business is the purpose, and the main content of this pillar is wellbeing, which has six types: emotional, physical, financial, social, and subjective. Wellbeing is subjective and objective but also universally relevant. Human wellbeing is influenced by environmental factors and some experiences. Economic, health, education, etc. can affect our wellbeing. Happiness is also a way of knowing ourselves, for example, how we feel about ourselves; the quality of our relationships with others; and our sense of purpose. These psychological components are an essential part of who we are as people, including how we feel about negative and positive emotions. Simply put, happiness is about “how well we are doing” as individuals, communities and nations, and the sustainability of this for the future. Personal happiness is a significant level of satisfaction that we can define as our feelings about the value of what we do in life or the emotional experience we have every day (What Works Wellbeing, 2022). The two main pathways to wellbeing are hedonic wellbeing and eudaimonic wellbeing. Hedonic wellbeing is usually assessed by overall satisfaction with life. Subjective well-being, life satisfaction, happiness, and positive and negative effects are all examples of hedonism. Eudaimonic wellbeing is seeking and developing good relationships and shaping one’s surroundings to meet personal needs and desires (Ryff, Boylan and Kirsch, pp. 1-9)
(whartonhealthcare.org)
Wellbeing in the Fashion Industry for people, our appearance reflects how we want the world to see us, where we feel comfortable, and how we see ourselves. For example, people who wear white lab coat is seen as authority figure. Appearance plays an important role in people’s judgment of others. What customers think of store associates and how they perceive the products they buy because of their appearance is an important part of the customer experience and is a subconscious experience (Shaw, 2013)
(William Turner Lab Coat, White)
Every fashion company wants its customers to have a perfect shopping experience, so it is very important for companies to have a brand philosophy. This will help the company to achieve its future goals and let the customers know what the company is about. An important component of building a successful fashion brand is the vision statement. The vision statement is a description of what the company wants to achieve and how it wants to achieve it, as well as a description of the brand’s place in the world. It is also important for a brand to communicate why it exists and what it wants to achieve, as research shows that young consumers are now more concerned with the company’s vision than the products it sells. When a company has a very clear mission statement, it is very beneficial for the company to establish ethics and guidelines. If the company’s guidelines are not followed, others in the company may make choices that are different from the company’s goals. The company value reflects what the employee stands for, which is a sense of responsibility. Good values can help employees make the right decisions, and getting employees to make the right choices is all about setting the right company values. Brand proposition, also known as brand statement, is a statement about fashion company that shows the benefits of using a brand to consumers of the brand. Brand proposition can also connect with target audience groups, attract potential customers and build market interest (Heinilä, 2022)
（Heinilä, 2022)
Generation Z is unlike any other generation in that they are more socially conscious and socially responsible. generation z is the generation living in the digital age, they are diverse and the most educated generation. At the same time this generation avoids labeling themselves, they are very tolerant and take time to consider all their options before deciding to buy a product. Brands wanting to communicate their goals to Gen Z will need to employ a number of approaches. First, emphasize eye-catching visual content. Since Gen Zers are particularly fond of short videos, company marketers should incorporate visual platforms into their strategy, like Shake and Instagram stories. Secondly, brands need to create interactive content that allows them to better understand what they want and how to improve on their original shortcomings. The interactive content also helps customers make better shopping decisions and helps shoppers identify the style that matches their personality.
(Sprout Social, 2021)
Consumers have high expectations for brands to take a stand on social issues. It is prominent among Gen Z consumers, who believe that brands are meant to serve their communities and society. From championing diversity to raising awareness of social issues, brands need to put their beliefs and values in the public eye (Kim, 2021)
（Burton Snowboards, 2021)
Reference:
What Works Wellbeing (2022) What is Wellbeing? Available at: https://whatworkswellbeing.org/about-wellbeing/what-is-wellbeing/ [Accessed: 27/10/2022]
Ryff, C. D., Boylan, J. M., and Kirsch, J. A. (27 October 2022) Eudaimonic and Hedonic Well-Being. Available at: https://academic.oup.com/book/39523/chapter/339347669 (pp. 1-9) [Accessed: 27/10/2022]
Fig 1, whartonhealthcare.org (2022) The Happiness Trend – A Healthy Pursuit or an Obsessive Quest? – Part 2. Available at: https://www.whartonhealthcare.org/the_happiness_trend_a_healthy_pursuit_or_an_obsessive_quest_2 [Accessed: 27/10/2022]
Shaw, C. (October 14, 2013) DRESS FOR SUCCESS: THE WHITE LAB COAT EFFECT AND THE SUBCONSCIOUS EXPERIENCE. Available at: https://beyondphilosophy.com/dress-success-white-lab-coat-effect-subconscious-experience/ [Accessed: 27/10/2022]
Heinilä, R., (2022) Company Values: Definition, Importance and Examples. Available at: https://haiilo.com/blog/the-importance-of-company-values/ [Accessed: 27/10/2022]
Kim, k., (July 27, 2021) How to make sure you’re marketing to Gen Z the right way. Available at: https://sproutsocial.com/insights/marketing-to-gen-z/ [Accessed: 27/10/2022]
Fig 2, Sprout Social (2021) Available at: https://twitter.com/SproutSocial/status/1409985913413844995?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1409985913413844995%7Ctwgr%5Ec843d687a8420df628b92f475ac9dc14512a2e53%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fsproutsocial.com%2Finsights%2Fmarketing-to-gen-z%2F [Accessed: 27/10/2022]
Fig 3, Burton Snowboards (2021) Available at: https://twitter.com/burtonsnowboard/status/1409587408379650064?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1409587408379650064%7Ctwgr%5Ec843d687a8420df628b92f475ac9dc14512a2e53%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fsproutsocial.com%2Finsights%2Fmarketing-to-gen-z%2F [Accessed: 27/10/2022]
