Why do we do what we do? What are our intentions? The Purpose Pillar focuses on the vision, mission, and values of a brand. These factors build the foundation that convey the 5 W’s to the customers – why they exist, where they are, where they are going, what their future ambitions are, what is important to them, how they want to operate (Van Volkinburg, 2023). Having a core story links these factors and portrays the aims and goals in a comprehensive way develops an identity for the brand.

Rare Beauty is a cosmetic company by Selena Gomez that “believes in the power of beauty and self-care.” (Rare Beauty Brands, 2021). It aims to “help people feel good, build confidence, find their community, and simply enjoy a few minutes to themselves.” (Rare Beauty Brands, 2021). Their mission is to promote positivity by focusing on “products that delight, communities that empower, brands that inspire.” (Rare Beauty Brands, 2021). The brand is about appreciating imperfections and uniqueness by being comfortable with yourself instead of using makeup as a mask. The brand website and Instagram page reemphasize their vision mission and values on beauty standards and mental health through their choice of models, names of individual products, and resources to the associated causes.

The purpose of Rare Beauty revolves around various relevant issues like mental health awareness and the importance of authenticity. The founder of the company sets an example of transparency by being open about her personal struggles and has a diverse group of women come and talk about their experiences as well. The company website has helplines, and articles to raise awareness (Castro, 2023). Besides being proactive on the front lines, the brand is open about the ethically sourced materials for their high-quality products and their team members (Rare Beauty Brands, 2023), giving the customers behind-the-scenes information. Being proactive about its purpose and transparent through its sourcing, production, marketing, and products, the brand attracts customers by making them feel informed, involved, represented, and understood.

“The internet and social media have profoundly altered the relationship between creators and consumers.” (Corner, 2014). Selena Gomez, the founder, is the most followed woman on Instagram with 430 million followers (Valby, 2023). Being an influential woman in the music, acting, fashion, and makeup industry, her audience outreach is vast. Her brand uses TikTok and Instagram as their main modes of publicity to Gen Z customers.

Bibliography

Castro, M. (2023). Rare impact. Rare Beauty. https://www.rarebeauty.com/blogs/news/rare-impact

Corner, F. (2014) The Creative Consumer. In Why fashion matters (pp. 60-62). London: Thames & Hudson

Rare Beauty Brands. (2021). Culture – rare beauty brands. Rare Beauty Brands – We’re All Kinds of Beautiful. https://rarebeautybrands.com/culture/#:~:text=Our%20Mission,-To%20Delight%2C&text=We%20believe%20in%20the%20power,a%20few%20minutes%20to%20themselves

Rare Beauty Brands. (2023). People – rare beauty brands. Rare Beauty Brands – We’re All Kinds of Beautiful. https://rarebeautybrands.com/people/

Valby, K. (2023). How Selena Gomez’s Rare beauty became a powerful gen Z brand – fast company. Inside Selena Gomez’s beauty juggernaut: The Rare Beauty founder on makeup, Gen Z, and navigating social media. https://www.fastcompany.com/90951624/selena-gomez-rare-beauty-cosmetics-industry-juggernaut-gen-z

Van Volkinburg N. (2023). Intro to…Purpose [PowerPoint slides]. Moodle@UAL https://moodle.arts.ac.uk/mod/resource/view.php?id=1126878

The purpose pillar could be considered the most important at the core of fashion industries. Without purpose, fashion brands would struggle to grow, create a relationship with consumers and stand out from competitors’ brands. The function of purpose is to communicate to consumers and targeted audiences the values and mission of a brand. In the last few years, individuals have become more aware of environmental issues, such as the damage that the fashion industry has on our planet, e.g., the large emissions of CO2. As a result, it highlighted how important it is to participate in sustainable shopping. Consumers want to shop from brands that resonate with their values, recognize the challenges that the industry poses and take active actions to improve their brand’s identity. Reports indicate that “consumers are four to six times more likely to purchase from, support, trust and recommend a brand with a vital purpose” (Narayanan & Das, 2022).  

A factor that can contribute to a brand’s philosophy is Corporate Social Responsibility and sustainability (CSR). With CSR, brands can strengthen their relationship with consumers because it encourages active participation in social and environmental changes, with the goal of having a better future for everyone. One brand that takes part in CSR and has been transparent across its supply chain is Stella McCartney. The brand has a large focus on the impact that the fashion industry is currently having on our planet. Their commitment stands on building trust between the brand and their consumers, being transparent in the steps involved in the garment’s making. Another example of a brand that incorporated CSR is Nike. The company started to cut down CO2 emissions, reduce water usage and start using eco-friendly materials, with a goal set for 2020 to enhance “transparency in the supply chain” (Londrigan, 2018).   

Generation Z grew up in a digital world, where online retailing began its success. For brands to effectively communicate their purpose to Gen Z, they should begin by understanding what makes this generation different and what factors contribute to their purchases. This generation is devoted to world matters that concern all human beings, not only their generation. From climate change to the violation of human rights in fashion industries, Gen Z desires brands that are aware and current with these issues and are willing to change/improve their image (Bäcklund & Martin, 2019). Individuality, personalisation and self-expression are at the basis of consumption habits for this generation (Francis, 2018).   

References:

• Narayanan, S., & Das, J. R. (2022). Can the marketing innovation of purpose branding make brands meaningful and relevant? International Journal of Innovation Science, 14(3/4), 519-536. 
• Londrigan, M. P., & Jenkins, J. M. (2018). Fashion Supply Chain Management (1st ed.). Bloomsbury Publishing Plc. https://doi.org/10.5040/9781501317798 
• Bäcklund, E., & Martin, K. (2019). Reaching Generation Z: A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness.  
• Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12, 1-10.  

The purpose pillar focuses on the mission of a brand that goes beyond just making money. It represents a brand’s/company’s commitment to contributing to the society and the environment in order to bring about global change.

A brand’s philosophy serves as a basis of its identity, encapsulating its values, mission and distinctive qualities. The brand’s mission statement outlines its goals and the difference it wants to create in the world. The long-term objectives of a brand are portrayed in the vision and the values as inspiring both the consumers and the producers (Simonson.A and Schmitt. BH, 1997. pg 50-52).

Values emphasise moral behaviour and act as guiding principles that influence a brand’s decisions and actions. Furthermore, a brand’s specific point of view emphasizes its unique qualities and illustrates how it differs from competitors. A pivotal point in the history of the fashion industry’s corporate social responsibility (CSR) movement highlighted this idea of ethical duty and brand identification. In a 1996 New York Times article headlined “A Sweetheart Becomes Suspect; Looking behind Those Kathie Lee Labels,” Stephanie Strom exposed dubious business practises around the Kathie Lee apparel line, which is produced in Honduras by minors. This episode exposed supply chain problems that regrettably still exist today in various forms and brought attention to everyone’s responsibility for the results of their actions, whether known or unknown. This finding emphasized the significance of brands aligning their values with principles. It also underscored the importance of upholding transparency, ethical sourcing and fair labor practices throughout the supply chain (Londrigan. M.P and Jenkins. J.M, 2018. pg 42-45).

For Gen Z (as mentioned in the People blog) transparency and authenticity are key elements. According to Egolf. K (2018) the brands that seek to communicate their purpose need by being authentic and true about their values tend to gain the attention of Gen Z as they tend to rely more on them.

Simonson, A., & Schmitt, B. H. (1997). Marketing aesthetics: The strategic management of brands, identity, and image. https://books.google.co.uk/books?id=cFZ3iRWbttsC&printsec=frontcover#v=onepage&q&f=false

Londrigan, M.P., & Jenkins, J.M. (2018) “Corporate Social Responsibility and Sustainability.” Pages: 41–60 https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781501317798&tocid=b-9781501317798-chapter3&pdfid=9781501317798.ch-003.pdf

Egolf, K. (2018). GEN Z: Decoding the Digital Generation (pp. 2–6). UNiDAYS https://cdn2.hubspot.net/hubfs/4000540/content-reports/reports-pdf-versions/UNiDAYS-Ad-Age-Tech-2019-Report.pdf

Purpose is one of the most essential core pillars for a brand to operate. It represents the unique ways of how a company can create different values, and how that affects its consumer behaviours. Most importantly, the purpose of a brand can directly affect whether it is going to be successful or not. Purpose guides a brand in all different circumstances, such as brand image, fashion style, target customers, and more. Trying to have multiple strategies that can reflect the purpose.

Brand philosophy is important especially within the fashion industry for a following of reasons. First of all, the value and proposition it holds should reflect on its products. For example, the fashion style of a brand could be affected easily by the cultural background of the designer. Different techniques, designs, or fabrics could interfere therefore attracting specific consumers’ interest in the product. In more detail, specific consumer groups may be more likely to support brands that use reusable fabrics in their clothing.

In addition, brands could have similar missions or visions related to other global organizations. For example, one of Stella McCartney’s aims is to create a better and more equal world, which is strongly related to one of the UN’s sustainable development goals. Some strategies that could be developed from this major goal could be fundraising for the people who need help. This is a way of demonstrating and communicating their purpose with the world, which can further attract consumers to support them.

Furthermore, consumers might be more interested in brands or designs that could represent their identity. Both above situations demonstrate how a brand could build up a connection with the consumer by sharing similar values, and this could lead to a more supportive attitude of consumers. This part is specifically related to Gen Zs, as this generation group are more desperate to show themselves. Their unique fashion styles have naturally become one of the ways they use to show their identities, which is why there tend to be multiple different clothing in their wardrobe. They tend to have clothing with a collection of multiple different fashion styles. This is also why fast fashion brands are becoming more popular among Gen Zs.

References:

Chan, E. (2023). ‘We can replace bad business with clean business’: Stella McCartney shares her hopes for the fashion industry in 2023. Vogue. https://www.vogue.co.uk/fashion/article/stella-mccartney-sustainable-fashion-2023

Mitterfellner, O. (2023). Luxury Fashion Brand Management: Unifying fashion with sustainability. Taylor & Francis.

“Sustainable Clothing: Ethical Fashion: Stella McCartney UK.” Sustainable Clothing | Ethical Fashion | Stella McCartney UK, www.stellamccartney.com/gb/en/sustainability/sustainability.html

The Purpose Pillar refers to a brand’s true motive for existing in today’s climate. What is its unique ability to create value? What special means does a business have to add worth and progress? The purpose of a brand, company or organization applies to their brand identity and brand anatomy. It is crucial to firmly establish a brand’s purpose to create  customer relations (Quartely, 2020). 

Brand philosophy is now more than ever important for buyers. In a podcast done by McKinsey & Company it was said that in today’s climate customers want to know who they are buying from as well as where their money is going to go when given to the company (Spagnuolo,2020). We are now entering a responsible retail climate where brands are held responsible for their effect on the social, environmental and economical stand points on society. People now more than ever want to buy from brands in which they believe in, brands that align with their own philosophy of retail experience (Londrigan,2018). 

Through a research done by Mckinsey & Company purpose in companies was investigated. Businesses should adhere to the 5Ps of purpose by Mckinsey & Company in order to provide value and instill purpose in their operations. The first P is ‘Portfolio strategy and products’ which highlights redefining the product line, updating the price structure with a purpose, reviewing the portfolio, and evaluating each asset’s purpose in relation to a set of standards. The second P is ‘People and culture’ it defines align hiring, employee development, and career trajectories to support the organization’s goals. Provide incentives to employees for reaching milestones. And clearly state and exemplify the ideal individual mindsets. The third P ‘Processes and systems’ defines the modification of operational procedures and the assurance that supplier conduct aligns with the objectives of the brand. The fourth P ‘Performance metrics’ establishes performance goals and introduces criteria for capital allocation based on the company’s definition of success. The last and final P is ‘Positions and engagement’ which emphasizes the customization of external interactions, the updating of external roles, and the synchronization of associations (Quarterly,2020).

Within the Fenix Outdoor Group, Fjällräven is simply one of numerous sustainable brands that have a distinct mission. Environmental standards, according to their Sustainability Manager, are the foundation of all the firm does and are not handled as a stand-alone initiative.  Fjällräven has organized plogging activities in honor of Earth Day, embracing this criteria. Plogging, which is essentially picking up rubbish while running, first appeared in Sweden in 2016. Plogging is a terrific project because, among other reasons, plastics can be recycled instead of contaminating the ground or ground water, and rubbish is merely unpleasant and may make our earth seem better. Additionally, animals who consume trash run the risk of becoming injured or killed (Adams,2023).

References

Adams, L. (2023). 5 Inspiring Brands With Purpose. Syndeca. https://www.syndeca.com/post/5-inspiring-brands-with-purpose

Londrigan. (2018). Corporate Social Responsibility and Sustainability. Jenkins.

Quarterly , M. (2020). The 5Ps of company purpose are much more than a mission statement | McKinsey. Www.mckinsey.com. https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/more-than-a-mission-statement-how-the-5ps-embed-purpose-to-deliver-value

Spagnuolo , E., & Finneman, B. (2020). Meet Generation Z: Shaping the future of shopping (L. Rahilly, Interviewer) [Personal communication].

This weeks pillar is purpose, with the development of competitive business strategies in the fashion industry, it is crucial that brands display clear values and a purpose. A brands purpose refers to the reason the brand exists – other than for profit. This could be an underlying ethos towards a social issue, sustainable practices, etc… This is especially important not just in context of consumers but how the business itself grows. Research shows “Purpose-oriented companies have higher productivity and growth rates, along with a more satisfied workforce who stay longer with them” (O’Brien et al., 2019). People want to work for brands that share their values, and that want to do good for the world, allowing for a more positive worker environment and motivates workers to contribute to the best of their ability. “When purpose is hardwired, a company’s positions, communications, and external engagement become logical extensions of your business model; purpose eliminates the gap between walk and talk.”(Leape et al., 2020) a brands purpose must be present throughout every aspect of how its runs and without this it cannot properly function.

Gen. Z are the future consumers that business must be able to communicate their purpose to. This generation is know for its preference to brands with a social standing, for example, ‘the research of members of Generation Z shows that 73% are willing to pay more for sustainability, with the majority willing to pay a premium of up to 10%’ (Furbee, 2021). In order to gain the attention on Gen. Z,  brands must align their purpose with the consumers. Another thing to consider is transparency,  “Things that you could in the past hide by selecting and choosing what you wanted to show the public – today everything is fair game”(Rahilly et al., 2020). A brands ethos must translate clearly to its consumer, for example if it claims to be ethically made, consumers can easily find online if the brand has a history of unfair treatment of workers. In order to communicate its purpose, brands look to social media. Influencers are a tool many brands favour when it comes to promoting to Gen. Z. Followers of influencers consume their media, wether that be through YouTube, tik Tok, Instagram or other platforms, these parasocial type relationships give a sense of trust and many will take their word without question. Brands use this to advantage and pay influencers to rave about their values and purpose. One of the first luxury brand to endorse an influencer was Louis Vuitton in 2021, inviting YouTuber Emma chamberlain to their Paris fashion week show. Emma vlogged the show and the results saw an expanse on the brands normal clientele and an opportunity to express there values through a modern relatable lense. 

Reference 

Leape, S., Zou, J., Loadwick, O., Nuttall, R., Stone, M., & Simpson, B. (2020, November 5). More than a mission statement: How the 5PS embed purpose to deliver value. McKinsey & Company. https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/more-than-a-mission-statement-how-the-5ps-embed-purpose-to-deliver-value# 

Rahilly, L., Finneman, B., & Spagnuolo, E. (2020, August 4). Meet Generation Z: Shaping the future of Shopping. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping 

Furbee, C. (2021, December 9). Gen Z makes sustainability important for all businesses. Sustainable Investment Group. https://sigearth.com/gen-z-makes-sustainability-important-for-all-businesses/ 

O’Brien, D., Main, A., Kounkel, S., & Stephan, A. (2019, October 15). Purpose is everything. Deloitte Insights. https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2020/purpose-driven-companies.html 

The purpose pillar in fashion is crucial for brands to drive and inspire businesses and consumers. As Bourdieu once said, ‘what is involved is not the rarity of the product, but the rarity of the producer’ (Bourdieu, 1983, as cited by Stevenson, 2023). The people in the fashion industry and the values that they are passionate about are individual and can bring authenticity and purpose to their brand.

The philosophy of a brand can refer to the values and vision it represents. Silva (2020) explains that brand philosophy helps create a strong identity. This can allow differentiation for a brand to be unique within the market. By spreading the values of a brand to the target market, it could result in more profit if consumers feel aligned with the principles and vision of a brand.

There are many methods for brands to communicate and engage their propositions or values with Gen Z such as online communication. In a 2020 Drapers article, research found that TikTok is most popular with Gen Z as ‘50.3% use it versus 25.7% of millennials’ (Moran, 2020). This statistic indicates that brands could reach Gen Z’s attention through visual content on social media platforms. The article also highlights that there is an increase in fashion consumption via social media for Gen Z which may encourage companies to utilise digital platforms further helping to promote its values.

Brand philosophy also includes its objectives or mission which brand communication can help raise awareness. Christopher Raeburn, a British fashion designer known for his environmentally conscious and responsible design methods, includes sustainability into his brand philosophy. RAEBURN has an eco-conscious purpose and offers free lifetime repairs as well as fully compostable bags (Sutherland, 2020).

Other designers are also prioritising the environment into their vision through design. In the book ‘Psychology of Fashion’, Mair (2018) discusses how compulsive buying disorder could be environmentally harmful and cause overconsumption. As a psychologist, she explains that a ‘framework of emotional durable design’ may be a solution for consumers with compulsive buying disorder (Mair, 2018). This suggests a psychological approach in sustainable design may help achieve environmental goals which could align with the purpose of some fashion brands. 

Bourdieu, P. (1983) as cited in Stevenson, C. (2023) lecture. Fashion: Art and Commerce

file:///Users/mia/Downloads/Week%204%20Intro%20To%20FBS%20Profit%20Reflection%20Writing.cleaned.html

https://moodle.arts.ac.uk/my/

Mair, C. (2018). The psychology of fashion. Taylor & Francis Group (pp 75-89) 

https://ebookcentral.proquest.com/lib/ual/reader.action?docID=5303445

Moran, G. (2022). Drapers, Gen Z and Millennials 2022.  Drapers

Access

Silva, P. (2020). Why philosophy has much to do with brand-building (and what that looks like). Forbes. 

https://www.forbes.com/sites/piasilva/2020/11/19/why-philosophy-has-much-to-do-with-brand-building-and-what-that-looks-like/?sh=1305248671f9

Sine, R. (2022). How to Appeal To Gen-Z Without Obviously ‘Marketing’to Get-Z. Forbes

https://www.forbes.com/sites/forbescoachescouncil/2022/08/24/how-to-appeal-to-gen-z-without-obviously-marketing-to-gen-z/?sh=30a361e02ae4

Sutherland, E. (2020). Raeburn’s ‘three Rs’ of sustainable innovation. Drapers

Introduction

Fashion is more than just clothing; it’s a form of self-expression, a reflection of culture, and a means to connect with different generations. In today’s dynamic market, fashion brands are striving to connect with Gen Z, a demographic known for valuing authenticity, sustainability, and a sense of purpose. To resonate with this generation, fashion brands need to establish a clear brand philosophy and effectively communicate it. This blog explores the purpose of fashion brands, the importance of brand philosophy, and how brands communicate their purpose to Gen Z.

The Purpose of Fashion Brands

Fashion brands serve more than just the function of providing clothing; they play a significant role in shaping personal identity, culture, and societal values. Brands create a sense of belonging and offer consumers the opportunity to express themselves. However, fashion brands should not only focus on aesthetics; they need to stand for something meaningful.

Why Brand Philosophy is Important

A brand’s philosophy serves as its guiding principles, reflecting its values, ethics, and mission. It is crucial in establishing brand identity and ensuring consistency in communication. Gen Z places great importance on a brand’s authenticity and social responsibility. Therefore, a strong brand philosophy is essential for gaining their trust and loyalty.

How Brands Communicate Their Purpose with Gen Z

1. Social Media: Gen Z spends a significant amount of time on social media platforms. Fashion brands leverage these platforms to showcase their values and social initiatives. By sharing content related to sustainability, ethical practices, and community involvement, brands can effectively communicate their purpose to Gen Z.
2. Transparency: Transparency is key in brand communication. Brands that openly discuss their supply chain, sourcing, and ethical practices gain the trust of Gen Z consumers. Providing access to information about materials, manufacturing processes, and working conditions helps build a positive brand image.
3. Collaborations and Partnerships: Collaborations with influencers, artists, and activists who align with the brand’s philosophy can also help in conveying the brand’s purpose. These collaborations show that the brand is not just about fashion but also about broader cultural and social issues.
4. Sustainability Efforts: Given Gen Z’s strong interest in sustainability, fashion brands can emphasize their eco-friendly initiatives. Whether it’s through the use of sustainable materials, zero-waste production, or recycling programs, these efforts can resonate with environmentally conscious Gen Z consumers.

Conclusion

Fashion brands have evolved from being mere clothing providers to powerful entities that shape culture and values. To connect with Gen Z, who demand authenticity, purpose, and transparency, fashion brands must establish a clear brand philosophy and effectively communicate it. This generation is looking for brands that align with their beliefs and are actively engaged in social and environmental causes. By leveraging social media, transparency, collaborations, and sustainable efforts, fashion brands can effectively reach and engage with Gen Z, ensuring their relevance in the ever-evolving fashion industry.

References:

1. Hines, T., & Bruce, M. (2007). Fashion marketing: Contemporary issues. Routledge.
2. Mercea, D. (2015). Social media, protest cultures and political subjectivities of the Arab spring. Media, Culture & Society, 37(1), 2-18.
3. Richardson, I., & Gosnay, R. (2018). The role of influencers in sustainable fashion marketing. Journal of Fashion Marketing and Management, 22(3), 353-367.