Purpose Blog
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