Purpose Blog

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.