Romaisa Aftab

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Purpose

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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

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PROFIT

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The pillar profit represents how economic viability and financial health of businesses are two essential factors for the fashion industry. During profit week, we examine the obstacles and strategies that fashion companies employ to achieve financial success while respecting moral standards and encouraging innovation throughout.

The fashion industry is one of the largest global industries and was valued at about $2.5 trillion in 2020. This includes various sectors, such as apparel, footwear, textiles etc showing the industry’s global impact. However, the ”fashion industry is again facing a challenging climate”(Imran Amed et al., 2022).

The performance of various areas within the fashion business varies depending on consumer demands, changes in the economy, and new trends. The digital era has greatly increased e-commerce’s growth, but conventional retail has encountered difficulties that have given rise to creative solutions like omnichannel experiences. 

In 2010, DOMENICA PETERSON ”cofounded the non-profit Global Action Through Fashion (GATF) with the vision to create a more equitable and sustainable world through fashion, and in 2014 Domenica launched Averti, a luxury loungewear and lingerie line hand made in Los Angeles, California” (Peterson. D, 2015). This initiative is an excellent example of strategic adaptability, a skill essential for a brand in unpredictable economic environments. Brands must make significant effort to have an online presence which allows them to successfully connect with the customers/ consumers. Moreover, brands can diversify their products and maximise their supply chains.

This results in higher efficiency rate and lower overheard costs (Locomexgroup, 2023).

The link between artistic expression and financial viability is provided by creative directors.

These directors must learn how to balance between originality and market viability by conceptualizing designs with an understanding of consumer demands and market trends.

This can help bridge the gap between creativity and, buying and selling thus optimizing a brand’s profitability.

References:

Imran Amed, André, S., Balchandan, A., Berg, A., & Rölkens, F. (2022, November 29). The State of Fashion 2023: Holding onto growth as global clouds gather. McKinsey; McKinsey & Company. https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion

J. Hethorn and C. Ulasewicz (Eds), Economic Impact of Textile and Clothing Recycling. Sustainable Fashion: What’s Next. A Conversation about Issues, Practices, & Possibilities. New York: Bloomsbury. Pp. 204-230.

Peterson, D. (2015). Social Media as a Tool for Social Change. Www.bloomsburyfashioncentral.com. https://www.bloomsburyfashioncentral.com/encyclopedia-chapter?docid=b-9781501312250&tocid=b-9781501312250-chapter4

Locomexgroup. Top Benefits Of Supply Chain Optimization. (2023, February 21). Locomexgroup.com. https://locomexgroup.com/top-benefits-of-supply-chain-optimization/

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People

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Among the 4 pillars is ‘People’ which stands for the commitment to understanding, estimating and embracing the wide range of cultures and human experiences. We live in a world where Gen Z is the centre of attention for the fashion industry. Gen Z is an umbrella term for those born between 1996-2010 (Mckinsey and Company, 2023). This is a generation that grew up with easy access to sources of information as well as fashion trends which means they rely immensely on the digital market. Innovation, progress, and inclusivity are the hallmarks of Gen Z and the best way for fashion brands to grasp the attention of these people is by keeping up with these hallmarks.

It is believed that Gen Zs are a bigger mystery than what we are shown. ”To find out more about this group, UNiDAYS surveyed 22,723 college-age respondents from the U.S., the U.K., Australia and New Zealand about their technology usage and purchasing habits. What it found reinforces the fact that marketers can no longer depend on the time-honored tactics that worked with Millennials, Gen Xers and Baby Boomers. A carefully balanced, omnichannel and personalized approach is needed to make a lasting connection with this highly influential consumer group”.  (Egolf. K, 2018) This means that in order to understand the Gen Z consumer behaviour we need to understand the Gen Z likes and dislikes.

Being open and honest about their products is one of the primary ways that brands may do this. Many brands now make the claim to be “sustainable” and ”inclusive” but in only a small percentage of cases is this actually the truth. By being transparent a brand can ensure their authenticity which allows the basis of connection between the producer and the consumers.

Keeping loyal to one’s values and ideas is crucial to one’s identity, according to 67% of Gen Z respondents to the UNiDAYS survey. Furthermore, 82% of respondents claimed they are more likely to trust a business if it employs real customer photographs in its advertising, highlighting their preference for sincere and real depiction in marketing initiatives (Egolf. K, 2018).

An example of a brand that has done so is Adidas who worked along with brands like Stella McCartney to release a sportswear collection which was not only inclusive but also sustainable and vegan-friendly. The Gen Z responded very well to this with positive responses from both consumers and critics. Moreover, Adidas has been actively diverse with their advertising campaigns, featuring influencers and athletes from all ethnic backgrounds, body shapes and skin colours etc.

This helps us answer the question that what are the key people skills that brands need to implement to be successful? These are teamwork and collaboration. Brands can work alongside each other and combine their expertise to make collections which attract Gen Z.  Moreover, teamwork is also important within a brand to ensure that ideas are brainstormed and everyone has an equal chance of being heard.

McKinsey & Company. (2023). What is Gen Z? Www.mckinsey.com. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z

McCoy, L., Wang, Y.-T., & Chi, T. (2021). Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers. Sustainability, 13(15), 8360. https://doi.org/10.3390/su13158360

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

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Planet

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Our precious planet Earth is a priceless gem that is filled with prospects. But it has been harmed by the very sectors that support our contemporary way of life, particularly the fashion industry. In fashion, trends come and go however, its impact on the planet remains.  A report by the UN, on October 8, 2018, sounded an alarm: “We have 12 years to limit climate change catastrophe…” Urgent changes are needed to combat extreme heat, drought, floods, and poverty, warns the UN Intergovernmental Panel on Climate Change (IPCC). (The Gaurdian, 2018)

The annual CO2 emissions from the textiles industry only are 1.2 billion tonnes. About 85% of textiles end up in landfills i.e. 21 billion tonnes year. Annually the fashion industry produces 120 billion garments  which outnumbers the 8 billion people on the planet. 

The idea of a circular economy was developed in response to the urgency of the issue. This was done in order to envision a society where resources are continuously recycled and waste is kept to a minimum. A circular economy, an economic system that attempts to reduce waste and encourage sustainable practises, is based on this fundamental principle. A circular economy in the context of fashion promotes recycling, upcycling, and reuse of clothing to considerably lessen the environmental impact.

Sustainability is the foundation of circular economy. Sustainability in fashion refers to the idea of creating, consuming, and wearing clothing in ways that do not harm but rather benefit the environment. It includes resource management that is ethical, a smaller carbon footprint, and ethical labour practises.

SDG 12 of the UN’s Sustainable Development Goals (SDG) emphasises on ethical consumption and production. It promotes environmentally responsible manufacturing, gives consumers more authority over their purchasing decisions, and works to eliminate waste and the negative effects it has on the environment. 

There is a documentary which was published in 2022 called ‘The True Cost’. This documentary film explores the environmental and social impact of fast fashion. It delves into the exploitation of labor and the environmental consequences of the fashion industry, providing a powerful visual narrative to show how the fashion demands harm the planet. 

In conclusion, we must demand change as customers because the fashion industry is at a turning point. We can design a future where fashion meets responsibility by embracing the ideas of a circular economy, promoting sustainability, and backing SDG 12.

References: 

The True Cost. (2022). Www.youtube.com. https://youtu.be/rwp0Bx0awoE?si=qDoYxlf7gcJKHMUJ 

Watts, J. (2018, October 8). We have 12 years to limit climate change catastrophe, warns UN | Climate crisis | The Guardian. Amp.theguardian.com. https://amp.theguardian.com/environment/2018/oct/08/global-warming-must-not-exceed-15c-warns-landmark-un-report 

Ellen MacArthur Foundation. (2017). A NEW TEXTILES ECONOMY: REDESIGNING FASHION’S FUTURE. https://archive.ellenmacarthurfoundation.org/assets/downloads/A-New-Textiles-Economy.pdf 

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A favourite Fashion Brand: Faraz Manan

A favourite Fashion Brand: Faraz Manan

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 Faraz Manan is a Pakistani brand that holds a special place in my heart because it embodies Pakistani heritage in its designs. This brand seamlessly blends traditional elements with contemporary Western fashion, appealing to a wide audience while staying true to our heritage. I personally find Manan’s journey as a designer particularly fascinating. Beginning his career in 2003 with limited industry knowledge but immense talent, he has now become one of Pakistan’s top-selling designers and a renowned figure in the international Asian fashion scene.

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