‘Purpose’ as a pillar of the fashion industry refers to the goals a brand wants to achieve through their own products or actions. This is often expressed through a brand’s philosophy, which defines what a brand believes and wants to achieve. For example, ASOS claims its values are to be ‘authentic, brave, creative and disciplined’. By expressing this to the public, the actions of the brand to achieve these goals become open to scrutiny, and practices which go against these values will be more heavily criticised. Therefore, through a brand philosophy, brands can better achieve corporate social responsibility, which Londrigan (2018) defined as ‘companies taking responsibility for their impacts on society’. A brand philosophy can be seen in this way as a self- established guideline to maintain a brand’s values. This is at its most effective when consumers care about a brand’s impacts, which is happening increasingly as Gen Z becomes the most powerful consumers. Reportedly, 61% of Gen Z say they are ‘willing to go out of their way to buy products and services from businesses that are sustainable and socially responsible’. This puts increased pressure on brands to communicate to the younger generation that they are truly following their values. Brands may achieve this in many ways, one example of which is the use of diverse models when a brand claims to value inclusivity. Alternatively, brands frequently use social media to highlight their actions and achievements, commonly through Instagram posts like those frequently utilised by Gen- Z focused brands ASOS and Selkie. Brands also display their values through who they collaborate with, such as Vans expressing creativity through a collaboration with the Vincent van Gogh Museum.
Londrigan, M., & Jenkins, J. M. (2018). Fashion supply chain management. Bloomsbury Publishing USA.
De Castro, O. (2021). Loved clothes last: How the joy of rewearing and repairing your clothes can be a revolutionary act. Penguin UK. Vans 2023 https://www.vans.co.uk/vangoghmuseum.html
‘Purpose’ has emerged as the final pillar within the fashion industry. In this generation, there has been a significant increase in the awareness of sustainability and social consciousness. This leads to fashion brands receiving recognition based on their brand philosophy and how their ideology aligns with their customer’s beliefs and values. This indicates that the concept of fashion exceeds beyond profit as it encompasses a commitment to social responsibility. Purpose-driven companies have the intention of creating a positive impact on the world while producing fashionable yet sustainable goods. A survey has shown that 62% of Gen Z prefer to purchase from brands that are sustainable and 73% of customers are even prepared to pay more for sustainable products. In addition, the majority of Gen Z and Millennials base their purchasing decisions on social, personal and environmental values (“The State of Consumer Spending”, 2023).
A brand philosophy is comprised of its mission, vision, value and proposition and serves as a compass that guides the brand’s journey. Philosophy defines a brand’s belief, existence and how they aim to serve their customers and articulating a clear philosophy is not just a marketing tactic but also a strategic imperative. This is supported by research which highlights that maintaining a well-defined brand philosophy leads to a competitive advantage as it creates a distinct brand identity, encourages customer loyalty and differentiates the brand from its competitors. An example that suggests how brand philosophy encourages customer loyalty is that research suggests purchase intentions of customers are impacted by their values, and when customer value impacts the loyalty dimensions of purchase intentions (Chaisuwan, 2021). This forms the foundation upon which purpose-driven initiatives are built.
Gen Z is particularly sensitive to the ethics and values of brands therefore to effectively communicate purpose to this group of consumers, brands must employ a variety of strategies. Findings have revealed that having transparency in a brand’s communication is likely to boost the consumer’s perceptions of the brand authenticity and transparency due to it’s perceived sensitivity, and this leads to positive impacts on their trust, attitude and behavioural intention towards the brand (Yang et al., 2020). Additionally, the use innovative methods like social media to reach the Gen Z audience is vital as it personifies a brand by being more interactive, such as thoroughly updating and sharing high quality content on social media platforms. This increases the rapport with consumers leading to an improved brand awareness and product perception, and therefore brand loyalty (Ninan et al. 2020).
Ninan, N., Roy, J. C., & Cheriyan, N. K. (2020). Influence of social media marketing on the purchase intention of gen Z. Influence of Social Media Marketing on the Purchase Intention of Gen Z. https://www.researchgate.net/publication/339164968_Influence_of_Social_Media_Marketing_on_the_Purchase_Intention_of_Gen_Z
Yang, J., & Battocchio, A. F. (2020, December 30). Effects of transparent brand communication on perceived brand authenticity and consumer responses. Journal of Product & Brand Management. https://www.emerald.com/insight/content/doi/10.1108/JPBM-03-2020-2803/full/html
Chaisuwan, B. (2020a, March 1). Sufficiency economy philosophy-based sustainability dimensions impact on customer equity and Brand Loyalty. ABAC Journal. http://www.assumptionjournal.au.edu/index.php/abacjournal/article/view/4779
Insight, F. (2023). The State of consumer spending: Gen Z Shoppers Demand Sustainable Retail. First Insight. https://www.firstinsight.com/white-papers-posts/gen-z-shoppers-demand-sustainability
The final pillar ‘purpose’ addresses what a brand’s goal and philosophy is: mission, vision and value, thus leaving the consumers to wonder ‘what would the world loose if your organisation disappeared?’ (McKinsey, 2020).
Explaining the purpose of a brand is important to consumers as sharing the business’s story allows them to connect with the business on a more personal, emotional level (Kowalewicz, 2022).
ASOS has a purpose to ‘be Net Zero, Be More Circular, Be Transparent and Be Diverse’ (ASOS, 2022). Their value in creating a business where individuals can ‘express themselves’ is also aligned with the intention to be more sustainable and circular. Consumers are more inclined to invest in the brand, as their purpose is benefitting the environment and social diversity.
Stella McCartney’s vision is to become more sustainable by introducing circular fashion, whilst adhering to the UNs Sustainable Development goals, but also maintaining a high level of ethics within the business. Their impacts are measured through ‘Environmental profit & Loss’, and they can then analyse their costs and benefits and act upon them accordingly (Stella McCartney, 2023). “We Can Replace Bad Business with Clean Business” (Chan, 2023).
Communicating a brands purpose to Gen Z is effective through social media, through storytelling and emotional connection (Bo Finneman, 2020). Platforms such as TikTok are popular with this generation, statistics show that ‘over 60% of TikTok users are comprised of generation Z’ (Muliadi, 2020).
Digital campfires allow influencers to advocate a brand, engaging Gen Z consumers and allowing them to interact. Gen Z’s value uniqueness, and engaging stories. ‘This generation expects brands they love to stand out for something’ (Fromm, 2019).
NIKEs culture campaign advertised diversity and the purpose and values of the business to the viewers rather than advertising specific products. This powerful advertising campaign was effective and popular to retailers as it showed that NIKE actually cared about their purpose and not just selling the products (Guardian Sport 2018).
Dr Francesco Mazarella is a fashion activist who targets brand philosophy to Gen Z’s. His brand ReGo not only promotes sustainability but also acts on serious issues, for example transforming knives that have been used inappropriately into jewellery, being used for a new purpose changing ‘scary into ‘beauty’. He gives students a purpose and a voice and helps them make a start in the fashion industry (UAL, 2021).
Everything has a purpose, but making a brands philosophy known to consumers is important, making it a key selling point, enabling people to understand the brand and their intentions. Everyone likes to justify a purchase, to alleviate any guilt from spending money, and if they feel that through their purchase they are doing something for the better good, then they will choose a brand that gives them that opportunity.
References
ASOS. (2022). Fashion with Integrity: Progress Update. ASOS.
The purpose pillar is important because it focuses on the strategy and core of a business or fashion brand. The purpose, or brand philosophy, is an important part of a business because it’s a key part of why a consumer buys from a specific brand. The brand mission can focus around ideas of climate change, social justice and other world issues that compel consumers to feel comfortable buying from the brand. Having a clear brand mission is key to having a successful fashion brand.
Brand mission is important because consumers like to buy branded products to display that they identify with the brand and the connotations that the brand represents. An example of this is Louis Vuitton, known for being high end. Consumers buy products with its name and label on to symbolise that they relate to the luxury lifestyle and that they experience a luxury lifestyle themselves, which allows them to afford the products. (JamesHillman, 2021). A brand mission allows consumers to identify with the values that the brand stand for. This is important because consumers of today are becoming increasingly interested in what a brand stands for, especially if that relates to issues surrounding climate change and social justice. If a brand does not have a clear mission consumers may feel less inclined to purchase from it as they do not know its values and what they will be showcasing when they wear it. Therefore, brands should focus on clearly communicating their brand mission in order to allow consumers to understand it and feel compelled to buy from the brand.
Brands communicate their purpose through strategic marketing of their items in accord with their ideal brand philosophy and desired market. Different brands will use different types of marketing to display their brand philosophy, for example Mitterfellner ,O (2023) says that ‘luxury brands will differentiate between the end consumers of these products and tailor it carefully and accordingly’ this is to ensure that the consumers understand and are happy with the brands mission, this is so they are more likely to purchase from that brand in the long-term. When considering how brands communicate this purpose with Gen Z social media and other similar marketing tactics are key, due to this being the main content consumption by gen z. According to McKinsey and co (2020) gen Z are adaptive shoppers, they shop over an array of formats including instagram and tiktok. This is supported by the growth world of influencers, so in order for brands to present their mission to gen Z they must consider going through influencers that will share similar values are the generation.
The ‘Purpose’ pillar refers to a brands long-term proposal, reflecting the goals they aspire to achieve and fulfilment of customer needs. It is a primary value consumers seek due to the requirement that their internal values align with the company, which results in the establishment of a loyal relationship. ‘Purpose’ involves a brands intention with addressing the importance of sustainability, while also actively uncovering alternative solutions to reduce the negative impacts fashion can have on both people and the planet.
By discovering a brand’s identity, consumers are able to determine whether they want to be associated or labelled alongside what they symbolise. Luxury brands have an expectation to supply high quality products, with a vision of exclusivity and presenting “observance of heritage and history” (Mitterfellner, 2023). Providing the meaning behind a garment can assist consumers when deciphering the story underlying the brand, allowing it to establish its own unique personality and strengthen “brand image” (Rageh Ismail & Spinelli, 2012). This argues the need for transparency, especially among luxury brands, as clothing expresses a form of communication through recognisable symbols and designs individuals wear to give the “right impression” (Auty & Elliott, 1998).
Shifts in brand purposes have occurred in order to meet principles centred towards the social and environmental values of this generation. For example, Burberry shifted their purpose to become more aligned with the changing values of millennials and Gen Z. They converted their identity and established a new vision by converging to digital platforms, such as social media, allowing them to share their story and authenticity more easily. They modernised the way of communicating with customers and produced new products, whilst still keeping their signature brand pattern as a representation of their history. The creation of digital campaigns, including “Burberry love”, was designed to develop a brand community through online interaction and trigger emotional stimulation by providing an opportunity for personalisation. (Straker & Wrigley, 2016).
A focus towards developing “emotional attachment” to consumers, rather than solely “building social status”, has been evident amongst the luxury fashion market (Theng So et al., 2013). Therefore, ‘corporate social responsibility’ is a necessity as it regards the importance of sustainability and ethical conducts, sharing information about each division of the fashion supply chain. However, a brands purpose is only obtained when customers actively follow through into sustainable fashion. Around 61% of ‘Gen Zers’ expressed they are more drawn to purchase from companies that share similar sustainable and social values, concluding that both the brand and consumer have to form an alliance in order to fulfil its mission (Londrigan & Jenkins, 2018, pp. 41–60).
References:
Auty, S., & Elliott, R. (1998). Fashion involvement, self‐monitoring and the meaning of brands. Journal of Product & Brand Management, 7(2), 109–123. https://doi.org/10.1108/10610429810216874
Londrigan, M. P., & Jenkins, J. M. (2018). Fashion supply chain management (pp. 41–60). Fairchild Books, An Imprint Of Bloomsbury Publishing Inc.
Mitterfellner, O. (2023). Luxury Fashion Brand Management: Unifying fashion with sustainability. Taylor & Francis.
Rageh Ismail, A., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386–398. https://doi.org/10.1108/13612021211265791
Straker, K., & Wrigley, C. (2016). Emotionally engaging customers in the digital age: the case study of “Burberry love.” Journal of Fashion Marketing and Management: An International Journal, 20(3), 276–299. https://doi.org/10.1108/jfmm-10-2015-0077
Theng So, J., Grant Parsons, A., & Yap, S. (2013). Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding. Journal of Fashion Marketing and Management: An International Journal, 17(4), 403–423. https://doi.org/10.1108/jfmm-03-2013-0032
‘Purpose’ is the final pillar, customers subscribe to brand ideology and want to buy into beliefs that align with their own values, a 2020 report found that 56% of customers surveyed said that environmental and social practices impacted their shopping habits (KPMG Nunwood, 2020). Strong brand philosophy is at the core of a brand, ‘once you know the ins and outs of your own identity, you will be better able to communicate with prospective buyers, and ultimately build lifelong trust and loyalty’ (Silva, 2020). This also means standing up for what your brand believes in, whether that’s infomercials or social media posts addressing current topics, customers want to see that a brand isn’t taking an impartial position to keep all potential customers, in fact this can deters customers from a brand [refer to the Colin Kaepernick Nike example in the ‘profit’ section]. Brand philosophy also helps attract likeminded staff, so that a company’s workforce is striving for a common goal, subsequently authenticity is woven through a brands action.
An aspect of brand philosophy is a mission statement, this is short phrase which encapsulates an organisation’s purpose, aim, intentions and general objectives (SHRM, n.d.). For example, Google’s mission statement is ‘to organise the world’s information and make it universally accessible and useful’ (Google, 2023). Whereas, a vision statement is aspirational, it looks to the future and seeks issues the brand can address and where they want to be in 10 years. Lastly, the value statement is a list detailing core principles in which the brand adheres itself to.
Brands are increasingly adapting their practises to appeal to Gen Z, this includes utilising designated corporate green teams towards advancing a brands sustainability practices; providing clothing aftercare, like repair services or reconstructing the garment into another product. Both these initiatives aim to increase the longevity of the clothing item, reduce waste and slow consumer buying (Finneman et al., 2020). Another method used is employing brand ambassadors, these are usually influencers who have a large Gen Z following and embody the brands image where they use their platform and influence to advertise products or brand deals.
Another advertising tool is adopting Gen Z representation. For instance, in Nike’s ‘Nothing beats a Londoner’ campaign shows young people in various parts London in ordinary scenarios, like going home from school or playing football at the local grounds. It utilises humour exclusive to Londoners, creating a sense of shared experience and thus community. It shows that Nike understands its consumers and the space in which this demographic is surrounded in by featuring cameos by English celebrities like Skepta and Harry Kane (Nike – Nothing Beats a Londoner, n.d.).
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References:
Silva, P. (n.d.). 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/
KPMG Nunwood, 2020. Meet your new customer. https://assets.kpmg.com/content/dam/kpmg/im/pdf/kpmg-nunwood-customer-experience-meet-your-new-customer.pdf
Google Search. (n.d.). Our approach – How Google Search works. https://www.google.com/intl/en_uk/search/howsearchworks/our-approach/#:~:text=Google
Finneman, B., Spagnuolo, E., & Rahilly, L. (2020, August 4). Meet Generation Z: Shaping the Future of Shopping. McKinsey. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping
Chiu, C. L., & Ho, H.-C. (2023). Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media. SAGE Open, 13(1). https://doi.org/10.1177/21582440231164034
Nike. (n.d.). Nothing Beats a Londoner. W+K London. https://wklondon.com/work/nothing-beats-londoner/
