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PURPOSE

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Purpose

This week’s discussion is on the last pillar of the module, “Purpose”. Fashion’s purpose for itself is more of a self-expression, declaring to the world who she/he is and what she/he believes in by expressing her/his personality, emotions and preferences. Fashion is always changing and evolving. What is in fashion today may be out of fashion tomorrow, but some styles are timeless and will always come back into fashion, the fashion cycle.

Figure 1. Rihanna in an Esso trucker hat(Allaire-VOGUE, 2021) Figure 2. Bella Hadid, this month, in an Ed Hardy tee(Allaire-VOGUE, 2021) Figure 3. Blumarine’s fall 2021 mini skirt and blingy belt(Blumarine, 2021)

Important Brand Philosophy

The brand philosophy is the core of the brand, defining its values, beliefs and purpose, shaping its image and guiding its actions. A strong brand philosophy resonates with consumers who are aligned with the brand’s values, thereby increasing brand loyalty and customer engagement and influencing purchasing decisions. Brand philosophy plays an important role in Corporate Social Responsibility (CSR) and sustainability efforts as it guides a brand’s commitment to time and environmental stewardship, appealing to younger generations of consumers such as Generation Z, who value authenticity and are quick to expose any inconsistencies. For example, designer label Stella McCartney has embedded a concept on its website: respect, trust, and the need for the fashion industry to practice reflection every day of its work. In short, brand philosophy is critical to building brand image, engaging consumers, influencing purchasing decisions, and guiding CSR efforts.（Londrigan and Jenkins, 2018; The McKinsey Podcast, 2020)

Figure 4. Stella McCartney on one of her retail shops Stella McCartney developed her business by focusing on caring and social responsibility. She prides herself on living the life that she espouses through her designs and is a role model for future fashion designers(Gwilt, 20200.

Communicate with Gen Z

Brands communicate their purpose to Gen Z through a variety of channels, including social media platforms such as Instagram, TikTok and YouTube, where brands can showcase their goals and values through visually appealing and relevant content, and can utilize Netflix marketing to effectively communicate them to their followers. Brands create a sense of community and authenticity through interactive experiences such as flash mobs, events and collaborations. They align their values with Gen Z’s (social responsibility, ethics, sustainability, etc.) while ensuring transparency and authenticity in their targeting programs to resonate with this generation（Gwilt, 2020; Mitterfellner, 2023)

Figure 5. Social Networking Sites(C180 Agency, No date)

Reference List

Gwilt, A. (2020) Use, University of the Arts London weblogin. Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781350067059&tocid=b-9781350067059-chapter6&pdfid=9781350067059.ch-006.pdf (Accessed: 25 October 2023). 

Londrigan, M.P. and Jenkins, J.M.J. (2018) Corporate Social Responsibility and Sustainability, University of the Arts London weblogin. Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781501317798&tocid=b-9781501317798-chapter3&pdfid=9781501317798.ch-003.pdf (Accessed: 25 October 2023). 

Mitterfellner, O. (2023) Luxury Brand Qualities, Brand Construct and Brand Touchpoints, ProQuest Ebook Central. Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=7260416&ppg=77 (Accessed: 25 October 2023). 

The McKinsey Podcast (2020) Meet Generation Z: Shaping the future of Shopping, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping (Accessed: 25 October 2023). 

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