PURPOSE

The last pillar is purpose. The purpose of a brand is to tell the customers, beyond commercial, “why does this brand exist” and “what the responsibilities of a brand should contribute to society”. And this can be a strategy for brands to stay focused on their core values, adapt to changing market conditions, and remain relevant over time (Brand Master Academy, 2023).

A brand philosophy includes mission, vision, and value proposition; these three key points, play an important role in shaping the bridge that can engage brands with their audience (Brand Master Academy, 2023), helping clients to differentiate one brand from others and ensuring long-term success. It defines the core values, principles, and purpose that guide every aspect of the brand’s existence. In the fashion industry, where consumers increasingly seek meaning and purpose in their choices, a well-defined brand philosophy is crucial. According to a survey from DoSomething (2023), 76% of consumers said they have purchased or would consider purchasing from a company that has shown support for social and political issues. This means that today’s consumers, especially the Millennials and Gen Z, are expecting companies to have more responsibilities to the society. For instance, Patagonia’s brand philosophy is rooted in environmental responsibility and sustainability, which sets it apart as a brand committed to reducing its ecological footprint. The “Don’t Buy This Jacket” campaign reinforced Patagonia’s authenticity and commitment to its core values. It resonated with environmentally conscious consumers who appreciated the brand’s honesty and efforts to reduce consumption. This deepened customer loyalty and attracted like-minded individuals to the brand (Kyla W, 2015).

Gen Z is recognized as the digital natives who grew up in an era when the internet was just widely used in people’s daily liives (McKinsey& Company, 2023). One effective way to communicate brand purpose to Gen Z is through digital platforms and social media. Gen Z is highly active on social media. Brands can leverage this by sharing content that highlights their philosophy, sustainability initiatives, and ethical practices. For example, brands can use Instagram and TikTok to showcase their commitment to sustainability by sharing behind-the-scenes footage of eco-friendly production processes or promoting ethical sourcing of materials.

Engagement is key when communicating with Gen Z. After the pandemic, activity on digital campfire platforms exploded (Sara. W, 2021). More and more brands and companies launched digital games and NFTs. Nike has launched a limited-edition in Fortnite (Nike, 2023)

Bibliography:

Brand Master Academy (2023) What Is Brand Philosophy? Available at: https://brandmasteracademy.com/brand-philosophy/#Over_To_You  [Accessed: 29/10/2023]

Kyla. W (2015) Patagonia: Don’t Buy this Jacket. Available at: https://d3.harvard.edu/platform-rctom/submission/patagonia-dont-buy-this-jacket/ [Accessed: 29/10/2023]

McKinsey& Company (2023) What is Gen Z? Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z [Accessed: 29/10/2023]

Meredith. M (2018) Dollars & Change: Young People Tap Brands As Agents of Social Change. Available at: https://medium.com/dosomethingstrategic/dollars-change-young-people-tap-brands-as-agents-of-social-change-2612b717e5f7 [Accessed: 29/10/2023]

Nike (2023) Nike Launches Airphoria in Fortnite Available at: https://about.nike.com/en/newsroom/releases/nike-launches-airphoria-in-fortnite [Accessed: 29/10/2023]

Sara. W (2021) Where Brands Are Reaching Gen Z Available at: https://hbr.org/2021/03/where-brands-are-reaching-gen-z [Accessed: 29/10/2023]