PURPOSE AND THE FASHION INDUSTRY
The core element necessary for success is a brand’s purpose. Fashion firms that fully embrace purpose are more likely to have a positive influence and thrive in the industry in a time where customers are becoming more socially conscious.
Having a well-defined brand philosophy is of utmost importance, particularly for Gen Z consumers who are at the forefront of the industry. Gen Z consumers go beyond simply seeking tangible products; they strive to understand a company’s uniqueness and its societal contributions (Bo Finneman, 2020). Without a strong brand philosophy, a brand may struggle to remain memorable to its consumers, especially in the fashion industry where branding holds significant weight (James Hillman, 2021). A clear mission not only helps a brand maintain focus but also guides strategic decision-making, fostering alignment with sustainability initiatives and promoting positive change within the industry. For instance, Nike’s mission to inspire and innovate for every athlete globally exemplifies a concise and compelling brand mission. Another brand, TOMS, prioritizes both environmental and social concerns by using vegan materials in their shoe production, showcasing their commitment to sustainability (Michael Londrigan, 2018).
Companies that practise corporate social responsibility (CSR) accept accountability. While it is important to the fashion industry and brand ideology, corporate social responsibility (CSR) aims to improve the lives of people working within different sectors of the industry. However, to effectively fulfil CSR goals, sustainability must be integrated into business practices (Michael Londrigan, 2018). TOMS serves as an exemplary brand that embodies CSR objectives. The brand contributes to the community in several ways, showing its corporate accountability and obligation to both the environment and the people who work for them. It is evident that TOMS exemplifies the principles of CSR (Michael Londrigan, 2018).
To effectively engage with Generation Z, brands must leverage the power of influencers, establish consumer trust, and utilize social media platforms. This enables brands to communicate their message in a way that resonates with this digitally native generation (Balis, 2023). Gen Z consumers have high expectations and seek both quality products and a brand’s positive societal contributions. Consequently, brands face the challenge of adapting to meet these expectations. Given that Gen Z is immersed in the digital world, communicating with them through digital channels, particularly social media platforms, proves to be the most effective approach. These platforms serve as the primary space where Gen Z spends a significant amount of their time and where brands communicate their purpose to these consumers.
Reference List:
Michael P. Londrigan and Jacqueline M. Jenkins
Fairchild Books, E-book (2018)
Fashion Supply Chain Management, Corporate Social Responsbility and Sustainability.
Published Online in 2021
Accessed on: 27/10/2023.
James Hillman
Online (2021)
How To Create Your Fashion Brand Identity
Accessed on: 27/10/2023.
Janet Balis
Harvard Business Review
How the Best Brand-Influencer Partnerships Reach Gen Z
Online (2023).
Accessed on: 26/10/2023
Bo Finneman
Meet Generation Z: Shaping the future of shopping
Online (2020).
Accessed on : 26/10/2023