PURPOSE

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Purpose is the final foundational element of the fashion industry pillars that a brand should consider. A brand’s purpose is a crucial component in its establishment. Kowalewicz (2022) also emphasises that forming the brand’s purpose comes first before deciding on the philosophy (vision, mission, and values) of a fashion business.

Consequently, the importance of determining the philosophy of a brand can directly contribute to creating a solid identity, which enables a company to engage with customers and create lasting, meaningful relationships (Silva, 2020).

Furthermore, building a reliable and trustworthy business should be evaluated through an outline of brand philosophy – such as how they want to communicate their intention with the audience and connect it with consumer needs (Martínez, 2012). Accordingly, understanding the customer segments is required. Particularly now that the target market has shifted to Gen Z, where they are usually not only looking for tangible products; items that can be seen, felt, and touched, but also trying to see what the company wants to bring to the community and environment (Finneman et al., 2020).

Figure 1: How consumers define what makes a brand or company ethical (Martin, 2021).

Thus, through Corporate Social Responsibility (CSR), businesses can be responsible for their action and put their dedication to executing mission statements into practice by developing sustainability, claim Londrigan and Jenkins (2018). Moreover, the CSR strategy might be a chance for labels to showcase a brand’s sustainable objective since 58% of customers believe a brand would be ethical if it promoted environmental protection (Martin, 2021) (Fig. 1). On top of that, the CSR can be an excellent marketing tactic to tempt more audience in buying apparel or goods from the market.

Figure 2: Nike x Billie Eilish AF1 Low (Nike, 2022).

For instance, the shoe company Toms attempts to integrate sustainability and corporate social responsibility in its collections. They manufacture shoes made of vegan materials and utilise ethical production processes as proof of executing their mission statement: “We are in business to improve lives” (Toms, no date). Furthermore, companies like Nike serve as examples of how to communicate their mission to Generation Z. In 2022, Nike and well-known artist Billie Eilish collaborated to create “The Nike x Billie Eilish AF1 Low,” an environmentally friendly product released in 2022 (Nike, 2022). According to Muhammad (2022), Nike has proved their commitment to sustainability by making the shoe using ‘leftover material waste from the artist’s prior collaborative AF1 High’. As a result, fashion companies like Tom and Nike provide an actual example of the way to convey a mission to clients effectively.

Bibliography:

  1. Finneman, B., Spagnuolo, E., Rahily, L. (2020) Meet Generation Z: Shaping the future of shopping. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping. (Accessed: 27 October 2023).
  2. Kowalewicz, R. (2022) Defining Your Brand’s Purpose. Available at: https://www.forbes.com/sites/forbesagencycouncil/2022/01/12/defining-your-brands-purpose/?sh=778c588a1e43. (Accessed: 27 October 2023)
  3. Londrigan, M and Jenkins, J. (2018) Fashion Supply Chain Management. New York: Fairchild Books. Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia?docid=b-9781501317798. (Accessed: 27 October 2023).
  4. Martínez, P. (2012) The Consumer Mind : Brand Perception and the Implications for Marketers. Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=838132&ppg=27. (Accessed: 27 October 2023).
  5. Martin, K. (2021) Ethical Lifestyle UK 2021. Available at: https://reports-mintel-com.arts.idm.oclc.org/display/1092717/. (Accessed: 27 October 2023).
  6. Muhammad, L. (2022) Billie Eilish’s Latest Nike Collaboration Is on the Way: Here’s A Sneak Peek. Available at: https://www.billboard.com/culture/product-recommendations/billie-eilishs-nike-air-force-1-low-tops-release-date-where-to-buy-1235179148/. (Accessed: 28 October 2023).
  7. Nike. (2022) Nike x Billie Eilish AF1 Low. Available at: https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low. (Accessed: 28 October 2023).
  8. Silva, P. (2020) Why Philosophy Has Much To Do With Brand-Building (And What That Looks Like). Available at: https://www.forbes.com/sites/piasilva/2020/11/19/why-philosophy-has-much-to-do-with-brand-building-and-what-that-looks-like/. (Accessed: 27 October 2023).
  9. Toms. (no date) Impact. Available at: https://www.toms.com/uk/impact-emea.html. (Accessed: 27 October 2023).

Image Ref:

  1. Martin, K. (2021) Ethical Lifestyle UK 2021. Available at: https://reports-mintel-com.arts.idm.oclc.org/display/1092717/. (Accessed: 27 October 2023).
  2. Nike. (2022) Nike x Billie Eilish AF1 Low. Available at: https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low. (Accessed: 28 October 2023).

Martínez, P. (2012) The Consumer Mind: Brand Perception and the Implications for Marketers. Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=838132&ppg=27. (Accessed: 27 October 2023).

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