PURPOSE – Responsibility vs Scandal
In todays social climate, brands have a responsibility to communicate their views and overall ‘purpose’ of the brand to the public. For commercial motives as well as genuine, it is fundamental that brands make their purpose clear to consumers in order to stand out to their market and create not just a label but a social image that people want to associate themselves with.
It would be difficult to argue that brand philosophy isn’t of importance as the identity that a brand creates shapes its market and its profits a considerable amount. The short-lived clothing brand by celebrity Kathie Lee in 1996 demonstrates a moment in time when a new label held no importance to brand philosophy or what we know now as ‘Corporate Social Responsibility’ (Londrigan & Jenkins, 2018). In a New York Times post about the scandal (Strom, 1996) writes, “Nevermind that Wal-Mart was responsible for producing the clothing line… The Kathie Lee name has become associated with the word ‘sweatshop’”. This indicates the damage that Kathie Lee suffered to her personal image in addition to her clothing line just from ignoring this issue.
In the people pillar, it was discussed how generation Z’s consumerism is highly influenced through a brands values and political views. We revisit this idea when talking about what today’s brands do to communicate their own ‘values and political views’. Well-known denim brand Levi’s took a strong political stance in 2018 against gun violence when they established the ‘Safer Tomorrow Fund’ (Staff, 2019). This fund went towards activists and non-profits advocating for the elimination of gun violence which is suitable for an American apparel brand as it shows an awareness for political issues in a country that thrives off of National spirit and unity. In accordance to a Levi’s marketing plan (Camel, 2014), “Levis Jeans demographic segment are 20-24 year old, white male and female college students.” Today’s 20-24 year olds are considered as Gen Z and so Levis cleverly aimed their core values towards struggles and fears that people of this demographic would face.
Camel (2014) Levi’s marketing plan, PDF. Available at: https://www.slideshare.net/dawoinecamel/marketing-38434378 (Accessed: 30 October 2023).
Londrigan, M. and Jenkins, J.M. (2018) Fashion Supply Chain Management. New York: Bloomsbury Academic & Professional.
Staff, U. (2019) The facts behind our gun violence prevention efforts, Levi Strauss & Co. Available at: https://www.levistrauss.com/2019/06/05/the-facts-behind-our-gun-violence-prevention-efforts/ (Accessed: 30 October 2023).
Strom, S. (1996) A sweetheart becomes suspect;looking behind those Kathie Lee Labels, The New York Times. Available at: https://www.nytimes.com/1996/06/27/business/a-sweetheart-becomes-suspect-looking-behind-those-kathie-lee-labels.html (Accessed: 30 October 2023).