Ananya Valluri

Every organisation comes together to discuss what their purpose as a brand is. Are they politically aware? What do we stand for? All these questions need comprehensive answers to create a persona that the company can identify with. Reasoning in business terms is critical, as this is how consumers will choose who to buy from out of all competitors. ‘Brand identity is how all businesses share their values, whatever they may be, and its highly relevant to anyone with an interest in attracting or retaining customers’ (Trivette,2021).

Ultimately, we can argue that brand philosophy must be set in stone to be successful. This refers to the mission, values and propositions the corporation has to offer if you are willing to support their bigger picture. A strategic way to build up this personality is Brand Activism. This refers to businesses taking a public stance on what they believe in such as Vivienne Westwood. Well known for her bold political stance, on and off the runway, her collections were used as a platform to speak openly on her views. Her garments also reflected this through design which cohesively draws together Vivienne’s work to her principles. If the differences between the business and the vision outlines grow far apart, the company has ultimately lost sense of ‘self’. Westwood’s evocative on what she stands for, not only does she support climate matters but racial and environmental too. Her brand ethos is so clear it becomes one with her branding, and this is the definition of a strong purpose.

Obtaining a strong purpose is one thing but catering it to Gen Z is a whole new challenge on its own. A generation set to make change, brands must be able to connect with them and their expectations to be green, collaborating their ideas as one. Growing up in a digital world comes with the advantage of being more self-aware than ever, with tons of research and reports it becomes harder to ignore the negative impacts we keep putting onto the world. Responsibility falls onto the brands to be authentic in addressing what steps they’re taking to work more consciously and create positive change through innovation. Gen Z won’t comply so easily after a rise in greenwashing , where the only efforts being made is for publicity or marketing rather than focusing on minimising any environmental impacts. ‘Sustainability means meeting the needs of the present without compromising the future. In order to achieve the goals of Corporate Social Responsibility, sustainability must be factored into the business equation’ (Londrigan and Jenkins, 2018).

Reference List:

Londrigan, M.P and Jenkins, J.M (2018) Corporate Social Responsibility and Sustainability, [online] www.bloomsburyfashioncentral.com

Available at:

https://www.bloomsburyfashioncentral.com/encyclopedia-chapter?docid=b-9781501317798&tocid=b-9781501317798-chapter3

[Accessed on 26^th Oct 2023]

 Trivette, H (2021): How a Strong Brand Identity Can Bring In Customers, [online] Council Post, www.forbes.com

Available at:

https://www.forbes.com/sites/forbesagencycouncil/2021/12/20/how-a-strong-brand-identity-can-bring-in-customers/

[Accessed on 26^th Oct 2023}

Figure 1: https://www.viviennewestwood.com/en-gb/sustainability/carbon-emissions-and-waste/?_gl=1*jpe7ac*_up*MQ..*_ga*MTEzMzQ4MjY0LjE2OTgzMjkxNTg.*_ga_PYC5CMH3FV*MTY5ODMyOTE1Ny4xLjAuMTY5ODMyOTE1Ny4wLjAuMA..

Figure 2: https://www.viviennewestwood.com/en-gb/sustainability/activism/?_gl=1*jpe7ac*_up*MQ..*_ga*MTEzMzQ4MjY0LjE2OTgzMjkxNTg.*_ga_PYC5CMH3FV*MTY5ODMyOTE1Ny4xLjAuMTY5ODMyOTE1Ny4wLjAuMA

The fashion world holds a lot of emphasis on creativity being the biggest driving force however financial gain and commerce is still high up in importance. As one of the biggest industries in the world, it provides jobs in so many departments whether that’s designing or becoming a personal shopper, but all these careers are in support of expanding the size of the fashion industry rapidly. ‘If it were ranked alongside individual countries’ GDP the global fashion industry would represent the seventh-largest economy in the world’ stated McKinsey in its State of Fashion 2017 report.

Profit is naturally what any business aims for, brands need to distinguish themselves from all other competitors, especially in uncertain economic times. Strategies are put in place such as focusing in on existing customers and maintaining the relationship between them and the company. This can be done by giving exclusive deals or discounts to those you know are loyal to the brand and will keep purchasing with these added benefits. This establishes a mutual trust between the buyer and seller. ‘Just because customers are willing to return doesn’t mean they don’t care about safety precautions or experience’ (Morgan,2021). It’s the corporation’s responsibility to present their core values and beliefs to the consumer and make sure these principles are never lost because this is their identity. For example, Ninety Percent is a sustainability brand from London that share 90% of distributable profits between the people helping to make the collections and to five charitable causes they hold close to heart. This is a strong brand ethos that is kept not only to stand out, but as a personality they identify with. Additionally, this kind of persona allows consumers to know what to expect from the brand if that is what their morals are.

Fashion is an art form but doesn’t get the same recognition as what we as society consider ‘Art’. Many designers nowadays love creating statement pieces that are artistic over wearable, this is to showcase the talent and creativity required to become a designer, to appreciate textiles. Runways are a real-life replica of an exhibition with walking models to show off the newest pieces, an imaginative display aiming to clear the divide between art and commerce. Beate Karlsson’s AVAVAV FW23 collection was not your regular runway, but a dramatic show where models were tripping over, and the garments were falling apart. This was done in attempts to show the world that fashion shouldn’t be criticised but appreciated, nothing is that serious when people are making and creating. Creative directors must understand that creativity and commerce can be less separate if done with the right intention. It’s all about making the right connections within the industry and from that networking you guaranteed a good audience to be as creative as you wish.

Reference List:

Mckinsey and Co, The state of Fashion 2017

Available at:

https://www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/The%20state%20of%20fashion/The-state-of-fashion-2017-McK-BoF-report.pdf

Blake Morgan, In a Post-Covid World Customers Will be Revenge Shopping, 2021

Available at:

https://www.forbes.com/sites/blakemorgan/2021/03/22/customers-are-ready-to-back-with-covid-revenge-shopping/

The planet is undeniably a scary concept, it’s the provider of all our natural resources to create anything we could possibly imagine. We must work in harmony with mother nature as we are simply intoxicating our only home by disregarding the major social and environmental implications we have put onto the world. There is no one else to blame for the drastic increase of carbon emission we see today but the textile industry. After many gradual warnings coming in our direction, the only way to stop and make this change is for us to come together and re-evaluate the linear process fashion has stuck to for so many years. The damage done is showing signs of being irreversible therefore a new circular economy is the only counter approach that could start making the change that this industry so desperately needs. This new idea promotes reparation and reduction of waste to keep the clothes we love for longer. It stresses that recycling is the final step, when nothing more can be done to extend the longevity of our personal items, only then should they be put towards creating something new or thrown away. The constant need to buy and throw away as a consumer is stuck in a never-ending loop leading to major increases of landfill where our items ‘sit for hundreds of years disintegrating while releasing harmful gases’ (LeBlanc 2017).

This is why sustainability within fashion must be looked at holistically, from the beginning steps such as fabric production, to the end goal of transporting goods to be sold. All elements should be measured against the impact they have on our planet, as every year the rate at which production happens keeps increasing, as well as the costs and rubbish left behind. Ultimately, hitting a crucial point in time due to companies’ ignorance to how much they are overshooting when the industry needs a whole reset of what it means to be a part of fashion. It should be in support of everyone not breaking down resources that one day may not even be renewable. That’s why one of the United Nations SDG’s is concentrated solely on ‘Responsible consumption and production’, drawing attention to the need for all brands to make a change in their production process universally or nothing will change. ‘Consumption of non-renewable resources in the textile industry is estimated as 98 million tons per year’ (S.S. Muthu,2022). Hence, appreciation goes towards the brands that are conscious of these serious times and already making that first step to a better future. There is a responsibility that comes with being a creative, which is to let your designs comply with these expectations of being green, the planet needs it.

Refrence list:

S.S Muthu (2022) ‘Sustainable Approaches in Textiles and Fashion : Circular Economy and Microplastic Pollution’. Available at:

https://ebookcentral.proquest.com/lib/ual/reader.action?docID=6950983

Connie Ulasewicz (2018) Bloomsbury Fashion Central, To Re-use or Not. Available at:

https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/business-case?docid=b-9781474208772&tocid=b-9781474208772-014

There is no question at all, my favourite brand since I was a little girl, and even my mother would probably agree, must be H and M. They’ve really understood what it means to be part of the industry today, that is still in support of fast fashion but are trying to make amends to that daily with their newly introduced Sustainability strategy. It makes the everyday common consumer feel less guilty about buying more affordable and familiar clothes, that they have a choice to actively do something to help the problems within fashion today. Whether that is returning unwanted old garments or a simple guide to long lasting fashion. The clothes are always stylish and vary from carrying basic essentials to high end rental pieces, what more could you need? ୨୧ ˚｡⋆୨♡୧⋆ ˚｡⋆