Minhan Li

The purpose is the fourth of four pillars. Brand purpose is a reason to exist beyond selling products and making a profit, it is more a reflection of the company’s responsibility to society and requires consideration of the brand’s social, environmental, ecological, and political position. Working with a purpose increases the strength of the business, makes the brand different from other competitors, and helps increase customer loyalty. Customers are not buying out of need， or just a product. Instead, they are buying something more than that: a brand, what the brand stands for, and a shared vision and values. In other words, they buy into the brand’s purpose(ReSet,2022).

Mission， Vision, and values are the three most important parts of branding as they guide all other decisions made by the brand going forward. The mission statement defines a brand purpose for Employees and Customers； the brand vision defines how the brand will evolve and how the brand will be perceived by customers in the future and the brand value demonstrates the uniqueness of the brand and its difference from other brands, and enhances the competitiveness of the brand in the market(Limelightmarketing,2020). The brand philosophy defines and integrates the brand values, uniqueness, desired positioning in the market, and brand voice(Molly McGill,2020)

Zara, which stands out among fast fashion brands, can serve as a good example. Zara’s Mission Statement is “Provide customers with what they want and deliver it to them faster than anyone else.”While Zara learns about its customers’ needs on social media, its offline shop employees also take notes on customer preferences. The brand can respond quickly to market demand, taking the shortest time from design to delivery to the shop(Edrawmind，2023). The Zara vision statement is “to contribute to the sustainable development of society and that of the environment with which we interact.” Zara offers a great contribution to sustainable fashion, this demonstrates the brand’s strong sense of social responsibility. The company has a long history of not using plastic as a raw material and not adding unnecessary labels to its clothes. The values of Zara are beauty， clarity， functionality, and sustainability. Zara has always been guided by its mission and brand vision, which is what makes it stand out from the competitive fast fashion brands.

Zara（2023）

As the newest generation of consumers, Generation Z has a great influence on the market, focusing more on the purpose of a brand than simply buying a product. According to Jordan Sim, to appeal to the Gen Z demographic, brands need to demonstrate values and purpose, while remaining consistent and personalized (Marketing Mag,2021). Generation Z is the first group born entirely in the digital age， one study suggests that 54 percent of Gen Z will be shopping exclusively online within the next decade. To better communicate with Gen Z, marketing strategy should always be adaptable, inclusive, and innovative. Using social media is a great way to communicate with Gen Z， social media such as Instagram and TikTok allow brands to communicate directly with consumers in a visual way.

At the same time, generation Z is drawn to brands that share the same values as they do(Sherwen,2023). Therefore, a brand, should directly and truthfully show brand value and social responsibility to this group of consumers, to gain recognition and increase the brand loyalty of Generation Z.

Reset(2022)Why purpose is the new ‘must have’ for luxury brands.Available at：https://thisisreset.com/why-purpose-is-the-new-must-have-for-luxury-brands/(Accessed: 25 October 2023).

Limelightmarketing(2020)Brand Strategy: Mission, Vision, Values & Brand Personality.Available at:https://limelightmarketing.com/blogs/brand-strategy-mission-vision-values-brand-personality/(Accessed: 25 October 2023).

Molly McGill(2023)Why are Mission and Vision Statements Important for my Brand?Available at:https://warpweftbranding.com/why-are-mission-and-vision-statements-important-for-my-brand/(Accessed: 26 October 2023).

Edrawmind（2023）Zara Mission and Vision Statement Analysis.Available at:https://www.edrawmind.com/article/zara-mission-and-vision-statement-analysis.html(Accessed: 26 October 2023).

Marketing Mag(2021)Calling Gen Z: how brands can engage with a purpose-driven generation.Available at:https://www.marketingmag.com.au/tech-data/calling-gen-z-how-brands-can-engage-with-a-purpose-driven-generation/(Accessed: 26 October 2023).

Sherwen(2023)Cause-related Marketing is the future of Gen-Z Engagement.Available at:https://www.sherwen.com/insights/cause-related-marketing-is-the-future-of-gen-z-engagement(Accessed: 26 October 2023).

Figure

Nicola Zanetti(2022)Vision, Mission and values: how to define them and how to write them.Available at:https://b-plannow.com/en/vision-mission-and-company-values-what-they-are-and-how-to-define-them/

Zara(2023)Available at:https://www.zara.com/uk/en/join-life-projects-mkt5167.html?v1=1906265

Parallelinteractive(2021)How Gen Z uses social media platforms.Available at:https://www.parallelinteractive.com/generation-z-marketing-strategies/

Profit is the third of four pillars, profit can be seen as a measure of achievement in an industry(Wellers，2018). Profit is crucial for a brand, which needs it to create new ideas and designs; produce new products to attract customers to buy, and generate sustainable benefits to maintain its commercial value and position in the fashion industry， it’s like an infinite circle.

According to McKinsey, fashion is one of the world’s most important industries, driving a significant part of the global economy. It is one of the vital value-creating industries of the world economy(FashionUnited,2023). China, the US, the UK, Germany, and Japan are the world’s largest retail markets. The following chart shows the Worldwide Consumption of Apparel and Footwear.

Fashion is one of the world’s largest and most fragmented industries, divided into multiple product segments and categories. Such as bags, clothes, accessories, and beauty… As follows, I use Dior as an example. Also, the fashion industry is spread across many different types of organizations and widely distributed across regions( Achim Berg, Saskia Hedrich, and Johnathan Leon,2017).

COVID-19 has changed the world over the last two years. The fashion industry suffered its worst year on record, with nearly three-quarters of listed companies losing money. Consumer behavior changed, and supply chains were disrupted( IMRAN AMED, ACHIM BERG,2020). To remain competitive in an uncertain economy, a brand should look beyond its shops, partners, and digitalization. To be more specific， brands can use artificial Intelligence， to maximize the user’s shopping experience, improve the sales system, and enhance the sales process through intelligent automation. Virtual and augmented reality is also a new way of selling， the widespread use of VR allows customers to virtually try on garments before purchasing, thus providing a better fit. Louis Vuitton is a good example， Louis Vuitton and League of Legends collaborate on a new capsule to infuse French haute couture into online gaming(NICOLE PHELPS,2019)

Fashion is more than just the clothes we wear; it is what we wear. It is a powerful form of self-expression, a mirror of culture. The Creative Director ensures that the concept is aligned with the brand’s vision and values， they shape the brand image and translate the brand message into a visual language that resonates with the audience（Yellowbrick，2023）In 1994, Tom Ford joined Gucci， boldly endows the brand a new sexy image combined with a little languid lazy and decadent charming appearance. He not only reversed the sales difficulties faced by it at that time, but also revived Gucci on the road the decline, and even made this once old-fashioned brand become the important modern representative at that time. 

Reference

WELLERS（2018）What is profit and why is it important to your business? Available at：https://www.wellersaccountants.co.uk/blog/what-is-profit-and-why-is-it-important-to-your-business(Accessed: 22 October 2023).

FashionUnited （2023）Global Fashion Industry Statistics. Available at：https://fashionunited.com/global-fashion-industry-statistics(Accessed: 22 October 2023).

Achim Berg, Saskia Hedrich, and Johnathan Leon(2017)The two faces of fashion-industry performance.Available at:https://www.mckinsey.com/industries/retail/our-insights/the-two-faces-of-fashion-industry-performance(Accessed: 22 October 2023).

IMRAN AMED, ACHIM BERG(2020)The State of Fashion 2021 Report: Finding Promise in Perilous Times. Available at:https://www.businessoffashion.com/reports/news-analysis/the-state-of-fashion-2021-industry-report-bof-mckinsey/(Accessed: 22 October 2023).

NICOLE PHELPS(2019)Louis Vuitton’s New Capsule with League of Legends Brings French High Fashion to Online Gaming—and Vice Versa.Available at:https://www.vogue.com/article/louis-vuittons-new-capsule-with-league-of-legends(Accessed: 22 October 2023).

Yellowbrick（2023）Unleashing Creativity: What Does a Creative Director Do?Available at:https://www.yellowbrick.co/blog/fashion/what-does-a-creative-director-do(Accessed: 22 October 2023).

Fashion has been an integral part of human culture and society for centuries. （Blazon，2023）Also humans have a vital role in the fashion industry and are undoubtedly the pillar of the fashion industry. The fashion industry has a global economic impact, a cultural impact, and is also an opportunity for personal expression and identity.People’s consumerism and behaviour influence the development of the fashion industry. At the same time, the fashion industry has brought about changes in people’s aesthetics and consumerism.

Now a new generation of influencers has emerged. members of Generation Z (broadly speaking, those born between 1995 and 2010) are true digital natives: from a very young age, they have been exposed to the Internet, social networks and mobile systems.(Tracy Francis and Fernanda Hoefel，2023）The four main consumer characteristics of Generation z are：Pragmatism，Digital Nomads，Commitment to Diversity and Choice and Demand for Environmental Change.(Mintel,2023)Their lifestyles are usually art-loving，pay attention to fashion trends, like shopping, have similar interests in social circles, be good at investing in their own education and strive for high-quality life. They prefer to shop according to their preferences and experience consumption rather than luxury goods. Buying sports opportunities is mainly to dress up their own image, improve their own quality of life or reward their own gifts.

Louisvuitton could be a good example of a brand has responded to diversity.”Louis Vuitton is a company that respects the uniqueness of each employee and offers everyone the means to find their place and thrive.”(Louisvuitton,2023)Louis Vuitton of course first stepped into the metaverse with Louis the Game, a mobile game that debuted in August 2021 as part of the luxury house’s Louis 200 anniversary celebration.(Highsnobiety,2023)Also, Louis Vuitton finally enters the NFT space .

Louisvuitton(2023)

In the fashion industry, if a brand wants to achieve success and long-term stable development, the brand must constantly adapt to the changes in the market as well as have a strong insight into the psychology of consumers, to meet the needs of consumers.

Blazon（2023）An Overview of the Importance of the Fashion Industry in Today’s World. Available at:https://blazon.revstance.com/an-overview-of-the-importance-of-the-fashion-industry-in-todays-world/ (Accessed: 15 October 2023).

Tracy Francis and Fernanda Hoefel（2023）‘True Gen’: Generation Z and its implications for companies. Available at:https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies(Accessed: 15 October 2023).

Mintel(2023)The Future of Consumer Behaviour in the Age of Gen Z. Available at:https://www.mintel.com/consumer-market-news/the-future-of-consumer-behaviour-in-the-age-of-gen-z/(Accessed: 15 October 2023).

Highsnobiety(2023)FINALLY, LOUIS VUITTON GETS INTO NFTS. Available at:https://www.highsnobiety.com/p/louis-vuitton-trunk-nfts/(Accessed: 15 October 2023).

While the fashion sector is booming, increasing attention has been brought to the impressive range of negative environmental impacts that the industry is responsible for. Fashion production makes up 10% of humanity’s carbon emissions, dries up water sources, and pollutes rivers and streams. What’s more, 85% of all textiles go to the dump each year (UNECE, 2018), and washing some types of clothes sends significant amount of microplastics into the ocean（Genevaenvironmentnetwork，2023）This blog is going to talk about circular, sustainability in relation to fashion and describe 1 SDG from the UN SDG.

Let’s start by talking about what a circular economy is. The circular economy is a system where materials never become waste and nature is regenerated. In a circular economy, products and materials are kept in circulation through processes like maintenance, reuse, refurbishment, remanufacture, recycling, and composting.(Ellenmacarthurfoundation, 2023) The image below shows how the circular economy works.(Rts,2023)The first step is to design out waste and pollution, then to maintain the use of products and materials, and the final step is to return valuable nutrients to the soil by conserving and enhancing renewable resources to support regeneration and positively improve the environment.

what is sustainability in relation to fashion?
Sustainable fashion is a way in which brands create clothing that not only reduces the impact on the environment but is also mindful of the people who work to produce the garments.(Immago,2023) But sustainable fashion has been a controversial and difficult issue in recent years.sustainable means more overheads, which in turn reduces profit margins. For the industry to become sustainable as a whole, consumers must be willing to pay more to help make the change, or at the very least, stop buying from brands that have no regard for the environment.
The 2030 Agenda for Sustainable Development, adopted by all United Nations Member States in 2015, provides a shared blueprint for peace and prosperity for people and the planet, now and into the future. At its heart are the 17 Sustainable Development Goals (SDGs), which are an urgent call for action by all countries – developed and developing – in a global partnership.（United Nations，2023）The 14th of these goals is： conserve and sustainably use the oceans, seas and marine resources for sustainable development. Some of the water pollution generated by the fashion industry, such as the bleaching and dyeing of jeans, can pollute the ocean and endanger marine life by discharging wastewater directly into the ocean that has not been fully treated. Even this will have an impact on humans as some marine life will be caught and eaten by people.

Reference
Genevaenvironmentnetwork (2023).The Environmental Cost of Fashion. Available at : https://www.genevaenvironmentnetwork.org/resources/updates/sustainable-fashion/

Ellenmacarthurfoundation (2023). What is a circular economy? Available at : https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview

Rts（2023）.What is Circular Economy?Available at :https://www.rts.com/resources/guides/circular-economy/

Immago（2023). WHAT IS SUSTAINABLE FASHION AND WHY IS IT SO IMPORTANT? Available at : https://immago.com/sustainable-fashion-important/

United Nations（2023). 17 Sustainable Development Goals (SDGs) Available at :https://sdgs.un.org/goals