Wilnara Cagi

About Wilnara Cagi

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PURPOSE AND THE FASHION INDUSTRY

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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.

https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781501317798&tocid=b-9781501317798-chapter3&pdfid=9781501317798.ch-003.pdf#page-41

James Hillman

Online (2021) 

How To Create Your Fashion Brand Identity 

Accessed on: 27/10/2023.

https://artslondon-my.sharepoint.com/personal/r_zilkha_fashion_arts_ac_uk/_layouts/15/onedrive.aspx?id=%2Fpersonal%2Fr%5Fzilkha%5Ffashion%5Farts%5Fac%5Fuk%2FDocuments%2FFBS%20Intro%20To%2FFBS%2DIntro%20To%202023%2FLectures%20and%20Seminars%2FWeek%205%2FHow%20the%20Best%20Brand%2DInfluencer%20Partnerships%20Reach%20Gen%20Z%20new%2Epdf&parent=%2Fpersonal%2Fr%5Fzilkha%5Ffashion%5Farts%5Fac%5Fuk%2FDocuments%2FFBS%20Intro%20To%2FFBS%2DIntro%20To%202023%2FLectures%20and%20Seminars%2FWeek%205&ga=1

Janet Balis

Harvard Business Review 

How the Best Brand-Influencer Partnerships Reach Gen Z

Online (2023). 

Accessed on: 26/10/2023 

https://artslondon-my.sharepoint.com/personal/r_zilkha_fashion_arts_ac_uk/_layouts/15/onedrive.aspx?id=%2Fpersonal%2Fr%5Fzilkha%5Ffashion%5Farts%5Fac%5Fuk%2FDocuments%2FFBS%20Intro%20To%2FFBS%2DIntro%20To%202023%2FLectures%20and%20Seminars%2FWeek%205%2FHow%20the%20Best%20Brand%2DInfluencer%20Partnerships%20Reach%20Gen%20Z%20new%2Epdf&parent=%2Fpersonal%2Fr%5Fzilkha%5Ffashion%5Farts%5Fac%5Fuk%2FDocuments%2FFBS%20Intro%20To%2FFBS%2DIntro%20To%202023%2FLectures%20and%20Seminars%2FWeek%205&ga=1

Bo Finneman

Meet Generation Z: Shaping the future of shopping 

Online (2020). 

Accessed on : 26/10/2023 

https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping
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PROFIT AND THE FASHION INDUSTRY

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The importance of profit in the fashion industry remains a captivating topic of discussion. In 2021, the fashion business, encompassing various sectors, generated an impressive revenue of around $759.5 billion (Abdul Momin, 2022). This substantial amount highlights the immense profit potential within the industry. 

The fashion industry is an ever-expanding sector that employs millions of individuals worldwide. This industry plays a pivotal role in shaping trends and driving consumer demand. With an estimated value exceeding $2.4 trillion (McKinsey & Company, 2023), the industry is characterized by its intense competition, as it constantly adapts to emerging trends that evolve with each season. The industry begins to introduce advanced technologies, such as 3D printing to expedite production costs. The industry wields a profound influence, shaping societal norms. 

Sectors within the industry, face distinct challenges. Despite the dominance of fast fashion, there is a growing consumer demand for sustainable and ethical fashion. Some brands have responded by prioritizing sustainability and inclusivity. For instance, companies like Veja and Rothy’s have embraced eco-friendly materials into their sneaker production, demonstrating the feasibility of making environmentally conscious fashion choices (Raf Chomsky, 2023). Moreover, the luxury segment of the industry consistently outperforms others, with China playing a significant role and brands like Gucci achieving notable success in the Chinese market (Anna Cabigiosu, 2020). 

In the realm of business, innovation plays a pivotal role in establishing a competitive edge. This is particularly important during times of uncertainty, as being at the forefront of innovation allows brands to differentiate themselves from their competitors (Cemel Zehir, 2012). By prioritizing sustainability and embracing circular economy principles, brands can remain relevant and appeal to consumers, especially Gen Zers, who highly value responsible consumption and production. To attract and retain customers, companies must understand their purchase intentions (Leon Brencic, 2023). Consumers are increasingly mindful of their spending. Therefore, brands that analyse their consumers’ needs and highlight their value proposition are more likely to outshine their competitors. 

Creative directors possess a unique blend of creative expertise and a comprehensive understanding of the commercial objectives of a brand. Their overarching responsibility is to bridge the gap between creativity and commerce by ensuring that creative concepts not only drive the growth and success of the brand but also resonate with the intended target audience. An artistic mindset assists business professionals adopt a transformative approach that fosters greater creativity, and possibilities (Amy Whitaker, 2018).

Reference List:

Raf Chomsky

“Eco – Friendly Footwear: Discover Recycled Shoe Brands And Sustainable Materials”

Online Source (2023). 

Accessed on 19/10/2023. 

https://sustainablereview.com/eco-friendly-footwear-discover-recycled-shoe-brands-and-sustainable-materials/#:~:text=Companies%20like%20Veja%20and%20Rothy,getting%20an%20eco%2Dfriendly%20makeover

Cemal Zehir

“Innovation intelligence and entrepreneurship in the fashion industry” 

Online (2012). 

Accessed on 19/10/2023

https://www.sciencedirect.com/science/article/pii/S1877042812009160

Anna Cabigiosu

Online (2020) 

“An overview of the luxury fashion industry” 

Accessed on: 19/10/2023https://link.springer.com/chapter/10.1007/978-3-030-48810-9_2

Abdul Momin

“SWOT Analysis of the fashion industry”

Online (2022). 

Accessed on 19/10/2023

SWOT Analysis of the Fashion Industry

Leon Brencic

“Marketing strategies in times of uncertainty: How to succeed even in a period of economic downturn?”

Online (2023). 

Accessed on 20/10/2023

https://iprom.eu/blog/marketing-strategies-in-times-of-uncertainty-how-to-succeed-even-in-a-period-of-economic-downturn/

Amy Whitaker

“bridging the gap between art and business” 

Online (2018). 

Accessed on: 20/10/2023

Bridging the gap between art and business

McKinsey & Company 

“The state of fashion 2023: Holding onto growth as global clouds gather.”

Online (2022). 

Accessed on: 20/10/2023

https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion
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A Guide On Teaching Your Children How to Embrace Diversity

PEOPLE AND GEN Z

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Let’s dive into how Gen Z consumers are wielding their influence in the fashion industry. While discovering how fashion businesses can meet their expectations in order to thrive. People are becoming the centre of the fashion industry, they are setting trends and pushing for sustainability like never before !

Generation Z, born between 1996 and 2010, represents the youngest cohort of consumers within the fashion industry. They are considered true digital natives, due to being exposed to online platforms from an early age. (Francis and Hoefel, 2018). Gen Zers hold deep values towards sustainability, they like to see businesses advocating for a greener and more equitable future. (McKinsey, 2023). Analysing these consumers and their shopping behaviours assist in a businesses success. Businesses must ensure that their actions align with their professed principles when addressing production concerns and labour ethics (Francis and Hoefel, 2018). 

The Inner Development Goals (IDGs) is an organization that focuses on research to support society in living more purposeful and sustainable lives. It’s important to recognize that the fashion industry cannot achieve the SDGs without prioritizing the IDGs first (IDGs, 2023). 

Being more innovative and incorporating storytelling elements into their products is key. Gen Zers are drawn to brands that have a compelling narrative and a clear purpose (McKinsey, 2023). Gen Zers are surrounded by tech, therefore brands that embrace technology have a big advantage. TikTok especially, has seen significant growth in the fashion industry, with fashion inspiration on the platform increasing from 38% in 2022 to 50% in 2023 (Drapers, 2023). If brands fail to adopt an omnichannel approach to cater to the 92% of Gen Zers who shop on mobile apps, they risk losing out on potential profits. It is crucial for brands to strategize and ensure they are present across multiple channels (Drapers, 2023).

While many brands excel in embracing diversity, let’s discuss those that fell short. Victoria’s Secret, their fashion shows initially garnered significant appeal with numerous models, but their portrayal of beauty became disconnected from reality and objectified women. As they resisted change, their audience turned to brands like Savage X Fenty, founded by Rihanna, which celebrated diversity in body types and sizes (AFPRELAXNEWS, 2023). 

To thrive in the fashion industry, fashion brands must possess essential people skills. Willing to collaborate with others, being original and creative is paramount also, but it’s equally important to uphold the values promised to consumers while aiming to be creative. Listening plays a pivotal role in building successful relationships and understanding the needs of the market (Otto Scharmer, 2020). 

Reference List: 

Drapers: Gen Z and Millenials – Understanding the next generation of shoppers.

(2023)

Accessed on : 12/10/2023 

Gen Z and Millennials 2023

India Forbes: Victoria’s Secret revives its annual show, promising a new and more inclusive focus.

Written by AFPRELAXNEWS (2023)

Accessed on : 12/10/2023. 

: https://www.forbesindia.com/article/lifes/victorias-secret-revives-its-annual-show-promising-a-new-and-more-inclusive-focus/84905/1

Inner Development Goals: The IDGs Film

Online (2023). 

Accessed on: 13/10/2023. 

https://www.innerdevelopmentgoals.org

IDGs: Transformational skills for sustainable development (2023)

Online PDF.

Accessed on: 12/10/2023

https://static1.squarespace.com/static/600d80b3387b98582a60354a/t/6272f730e54fa847d7db62f5/1651701552398/IDG–Who+We+Are+220426.pdf

McKinsey & Company: What is Gen Z ?

(2023) Online

Accessed on: 12/10/2023

https://www.mckinsey.com/~/media/mckinsey/featured%20insights/mckinsey%20explainers/what%20is%20gen%20z/what-is-gen-z.pdf

McKinsey & Company 

True Gen: Generation Z and its implications for companies.

Francis, T and Hoefel, F (2018). 

Accessed on : 13/10/2023

https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
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PLANET AND FASHION

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The fashion business school encompasses four fundamental principles: profit, planet, purpose, and people. Today, the focus will be on planet and its relevance to the fashion industry. Fashion ranks as the second most environmentally damaging sector globally, following chemicals. A single wash of polyester clothing introduces 700,000 microplastic fibres into the environment annually, finding their way into the sea. Forests are experiencing significant harm, over 200 million trees being cut down annually without adequate replacement. (Katarina Rimarcikova, 2023). 

Sustainability in the fashion industry means making clothes ethically and in an environmentally friendly way. It’s about creating fashion that lasts and using resources responsibly. However, achieving sustainability in the industry is a challenge. The United Nations’ 17 Sustainable Development Goals (SDGs) aim to address poverty, protect the planet, and ensure prosperity for all by 2030. “Around 600 million people will still be living in poverty under current trends by 2030” (SDG Report, 2023). It is difficult to now change the way the industry is, “the fashion industry system must recognize that to move towards sustainability long -term, it is the whole fashion cycle that must undergo improvement, not just a few isolated parts.” (Fletcher K & Grose L, 2012). 

Circular economy is a strategy that helps combat climate change and global challenges. Its goal is to minimize waste and pollution, promote the circulation of products, and regenerate nature. Businesses can start implementing circular economy principles by clothing repair and upcycling services. While some brands may be hesitant due to profit decreases, it’s crucial for them to prioritize sustainability. Selfridges “have just announced a new target of 45% of transactions will come from circular products and that everything it builds, buys and sells will meet its environmental and ethical standards by 2030.” (Erin Williams, 2022). 

Wondering why our planet is facing these challenges? Social media influences us to prioritize following trends rather than engaging in second-hand shopping or reusing clothes. The overproduction of clothing also plays a role in the environmental crisis we’re facing. “The utilisation of clothing is decreasing while clothing sales are increasing, we are buying more therefore more is being made but if we are not utilising it then we are wasting materials” (Angie Lench, 2020). Making the most of our garments helps us move towards responsible consumption and production, which is one of the SDGs. Let’s do our part to reduce waste and promote sustainable practices in the industry! 

Reference List:

Planet Earth & Fashion, Online 

Katarina Rimarcikova, UAL 

(2023) 

Accessed on: 05/10/23

https://ual-moodle-sitedata.s3.eu-west-2.amazonaws.com/c6/51/c65101fe12c52fe834a680d4ed0f4a9de6182af3?response-content-disposition=inline%3B%20filename%3D%22WK2%20L1-Monday%2012.15-1.15%20%20PLANET%20%20FASHION_KR_2023%20.pdf%22&response-content-type=application%2Fpdf&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIA2PCH3OG65JHUZNKL%2F20231008%2Feu-west-2%2Fs3%2Faws4_request&X-Amz-Date=20231008T081210Z&X-Amz-SignedHeaders=host&X-Amz-Expires=21590&X-Amz-Signature=1d8d45369d8e6b1a7fd6416742fcf42e93bab502ccd6b69d0a0bc0fac22b9348

Sustainable Development Goals Report

UNStats, (2022)

Accessed on: 05/10/23

Youtube, Online 

Lecture On Sustainability 

Angie Lench, UAL 

Online (2020) 

Accessed on: 06/10/23 

https://ual.cloud.panopto.eu/Panopto/Pages/Viewer.aspx?id=effd1f14-22ac-4415-8b35-ac5800fa26d9

https://ebookcentral.proquest.com/lib/ual/reader.action?docID=1876120 Fletcher, K. & Grose, L. (2012) Fashion & Sustainability: Design for Change. London: Laurence King Publishing 

 Ebook 

Accesssed on: 05/10/23 

Selfrdiges & Circularity: Signs of a shift, but still a bit short 

Erin Williams, (2022) 

Online 

Accessed on: 06/10/23 https://sustainablebrands.com/read/defining-the-next-economy/selfridges-circularity-signs-of-a-shift-but-still-a-bit-short

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My Favourite Fashion Brand

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Shein is my favourite fashion company because of their creative approaches to fashion and trends, extensive industry expertise, and understanding of how to relate societal changes to what they produce. Shein caters to clients and consumer needs within their brand; it is abundantly obvious from their output that they are aware of what their customers’ needs and wants are. They know how to properly convey their items to their customers because they have done extensive audience research. Additionally, Shein implies to buyers that their apparel is for everyone by using models and not just highlighting their colour but also the vast range of age, size, and colour of the models. On this website, people of every race, body type, and age can locate their distinctive items. It is clear that Shein wants to convey this message to its customers. This is how Shein take on other well-known companies in the sector, like “Cider.” Shein consistently raises the bar for every season of the year. Shein’s marketing strategies have also contributed to the brand’s current popularity on a global scale. Shein reaches their customers through all social media platforms with their well-thought-out and effective methods by using “Tiktok,” which is where the majority of generations spend their time today.

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