Jemima Peacock

About Jemima Peacock

Posts by Jemima Peacock:

Purpose

⋅

Establishing a purpose within a business is essential in order for a fashion brand to be successful, especially as lots of Gen-Z consumers turn their backs on brands that don’t support the movement towards a more sustainable future. Furthermore, having a set of values which resonate with consumers will create a loyal customer base as they are more likely to buy from a brand which has similar values as themselves.  

Brand philosophy is imperative as it attracts consumers which share the same values. An example of a luxury brand which has a strong philosophy is Stella McCartney. On her website it states that “We strive to create the most beautiful and desirable products with the least impact on our planet.” (Stella McCartney) Strictly using vegan and plant based materials, reflects the brands values of the importance of sustainable high end fashion. Having a vision and following  it through by investing in technology to create materials made from plants creates a trustworthy accountable brand which consumers can rely on. Having a strong sense of purpose will also allow brands to stay competitive in a crowded market. Gen-Z demands more than any other generation that a brand is accountable, and Stella McCartney is a prime example of a brand following their mission and values. McKinsey highlights this point stating that Gen-Z are “Looking beyond tangible products and actually trying to understand what it is that makes the company tick. What’s its mission? What’s its purpose?” (McKinsey 2020) If consumers start to demand ethical, sustainable products other brands will have to follow, resulting in it becoming normal and ubiquitous. 

In order for a brand to successfully communicate their purpose to Gen-Z they must consider the platforms they are using. Given that Gen-Z are digital natives, social media would be a successful channel to use. Most importantly brands must ensure that they are putting their purpose into practise, especially as greenwashing spreads companies have to be truthful and accountable for their actions. In 2022 Nike collaborated with Billie Eilish to recreate their signature air force 1 using “leftover material waste from the artists prior collaboration.” (Nike 2022) Using an influential celebrity who prides herself on being an environmentalist will not only increase sales of sustainable trainers but also spread awareness of the importance of creating sustainable fashion due to their being media coverage of the collaboration.

Stella McCartney, Sustainability [Online[. Available at: https://www.stellamccartney.com/gb/en/sustainability/sustainability.html (Accessed 28.10.2023)

Finneman, Bo. Spagnuolo, Emma. Rahilly, Lucia. Meet Generation Z: Shaping the future of shopping [Online[. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping (Accessed 28.10.2023)

Nike, Nike x Billie Eilish AF1 Low [Online[. Available at: https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low (Accessed 29.10.2023)

Liked Liked
No Comments

Profit

⋅

Profit is a businesses most important objective as without it there is no business. Profit is imperative for a number of reasons, one of these being reinvestment into the business to improve the quality of their products, expand their company and most importantly invest in technology. The fashion industry is one of the largest in the world reporting a revenue of “$1.7 trillion – $2.5 trillion in 2021” (McKinsey 2019) contributing to “2% of global GDP.”(Vilaça 2022) Instead of focusing on the whole fashion industry, let’s delve into a section of it, accessories, more specifically bags. The Lyst Index reported that in Q2 of 2023 searches for “Goyard were up 95%.” (Lyst index 2023) Goyard is an elusive brand which doesn’t pursue any marketing techniques creating a sense of exclusivity. Seen on the likes of A$AP Rocky and David Beckham the brand contributes to the annual “$153bn” (Statista Market Insights 2022) annual revenue for the luggage and bags industry. Thus showing that the luxury market is on the rise and is expected to outperform the rest of the industry, as high income earners are less affected by the economic turndown that the world is currently facing. 

Post pandemic the world is struggling with rising inflation, a climate crisis, a war and many consumers having less disposable income. As prices rise throughout the industry consumers demand will begin to fall as they turn to cheaper alternatives such as second hand websites EG: Vinted. This will ultimately affect the fashion industry in a negative way. Brands will therefore have to be careful in how they navigate these uncertain times. One way a brand can stay competitive in unforeseeable economic times is to employ enticing marketing which attracts consumers. 

Within a brand it is essential to have a figurehead who leads the design process whilst simultaneously has an understanding on how to create a successful profitable business. Hence why the merging of the traditionally two separate roles, creative director and CEO, has been followed by many brands. As Andy Warhol once famously stated “Being good in business is the most fascinating kind of art.” (Warhol 1970) In order to be a successful creative director it is important to be able to emulate the brand and its values whilst also creating a product that consumers will buy, thus generating revenue. Furthermore, as the world tackles a climate crisis it is imperative for a creative director to be on board with creating sustainable decisions as many consumers turn their backs on brands that don’t support the movement towards more sustainable fashion. As Sussane Tide Frater said “The future is not some place to go to, but one we create.” (Frater 2023)

References:

Euromonitor International, a market research provider & McKinsey report ‘State of Fashion 2022: An uneven recovery and new frontiers’. Source: McKinsey analysis 2019

Vilaça, Julia. (2022) Fashion industry statistics: The 4th biggest sector is way more than just about clothing [Online[. Available at: https://fashinnovation.nyc/fashion-industry-statistics/#:~:text=Fashion%20Industry%20Statistics%3A%20General%20Data,Gross%20Domestic%20Product%20(GDP). (Accessed 21.10.2023)

Lyst Index. (2023) Fashion’s Hottest Brands and Products Q2 2023 [Online[. Available at: https://www.lyst.com/data/the-lyst-index/q223/ (Accessed 21.10.2023)Statista Market Insights (2022) Accessories- worldwide [Online[. Available at: https://www.statista.com/outlook/cmo/accessories/worldwide (Accessed 21.10.2023)

Liked Liked
No Comments

People

⋅

As a human race we are irrational and more often than not predictable, this makes us susceptible to being easily influenced. When you have a society that is always hungry for the next thing and add the ease of 21st century shopping, it creates a place where enticing marketing can easily lead to overconsumption. To add a catalyst to this situation Gen-z entered. Gen-Z is classified as anyone born from “1997-2012” (Dimok 2019), making this the first generation born into a world where technology is ubiquitous. Typically having more disposable income than the previous generations and being hyper-cognitive (can cross-reference multiple websites to find the best deal), puts this overconsumption on steroids.

Stereotypically, Gen-Z has a short attention span making it imperative for brands to harness the consumers attention for more than 60 seconds. Kelsey Robinson interestingly informs us that “​​There’s been a huge loyalty disruption. Consumers are choosing brands and retailers for different reasons.”(Robinson 2022) With thousands of substitutes for every product, it has never been more important for brands to ensure that their products are conspicuous. Given that Gen-Z can be easily influenced, brands must consider who is wearing their products as this subconsciously affects whether a purchase will be made. As previously mentioned, consumers are irrational and believe that buying something an influencer or celebrity is wearing will mean they emulate that person. 

As the world becomes more connected than ever, brands are able to access a wider range of consumers meaning that they also have to represent a wider range of consumers. An example of a brand that has done this meticulously is SavagexFenty. Rihanna the creator of the brand states that her aim was to create something that everyone could wear and feel confident in. This is reflected in her inclusion of every age, ethnicity, size, sexuality and disability. According to a study done by Maryville University it states that “83% of people pointed to better representing modern society as the reason marketing campaigns were impactful in a positive way.” (Cat-Wells 2021) If people from all different backgrounds feel seen by major brands, it will ultimately create a more equal and confident society.

As previously mentioned Gen-Z no longer have loyalties to brands and are willing to change their consumption habits. Therefore it is crucial for brands to be able to communicate with their customers. Communication could range from being transparent about the production of their products or through providing personalised communication. As Gen-Z are typically more concerned by the state of the environment and how people along the supply chain are treated and paid, brands being transparent and taking accountability is key in attracting customers. 

Bibliography:

Dimok, Michael. (2019) Defining generations: Where Millennials end and Generation Z begins [Online[. Available at: https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/ (Accessed: 12.10.2023)

Robinson, Kelsey. (2022) Rise of the inclusive, sustainable consumers [Online[. Available at: https://www.mckinsey.com/featured-insights/sustainable-inclusive-growth/future-of-america/rise-of-the-inclusive-sustainable-consumers (Accessed 14.10.2023)
Keely, Cat-Wells. (2021) Shaholly Ayers On Savage X Fenty: A More Inclusive Fashion And Advertising Landscape [Online[. Available at: https://www.forbes.com/sites/keelycatwells/2021/10/16/shaholly-ayers-on-savage-x-fenty-a-more-inclusive-fashion-and-advertising-landscape/?sh=1da104231d43 (Accessed 14.10.2023)

Liked Liked
No Comments

Planet

⋅

The fashion industry is unique in so far as it is one of the few industries which encompasses a wide range of factors such as: oil, politics, water and energy usage, workers rights, transport, plus many more. It is also one of the biggest contributors to the deterioration of the planet, accounting for “10% of carbon emissions; this being more than the aviation and shipping industry combined.” (Ro 2020) Although this sounds devastating there is hope as some of the new generation appear to reject the linear economy and instead favour a circular economy. A circular economy is one where instead of using and abusing the planet consumers use, renew, recycle and therefore, in this instance, give a longer life to the clothes they are buying. Furthermore, many consumers are changing their habits instead of buying cheap and binning, they are investing in higher quality products which have a longer life, ultimately resulting in less waste. However, not all 21st century consumers are following this movement. 

When discussing sustainability in relation to the fashion industry we are not only talking about reducing carbon emissions and wastage but also how the workers who are making the garments are treated and paid. Sustainability encapsulates equality, ethics and protection of the planet. 

Sustainable development goals (SDGs) are a compilation of 17 goals which aim to create a more equal and prosperous world. One of the goals which has significant relevance on the fashion industry is goal 12 “Responsible consumption and Production.” This refers to: “making our energy supplies more sustainable, reducing consumption and waste.” (UN 2016) Previously mentioned the fashion industry is accountable for 10% of carbon emissions and creates “92 million tonnes of waste annually.” (Ruiz 2023) Presently, many consumers are not acting in a responsible or sustainable way. These goals have been made to urge consumers to change their habits not only to benefit others but also themselves. Ultimately we all share the same home. 

The ease of shopping in a 21st century society has acted as a catalyst in creating the disease which is fast fashion. It has never been easier to cost effectively over consume and waste millions of garments every year. The UN is urging consumers to switch their habits and instead of buying cheap and binning, invest in sustainable products which will last multiple seasons, thus reducing waste. However, the principle of fast fashion has been ingrained into consumers’ mindsets through irresistible marketing and breaking the cycle will prove to be difficult. Castro sums up in her 2021 novel ‘Loved clothes last’ that “today’s consumerism is our crack cocaine […] our insatiable thirst for more, more, more.” (Castro pg 6) Castro highlights the very point which has to change in order to fulfil goal 12 set by the UN. This is challenging when as a population we are constantly harassed by influencers and marketing which convince us that we need to follow the latest trends. Ultimately the power is in the consumers pocket, if we choose not to buy then companies, in time, will be forced to stop making thus reducing the devastating impacts on the planet.  

Bibliography:

Ro, Christine. (2020) Can fashion ever be sustainable? [Online[. Available at: https://www.bbc.com/future/article/20200310-sustainable-fashion-how-to-buy-clothes-good-for-the-climate (Accessed: 07.10.2023)

United Nations. (2016) Goal 12: Ensure sustainable consumption and production patterns [Online[Available at: https://www.un.org/sustainabledevelopment/sustainable-consumption-production/ (Accessed: 07.10.2023)

Ruiz, Arabella. (2023) 17 Most Worrying Textile Waste Statistics & Facts [Online[. Available at: https://theroundup.org/textile-waste-statistics/#:~:text=Global%20Fashion%20Industry%20Waste,clothing%20material%20is%20actually%20plastic. (Accessed: 07.10.2023)

Castro, Orsola de. (2021) Loved clothes last: how the joy of rewearing and repairing your clothes can be a revolutionary act. Penguin Life. London.

Liked Liked
No Comments
A favourite fashion brand

A favourite fashion brand

⋅

Iris Van Herpen is a brand and designer that I have been drawn towards; with her ethereal complex structures which more often than not are inspired by the environment. The image I have attached comes from her 2011 collection, this garment being called ‘The Splash’ where Herpen aimed to capture a splash of H20 and turn it into a garment. Through the use of proprietary acrylic and 3D printing Herpen could create a sustainable garment which would last indefinitely. Iris Van Herpen’s forward thinking approach and concern for the environment allows her brand to be an example to the rest of the fashion industry; you can still create remarkable couture in a sustainable way. 

Liked Liked
No Comments