Kia-Louise Burke

Within every brand and company there is always a strategy and a purpose which are connected. These create a strong force to engage consumers that little bit more.

The purpose pillar talks on why companies need a purpose and how strategic thinking like creating plans and giving journeys a destination brings up a company. Purpose defines as ‘The reason for which something is done or created or for which something exists’ (Brooker, 2018). The 3 sectors to a purposeful company are MISSION, VISION, VALUES. Answering and figuring out these 3 sectors ends in with a companies purpose which then brings things like individuality and creative marketing into place for companies. Aswell as answering lot of questions for brands and bringing all these positive aspects, it also answers the question of ‘what would the world lose if you disappeared’. An example of a company with a strong purpose and a strong set of values is John Lewis. They’re predominantly value focus and throughout the years this has created a trust with their customers especially over Christmas. Using heartfelt stories to advertise their products in a subtle but intelligent way but keeping their strong moral compass. To do these they use a high marketing and production budget as-well as exhibit their adverts on Web 2.0 platforms such as YouTube but also shortened versions on television and in cinemas.

Brand philosophy is important because nowadays their is the ability to get products quicker and you are able to get absolute anything you want whenever you want but a brand with a stronger philosophy also yes has the quick access but stands out and is alot more endearing. Another reason of why brand philosophy is important is because their are so many different brands nowadays with different missions, values and propoisitions creating a strong want for brands to up their philophsys. Brands communicatee their purpose to gen z’s In many different ways, some through marketing others through product placement. Nike did a collaboration with Billie Eilish which hugely gained gen z’s as Eilish is a hugely famous popstar in this generation. Asos used one of Szas song titles in their Logan of ‘Our vision is to be the worlds number one fashion destination for fashion loving 20 somethings’, the song ’20 something’ a highly streamed song among generational z’ers. 

The Fashion industry is a heavily profitable and high earning creative industry, therefore ‘Profit’ is one of the 5 pillars. The profit pillar covers how companies adapt and change through the years to bring in more money and match to new audiences needs due to the Web 2.0 uprise. Companies have already begun to invest in technology and digitalisation, investing in ‘sustainability’ (Naomi Klein 1999). The certain roles where profit is a major aspect of the job is social media, fashion bloggers and opinion leaders. These roles primarily focus on creativity but also view fashion through a business eye. An opinion leader showing this is ‘Lazarsfield’ who developed the 2 step flow theory of mass communication, circulating mass media across followers (Mitterfellner 2019). 

The fashion industry is roughly calculated to the amount of 1.53 trillion US dollars, recorded in 2022 (P.smith 2023). In comparison to other creative industries such as the film industry which only has a arrest of USD 90.92 billion (Rosa Escandon 2020). These statistics in comparison show how business orientated the fashion industry can be. 

A few examples of the sectors within the fashion industry are the production of textiles, fashion design and the fashion marketing. The textiles creators are performing in a sustainable way and constantly keeping in touch with the environmental footprint and what alternatives are misreading responsible to use. Some of these alternatives are cotton, cashmere and wool, they aren’t particularly sustainable but they have less of an impact than others. The sector of the ‘Creative directors’ is a role anyone inside or outside the fashion industry is aware of as they are the lead fashion designer and brand ambassador (Mitterfellner 2023). They create the brand visionary’s and keep the brand ‘woke’ and up to date on constant changes within the industry. Blogging is a major part of fashions marketing and distribution sectors as its a very classic way of writing about fashion (Mitterfellner, 2019). They have to be in tune with current trends and have to keep relevant by using creativity but also profit smart techniques ( Mitterfellner, 2019). The sectors of the industry although are very separate, they all have a b basic knowledge they stick to.

For brands to stay competitive and known within the industry, they have to keep on top of 

– engagement 

– targeting the right consumers who are likely to respond positively

– potential increase in a product or service purchase 

With roles like a ‘blogger’, if they are a correct fit to the brand, it creates a more profitable brand but also gives a substantial earn to the blogger (Mitterfellner, 2019)

The people pillar is the second category within the four studied pillars. It focuses of the people of fashion aka the consumers and the generations within. The people pillar recognises such things as social media consumption and niche, generational marketing. The generational z’s (Gen z’s) are  a generation from ages 11-26 and the first generation of true digital natives (Tracy Francis, 2018). Gen z in particular differ to the generations of shoppers before them as they are the first generation to grow up surrounded by technology (Drapers, 2022). They cosume very differently with their values being 

– Consumptions as access rather than possessions 

– Consumption as an expressions of individual identity 

– consumption as a matter of ethical concern 

(Tracy Francis, 2018)

Examples of these is the individuality within social media and the influencer sector. A statistic of 50.3 percent of gen z’s use tik tok where as only 25.7 percent of millennial use it. The source of tik tok is so popular among generational z’s as its quick entertainment where people are able to express themselves and speak the truth which is regularly censored within global news ologopolies.

To attract a gen z from a brands percpective, there should be in inclusion of individuality, people of fame and strong ethical values. Although this is controversial with high earning brands such as ‘Shein’ still being around, statistics say gen z’s are more likely to choose a sustainable and ethically correct brand over a not so much if in ever choice no matter the price. Gen z’ s are a large follower of ‘the fashion influencer’ and trends which come from them. People like the kardashians who negetivaely changed the way on how young girls viewed themselves with unrealistic beauty standards of natural curves. Gen zs main source and inspiration in any type of beauty area whether its fashion or makeup are celebrities. Al though there are negatives to it, there are a lot of positives in a way brands can take on these ‘influencers’ as ambassadors to their team to draw in generation zs. 

There ar 4 different types of enterprise within the fashion industry.

– the fashion influencer 

– setting up a fashion magazine

– becoming a celebrity manager 

– becoming an author or information marketer 

(Dillon s , 2018)

Each of these work environments/ examples of brand titles, need key people skills. Tehncologically smart is one of the main skills needed in a generation nowadays with AI now having a role to play for the fashion industry (Mitterfellner O, 2019). Communication and good people skills needed with people needing more and more engagement so audiences do not get bored, theorist Gerd Leonard talks on ‘creating experience’ for a consumer. 

Sustainability within the fashion industry comes with 4 interconnected pillars, one of being planet. To make the planet pillar a lot more simple and easier to pull apart is splitting it into the features (are, water, land). Researchers and scientists use these terms to measure the health of the ‘planet’ and how industries such as Fashion are impacting the environment. The planet pillar is here to help change the way fashion and textiles impacts the environment and brings awareness to brands that put a lot of money and effort into making their lines and collections sustainable for the planet. 

For many years and decades the fashion industry has worked in a very linear manner, following a straight path of “take – make – waste” or “sell – buy – wear”. This ecosystem within Fashion has caused large statistics such as ‘the 2.5 trillions fashion industry’s producing: 20 percent of global water waste, 10 percent of the global carbon emissions ‘ and ‘Textiles production – 1.2 billion tonnes of C02 annually’. One of the main aims of the planet pillar is to create more of a ‘circular economy’ which is more of a life cycle, where materials never become waste and nature is regenerated. This is an A lot more useful ecosystem and hopefully can be the final call to save the world from ‘climate catastrophe’.

As someone who is a strong supporter of sustainability, I have done my research on sustainability in relation to fashion. To me its up cycling and reselling. Reselling clothes on sites like vinted and Depop and then if there is a flop in sale then up cycling the materials or reusing them for art or textile projects. Upcycling is a huge part of fashion nowadays and has actually become ‘trendy’. Patchwork projects and techniques such as botanical printing has really had a rise. Following Upcycling trends is another link between sustaibality and fashion that I believe will help our planet.

The SDG “sustainable development goals”, are a blueprint to achieve a better and a more sustainable future for us all. The SDG include actions such as no poverty, zero hunger and clean water and sanitation. Clean water and sanitation is an sdg goal beginning to appear more and more in brands. The rise in cotton has created a more environmentally friendly industry with it being made from 85% of clean water. Cotton has become a replacement for many materials such as polysester and metalled materials which are huge damaging for the planet and environment.

Bibliography /referencing

Take Action for the Sustainable Development GoalsUnited Nationshttps://www.un.org › sustainabledevelopment › sustain… 

Diesel is highly know brand, recognised for their denim lines and their branded colours being red, blue and grey. The brand was established in 1978 by Renzo ross, aimed to create innovated denim following the 4 diesel pillars (be the alternative, stand for the planet, celebrate individuality and promote integrity). The brand was established amidst a worldwide oil crisis, during which diesel was considered an alternative fuel. This inspired ross’ naming for the brand. 

The 4 pillars of diesel are what define the brand and help move forward and futurize it for future collections. BE ALTERNATIVE, represents creating alternative and responsible products by seeking low impact materials, they collaborate with others to find more sustainable solutions throughout the value chain. STAND FOR THE PLANET, commits to climate action and minimising greenhouse gases. CELEBRATE INDVIDUALITY, represents developing a sustainability culture within the company and employees. PROMOTE INTEGRITY, promotes high social and environmental standard throughout the supply chain and enhancing the traceability of products. These 4 pillars are shown repetitively through the brand and that is why Diesel is my favourite brand as they show their morals and wants through actions aswell as words. 

I recently watch Diesels spring 2023 collection show online where I compared it to last years fall/winter collection and see the growth of the company. This years was set on levelled runway with a running led of red lighting throughout the show and a large projection placed at the back wall. Last years the show was on the flooring with flood lights placed all throughput the room. A very different vibe to this years. I personally preferred last years as there was more creative initiative with the blow up ballooned figures and the collection being a lot more distinctive and trendy.