Chantel Jarvis

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Purpose

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Purpose is fundamental for a businesses success. Now more than ever, it is vital for a brand to transparently communicate who they are, what they stand for their aims and goals. It is integral for successful businesses to have a story which they share with their customers for them to resonate with (Londrigan and Jenkins, 2018). Particularly, Gen Z looks beyond tangible products and are attempting to understand what is it that makes the company tick (McKinsey & Company, 2020) Therefore, It is essential for fashion brands to have a clear overall purpose. 

A brand’s philosophy is important and consists of the mission, vision and value proposition. A brand’s mission statement is a summary of the current state of the brand. A familiar mission statement is Nikes “If you have a body you are an athlete” (Nike, 2019). sums up what Nike values inclusivity, ambition and aims to target everyone. This could encourage customers to purchase from Nike if they resonate with their mission statement, hence it is important the mission of a brand clearly and effectively captures who they are. Moreover, a brand’s vision statement predominantly focused on the future and what they aim to achieve. For example the sunscreen brand Supergoop’s vision statement is ‘change the way the world thinks about sunscreen,’ which has a balance between being broad and not overwhelming and communicates to their customers what their aim for the future is (Kolowich, 2023). Furthermore, a value proposition is a statement that should accurately explain how the product fills a need and why a customer would choose your product over competitors.

Brands need to develop their purpose and communicate this to their customers. Generation Z in particular is a large target market, and successful brands need the ability to authentically communicate their purpose in a manner that resonates with customers. On social media, customers see constant advertisements, brands need to shift their focus towards breaking through the clutter with storytelling, emotional connection, quality content and communication. The rise of micro-influencers is what several brands are adopting, as their audience is smaller, loyal and their audience trusts them more than larger figures. By brands working with micro-influencers their purpose could be naturally communicated to the correct demographic, which may encourage individuals to purchase from the brand. Businesses will also face pressure with CSR as Gen Z tend to be more ethically aware shoppers (McKinsey & Company ,2020). In order to achieve CSR goals, sustainability must be focused on. TOMS for example “with every purchase, TOMS will help a person in need.” This is positive CSR work and helps them connect with their customers on an emotional level creating a win-win situation (Londrigan and Jenkins, 2018). 

Overall, purpose enables a brand to tell its story and can be the predominant reason why a customer purchases, and a significant contributor to a brands success and competitive advantage. Hence a brand should take time when crafting a purpose that is best fit for them! 

Nike. What is Nike’s mission?[Online] 

Available at: https://www.nike.com/help/a/nikeinc-mission

(Accessed: 28 October 2023)

Londrigan, M.P., & Jenkins, J.M (2018), Fashion Supply Chain Management. Fairchild Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781501317798&tocid=b-9781501317798-chapter3&pdfid=9781501317798.ch-003.pdf (Accessed: 27 October 2023)

McKinsey& Company (2023) What is Gen Z? 

Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z

(Accessed: 28 October 2023)

Kolowich, L. (2023a). 17 Truly Inspiring Company Vision and Mission Statement Examples. [online] Hubspot.com. Available at: https://blog.hubspot.com/marketing/inspiring-company-mission-statements

(Accessed: 28 October 2023)

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Profit

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Profit is an integral factor that fuels the fashion industry. The industry is based on drive, ambition and creativity, yet, such designs and collections would not be able to come to fruition if profit was not being generated. There are several costs that need to be covered within the $1.53 Trillion industry (in 2022) and forecasted to grow in 2023 to over $1.7 trillion (Statistica, 2023) hence profit is an essential element in this ever growing industry and what I will be covering in my blog.

It is important to understand how the various sectors of the fashion industry are performing as customers are eager to keep up with the newest trends. There are endless opportunities for brands, particularly in regards to profit. However, due to circumstances such as post pandemic, conflicts and high inflation levels, brands will have to face challenges with predictability of demand and will need the assistance of technology as the top 20 winners of the industry are already adopting. Berg, A. (2022) This will also require brands to think about how they remain competitive in uncertain economic times. Kapferer says the brand can grow older but should not actually age. In order to stay young, regular reinvention, innovation and facelifts help to stay relevant. To do this, current trends and behaviours of younger customer segments must be analysed and adopted. This will generate future customer loyalty. (Kapferer, 2008) 

Saint Laurent, successfully revitalised by new creative director Hedi Slimane, targeted a new consumer group in a different location through the use of rebellious celebrities portraying a rock and roll style la lifestyle and effective use of social media. One year after rebranding in 2014, Saint Laurent was among the top 10 most mentioned companies on twitter. Additionally, in the case of Burbery refreshing their core product the iconic trench coat in order to meet the modern tastes and preferences of their consumers. Mitterfellner, O (2023) Therefore, understanding what the target customer values and as a brand positioning yourself within these values is crucial to stay afloat, particularly as customers become more demanding, specifically within sustainability, this provides brands opportunity to be responsible, connect with their customers and generate profit Berg, A. (2022)

Creative directors are the bridge connecting, managing and are responsible for the people who make up a brand as well as narrowing the gap between creativity and commerce with a focus on profit. Karl Largerfeld’s time as a creative director for both Fendi and Chanel portrays a balance of creativity and commerce as he had to balance design, crafting successful collections within time conditions, brand vision and his role as the voice and ambassador with a key focus that the business is generating revenue. 

Mitterfellner, O. (2023) Decline and Resuscitation of Luxury Fashion Brands., ProQuest Ebook Central. Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=7260416&ppg=150 (Accessed: 21 October 2023). 

Mitterfellner, O. (2019) Social media, blogs, and opinion- leaders: who is leading your opinion? , ProQuest Ebook Central. Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=5981798&ppg=99 (Accessed: 21 October 2023). 

Hethorn, J., & Ulasewicz, C. (eds). (2015). Sustainable Fashion: What’s Next? A Conversation about Issues, Practices and Possibilities. New York: Bloomsbury

(Accessed: 21 October 2023). Smith, P. “Topic: Apparel Market Worldwide.” Statista, www.statista.com/topics/5091/apparel-market-worldwide/#topicOverview. (Accessed 21 Oct. 2023).

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People

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People are the backbone of the fashion industry. From designers, suppliers, manufacturers to consumers the people within the industry play crucial roles in ensuring the industry is connected.

I will be delving into consumers, specifically Generation Z. Often referred to as “Gen z” the first digital native generation consisting of people born between 1996-2010. (McKinsey & Company 2023) it’s imperative brands understand gen Z as they will form a quarter of the population of the Asia–Pacific region by 2025! (McKinsey & Company 2023) Gen z tend to have understanding of sustainability, inclusivity, ai, media, gadgets and a form of emotional and educated consumerism, (Mitterfellner, O 2019) hence, challenges may arise for businesses to seamlessly integrate emotion, human “realness” and the advantages of technology to connect with gen z (Tredre roger 2019)

It’s important for brands to recognise the shift in gen z shopping patterns, platforms and preferences compared to previous generations. Specifically, social media and digital marketing as 60% of both Gen Z and millennials now buy via social media (Moran, G. 2022) Additionally, 60% of Tik Tok’s 1 billion + users are gen z! (McKinsey & Company 2023) This is a shift towards valuing more community as platforms such as tiktok continues onto the meterverse, (Moran, G. 2022) providing brands with opportunity to connect and target gen z. (Bloomberg estimates the metaverse could be £627bn market opportunity by 2024. Yet, as it is important for fashion brands to understand how to tap into the emotions of desire with all young generations they mustn’t alienate the older generations (Mitterfellner, O. 2023)

Key ways brands can attract gen z is by aligning with the values of gen z. Next gen brands such as Jacquemus and Coperni are in the limelight as are bringing in new ideas, diverse talent and fresh approaches and attract new and equally diverse consumers from all global cultures (Mitterfellner, O. 2023) as gen z often choose brands that have a strong story/ purpose, and commitment to green practices. (McKinsey & Company 2023) Collaborations within big luxury houses are popular in targeting gen z, who perceive luxury in a new and different way. Eg: Gucci and Adidas & Tiffany and Supreme collaborations appalling to gen z! Luxury brands delving into pop up shops in cities eg: crtz and trapstar doing luxury giveaways is appealing to the consumer in a forward thinking way! (Mitterfellner, O. 2023) Furthermore, brands offering more circular fashion normalities being on platforms such as thredup or opening their own sustainable pre loved range eg: urban outfitters, urban renewal can also aid these brands being in line with gen z! 

Rare beauty, founded by Selena Gomez, has successfully responded to diversity as are breaking down unrealistic standards of perfection. Rare beauty consciously crafts their products in an environmentally friendly and inclusive way, wanting ‘easy use’ to be the forefront so everyone can use their products eg: packaging shapes keeping in mind disabled. The social rare impact initiative goal is to raise £110 million over the next 10 years to help give people access to mental health services! (rare beauty) 

As the industry and the people progress it is essential that communication, awareness, collaboration and fast forward thinking individuals are involved who have key understandings of not only the brand but competition, the industry, the future and the consumer.

“About Rare Beauty: Rare Beauty by Selena Gomez.” Rare Beauty, www.rarebeauty.com/pages/about. (Accessed 15 Oct. 2023). 

Moran, G. (2023) Gen Z and millennials 2023 report, Drapers. Available at: https://www.drapersonline.com/insight/drapers-bespoke/gen-z-and-millennials-2023-report(Accessed: 14 October 2023). 

Francis, T. and Hoefel, F. (2018) ‘true gen’: Generation Z and its implications for companies, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 14 October 2023)McKinsey & Company (2023). What is gen Z? Available at: https://www.mckinsey.com/featured-insights/mckinseyexplainers/what-is-gen-z (Accessed: 14 October 2023)

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Planet

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The fashion industry indefinitely has substantial impact on the key pillar planet. At first glance, most would be shocked to discover that the $2.5 trillian fashion industry is responsible for 10% of global carbon emissions and consumes more energy than the aviation and shipping industry combined (UN). If such pattern continues, it’s forecasted fashion emissions to grow 63% by 2030, further reiterating the significance of the pillar Planet. As these figures seem daunting, this provides us with opportunity for creativity and innovation to strive for change for us and following generations. 

Within the fashion industry there is an urgency for change. From consumers’ shopping patterns to brands’ production methods which requires collaboration from everyone and is significantly about adapting. Adaptation from the traditional linear system model; take, make, waste. Solely as it is impossible to sustain something that is not working and must rather responsibly regenerate new systems, such a more circular model. A regenerative system in which garments are circulated for maximum value retention, then returned to the biosphere safely when they are no longer of use, based on 3 key principles: keep clothes in use, use renewable safe materials and create solutions based on upcycling, which are better for the planet. Although some may doubt the success of such a system, businesses must implement, as it provides them with chance to be the forefront of positive change, challenging brands to think differently alongside more profitability opportunities. Designers such as Patrick Mcdowell are adapting and providing innovative and sustainable approaches to fashion, creating his collections by upcycling and recycling materials. Along with the German ecommerce platform Zalando, began the rollout of its Circular Design Criteria to its 5,800 brand partners. (Drapers 2022) As bigger fashion brands are adapting to this necessary change this domino effect and collaboration is what the industry needs in order for creativity and the planet. 

Leading me to my discussion on sustainability. The japanese concept ‘Mottainai’ means not wasting, put into practice by the means of ‘kintsugi’ repairing items such as broken pottery and making former cracks visible by applying contrast finishes. (Mitterfellner 2023) This is what the fashion industry is adapting towards and is placing equal importance on financial growth, human well being and environmental sustainability. Sustainability targets are driving brands more than ever, seen by Burberry linking their terms to the Environment, social, governance targets (ESG), reducing emissions by 46% by 2030 and becoming zero net by 2040. (Drapers 2022). Consumers are becoming increasingly conscious of concepts like greenwashing and overconsuming practises such as the harmful 200 million trees being logged every year for the purpose of cheap viscous (Canopy)

Measures such as the United Nations (UN) creating the 17 sustainable development goals (SDG’s) as a plan of action for people, the planet and prosperity provide us with steps on how to restore the planet. SDG 12, responsible consumption and production is about limiting overconsuming and overproducing and the fashion industry plays a great role in achieving this. Take the impact of one singular t-shirt which takes 2720 litres of water to make. In perspective that is how much we normally drink over a 3 year period (triple pundit 2013) our systems need to change before the change to the planet is irreversible, we have 12 years to limit climate change catastrophe. (The Guardian) 

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My Favourite Fashion Brand – With Jean

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I tend to struggle with what are your favourite questions. This could be due to the fact that my personal preferences often change, and specifically in this context, answering the question: What is your favourite fashion brand? There are far too many to choose from, and various elements have to be considered to answer such a question. Such as the brand’s ethics, quality of collections and of course my personal preference!

When pondering on this question I was able to pinpoint the Australian female founded and lead brand, With Jéan. I personally discovered With Jéan earlier this year and have since admired their collections. From their staple viral Sabrin dress that was unescapable on tiktok, to their archives collection which features soft, feminine lace materials and cuts which are really flattering! I appreciate the versatility and transferability of With Jéans pieces as you can easily style their clothes for several occasions! Sustainability is an important factor for brands to consider and With Jéan is cautious with what materials they use, where they source and how its made, as they ethically produced in small batches in China, uses biodegradable plastic, and in June launched an eco-friendly swim collection with a specific focus on their fibres that consist of 100% recycled materials! With Jéan founders 2 best friends, Sami Lorking-Tanner and Evangeline Titilas were conscious shoppers before co-founders and want sustainability to be of the essence of With Jéan! I also appreciate that With Jéan is not afraid to branch out and experiment with their brand, such as targeting a new market in their most recent gender neutral collaborative collection with Jefff Weins!
 Overall, With Jéan is one of my current favourite fashion brands and I am looking forward to seeing the brand continue to grow and keep an eye on their following collections!

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