Yiyi Liu

About Yiyi Liu

Posts by Yiyi Liu:

PURPOSE

⋅

Purpose is an often overlooked but crucial aspect that shapes the style of a brand and its customer base. Much like a person’s character, a brand’s purpose reflects its sense of responsibility to society.

Why is brand philosophy important?

Recent research indicates that 82% of consumers desire consumer brands to reflect their values. Moreover, three-quarters of shoppers would boycott their beloved brands permanently if there was a dissonance in values, and 24% would break the relationship off for at least a temporary period. (New Research Shows Consumers More Interested in Brands’ Values than Ever, 2022)

Using the Dolce & Gabbana scandal as a case in point, The incident in 2018, which saw the brand release an video and the designer make racist remarks, resulted in the cancellation of fashion shows, consumer boycotts, and store vandalism. In response, “Not Me” posters were placed on the brand’s storefronts to ridicule their handling of the scandal. The company’s yearly financial report decreased by three percent following the disclosures.

Therefore, the value proposition and vision of the brand are closely interconnected, and contemporary consumers, particularly those belonging to Generation Z, desire brands to overtly vocalize their political stances. Moreover, they aspire to impact the brand’s actions through their purchasing decisions. (Curry, 2020)

How do brands communicate their purpose to Gen-Z?

Fashion promotion and public relations（ Mitterfellner, 2019, p. 24, Figure2.3)

According to research, 98% of Generation Z utilize social media channels (The Future of Consumer Behaviour in the Age of Gen Z, 2023), whilst 24% of Gen Z females specify influencers as their primary source of information for evaluating new products or services they desire to procure (Alyssa, 2022). Influencers are frequently leveraged to emotionally connect with a brand and stimulate consumer purchasing intent among Gen-Z. It is crucial to select the appropriate platform, given that according to Statista’s 2021 survey (Navarro, 2023), TikTok is the third most significant shopping channel for Gen-Z females.

(Young, no date)

Reaching out to the GEN-Z demographic is a crucial aspect of successful brand promotion, achieved through user involvement in activities to cultivate a sense of engagement. Focusing on this community, Fenty Beauty implemented a TikTok strategy, establishing a bespoke content creation hub and engaging specialist creators to promote the brand. Within three weeks, the #fentybeauty hashtag on TikTok had received more than 93 million views via the #fentybeautyhouse hashtag (the first ever TikTok beauty content house, no date). By encouraging users to create their content based on brand materials, Fenty’s promotional approach capitalizes on user-generated momentum and creates new value for the brand (Janet, 2023).

REFERENCE LIST

Alyssa, H. (2022) Last updated:3 November 2022. Available at:https://blog.hootsuite.com/marketing-to-gen-z/#Marketing_to_Gen_Z_vs_Millennials(Accessed: 26 October 2023).

Curry, L., 2020. How brands can follow through on the values they’re selling. Harvard Business Review.

Janet, B. (Last updated: 21 June 2023) How the Best Brand-Influencer Partnerships Reach Gen Z . Available at:https://hbr.org/2023/06/how-the-best-brand-influencer-partnerships-reach-gen-z?ab=at_art_art_1x4_s02  (Accessed: 26 October 2023).

New Research Shows Consumers More Interested in Brands’ Values than Ever. Last updated :27 April 2022. Available at:https://consumergoods.com/new-research-shows-consumers-more-interested-brands-values-ever(Accessed 25 October 25 2023).

Mitterfellner, O. (2019) Fashion Marketing and Communication : Theory and Practice Across the Fashion Industry, Taylor & Francis Group, Milton.

Statista(2023) Most influential advertising channels when making purchasing decisions among female Generation Z consumers in the United States as of May 2021. US. Available at: https://www.statista.com/statistics/1246840/most-influential-advertising-gen-z/(Accessed: 26 October 2023 ).

The Future of Consumer Behaviour in the Age of Gen Z（2023）Last updated:13 June 2023. Available at:https://www.mintel.com/consumer-market-news/the-future-of-consumer-behaviour-in-the-age-of-gen-z/(Accessed: 26 October 2023).

The first ever TikTok beauty content house(no date)Available at: https://shortyawards.com/13th/the-first-ever-tiktok-beauty-content-house(Accessed: 26 October 2023)

Young, A. (no date) . Available at: https://dp6mhagng1yw3.cloudfront.net/entries/13th/5581a7bd-55e3-4e99-b464-20f4c9f0c9e8.jpg (Accessed: 26 October 2023).

Liked Liked
No Comments

PROFIT

⋅

Profit is related to Industry, Innovation in different ways, the every sectors of fashion are aim to produce profit to people and development the Production chain. Fashion is an important industry that contributes significantly to the global economy. In fact, it is one of the key value creation sectors in the world economy. by McKinsey’s 2017 State of Fashion report. (McKinsey & Bof, 2016) It is revealed in global data that nearly 4.35 billion individuals are employed in the fashion industry. What’s more, the fashion industry across the world is responsible for manufacturing a staggering quantity of 10 to 150 billion garments yearly, while fashion consumers purchase over 80 billion new garments annually. This is more than 400% higher than consumption two decades ago (True Cost, 2015), yet these alarming figures continue to rise each year and the fashion industry continues to expand.

The fashion industry is a fast-growing, trend-oriented sector that comprises four main economic sectors, including 1. the production of raw materials, mainly fibres and textiles, including leather and fur; 2. designers, manufacturers, and contractors, mainly responsible for the production and design chain; 3. retail, which includes both offline shop sales and online sales scenarios; and 4. various forms of advertising and promotion (Čiarnienė & Vienažindienė, 2014). All these sectors form a completely closed chain that constitutes the circular fashion industry.

keep doing, keep innovating

Between 2020 and 2023, the global economy is in a downturn as well as an exceptional state of affairs, with demand in the fashion industry expected to weaken or become unpredictable after the economic embargo of COVID-19 and the overproduction after the lifting of the embargo. However, under challenging circumstances (Mckinsey, 2022) LOEWE remains steadfast in its philosophy of craftsmanship, using the brand’s traditional artisanal techniques and focusing on surrealist and experimental designs which are perfectly apt for the uncertain landscape, collaborating with innovative photographers and drawing on avant-garde craftsmanship. are perfectly apt for the uncertain landscape we find ourselves navigating post-pandemic. (Ava, 2023)

Key person

Prior to Jonathan Anderson’s arrival, Loewe had a reputation for being old-fashioned and uptight. By 2023, when Loewe was voted one of the world’s favourite brands, he had used some tactics to change Loewe’s image as a conservative brand in the eyes of the world. Commercially, Loewe’s pixelated clothes, cartoon-style heels, and red palm tree breastplates are visually striking and social media-friendly, helping to raise brand awareness and penetrate the larger collective fashion consciousness. Loewe clothing appeals to audiences both online and offline as real-life content with modal value. (Saskia, 2023) In addition, under the leadership of Jonathan Anderson, Loewe collaborated with weaving artists from Italy and Japan to create limited-edition artworks that were exhibited at the Milan International Furniture Fair. This boundary-pushing fusion of fashion, art, and craft has become a hallmark of Anderson’s tenure at Loewe.

（crafts council, 2021)

REFERENCE LIST

Ava, G.,8 Things You Don’t Know About Loewe, The Hottest Fashion House Of The Moment. [online]. Last updated:01 March 2023 . Available at:https://www.elle.com.au/fashion/loewe-28329(accessed 21 October 2023)

ČIARNIENė, R. and VIENAžINDIENė, M., 2014. Management of contemporary fashion industry: characteristics and challenges. Procedia-Social and Behavioral Sciences, 156, pp.63-68.

Crafts Council(2021) How LOEWE become one of craft’s biggest champions[Photo Graph]. Available at:https://www.craftscouncil.org.uk/stories/how-loewe-became-one-of-crafts-biggest-champions[Accessed 21 October 2023]

Dillon, S. (2018). The business of fashion. In The Fundamentals of Fashion Management . Bloomsbury Visual Arts. Publishing, London. Available from:ProQuest Ebook Central.(Downloaded,20 October 2023)

NN.ND.Global Fashion Industry Statistics. [Online]. Last updated:ND. Available at:https://fashionunited.com/global-fashion-industry-statistics.(Accessed 20 October 2023)

Mckinsey. The State of Fashion 2023: Holding onto growth as global clouds gather. [Online]. Last updated: 29 November 2022.Available at:https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion(Accessed 21 October 2023)

Saskia, O., How did LOEWE become the planet’s hottest fashion brand?[Online]. Last updated:11 August 2023. Available at:https://www.euronews.com/culture/2023/08/11/how-did-loewe-become-the-planets-hottest-fashion-brand(Accessed 21 October 2023)

Liked Liked
No Comments
微信截图_20231013222406

PEOPLE

⋅

GEN-Z / CENTENNIALS

Technology, the internet and smartphones are integral to the lives of Generation Z. This cohort encompasses those born from 1996 to now and includes individuals who possess a remarkable aptitude for quickly grasping information and using various mobile applications. Members of Generation Z place a greater emphasis on brand identity and expression, possess greater means for personal expression and hold social responsibility values. Additionally, their concerns extend to environmental pollution and social security issues.（McKinsey, 2023) At the same time, Gen Z can quick access to information, allowing them to compare items across multiple websites and with their increased independence, customize their shopping experience based on their individual preferences.

HOW TO MARKET TO GEN-Z？

74% of Gen Z say they shop online at least monthly, indicating that online shopping is becoming increasingly popular with them. Live streaming provides a fast and simple way for customers to view products and receive informative descriptions while GEN-Z has the shortest attention span of all generations. ( Fashionary International, 2019)A pleasant and popular endorser plays a pivotal role as a brand ambassador (Atkin, 1984) who can boost consumers’ positive attitudes, leading to an inclination to make a purchase.Kim Kardashian, one of the world’s number one Internet celebrity, founded the eponymous clothing brand SKIMS, which sold $2 million worth of clothing in the first minute of its launch due to her immense influence. In less than three years the brand’s value has risen to £3.2 billion.（Greenwood，2022）

INCLUSIVE DIVERSITY- FENTY BEAUTY

The launch of Fenty Beauty’s first foundation has been widely acclaimed for its extensive color palette of 40 shades, including over two dozen colored loose powders, each meticulously crafted to appeal to a diverse group of women with a sense of inclusivity. The company’s founder, Rihana, has heralded a message of “Beauty for all”.The beauty range caters not only to women of colour, but also to albino women who have difficulties finding lighter foundation shades.（Ismail, 2018）Rihanna has released a promotional video offering a glimpse into the style of her brand’s products. In the 55-second video, Rihanna appears alongside a diverse group of women from various racial, ethnic, religious, cultural, and socioeconomic backgrounds. Fenty Beauty aims to encourage young girls and boys to reject strict societal standards of beauty and to embrace their idea of beauty. For decades, women have been bombarded with beauty ads that promote similarly unattainable images of beauty.(Miller, 2022)

HOW CAN RIHANA MADE THE SUCCESS?

Courage to try different areas

But well before 2017, she had the notion of entering the fashion industry, remarking in a fashion magazine interview, “I need to consider what’s next, even though it’s a shame because people should live in the moment. I’ve begun pursuing other creative interests recently. That’s what brings me joy.” (Hunter, cited in Millennial, ND) After assuming the position of Puma’s fashion director, she transitioned into the fashion industry. She designed a collection entitled “PUMA&FENTY,” which increased the brand’s quarterly net profit by 92% (Wray, 2017). Furthermore, she has collaborated on sunglasses and jewellery with Dior and Chopard respectively, and has successfully launched various brands using diverse methods.

REFERENCE LIST

Chow, S., (2019). The Fashion Business Manual: An Illustrated Guide to Building a Fashion Brand. Fashionary International Ltd.

Freiden, J. B., (1984), “Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences”, Journal of Advertising Research, vol. 24, no. 5, pp. 33- 41.

Greenwood, E., (2022). Kim Kardashian Says Her 20-Year Reign of Relevance Is Thanks to This One Personality Trait. [Online]. Entrepreneur. Last updated: 4 October 2022. Available at: https://www.entrepreneur.com/leadership/kim-kardashian-says-her-20-year-reign-of-relevance-is/435867[Accessed 11 October 2023].

Hunter,B., 6 Tips on Success We Learned From Rihanna, the Ultimate Serial Entrepreneur. [Online]. Career Contessa. Last updated:ND. Available at:https://www.careercontessa.com/advice/rihanna-the-ultimate-serial-entrepreneur/ [Accessed 12 October 12, 2023]

Ismail, A.,（2018). International Marketing Strategies in the Celebrity Cosmetics Industry. A Dual Case Study: Huda Beauty and Fenty Beauty, pp. 33.

Králová, P.J.P., (2020). Customer insights and online shopping attitude of Gen Z. The 14th International Days of Statistics and Economics, Prague. Králová PJP.

Lim, X.J., Radzol, A.M., Cheah, J. and Wong, M.W., (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian journal of business research, 7(2), pp.19-36.

McKinsey, (2023). What is Gen Z? [Online]. McKinsey&Company. Last updated: 20 March 2023. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z[Accessed 11 October 11, 2023].

Wray, A., In the Age of Influencers, Rihanna’s Fenty x Puma Success Proves Musicians Still Reign Supreme. [Online]. Billboard. Last updated:29 May 2017. Available at: https://www.billboard.com/music/music-news/rihannas-fenty-puma-success-proves-musicians-are-the-best-influencers-7809628/[Accessed 12 October 2023]

Liked Liked
No Comments
微信截图_fast fashion

Planet

⋅

Why fashion affect planet？

In the past few decades, the fashion industry has taken a huge part in global pollution. These causes of waste and excessive resources are partly due to the promotion of fast fashion, seasonal trend changes, leading to premature product replacement and fashion obsolescence, and another important reason is the lack of management and distribution channels of the second-hand clothing market, which puts a lot of high-quality clothing that can still be used for a long time into landfills.

Reasons for fragmentation of the industrial chain

The most important reasons include the fragmentation of the industrial chain, from the place of materials to the place of production, and then to the place of distribution, the huge consumption of transport and energy costs, for example, from the completion of the production of a piece of clothing to the distribution of dozens of steps, multiple layers of over-packaging, the need for hundreds of employees, and as people look at the huge global fashion industry, the subsequent generation of a huge textile waste disposal problems has already appear. (Radačičová, 2020).Such a phenomenon can be categorised as a break in the circular economy.

Climate action

Pollution to the environment can be reduced from the start of fabric making, and some textile manufacturers have started to make more textiles that are free of cancer-causing chemicals than some of the already familiar OIL-BASED TEXTILES, which have wastewater released into the environment without having to be landfilled into the soil, thus reducing the harm to the environment. (Why Fashion Matter, Frances Corner, 2014, pp.2)

Example of industrial chain problem solving—circular economy repair

 The famous fast fashion brand HM has carried out practices regarding sustainable supply chains.H&M uses efficient, low-emission modes of transport to reduce excess wasted energy. Currently, sea or rail transport is H&M’s main mode of transport from suppliers to distribution centers, accounting for more than 80 percent of the total transport volume. The result is a reduction in CO2 emissions of more than 700 tonnes per year. To reduce carbon emissions, H&M has established an intelligent transport system, reduced the number of transit warehouses, reduced the volume of air and sea transport to 40%, and increased the volume of products transported by rail. (Sustainable Fashion Supply Chain: Lessons from H&M, BIN SHEN, 2014)

Necessity of second-hand shop-responsible consumption

For another way to reduce waste, Oxfam research estimates that if half of the next wardrobe for all adults in the UK was second-hand, the emissions reduced would be equivalent to an airplane flying around the world more than 17,000 times. （NN(2023)Discover how you can reduce textile waste for Second Hand )

conclusion

A major reason for the huge amount of pollution generated by the fashion industry is the fragmentation of the industry chain, where workers in different factories do not have uniform production standards and management systems, resulting in the quality of most of the products not being able to be used by the public for a long time. In addition, most people do not realize that the popularity of the second-hand market can reduce a large part of the waste of the environment, therefore, the lack of the two steps of recycling and reuse has caused the fashion industry to continue to pollute the earth.

reference list

Matušovičová, M., 2020. Sustainable fashion as a part of the circular economy concept. Studia Commercialia Bratislavensia, 13(45), pp.215-223.

Corner, F., 2014. Why fashion matters. Thames & Hudson.

Shen, B., 2014. Sustainable fashion supply chain: Lessons from H&M. Sustainability, 6(9), pp.6236-6249.

Matušovičová, M., 2020. Sustainable fashion as a part of the circular economy concept. Studia Commercialia Bratislavensia, 13(45), pp.215-223.

NN.(2023).Discover how you can reduce textile waste for Second Hand September,Climate,Rubbish,recycling and environment,https://www.brighton-hove.gov.uk/news/2023/discover-how-you-can-reduce-textile-waste-second-hand-september(3.October.2023)

Corner, F., 2014. Why fashion matters. Thames & Hudson.

Shen, B., 2014. Sustainable fashion supply chain: Lessons from H&M. Sustainability, 6(9), pp.6236-6249.

Liked Liked
No Comments
微信截图_2023

My Favourite Brand

⋅

Jil Sander

At their first store in Shanghai is where I first learned about Jil Sander. I can still picture how lovely the decor and decorations were, drawing me in.

Jil Sander plays an significant role in minimalism and combines comfort and sophistication. High-quality fabric and exceptional craftsmanship gives each piece—trousers, shirts, jackets, and jumpsuits—an authentic and lasting quality. The brand also possesses a deep understanding of fabrics and incorporates sustainable materials throughout their collections, such as natural fibers and eco-friendly alternatives. Minimalism is a sustainable lifestyle that is earning a place in sustainable production and consumption. The fashion industry is facing an increase in its environmentally polluting supply through production. Despite the widely known environmental impacts, however, the industry continues to grow, in part due to the rise of fast fashion, which relies on cheap manufacturing, frequent consumption, and short-lived garment use. Accordingly, minimalism involves eliminating the excess in people’s lives and fashioning resources to focus on what matters most: the human being. The definition of Jil Sander’s minimalism style relied on the clarity of silhouettes and lines of cut, high-quality materials, and virtuosity of products. There were no decorative lines, frills, or other types of decorative trim in minimalist clothing models, and there will never be. Even zippers and tone-on-tone buttons were being replaced by a secret clasp. Jil Sander says: “I defined the modern global uniform with this in mind: clothes should be long-lasting and durable. It expresses an environmentally friendly and sustainable conception for Gen Z. Also, in the 1990s, the second wave of the word feminism, Embracing the spirit of rebellion instead of reform, third-wave feminists encouraged women to express their individuality. While Jil Sander expressed to the public that it is an alternative to show women’s sex appeal and frazzled to look attractive and confident, She revealed a fashionable principle that means subtraction, not addition, while at the core of her design was the absolutely feminist idea that a woman dresses for herself, not for a man. Still emphasize the very essence of humans without concentrating on the decoration. And if she is comfortable with things, it gives her confidence much more noticeable than any other decoration. Jil Sander was at the top in the ’90s, when there was the year of the victory of feminism. Wearing her collection in the ’90s was a real announcement.

Liked Liked
No Comments