Farah Al Hamadani

Purpose, the reason for which something is done or created or the reason why something exists, and this purpose is widely important for business. It justifies them: their value, mission and visions. Having these components is greatly important for composing a business’s strategy and the opposite is also true: ‘strategy is the direction and scope of an organisation over the long term which achieves advantage in a changing environment through its configuration of resources and competences with the aim of fulfilling stakeholder expectations (Johnson, 2011).’ 

According to Mitterfellner, o. (2023) Luxury strategy should strive in order for greater value and for this to be achieved a brand must gain a solid image: through its origin, vision, values, competencies, personality and output. This will lead us to a brands mission. For instance, the Billie Eilish collaboration with Nike was significant in consolidating the brands mission, vision and value, showing where they stand and the important figure taking a stand and making all voices heard sharing her generations values through a brand for the generation. They want to take action to create a better world. New launch uses leftover material and waste from the artists prior work highlighting care and importance of sustainability, (NikexBillie, 2022).

Marketers cannot ignore zers. It is crucial to address and advertise to them as through them other generations will be reached. Generation z is the one that influences the elders and the youngers. A successful platform they’ve managed to do this on is TikTok. The growth was fuelled by covid, and all generations were captured by it. This diverse community drive trends and brands have ‘spearheaded’ some of the most viewed hashtag challenges which has essentially been part of creating user generated commercials. For instance, Simmons a 150-year-old mattress brand released #snoozzzapalooza a challenge which required TikTokers to participate in a bed diving trend with a twist to re-imagine, ‘stage dive’. This trend amassed over 6 billion views and the brand gained 104% increase on views of its site, (Wilson, 2021).

Another way in which brands have learnt to communicate to Zers is through influencers. However, they must match the brands criteria and have a voice with the right audience. Brands ensure that this is the case through the use of AI as well as other tools to analyse data, which informs them of the commonality between brands, influencers and followers, (Balis, 2023).

Reference list:

Balis, J., (2023). How the best brand-influencer partnerships reach Gen z. [online], available at:  How the Best Brand-Influencer Partnerships Reach Gen Z new.pdf  (Accessed 26th October 2023)

Ford, G., (2011). Strategic uses of evaluation and performance measurement. [online], available at: https://www.libqual.org/documents/admin/ford.pdf  (Accessed 26th October 2023)

Miller, N., (2023). The best examples of TikTok ADS. [online], available at: https://www.yellowhead.com/blog/best-tiktok-ad-examples/ (accessed 26^th October 2023).

Mitterfellner, O., (2023). Luxury fashion brand management, unifying fashion with sustainability. Abingdon: Routledge.

Nick., (2021). Essential visual identity elements to build a memorable personal brand. [online], available at: https://mysignature.io/blog/essential-visual-identity-elements-to-build-a-memorable-personal-brand/ (accessed 26^thOctober 2023)

Nikexbillie., (2022). Nike X Billie Eilish AF1 Low. [online], available at: https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low  (Accessed 26th October 2023)

Wilson, s., (2021). Where brands are reaching Gen z. [online], available at: 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%2FWhere%20Brands%20Are%20Reaching%20Gen%20Z%2Epdf&parent=%2Fpersonal%2Fr%5Fzilkha%5Ffashion%5Farts%5Fac%5Fuk%2FDocuments%2FFBS%20Intro%20To%2FFBS%2DIntro%20To%202023%2FLectures%20and%20Seminars%2FWeek%205&ga=1(Accessed 26th October 2023)

A large part of the fashion industry is profit, the financial gain of a business after consumption. Agreeably, fashions importance is very large, not only as a tool for self-expression, but also financial gain. The industry is a successful global business. According to corner.f (2014) the fashion industry is worth over one trillion dollars globally. It has become vital to the worldwide economy. Although the industry has a strong front, it is not perfect, there’s a necessity for improvement, for the progression of the overall profit. 

A method this can be done through, is sustainability. If this is achieved, social and environmental issues created by the industry would be addressed, and the profit gained would be large, benefiting the global economy, as achieving this would amass $192 billion (Swatski, 2021). 

(War-on-Want, 2023) 

Overall, the fashion industry is a largely profitable business that must be run efficiently, which is why brands have creative directors. They attain the visual DNA of a brand, continuously reimagining it with modern appeals to satisfy consumers (mitterfellner, 2023) as well as renewing their businesses outlook, keeping it alive to suit consumer preferences.

Reading list:

Corner, f., ed. (2014). Why fashion matters. London: Thames&Hudson.

Granskog, A., (2020). Survey: consumer sentiment on sustainability in fashion. [online], available at: https://www.mckinsey.com/industries/retail/our-insights/survey-consumer-sentiment-on-sustainability-in-fashion(Accessed 21st October 2023)

Mitterfellner, O., (2023). Luxury fashion brand management, unifying fashion with sustainability. Abingdon: Routledge.

Swatski, A., (2021). The economic impact of the fashion industry. [online], available at: https://fashinnovation.nyc/the-economic-impact-of-the-fashion-industry/  (Accessed October 20^th, 2023).  

Thomas, D., (2020). What went wrong at Debenhams. [online], available at: https://www.bbc.co.uk/news/business-55144922 (accessed 21st October

Wright, G., (2023). How boohoo plans to get back to growth- with help from Debenhams. [online], available at: https://www.retailgazette.co.uk/blog/2023/05/boohoo-back-to-growth/ (accessed 22^nd October 2023)

War-on-Want., (2023). Report|fashioning the future. [online], available at: https://waronwant.org/fashioning-future/global-impact-fashion-industry (accessed 22nd October)

People are widely complex and diverse on many levels based on their age, race, gender, culture, self-convictions etcetera. People are segments of society categorised into generations based on events, they lived through and the periods of time they were born. Generation Z – the second youngest generation – has been labelled as ‘digital natives’, as it’s the first to completely grow with the widespread of the internet. (McKinsey, 2023). ‘The mosaic browser was launched in 1993 with 130 sites, this to over 100,000 by 1996, and the World Wide Web was conceived in 1995 (science+media, 2020).’

(Edition, 2011)

‘Digital natives’ mostly live life online, from shopping, dating, working to making friends. Therefore, the best way to market to them is online. It is where an average Gen Zer would be, researching a product before purchasing it, wanting to know if its eco-friendly and if it was made sustainably following the SDGs as best as possible. As a result of this generations pursuit for knowledge and the truth behind their products, they’ve been titled ‘the true generation’. (Francis+Hoefel, 2018).

Diversity is ubiquitous. Disclosed by Ricee (2023), there are four dimensions regarding diversity: internal, external, organisational and world view, each covering various subsets. For instance, there’s race and ethnicity which is internal, and shapes how people look, their complexion and their build. A person cannot control these elements but what industries can control is how they work and innovate to cater to said elements. Generation Z values diversity and sustainability with 40% preferring gender-neutral beauty products (BOF, 2023). A great brand example for this would be Fenty beauty, who gained a flawless reputation through ‘inclusive makeup shades’, as well as gender neutral cleansers and serums (BOF, 2023).

It’s imperative to communicate with Gen Z, a widely influential generation and, businesses have done this through diversity, making sure the products they put out there are suitable for all types of people. Of course, diversity wouldn’t be achieved if it didn’t go through a cycle from the minds who created the thought to production and then to consumption: ‘‘Collaboration Inclusive Mindset + Intercultural Competence- The willingness as well as competence to embrace diversity, including people and collectives with differing views and backgrounds (IDG, 2023).’ Which is crucial in the working environment, putting great minds together from different backgrounds and experiences to work towards one goal.

Reading list:

BOF, (2023). The state of fashion beauty, Available at: https://cdn.businessoffashion.com/reports/The_State_of_Fashion_Beauty_2023.pdf (accessed 11th October 2023) 

Diversity, (2023). Diversity is at the heart of our business aims, available at: https://www.bl.uk/careers/what-we-do/vision-and-values/diversity (accessed 14th October 2023)

Edition, (2011).  American generations through the years, Available at: https://edition.cnn.com/interactive/2011/05/living/infographic.boomer/ (Accessed 11^th October 2023)

Francis, T+ Hoefel, F., (2018). ‘‘True Gen’: Generation Z and its implications for companies, Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (accessed 11th October 2023)

Inner development goals., (2023) the global goals for sustainable development, available at: https://www.innerdevelopmentgoals.org/ (accessed 13^th October 2023)

McKinsey&company, (2023). What is Gen Z?, Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (accessed 11th October 2023)

Science+media museum, (2020).  A short history of the internet, Available at: https://www.scienceandmediamuseum.org.uk/objects-and-stories/short-history-internet (Accessed 11th October 2023)

Planet is is one of the four crucial pillars in fashion marketing. Whilst, studying planet you are essentially studying sustainability along with the development goals, which have been drawn up by the UN and set to be met by 2030 by our industries and businesses (SDGs, 2023). 

Unfortunately, the fashion industry is the second biggest pollutant to the planet, its time the industry works more to change this. Sustain our planet be mindful with production (for a considerable period this hasn’t been the case with the industry producing 100billion garments yearly and almost 92 million tons are sent to landfills) and consumption (Ruiz,2023). Fashion is a large industry, a huge movement worldwide that opposes the planet, to balance the scales there’s a circular economy- which is a way to protect sustainability through reusing and regenerating products as well as materials for the sake of continuous production in an environmentally friendly and sustainable way. 

De Castro, 2021), Before throwing out a worn-out item, a ripped cardigan you really like, think, ask yourself a simple question. How can I mend it, reuse it, reform it, repurpose it, to keep the item alive as long as possible, until it ripples to the point there is no chance of any circular movement. However, if you’ve not energised enough to be part of the circular movement don’t purchase a new item that may end up just rotting at the back a wardrobe. Refusing your desire is part of the circular movement so if you have a second thought about an item or know your type don’t complete the purchase. Circular fashion is so important it’s a initiative everyone should be a part of to support the progression of the SDGs. There are 17 SDGs, one of which is responsible consumption and production, which is all about ensuring the process of completing both tasks is sustainable. The key is doing more with less but making it better, this goal is linked to the initiative. Accomplishment requires collaboration by key players and a united front by the whole industry as well as buyers. (SDGs, 2023), (coulter, Johnston, 2019). 

Responsible production- stop overproducing, responsible consumption- be a good consumer, adhere to circular economy.

Reading list:

Coulter, C., Johnston L., (2019) circular production and consumption in fashion and beyond, https://globescan.com/wp-content/uploads/2019/04/GlobeScan_CA_Foundation_SDG_Leadership_Forum_Goal_12_Report_March2019.pdf

De Castro, O., (2021) Loved clothes last, (hardcopy). London: penguin books limited.

Ruiz, A.,researcher (2023) https://theroundup.org/textile-waste-statistics/

SDGS., (2023) https://sdgs.un.org/goals

My favourite brand is Chanel. 

Why Chanel?

This seems like a simple question but its actually quite difficult, there are an unlimited amount of beautiful unique brands out there each known and loved for their individuality. When this question was bought to me I really thought long and hard about the answer and chose chanel. why you might ask, heres why.

It has the vintage touch but it’s a rebel line. Coco was a rebel and when the line was first put out there the rebel in coco was seen in Chanel, she changed the code of dress and the norm of designing for everyone, she created the new norm and inspired. She started a change in the fashion everybody knew and where bound by, that’s what’s great about this brand it illustrates change. She believed that ‘nothing is more beautiful than the freedom of the body’ those are her words, and these words are touching because nothing is more beautiful than being free in your expression and able to express your identity. Chanel was part of a change in fashion which allowed for that. Fashion is everywhere and fashion is a part of who we are, our identity. It’s a form of expression for people, The clothes chosen to be worn, tells a tale of people at a first glance and it’s important the options out there are suitable for everyone. Chanel began a movement and change that allowed for this. Her line was a rebellion in fashion, and she gave people a brand-new flavour which is continuously growing. Chanel is a revolutionary brand, always evolving in what it puts out there, which keeps consumers excited for what’s coming, as chanel is change in clothes from its beginnings to present days.