Eva Shea

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Purpose

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Purpose is the reason for which something is done or created or for which something exists (Oxford Languages and Google – English (2023) Oxford Languages). The meaning behind a design or piece allows for successful business. Purpose of clothing is different for all people from gender, age and background to religion and culture. The idea of purpose is strategizing. Within the fashion industry, brands discuss what they are wanting to achieve this season to stand out. Strategizing their purpose and goals to profit. ‘Fashion is not just about clothing’ but also about the way we ‘carry ourselves and … present ourselves to the world’. It is a form of self-expression which tells the world who we are and what we believe. (Sajid, S. (2023) Fashion- meaning, purpose & importance., Medium. Medium.)

Brand philosophy is the idea of ‘ways of doing things’ and the belief in that method. (What Is Brand Philosophy? [+How To Find Yours] (2023) Brand Master Academy). The importance of this allows brands to succeed in the fashion industry and stand out. The main purposes in brand philosophy and its importance is mission, vision and value. Mission refers to the idea of ‘where are we now’ and ‘why do we exist’. Vision refers to ‘where do you want to be’ and ‘our future ambitions’. Value refers to ‘what is important to us’ and ‘how do we want to operate’. However, different generations have different missions, visons and values within fashion. Meaning focusing strategies to a specific audience such as sustainability and inclusivity to generation z. Since gen z is more ethically aware than other generations such as gen x and millennials.  John Lewis, Stella McCartney and Nike are advocates of this idea because they have their own unique methods, vison and values within the industry. Stella McCartney sustainability, Nike inclusivity and John Lewis emotive with their Christmas adverts. Sales rise at Christmas with a ‘6.9% increase’ (Parsons, R. (2014) John Lewis marketing activity boosts Christmas sales, Marketing Week. Marketing Week). This is due to the emotive side of the advert which allows watchers to relate in their own way.  Brands need to consider ‘consumers live in a fusion world of the digital and physical expecting brands to reach them on all possible channels’ (Mitterfellner. O, 2019), this idea shows that brands need to move on from the past and allow for new ideas to grow their brand philosophy.

Brands communicate their purpose to gen z using digital campfires, collaborations and inclusivity/sustainability. 

“Gen Z and millennials—are upturning retailers’ expectations’ (Meet Generation Z: Shaping the future of shopping (2020) McKinsey & Company. McKinsey & Company).

Digital campfires is defined as ‘micro-communities of people communicating together’ (https://www.alladvertising.co.uk/digital-campfires-what arethey/#:~:text=A%20digital%20campfire%20is%20a,communities%20of%20people%20communicating%20together%27). The benefits allow the ability to personalise a brand marketing message. Through collecting and analysing data on consumers browsing and purchasing behaviour. (Segal, D. (2023) How Digital Marketing Has Impacted The Fashion Industry, LinkedIn). Collaborations grant consumers to relate to the brand more. For example, Nike did a collaboration with Billy Eilish which brought a new audience into the brand (Nike x Billie Apparel Collection Release Date (2022) United States). Influencer partnership shows a new purpose to consumers, the collection; clothes, shoes, accessories, etc which should fit the personality of the brand and relate to their image, which Nike has able to pull off in all their collaborations.

Having a diverse and inclusivity team within the fashion industry allows for original ideas. But making sure that specific role such as ‘social media manger’ fit the person who is working there. Having someone who is similar age to the target audience in charge. As they know/understand what they want. Making the brand more relatable. Nevertheless, brands must also stand by what they are representing. For example, the H&M scandal which questions how sustainable they really are- the brand is known for greenwash. Furthermore, being aware when communicating ideas. Victoria’s Secret is an example of a brand that has over done the idea of diversity and inclusivity in their recent 2023 campaign. This is due the fact that it doesn’t reflect into their stores and have only done this due to the global pressure. (Limited, N. R. (2023) Victoria’s Secret: Luxury Bras, Knickers, Lingerie, Sleepwear & Beauty, Victoria’s Secret Icon.)

References:

Oxford Languages and Google – English (2023) Oxford Languages. (Online(.Available at: https://languages.oup.com/google-dictionary-en/ (Accessed: 28/10/2023).

Sajid, S. (2023) Fashion- meaning, purpose & importance., Medium. Medium. (Online(.Available at: https://medium.com/@saharsajid91/fashion-meaning-purpose-importance-12292406e372#:~:text=Fashion%20is%20not%20just%20about%20clothing%3B%20it%20is%20also%20about,individuality%20and%20our%20unique%20personalities (Accessed: 28/10/2023).

What Is Brand Philosophy? [+How To Find Yours] (2023) Brand Master Academy.(Online(. Available at: https://brandmasteracademy.com/brand-philosophy/#:~:text=Brand%20Philosophy%20refers%20to%20the,is%20that%20important%20to%20us%3F (Accessed: 28/10/2023).

Parsons, R. (2014) John Lewis marketing activity boosts Christmas sales, Marketing Week. Marketing Week. (Online(.Available at: https://www.marketingweek.com/john-lewis-marketing-activity-boosts-christmas-sales/# (Accessed: 28/10/2023).

Meet Generation Z: Shaping the future of shopping (2020) McKinsey & Company. McKinsey & Company. (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).

(Mitterfellner. O, 2019) fashion communication; theory and practice across the fashion industry.

Segal, D. (2023) How Digital Marketing Has Impacted The Fashion Industry, LinkedIn. (Online(.Available at: https://www.linkedin.com/pulse/how-digital-marketing-has-impacted-fashion-industry-damon-segal#:~:text=One%20of%20the%20key%20benefits,customers%27%20browsing%20and%20purchase%20behaviour (Accessed: 28/10/2023).

Nike x Billie Apparel Collection Release Date (2022) United States. (Online(.Available at: https://www.nike.com/gb/launch/t/nike-billie-apparel-collection (Accessed: 28/10/2023).

Limited, N. R. (2023) Victoria’s Secret: Luxury Bras, Knickers, Lingerie, Sleepwear & Beauty, Victoria’s Secret Icon. (Online(.Available at: https://www.victoriassecret.co.uk/ (Accessed: 28/10/2023).

Stacey White, V. P. (2022) The fashion of purpose, PR Week. PR Week Global. (Online(.Available at: https://www.prweek.com/article/1794828/fashion-purpose (Accessed: 28/10/2023).

Mitterfellner, O. (2023) Chapter 3- Luxury Brand Qualities, Brand Construct and Brand Touchpoints

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Profit

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Profit and profitability are vital to business survival, health, growth and success in the fashion industry. Profit funds the innovation and growth of brands, with the investment helping brands to develop and flourish. Without this, brands and the fashion industry would stagnate and fail. Profit is vital for success – but not just business profit – increasingly social profit is seen by the fashion industry as important and key to their success.(Nestorovic, M. (2023) Fast Fashion: The Environmental and Social Impact: agood, agood company. agood company.)

The fashion industry is huge! ‘It is truly global and wide ranging…design, production, marketing and retailing of clothing, footwear, accessories and beauty products.’ Globally valued at $1.53 trillion (forecast to rise to $1.7 trillion this year!), with employment of 3 million people….1 in 8 people worldwide are involved in the fashion industry. So important globally! (Fashion – United Kingdom: Statista Market Forecast (no date) Statista.) Fashion has always been a big business in the UK. The fashion industry contributed £26 billion to the UK economy and employed 800,000 people. Which is why it’s important to the UK. (Global Fashion Industry Statistics (no date) FashionUnited.).

A report by McKinsey, leading industry forecasters, says that the fashion industry now faces a challenging climate. Over the past 18 months the industry has grown (revenue increases of 21% in 2020-2021), ‘so is in a better position to face the current issues of hyperinflation, issues in supply and generally depressed customer demand.’ (The State of Fashion 2023: Holding onto growth as global clouds gather (2022) McKinsey & Company. McKinsey & Company.) ‘The luxury sector is expected to outperform the rest of the industry (up to 10% growth).’ Whereas the rest of the fashion market – where the cost-of-living crisis impacts more on customer demand – will struggle to see growth, particularly the industry in Europe. (Harpers Bazaar (No date) Social impact effects the performances of the industry; fast fashion. This ‘industry is known for exploiting cheap labour’, particularly in developing countries where labour laws are lenient/neglected (Nestorovic, M. (2023) Fast Fashion: The Environmental and Social Impact: agood, agood company. agood company.) Workers in these countries are repeatedly paid extremely low wages and forced to work in dangerous and harmful conditions. As consumers we need to have more social morals and think whether the price is profitable to you or the worker. Brands must also start to recognise that it isn’t socially economical to profit on exploiting unjustly worker. Instead, brands should look for ethical alternatives. Social profit in the fashion industry involves creating ‘innovative and sustainable solutions to social and environmental issues while operating a profitable business.’ (Agrawal, A. (no date) Social Entrepreneurship in Fashion, LinkedIn.)

Marketing is key for brands to remain competitive in uncertain economic times. Helping to attract more customers and keep the existing customers! Really knowing who your target customers are, what they want and how they behave. Showing how different your brand is from competitors and ‘showcasing’ your best sellers (most profitable products). Offering promotions/flash sales (psychological triggers). Partnering with influencers/bloggers (online presents) and highlighting ethical approach/credentials. (Berg, A. (2022) How current global trends are disrupting the fashion industry, McKinsey & Company. McKinsey & Company.)

Creative directors bridging the gap between creativity and commerce as they’re responsible for creating a vision for their brand that is attractive, original and profitable. A balance between artistic and commercial. Fashion Monitor wrote an article profiling several top creative directors. Oliver Rousteing is featured in the blog. As a creative director for Balmain, at the age of 24. Rousteing helped Balmain become the first French label to surpass 1 million followers on Instagram. Showing how having an online presents is profitable. (Fashion Monitor (No date) fashionmonitor.com.) Which reveals the skills and experience needed to excel.(How To Become A Fashion Creative Director – Yellowbrick (2023)

 

Reference:

Nestorovic, M. (2023) Fast Fashion: The Environmental and Social Impact: agood, agood company. agood company. (Online(. Available at: https://www.agood.com/blogs/stories/fast-fashion-the-environmental-and-social-impact#:~:text=The%20social%20impact%20of%20fast%20fashion&text=The%20industry%20is%20known%20for,in%20unsafe%20and%20unhealthy%20conditions (Accessed: 21/10/2023). 

Fashion – United Kingdom: Statista Market Forecast (no date) Statista. (Online(.Available at: https://www.statista.com/outlook/dmo/ecommerce/fashion/united-kingdom#:~:text=Revenue%20in%20the%20Fashion%20market,US%2443.85bn%20in%202023.https://fashionunited.com/global-fashion-industry-statistics (Accessed: 21/10/2023).

Global Fashion Industry Statistics (no date) FashionUnited. (Online(.Available at: https://fashionunited.com/global-fashion-industry-statistics (Accessed: 21/10/2023).

The State of Fashion 2023: Holding onto growth as global clouds gather (2022) McKinsey & Company. McKinsey & Company. (Online(.Available at: https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion (Accessed: 22/10/2023).

Harpers Bazaar (No date). (Online(.Available at: https://www.harpersbazaar.com/uk/fashion/fashion-news/a42555201/trustrace-sustainability-predictions/ (Accessed: 22/10/2023).

Agrawal, A. (no date) Social Entrepreneurship in Fashion, LinkedIn. (Online(.Available at: https://www.linkedin.com/pulse/social-entrepreneurship-fashion-aditi-agrawal#:~:text=Social%20entrepreneurship%20in%20the%20fashion,social%20impact%20and%20environmental%20sustainability (Accessed: 21/10/2023)

Berg, A. (2022) How current global trends are disrupting the fashion industry, McKinsey & Company. McKinsey & Company. (Online(.Available at: https://www.mckinsey.com/industries/retail/our-insights/how-current-global-trends-are-disrupting-the-fashion-industry (Accessed: 21/10/2023).

Fashion Monitor (No date) fashionmonitor.com. (Online(.Available at: https://www.fashionmonitor.com/blog/cj/10-creative-directors-at-fashion-brands (Accessed: 21/10/2023).

How To Become A Fashion Creative Director – Yellowbrick (2023) (Online(. Available at: https://www.yellowbrick.co/resources/careers/fashion-resources/how-to-become-a-fashion-creative-director(Accessed: 21/10/2023)

Cash Flow Inventory (no date) Profit Volume(PV) Ratio: Definition, Formula, and Interpreting, Cash Flow Inventory. (Online(.Available at: https://cashflowinventory.com/blog/profit-volume-ratio/ (Accessed: 21/10/2023)

Krishna, T. and Krishna, T. (2022) D2C Fashion Brands Facing The Pandemic Head-On: Apparel Resources, Apparel Resources India. (Online(.Available at: https://in.apparelresources.com/business-news/retail/d2c-fashion-brands-facing-pandemic-head/ (Accessed: 21/10/2023) 

Rotation (2022) In conversation with… Ruth MacGilp #FashionRevolutionWeek, By Rotation – Blog. By Rotation – Blog. Available at: https://journal.byrotation.com/in-conversation-with-ruth-macgilp/ (Accessed: 21/10/2023).

(No date) Google Search. Google. (Onlone(.Available at: https://www.google.com/search?sca_esv=575615296&rlz=1C5CHFA_enGB1079GB1079&sxsrf=AM9HkKl-e5j0Hm0a81uCIy9azU4u-3VUSw%3A1697989012332&q=fashion%2Bbrands%2Bonline%2Bpresents&tbm=isch&source=lnms&sa=X&ved=2ahUKEwiXiKb__YmCAxUoW0EAHVF5B1oQ0pQJegQICxAB&biw=1364&bih=678&dpr=2#vhid=jq0UF8Pb9kuuKM&vssid=3981:OvdEhYkChMxyvM (Accessed: 21/10/2023).

Top 3 Women’s Apparel And Fashion Brands On Instagram (2017) Locowise Blog. (Online(.Available at: https://locowise.com/blog/top-3-womens-apparel-and-fashion-brands-on-instagram (Accessed: 21/10/2023).

Yates, J. L. (2021) Balmain creative director Olivier Rousteing opens up about injuries from fireplace explosion, Good Morning America. ABC News. (Online(.Available at: https://www.goodmorningamerica.com/style/story/balmain-creative-director-olivier-rousteing-opens-injuries-fireplace-80516866 (Accessed: 21/10/2023).

Flanagan, H. (2021) Balmain’s Olivier Rousteing Says New Documentary Reveals His ‘Vulnerable and Fragile’ Side, Peoplemag. PEOPLE. (Online(.Available at: https://people.com/style/balmain-olivier-rousteing-opens-up-about-wonder-boy-documentary/ (Accessed: 21/10/2023).

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People

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People have a big influence over the fashion industry, from tends, styles, design through to cultures and beliefs, religion, individuality and generation, which can all differ on what is fashionable, appropriate and stylish. People choose how they want to dress and how they want to stand out in society, these choices are affected by age, background and technology.

Gen Z have had a big influenced on the fashion industry over the past couple of years. Changing the way, the industry is run and how it thinks. Generation Z comprises of people born between 1996 and 2010.  ‘This  generation’s identity has been shaped by the digital age, climate anxiety, a shifting financial landscape  and covid 19.’ (What is Gen Z? (2023) McKinsey & Company. McKinsey & Company.) Gen Z are the second youngest generation with millennials before them and generation alpha after. Gen Z have taken a new approach to fashion; modern, experimentive and bold. They are more openminded with fashion and gender, allowing for inclusivity throughout the industry. Ignoring toxic masculinity, toxic traits and stereotyping, instead allowing people to be expressive with their fashion, giving a fresh outlook to the industry itself. Harry Styles is a key advocate for being expressive and ignoring toxic masculinity within the fashion industry. Individualistic with his style disregarding the idea that dresses are for woman and pants are for men. Gen Zs are more sustainable and socially aware as consumers choosing clothes based around certain choices, such as how it was made, where it was made, who made it and was it sustainable and ethical. ‘Sustainability and ethics are growing in importance for Gen Z (…) In 2021, 51.3% (…) environmental and ethical sustainability was either fairly or very important. This year, (…) grown to 57.7%.’ (Moran, G. (2022) Gen Z and Millennials 2022, Drapers.) Now more than ever Gen Z are being more sustainable with fashion through  platforms such as Vinted and Depop for example allowing us to shop more second-hand and feel we are contributing to a greener the planet. An example of how brands have responded to the idea of diversity is not just through a person but the ideas a diverse board within a brand can bring to the table. Through gender, religion, culture, race and age, where everyone is expected to have a say. Savage X Fenty is an example of a brand who have demonstrated this. They have featured some ground-breaking people in the industry; transgender, disabled and plus sized models. (Are There Any DEI Brands? — Remake) Which shows the diversity of the brand and the idea of inclusivity. 

Being a Gen Z means it’s important we have a digital presence. This necessitates brands needing digital platforms such as online stores, blogs, newspapers and ads on YouTube, Instagram, TikTok, etc. Brands  need to be influential through the use of ‘who’s wearing it?’. Having celebrities wear their clothes and doing collaborations is key to their sustainability and remaining relevant.  For example, Joy Crooks X Adidas, Harry Style X Gucci, Emma Chamberlain X Levi’s, etc. This keeps the brand attractive by being relatable to the younger audience (Gen Z). Brands such as Stella McCartney, Patagonia and Levi’s have an influential present in the industry due to inclusivity, not just through the looks but ideas. Them standing out and being  different allows for modernity. The pricing of clothes allows brands to attract the younger generation, being affordable to everyone not just to one class, being  ethical and sustainable  in the modern world of fashion has become paramount to a brands success. 

Fashion brands need key people skills such as awareness to be successful in the industry. This allows them to keep up with what’s going on in the world, how to be inclusive and open minded, ‘this generation’s search for truth. Gen Zers value individual expression and avoid labels.’ (Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies). Which allows for new outlooks on clothing and fashion in the industry. Showing the progressiveness of the brand. But also, influentially, changing the way people think about fashion and allow them to have a more modern and update view in society. 

Bibliography:

What is Gen Z? (2023) McKinsey & Company. McKinsey & Company. (Online(. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 14.10.2023).

Are There Any DEI Brands? — Remake (Online(. Available at: https://remake.world/stories/dei-brands/#:~:text=Brands%20like%20Bestseller%2C%20Burberry%2C%20MUJI,regions%20in%20which%20they%20operate. (Accessed: 14.10.2023)

Moran, G. (2022) Gen Z and Millennials 2022, Drapers. (Online(. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (Accessed: 14.10.2023).

Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies (Online(. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 14.10.2023)

Molson (2023) Savage X Fenty Lingerie by Rihanna teams up with GLAAD for first-ever Pride collection, GLAAD. (Online(. Available at: https://glaad.org/savage-x-fenty-lingerie-rihanna-teams-glaad-first-ever-pride-collection/ (Accessed: 14.10.2023).

Thomas, A. (no date) Generation Z Fashion, This Is York. (Online(. Available at: https://thisisyork.org/32470/ae-reviews/generation-z-fashion/ (Accessed: 14.10.2023).

Staff, W. (2022) Adidas collaborates with Joy Crookes to get young creatives running., Wonderland. (Online(. Available at: https://www.wonderlandmagazine.com/2022/03/17/adidas-joy-crookes-campaign/ (Accessed: 14.10.2023).

LEVI’S® x EMMA CHAMBERLAIN (no date) Jeans, Denim Jackets & Clothing. (Online(. Available at: https://www.levi.com/US/en_US/blog/article/levis-x-emma-chamerblain-501 (Accessed: 14.10.2023).

Poidevin, |By Coline (2023) Gucci and Harry Styles collaborate on the ‘HA HA HA’ collection – MLA, My Love Affair. (Online(. Available at: http://mla-agency.com/blog/2023/05/11/gucci-and-harry-styles-collaborate-on-the-ha-ha-ha-collection/ (Accessed: 14.10.2023).

Rodgers, D. (2020) Just how revolutionary is Harry Styles’ Vogue cover?, Dazed. Dazed Digital. (Online(. Available at: https://www.dazeddigital.com/fashion/article/51147/1/harry-styles-vogue-december-cover-dress-gender-fluid-gucci-tyler-mitchell (Accessed: 14.10.2023).

Rihanna invites fans to star in next Savage X Fenty campaign to celebrate two-year anniversary (no date) Yahoo! Yahoo! (Online(. Available at: https://uk.style.yahoo.com/rihanna-savage-fenty-campaign-models-150501481.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAMDupaqqL_Vox7D6uEbaIXUd3WOSWR9zvTZaZzJLaB4lqFTabZv69rpxS42pjVJMhD_R3bSXt04EmpFLSCP1hauEgoSL64tD82_RsqSp7O1aeFJUlEdIOJGrie-H80jkOjaKARbbrc1emAAZLaXAhmAP-7eEFKJz8uAR-7t0m2FD (Accessed: 14.10.2023).

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Planet

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The fashion industry has taken a toll on the planet from the early 19th century to 2023 but is the world of fashion changing for the good? With the idea of sustainability coming to light with the high-end fashion brands such as Stella McCartney and Veja, but also high street brands like H&M and Zara which are working towards a more conscious and ethical approach to fashion and clothing. Which is reaching to a younger audience and changing the idea of fashion and sustainability for the future ‘Generation Z: shaping the future of shopping’ (https://www.mckinsey.com/featured-insights/themes/the-a-to-z-on-gen-z). Gen Zs are taking a new approach with buying and selling. Not letting the lifecycle of a pair of jeans ending at one generation but passing it or up-cycling and regenerating a piece of clothing.

The technique circular economy is being used by many fashion brands, such as Asos (marketplace), Zara, PLT and COS which have developed sustainable methods for over production/sale of clothes. They have set up a website which allows buys to shop and sell second-hand and old stock from that brand. Circular economy is the idea of continuing the lifecycle of clothing. It’s a model of production and consumption which involves sharing, leasing, reusing, repairing refurbishing and recycling existing materials and products. (European Parliament, May 2023) (https://www.europarl.europa.eu/news/en/headlines/economy/20151201STO05603/circular-economy-definition-importance-and-benefits) Circular economy in fashions gives clothing a new lease of life by allowing someone else to wear it, instead of throwing it away and ending up in land fill. Buying second-hand clothes reduces the amount of waste produced by the fashion industry. Refuse, reduce, re-use, repair, re-gift, recover, recycle and update are the key characteristic that individuals should follow when shopping and think considerably about what we are buying as consumers. This can be done by shopping and selling on second-hand platform like Vinted, Depop and eBay, etc. Which allows for more ethical principles to be used when thinking about sustainability, ‘fashion industry, which expects to see second-hand sales almost double’ (WGSN Sustainability Bulletin, August 2023). Sustainability is the ability to maintain or support a process over time (https://www.investopedia.com/terms/s/sustainability.asp#:~:text=Sustainability%20is%20ability%20to%20maintain,environmental%20footprints%20and%20conserving%20resources.) but should it start to be part of our mind set and values in everyday life and part of the fashion industry as a norm. If we as consumers don’t change our mind set on fashion and the planet as one and brands continue to green washing, then we will destroy the industry and the world. ‘New Yorkers throw 200,000,000lbs of clothing into the trash every year. That’s the equivalent of 440 Statues of Liberty.’ (De Castro, O (2021). However, if we educate our self about sustainable clothing, buy less from fast fashion brands, look at quality over quantity and shop more second-hand/local it will have a positive influence on the fashion industry and lead it down a more ethical path. Using circular economy in the fashion industry helps to tackle climate change and other global challenges like biodiversity loss, waste and pollution by decoupling economic activity from the consumption of finite resources. ‘Resale platforms boom as retail gets a circular makeover’ (WGSN Sustainability Bulletin, August 2023).

‘Decent Work & Economic Growth’ is one of the Sustainable Development Goals (SDGs) developed by the UN in 20215 for completion by 2030 to save our planet. It’s the idea to promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all (https://sdgs.un.org/goals/goal8). Fairtrade is an example of a brands that has taken decent work and economic growth goal and turned it into a brand. Fairtrade work with farming co-operative, businesses and government to make trade fair for people but the planet as well. Vison for the world which is based on fairness so that producers earn secure and sustainable livelihoods.

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