Emerald Thiha

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Purpose

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The purpose pillar in the fashion industry refers to a brand’s dedication to a meaningful and socially responsible mission or cause that goes beyond simply creating and selling apparel. This pillar indicates a company’s commitment to making a good difference in society and the environment. The purpose pillar is an important part of a brand’s overall philosophy and strategy.  

A clearly established brand Philosophy provides a feeling of purpose and direction to the brand. It explains why the brand exists, where it wants to go, and how it plans to achieve its objectives. It acts as a guide for the brand’s actions and decisions. The mission statement of a brand is its “why.” It explains why the brand exists and what challenges it hopes to tackle. A precise and well-defined mission statement provides guidance not only to the brand’s staff but also to its customers. It helps to develop a brand’s identity and answers the question, “What does this brand stand for?” This clarity is especially crucial for Gen Z consumers, who appreciate authenticity and seek companies that connect with their ideals and objectives. Bo Finneman states “They’re looking beyond tangible products and actually trying to understand what is it that makes the company tick. What’s its mission? What’s its purpose? And what is it actually trying to build for us as a society?” (Meet Generation Z: Shaping the future of Shopping, 2020,  McKinsey & Company). A brand’s vision statement is its long-term aim, stating what the brand hopes to accomplish in the future. It serves as a road map for the brand’s growth and progress. As an innovative generation, Gen Z is drawn to brands that have a vision for the future and exhibit a dedication to advancement and innovation. A strong vision statement can attract Gen Z consumers by highlighting the brand’s ambition and ability to positively impact their lives and the planet. A brand’s core values are the concepts and ideals that it upholds. They direct the brand’s behaviour, decision-making, and interactions with consumers and society. Gen Z, which values authenticity and ethical business practices, seeks brands that share their beliefs. Brands with clearly defined and stated core principles can build trust and credibility with Gen Z consumers.  

The mission of ASOS is to “give customers the confidence to be who they want to be.” This statement demonstrates the company’s commitment to offering a wide choice of fashion and cosmetic items that cater to individual tastes and interests. ASOS wants to give its consumers, notably Gen Z and younger customers, the ability to express their individual identities through fashion. This goal is consistent with the desire for self-expression and individuality that is commonly linked with this population. 

Bibliography:  

https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping
https://www.asosplc.com/this-is-asos/our-purpose-and-values/
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People

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’People’ is one of the four pillars out of planet, profit and purpose. In relation to sustainable fashion it’s a category that delves into society and its consumers. “Young people have become a potent influence to people of all ages and incomes, as well as on the way those people consume and relate to brands.”(Francis, Hoefel, 2018) True Gen: Generation Z and its implications for companies. Young people born from the mid-1900s to the early 2010s are referred to as “Gen Z”. These individuals are often distinguished as the first cohort to have 24/7 access to the internet, smartphones, social media, etc. It is a generation known as the digital natives. Generation Z will overtake millennials (born from 1980s to mid-1990) as the largest consumer group by 2026 and marketers will require this opportunity must comprehend their habits and digital expectations. For instance, as digital natives they often prefer to shop online, therefore use mobile apps for numerous activities as it is convenient.

Nike:
This brand is an exemplar of how brands attract Gen Z. There has been multiple ways Nike grasps the attention of the younger generation whether it be by collaborations with celebrities, artists and designers who are very popular amount them which will ultimately bring a buzz and excitement around their goods as well as the use of customisation and personalisation that Nike has also introduced through Nike By You” which allows individuals to personalise their trainers and sportswear. Diversity and inclusivity are valued by Gen Z as “they are more interested in belonging to an inclusive, supportive community” and “are more individualistic, with a stronger sense of personal expression” (McKinsey & Company, 2023) What is Gen Z?

People Skills:
The most important skill is effective communication as in the fashion industry it is key to be able to convey ideas, brand values etc. Using different channels of communication can attract consumers and especially nowadays Gen Z. The younger generation frequently value ethical behaviour and sustainability. Fashion industry professionals should be aware of environmental issues and be able to explain how their brand aligns with these ideals. It takes more than just selling clothes to appeal to Gen Z in the fashion industry; it also takes cultivating relationships, encouraging authenticity, and keeping up with the quickly evolving cultural and technology landscape. Those in the fashion industry with these talents are more likely to connect with Gen Z and thrive in this competitive market.

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Fashion and our Planet

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Will our love of fashion be at the expense of the planet’s future? Let’s examine how the fashion industry is developing towards sustainability and the circular economy, one of the four important pillars.

With its ever-changing trends and quick manufacturing cycles, the fashion industry has a substantial environmental impact. The fashion industry is a resource-intensive and frequently wasteful sector, from raw material extraction to production, distribution, and disposal. However, in recent years, there has been a growing trend towards sustainability in fashion, motivated by environmental and social concerns. The circular economy is a crucial pillar in this movement.

Pollution in the fashion business is well-known. While 85% of textiles fills landfills (21 billion tonnes per year), toxic dyes and chemicals used in textile production harm water sources. Synthetic fabric fibres shed tiny plastic particles into our oceans, which disturb ecosystems and get into our food chain. The fashion industry is a major contributor to world pollution, statistics say damages done by human activities need to cut down by 50% by 2030 in order to start seeing a change. You might be asking how when the industry is rising so quickly. You can make a change. Globally only 12% of textiles ends up being recycled. You can help by reducing the amount of clothes you own, reusing and recycling appropriately. 

The Circular Economy:

The circular economy is a concept that emphasised reducing waste and maximising the value of resources by keeping products, materials, and resources in use for as long as possible. In the context of fashion, the circular economy seeks to address the industry’s wasteful practices by promoting the reuse, recycling, and up-cycling of clothing and materials. It challenges the traditional linear model of “take, make, dispose” and replaces it with a more sustainable approach that priorities resource efficiency and minimises environmental impact. “Redesigning materials, systems, and products for circular use is a fundamental requirement of a circular economy, and therefore represents a giant opportunity for companies, even in product categories that are normally considered innovative” (Nguyen, Stuchtey & Zils 2014, 15). Creativity is needed within the Fashion industry, by exploring new ways to create clothing with minimal waste and environmental impact. 

Sustainability:

Sustainability and fashion are inextricably linked as the industry shift toward more environmentally and socially responsible practices. The use of sustainable materials, circular economy, principles, ethical labour practices, transparency, and consumer awareness of are all contributing to a more sustainable fashion future. This involves a relationship demonstrates the industries growing commitment to addressing a plan, its complex challenges while expressing creativity and style. On September 25, 2015, all 193 United Nations member states adopted the United Nations Sustainable Development Goals (SDGs). The sustainable development, goals, or a set of 17 global goals aimed at addressing various environmental, social and economic challenges in order to achieve a more sustainable an equitable world by 2030. One SDG that particularly stood out to me is number 12: Responsible Consumption and Production. This goal emphasises the importance of ensuring long-term consumption and production patterns. Sustainable fashion, promotes the use of environmentally friendly materials. Reduces waste and up-cycling and encourages responsible consumer behaviour such as clothing rental and secondhand shopping. Unfortunately not all brands adopt this SDG. H&M, Zara, and forever, 21 have been criticised for the vast fashion business models, which emphasise rapid production low prices and frequent collection turnover. These practices frequently contribute to textile and waste and over consumption.

However, some brands have made significant strides in integrating sustainable practices into their operations. An early adopter of sustainability include Patagonia, for decades, Patagonia has been a pioneer in sustainable fashion with a strong commitment to environmental and social responsibility to use recycled, materials provide repair services and give a portion of their profits to environmental organisations. 

Patagonia Sustainability ad:

As consumers become more conscious of their purchasing decisions, fashion brands are responding by implementing more sustainable practices. This transformation is more than a passing fad; it represents a fundamental shift and how we approach clothing and style, making thoughtful choices, valuing quality over quantity, and respecting the planet’s finite resources are all part of sustainable fashion. We have the power to accelerate this change by supporting brands that prioritise sustainability, demanding transparency and making thoughtful fashion purchases. It is also up to fashion brands and industry stakeholders to reshape how fashion is produced distributed and consumed. It’s a journey that has begun, and together, we have the power to make it a thriving reality, where fashion becomes a beacon of sustainability, creativity and empowerment.

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