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The purpose of a fashion brand is just as important as any other factor contributing to a prosperous business. It entails the brands mission and values that may appeal to the consumer. For example being a sustainable brand would appeal to Gen-Z due to their positive views on sustainability. The purpose also gives a company aims and a mission they are ultimately trying to reach. That being aims to make profit or to be carbon neutral and fair to their workers, can both be the purposes of a company. Having a purpose give a company the opportunity to gain more loyal customers, and attract more, for example Nikes slogan “just do it” and its inspirational promotional campaigns give an incentive for the customer to buy products as they feel to be part of something bigger.

A clear mission offers guidance for a company to make decisions and communicate. It gives a brand a strong and consistent brand identity that’s recognised by both employees and consumers. For example brand Rick Owens has a clear mission being “to stand at the forefront of the avant-garde through instantly recognisable silhouettes and a largely monochrome palette often painted with gothic overtones”, which is clearly seen through their consistently dark themed and coloured clothes. This has gained appeal from the gothic community, and been a staple in clothing for the new Opium aesthetic, an alternate gothic rap style influenced by the punk aesthetic. This therefore increased exposure to the brand in various demographics especially gen-z due to its wide appeal through music, pop culture and general fashion enjoyers, who can appreciate the brands design expertise and quality. This goes to show the importance of having a mission and how it can gain a following unlike any without any purpose.

Without a mission it is very difficult to prosper, especially in fashion where having personality in your brand is important to engage customers, due to the industry’s artistic side. However, considering the values of said company is important too. For example, although the immensely popular brand Balenciaga has a clear mission and design identity, its questionable and highly controversial recent past caused many to avoid the brand altogether. This was due to the disturbing campaign involving bondage and sexual items with children modelling in the same shoot. This made the public question their values and motive and steered many customers away. Connecting with the consumer with similar values is important to keep a loyal consumer base.

https://www.linkedin.com/pulse/importance-having-clear-brand-mission-hamidu-ansumana-

Profit in relation to the fashion industry is inevitably the main goal for a company. The values and methods they carry often are done simply to appease the market and increase sales. This is why its a crucial factor in building and maintaining a company. The pillar includes the sales of items, the net profit and the methods used to reach this destination.

The fashion industry is a major contributor to the global economy, one of the largest in the world. According to a 2022 report by Statista, the global fashion industry was valued at approximately $1.53 trillion dollars, however other sources from before the coronavirus state even higher, up to a staggering $2.5 trillion. This suggests that the Pandemic had an extremely detrimental affect on the industry, dropping over a Trillion dollars in value. However, during the pandemic people turned to online shopping rather than in store shopping which led to a surge in shopping on websites such as Ali express. This was considered a golden age in fast fashion, which was affordable and accessible to the general public. However currently, the fashion industry its returning its methods to how it was before coronavirus, employing over 300 million people worldwide, accounting for 7% of employment in some developing countries.

The entire industry has only recently got back on its feet from covid, and since the restrictions from the pandemic were lifted the industry has been faced with more new restrictions involving sustainability and awareness. This means that the sustainable sector of fashion had a boost and largely increased the size of its market as a response to activism and current values. However, surprisingly the luxury sector is predicted to grow by 5 to 10% in 2023 and the rest of the industry set to decrease by 2-3%. This has motivated brands to change their marketing methods for the coming year, as the fashion centre of the world is shifting, suggesting that the Middle East may be a new haven for growth in the industry.

Through implementing values and motive to the brand, a company may stay competitive by relating to the economic struggles at the time, for example relating to the consumers life in these circumstances. For example, as stated before, during the pandemic brands shifted to suit the internet focused market. This was evidently as a response to people being stuck indoors. This is called a silver lining strategy, that takes advantages of bright spots in a storm.

https://www.businessoffashion.com/reports/news-analysis/the-state-of-fashion-2023-industry-report-bof-mckinsey/?lid=127jc692ohmj&utm_source=braze_marketing&utm_medium=email&utm_campaign=Step%202%20-%20SoF&utm_content=RegEmail2

https://fashionunited.com/global-fashion-industry-statistics

https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion#

https://www.voguebusiness.com/consumers/fashion-and-finance-the-new-economic-realities-of-luxury-consumers-rakuten

The purpose is the fourth of four pillars. Brand purpose is a reason to exist beyond selling products and making a profit, it is more a reflection of the company’s responsibility to society and requires consideration of the brand’s social, environmental, ecological, and political position. Working with a purpose increases the strength of the business, makes the brand different from other competitors, and helps increase customer loyalty. Customers are not buying out of need， or just a product. Instead, they are buying something more than that: a brand, what the brand stands for, and a shared vision and values. In other words, they buy into the brand’s purpose(ReSet,2022).

Mission， Vision, and values are the three most important parts of branding as they guide all other decisions made by the brand going forward. The mission statement defines a brand purpose for Employees and Customers； the brand vision defines how the brand will evolve and how the brand will be perceived by customers in the future and the brand value demonstrates the uniqueness of the brand and its difference from other brands, and enhances the competitiveness of the brand in the market(Limelightmarketing,2020). The brand philosophy defines and integrates the brand values, uniqueness, desired positioning in the market, and brand voice(Molly McGill,2020)

Zara, which stands out among fast fashion brands, can serve as a good example. Zara’s Mission Statement is “Provide customers with what they want and deliver it to them faster than anyone else.”While Zara learns about its customers’ needs on social media, its offline shop employees also take notes on customer preferences. The brand can respond quickly to market demand, taking the shortest time from design to delivery to the shop(Edrawmind，2023). The Zara vision statement is “to contribute to the sustainable development of society and that of the environment with which we interact.” Zara offers a great contribution to sustainable fashion, this demonstrates the brand’s strong sense of social responsibility. The company has a long history of not using plastic as a raw material and not adding unnecessary labels to its clothes. The values of Zara are beauty， clarity， functionality, and sustainability. Zara has always been guided by its mission and brand vision, which is what makes it stand out from the competitive fast fashion brands.

Zara（2023）

As the newest generation of consumers, Generation Z has a great influence on the market, focusing more on the purpose of a brand than simply buying a product. According to Jordan Sim, to appeal to the Gen Z demographic, brands need to demonstrate values and purpose, while remaining consistent and personalized (Marketing Mag,2021). Generation Z is the first group born entirely in the digital age， one study suggests that 54 percent of Gen Z will be shopping exclusively online within the next decade. To better communicate with Gen Z, marketing strategy should always be adaptable, inclusive, and innovative. Using social media is a great way to communicate with Gen Z， social media such as Instagram and TikTok allow brands to communicate directly with consumers in a visual way.

At the same time, generation Z is drawn to brands that share the same values as they do(Sherwen,2023). Therefore, a brand, should directly and truthfully show brand value and social responsibility to this group of consumers, to gain recognition and increase the brand loyalty of Generation Z.

Reset(2022)Why purpose is the new ‘must have’ for luxury brands.Available at：https://thisisreset.com/why-purpose-is-the-new-must-have-for-luxury-brands/(Accessed: 25 October 2023).

Limelightmarketing(2020)Brand Strategy: Mission, Vision, Values & Brand Personality.Available at:https://limelightmarketing.com/blogs/brand-strategy-mission-vision-values-brand-personality/(Accessed: 25 October 2023).

Molly McGill(2023)Why are Mission and Vision Statements Important for my Brand?Available at:https://warpweftbranding.com/why-are-mission-and-vision-statements-important-for-my-brand/(Accessed: 26 October 2023).

Edrawmind（2023）Zara Mission and Vision Statement Analysis.Available at:https://www.edrawmind.com/article/zara-mission-and-vision-statement-analysis.html(Accessed: 26 October 2023).

Marketing Mag(2021)Calling Gen Z: how brands can engage with a purpose-driven generation.Available at:https://www.marketingmag.com.au/tech-data/calling-gen-z-how-brands-can-engage-with-a-purpose-driven-generation/(Accessed: 26 October 2023).

Sherwen(2023)Cause-related Marketing is the future of Gen-Z Engagement.Available at:https://www.sherwen.com/insights/cause-related-marketing-is-the-future-of-gen-z-engagement(Accessed: 26 October 2023).

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Nicola Zanetti(2022)Vision, Mission and values: how to define them and how to write them.Available at:https://b-plannow.com/en/vision-mission-and-company-values-what-they-are-and-how-to-define-them/

Zara(2023)Available at:https://www.zara.com/uk/en/join-life-projects-mkt5167.html?v1=1906265

Parallelinteractive(2021)How Gen Z uses social media platforms.Available at:https://www.parallelinteractive.com/generation-z-marketing-strategies/

Consumers value a brand’s purpose over its features, generating a strong emotional bond. According to exit poll data, 66% of respondents consider a company’s purpose in buying decisions, with 62% incorporating it into rapid transactions. When cost and quality are equal, 71% choose a corporation with a purpose. Furthermore, 78% are more likely to recall brands with strong missions. These data emphasize the importance of purpose in influencing consumer preferences, influencing choices, and creating long-term brand partnerships. (Novelli, 2021).

A well-crafted vision statement is required for a successful brand. While developing a brand takes time and effort, a mission statement is an absolute must. It acts as your brand’s guiding principle, embodying its values and direction. A mission statement serves as a constant reminder of your brand’s purpose and ethics in today’s complex business world, amidst the myriad of responsibilities and decisions. It aids in making decisions that are in line with your goal. In a world where even vision can be political, a strong mission statement establishes your brand’s moral compass. A concise mission statement is critical for creating your brand’s identity and success. A mission statement is something that any brand will require if it is to be successful. (Mannino, 2020).

Luxury brands are embracing co-branding trends, as evidenced by Gucci and Adidas partnerships, which create separate logos and designs for collaborative collections. Gucci and Balenciaga, Fendi and Versace, Tiffany and Supreme, and Supreme with Rimowa are among the other high-profile collaborations. These partnerships are aimed at Generation Z and millennials, who see luxury as a form of self-expression and frequently mix vintage and high-street clothes to create their own look. This group craves authenticity and expects firms to keep their promises about sustainability and corporate responsibility.

To appeal to this expanding consumer base, luxury brands are employing marketing activations reminiscent of streetwear brands, such as pop giveaways, and guerrilla marketing strategies. It is expected that 30% of luxury sales would take place online by 2025. Gucci, for example, is taking steps to improve their web presence and encourage direct purchase from their storefronts. Non-fungible tokens (NFTs), game collaborations, virtual influencers, and cryptocurrencies are among the new prospects introduced by the metaverse. With partnerships like Roblox and Givenchy, and virtual clothing items in games like Fortnite by Balenciaga, luxury brands are also pushing into the gaming business. (Mitterfellner, 2023).

Referencing:

Mannino, S. (2020). Council Post: Why Every Brand Needs A Mission Statement. [online] Forbes. Available at:https://www.forbes.com/sites/forbesbusinesscouncil/2020/08/26/why-every-brand-needs-a-mission-statement/?sh=4b6fabc21eb3 [Accessed 28 Oct. 2023.]

Mitterfellner, O. (2023). Luxury Fashion Brand Management and Sustainability. Mastering Fashion Management. Available at: https://libsearch.arts.ac.uk/cgi-bin/koha/opac-detail.pl?biblionumber=1546849&query_desc=kw%2Cwrdl%3A%20Mitterfellner [Accessed 28 Oct. 2023.]

Novelli, P. (2021). PURPOSE PERCEPTION IMPLICIT ASSOCIATION STUDY. [online] Available at: https://www.porternovelli.com/wp-content/uploads/2021/02/Porter-Novelli-Purpose-Perception-Implicit-Association-Study.pdf. [Accessed 28 Oct. 2023.]

In the complex world of the fashion industry, Purpose stands as the ultimate guiding force. Purpose weaves its way through every aspect of this ever-evolving realm, touching on brand identity, responsibility, ethics, psychology, and philosophy. Brand identity is more than a mere logo; it serves as a mirror of a brand’s purpose, encapsulating its fundamental principles and vision. Fashion brands bear a significant responsibility, not just for their financial success but for the well-being of the planet and society as a whole. Purpose delves even deeper, reaching into the consumers perception of a company (McKinsey & Company, 2020). It’s a connection that goes beyond mere aesthetics, delving into the very core of why we choose the clothing we do. 

A brand’s philosophy serves as the guiding compass that shapes its identity and resonates with consumers. It comprises the mission, vision, and value proposition, all of which are pivotal in conveying what a brand represents. The mission statement serves as a brief summary of what the brand aims to achieve right now, grounding it in the present moment. On the other hand, the vision statement paints a picture of the brand’s ambitious dreams and goals for the future (brain & Company). Furthermore, a company’s principles can be expressed via their engagement in Corporate Social Responsibility (CSR), a concept encompassing the notion of organizations acknowledging and addressing their influence on the broader society (Londrigan, 2018). SKIM’S mission statement undermines a way “to consistently innovate on the past and advance our industry for the future” (Skims, 2023), through showcasing their ethos. A brand philosophy is very important as it can define its unique identity and helps to differentiate it from other competitors. This can help drive profit for the brand as consumers can resonate with a brands values and beliefs. This is proven with Skims as Kim Kardashian puts and emphasis on diversity and inclusion, allowing the consumer to relate more to the products being sold. 

In the fashion industry, connecting with Gen Z consumers hinges on purpose, emphasizing authenticity, values, and ethics in their retail choices. Brands aligning with social and environmental causes and embracing social responsibility resonate with Gen Z (Mkinsey&Company,2020). Moreover, social media’s power is vital for engaging this digitally-savvy generation, collaborating with influencers who authentically convey the brand’s philosophy. Influencers are used  as brand ambassadors, sharing the brand’s story and values that resonate with Gen Z. Bringing people with similar interests together helps them feel like they truly belong, encouraging them to share their thoughts and experiences. This, in turn, can attract a broader audience of potential customers. 

Bibliography:

Bain & Company (2023). Purpose, Mission, and Vision Statements. [online] Bain. Available at: https://www.bain.com/insights/management-tools-mission-and-vision-statements/#:~:text=A%20Mission%20Statement%20is%20a.

 Finneman, B., Spagnuolo, E. and Rahilly, L. (2020). Meet Generation Z: Shaping the Future of Shopping | McKinsey. [online] McKinsey. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping. (Accessed: 3 November, 2023)   

Londrigan, M.P. and Jenkins, J.M. (2018) Fashion Supply Chain Management, Bloomsbury Fashion Central. New York: Fairchild Books. 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: 1 October 2023).

skims.com. (n.d.). SKIMS. [online] Available at: https://skims.com/pages/about#. ((Accessed: 3 November, 2023)

THE FASHION PSYCHOLOGY. (n.d.). THE FASHION PSYCHOLOGY. [online] Available at: https://www.thefashionpsychology.com/blog/influencers-fashion-week-2020-psychology.

As consumers of the modern day fashion industry, more specifically Gen Z, search for meaning and shared values in brands they choose to invest in, business are being pushed more than ever to provide a clear and honest sense of purpose. As questioned by Dr Nina Van Volkinburg in her lecture on fashions purpose, ‘what would the world lose if your organisation disappeared?’; suggesting that modern day fashion brands must provide some sort of action for positive social change, and initiatives that benefit both the consumer personally, and our community generally: purpose. 

She suggested that there are four key characteristics of successful brand purpose: portfolio strategic and products, people and culture, processes and systems, positions and communications. By aligning with this framework, Volkinburg suggests brands should question why they’re operating the way they are, and subsequently create mission statements that help provide meaning. With this comes clarity over the exact purpose of the brand and company; not only does this unite employees in working towards specific collective goals, but it also creates a feeling of commitment from gen z consumers, who demand purpose and accountability from the brands they wish to invest in. (McKinsey 2023) 

Brands are seemingly becoming more aware of how to communicate with gen Z audiences, with the most popular being celebrity endorsements and influencer collaborations; by selecting public figures with a strong sense of personal identity, as well as a commitment to having a positive impact on society, brands are suggesting to their audiences that they are both aware of the fast paced nature of pop culture, and abreast of current social issues; they are carefully selecting a figure to help enforce the brands purpose and strengthen their commitment to addressing social issues. For example, Nike collaborated with pop star and climate activist Billie Eilish, creating a limited edition AF1 Low sneaker, that not only was completely accurate to the trend demands at the time of the shoes release, but also pieced with leftover material waste from the prior AF1 High, essentially ‘bring[ing] aesthetic and narrative together’ (Nike 2022). Furthermore, by adopting and mirroring the values of gen z, such as their urgency in taking climate action to save the planet, brands are able to connect with their audience, and make them feel part of a community for change; when they buy a garment consumers want to say more than simply ‘this is a t-shirt’, they want to say ‘this is an ethically sourced garment, purchased from a B corporation that not only aligns with my personal values, but makes me feel part of a larger, more important movement in our modern fashion landscape’. 

As suggested by Aaker, who developed the brand personality framework, there are five key characteristics that contribute to the success of a brand: sincerity, excitement, competence, sophistication and ruggedness, and he claims that these can be used to gauge if a consumer and brand are well aligned in terms of values, and to gain insight into the consequences of a brands personality (Mitterfellner, 2023) Essentially, these can be used as measures to help us understand how accurately a brand is understanding their customer, and if their purpose is honest enough to truly have impact on their audience. 

McKinsey & Co, 2023, Meet Generation Z: shaping the future of shopping, available at https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping – date accessed 25/10/23

Nike, 2022, Nike X Billie Eilish AF1 Low 2, available at https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low – date accessed 25/10/23

Mitterfellner, O, 2023, Luxury Fashion Brand Management: unifying with sustainability, available at  https://ebookcentral.proquest.com/lib/ual/reader.action?docID=7260416 – date accessed 25/10/23

purpose

A brands purpose is a brands ‘why’, it’s  reason for being and the ethos of the brand making up the final of the four pillars of the fashion industry. The purpose of a brand is essential as consumers expect the brands they love to stand for something important (Fromm, 2019). It has been found that 64% of global consumers  find brands that actively communicate they’re purpose more appealing highlighting if a brand has a clear purpose it markets itself. In addition, brands with purpose out preform the stock market by 120% highlighting  the modern consumer most likely millennials and Gen Z want to purchase from brands who’s ethos is inline with theirs personally.

Brand philosophy is the ethos of a brand and ultimately is essential to a brands success as Gen Z consumers want more than just a product but instead want to know what the brand stands for and a brands ‘why?’. In addition, brand philosophy consists of mission , vision and value.  A Brands mission is what a brand wants to achieve whilst a brands vision refers to the trajectory  of a brand and what it hopes to achieve in the future ( service brand global ,2021). A Brand having an individual philosophy guides every other decision a brand will make in the future. Gen Z consumers want brands who align with their own ethical therefore brand purpose is more important than ever before in order for a brand to stand out.

‘Gen Z are demanding and reclaiming back the value of ‘why’ Gen Z  are at the forefront of transforming the narrative on existence back to the ‘good. ‘( Kehinde , n.d.).

Stella McCartney is renowned for it’s purpose with three key concepts at the core of the brand these are; being responsible, being honest and making decisions and practising with an eye towards the future( Londrigan,2018) . This allows consumers to relate to the brand with having similar intentions for the future  and creates a relationship and subsequently brand loyalty, allowing customers to purchase and have a  positive effect on the world. On Stella McCartneys website they have a section titled stella’s world in which is a ‘living celebration of the brand and its heritage’ and therefore creates transparency within the brand’( McCartney , 2023)  In Stella’s world Stella McCartneys purpose of perusing sustainability in their clothing lines is highlighted as well as the idea of purchasing less often but items with lasting value. As a Brand, their purpose is to lessen their negative affect on our planet and therefore have knitwear collections made of recycled cashmere and source their viscose in a way that helps to protect ancient forests. As well as Stella McCartney communicating their purpose to Gen Z consumers by its purpose being prominent on its website and social media they have also created  the ‘shared’ collection which is a specific collection aimed for a younger audience in order to enable them to share their purpose to a larger audience and therefore increase consumer base.  This is one way a brand has communicated they’re purpose to Gen Z by making their purpose obvious on social media and on their website whilst also creating collections targeted at Gen Z consumers in specific.

Bibliography 

Fromm, J ( 2019)  Purpose Series: A Purpose-Driven Brand Is A Successful Brand. [online] Forbes. Available at: https://www.forbes.com/sites/jefffromm/2019/01/16/purpose-series-a-purpose-driven-brand-is-a-successful-brand [Accessed 30 Oct. 2023].

Inspiring Service – Servicebrand Global | Inspiring Service. (2021). What Is Brand Vision? [online] Available at: http://www.servicebrandglobal.com/what-is-brand-vision/.

[Accessed 30 Oct.2023]

McKinsey & Company (2023). What Is Gen Z? [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z.

[Accessed 25^th Oct.2023]

Longdrigan,p & Jenkins ,J . (2018) University of the Arts London WebLogin. [online] Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia?docid=b-9781501303883

 [Accessed 27 Oct. 2023].

Stella McCartney (2022). Stella McCartney GB | Designer RTW, Bags & accessories, Lingerie, Adidas by Stella McCartney, Fragrances, Kids. [online] www.stellamccartney.com. Available at: https://www.stellamccartney.com/gb/en/.

[Accessed 29 Oct.2023]

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The purpose behind a brand is completely subjective, and varies from brand to brand, however, in the modern day, sustainability amongst younger consumers, Gen Z, has become an important issue that brand’s today have communicated in order to be successful. 

Nike is a brand in today’s market that executes this well. Their aims and ideas have been known to evolve with the times, with their support in social justice with the Colin Kaeparnick advertisement (Nike, 2018). Celebrity endorsement is not a new phenomenon to Nike as they continue to use their platform and collaborations to communicate their fight for sustainability to their consumers; take their collaboration with Billie Eilish on their Nike x Billie Eilish AF1 Low which used leftover material waste from the artist’s prior collaborative AF1 High to create a new aesthetic for an iconic silhouette (Nike, 2022). Nike’s ability to use relevant celebrity collaborations to support their new aims to improve sustainability across production. 

“We are committed to being an ethical, modern and honest company without compromising on luxury or quality” (Stella McCartney, 2021) That is the mission statement of Stella McCartney, a brand that communicates extremely well with Gen Z as well as embodying the importance of a brand philosophy. McCartney is known for never using leather, fur or exotic skins in her collections. She uses organic cottons, low-impact dyes, and embraces new techniques and materials as they emerge. The company has also partnered with Natural Resource Defense Council in its ‘Clean by Design’ initiative which aims to reduce waste and emissions from production and manufacturing practices (Gwilt, 2014). The authenticity in McCartney’s actions with her brand translates to the brand’s consumers and is the reason why they are so successful. 

To conclude, purpose is the base behind a brand, and can be what separates a brand that sells products and a brand that sells an image. The future generation, Gen Z, are more gravitated towards authenticity, meaning brands today will have to continue to be open with their consumers in order to remain relevant and build on their success. 

Reference List:

• Nike (2018) Dream Crazy 

• Nike (2022) Nike x Billie Eilish AF1 Low

• Stella McCartney (2021) IMPACT REPORT 

• Gwilt, A. (2014) Chapter 2 – The life cycle of a garment.

purpose is a huge role within the fashion industry. How do brands thrive without purpose? Purpose should be the core of a brand/business. Having a clear purpose allows brands to connect with their consumers, by showing their vision, their reasoning and their mission. For example, ASOS – like many others – have a page dedicated to their brands purpose: ‘Focused on four key goals – Be Net Zero, Be More Circular, Be Transparent and Be Diverse – it reflects our commitment to doing business responsibly, delivering benefits for people and reducing our impact on the planet, building on the decade of progress since we first launched Fashion with Integrity in 2010.’ (Matt Dunn, ASOS). This allows ASOS to communicate their brands purpose to consumers and allows them to share their business goals.
WHY BRAND PHILOSOPHY (MISSION, VISION, VALUE, PROPOSITION) IMPORTANT?
‘As a brand, your philosophy stems from how your business defines itself. This existence determines how your identity is developed and eventually presented to the masses.’ (Pia Silva, Forbes). Philosophy is at the core of a brand, it defines why their business runs, what their goals are and what they want to focus on. Philosophy gives a brand a purpose, this is why it is so important. A businesses philosophy allows consumers to understand their mission, vision, value and proposition – ultimately allowing consumers to connect themselves with the brand, making the consumer brand relationship more meaningful.
WHY PURPOSE IS IMPORTANT TO GEN Z:
Gen Z consumers are a new wave of climate conscious consumers, who care about the planet and shop more ethically than past generations, therefor having a purpose linked to the environment connects with Gen Z and ultimately makes the brand more popular. Gen Z care about where they buy their clothes, more than other consumers. Gen Z look beyond the physical profit and want to understand more about the brand: ‘What’s its mission? What’s its purpose? And what is it actually trying to build for us as a society? ‘ (Bo Finneman, Mckinsey) Having a strong brand purpose allows Gen Z to align their shopping ethics with the brand. For example, ASOS having the goal to have net zero carbon emissions by 2030, allows Gen Z to remain ethically conscious while shopping with them, therefor benefiting the brand economically and further crediting it’s brand image.
Bibliography
MATT DUNN. (APRIL 2022). Fashion with Integrity Progress Update. [Online]. ASOS. Last Updated: APRIL 2022. Available at: https://asos-12954-s3.s3.eu-west-2.amazonaws.com/files/9316/4974/2308/Fashion_With_Integrity_-_Progr [Accessed 28 October 2023].

Lucia Rahilly. (4th august 2022). “Meet Generation Z: Shaping the future of shopping”. Meet Generation Z: Shaping the future of shopping. 2022. [Podcast]. Available at https://op. [Accessed 26th October]

Pia Silva. (2020). Why Philosophy Has Much To Do With Brand-Building (And What That Looks Like). [Online]. Forbes. Last Updated: Nov 19, 2020. Available at: https://www.forbes.com/sites/piasilva/2020/11/19/why-philosophy-has-much-to-do-with-brand-building-a [Accessed 30 October 2023].

The final pillar, purpose, responds to the question ‘Why?’ a brand was started and why it exists. The purpose framework consists of 5Ps namely, portfolio strategy and product, people and culture, processes and systems, performance metric, and lastly, positions and engagement (Leape et al, 2020) (Fig. 1.). “The European Commission (2017) defined corporate social responsibility (CSR) in the following way: “Corporate social responsibility (CSR) refers to companies taking responsibility for their impact on society. (Londrigan and Jenkins, 2018, pp 41).” Having a purpose and a good CSR helps a brand build successful relationships with its customers, a strong mission and vision statement, and a booming business. 

“A 2018 survey from DoSomething found that 76% of respondents said they have purchased or would consider purchasing, from a company to show support for the issues the company supports, and 67% had stopped purchasing or would consider doing so if a company stood for something that didn’t align with their values (Curry, 2020).” This shows how important a brand’s mission, vision, and values align with its customers.Mission paves the way for a brand, it defines the immediate goals and objectives of the business. Vision is a brand’s future, what it perceives to achieve; it depends on the brand’s identity, market stance, and branding. Value proposition refers to the brand’s values and behaviours which would further resonate with its target market. For example, when Balenciaga released the campaign photos of children holding a handbag that looked like teddy bears in bondage and another campaign had pictures that included paperwork about child pornography laws (Paton et al, 2022) it took the internet on fuel, the brand was the talk of the town and was cancelled (Fig. 2.). This shows how important a brand’s value, and its marketing is. 

 “Chanel’s highly limited digital retail footprint excludes it from The Lyst Index, but with The Met Gala honouring the late Karl Lagerfeld, an extravagant Cruise show in Los Angeles, and a viral $4,500 embroidered F1 t-shirt, this was a powerful quarter for the brand (Lyst Index, 2023).” To effectively communicate with Gen Z, brands need to be transparent about their values and open and take accountability for their actions, collaborate with influencers, and celebrity endorsements, and have strong digital marketing communication platforms like Instagram and TikTok. For example, Billie Eilish was the perfect celebrity to collab with Nike for the “Nike x Billie Eilish AF1 Low uses leftover material waste from the artist’s prior collaborative AF1 High to create a new aesthetic for an iconic silhouette (Nike, 2022)” as Eilish promotes sustainability and environmentalism which creates a sense of authenticity which further advertises the product to the customer base and increases sales (Fig. 3.). 

Reference List:

Curry, L. (2020). How brands can follow through on the values they’re selling. Available at: https://hbr.org/2020/08/how-brands-can-follow-through-on-the-values-theyre-selling (Accessed: 28 October 2023). 

Leape, S. Zou, J. Loadwick, O. Nuttal, R. Stone, M. Simpson, B. (2020). More than the mission statement: How the 5Ps embed purpose to deliver value. Available at: https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/more-than-a-mission-statement-how-the-5ps-embed-purpose-to-deliver-value#/ (Accessed: 28 October 2023).

Londrigan, M.P. Jenkins, J.M. (2018). Fashion Supply Chain Management. 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: 28 October 2023). 

Lyst Index. (2023). Fashion’s Hottest Brands and Products Q2 2023. Available at: https://www.lyst.com/data/the-lyst-index/q223/ (Accessed: 29 October 2023).

Nike. (2022). Nike x Billie Eilish AF1 Low. Available at: https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low (Accessed: 29 October 2023). 

Paton, E. Friedman, V. Testa, J. (2022). When High Fashion and QAnon Collide. Available at: https://www.nytimes.com/2022/11/28/style/balenciaga-campaign-controversy.html (Accessed: 28 October 2023).  

Reference for Figures:

Leape, S. Zou, J. Loadwick, O. Nuttal, R. Stone, M. Simpson, B. (2020). More than the mission statement: How the 5Ps embed purpose to deliver value. Available at: https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/more-than-a-mission-statement-how-the-5ps-embed-purpose-to-deliver-value#/ (Accessed: 28 October 2023).

Moribund, D. (2022). Fashion label Balenciaga pulls ads featuring children with bondage teddy. Available at: https://www.euronews.com/culture/2022/11/23/fashion-label-balenciaga-pulls-ads-featuring-children-with-bondage-teddy (Accessed: 29 October 2023).

Nike. (2022). Nike x Billie Eilish AF1 Low. Available at: https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low (Accessed: 29 October 2023).