The last pillar, purpose, is the base of businesses activities as it will lead the strategy businesses use to achieve their goals. Fashion businesses need to produce sustainably to have positive impact on the society without compromising the future (Londrigan and Jenkins, 2018), and this links to corporate social responsibility (CSR). According to the European Commission (2011), CSR refers to the responsibility of enterprises for their impact on society. To achieve CSR objectives, sustainability needs to be integrated at the corporate level and businesses need to set valid brand philosophy.

Brand philosophy refers to the way a brand doing things to exist and the belief of that method to build stronger connection with the customers (Forbes, 2020). Businesses need to have mission and vision statement to represent a clear brand philosophy, which is to know their achievement so far and future envisagement. Gen Z customers care about businesses’ values, they want to understand the purpose of businesses and if they have positive contribution to the society (McKinsey, 2020). ASOS launched their new ‘Fashion with Integrity’ program in 2021, the program focuses on two pillars, planet and people. Their goals by 2030 are, first, to achieve net zero carbon emissions, second, implement circular system better to extend the life cycle of garments, and third, be transparent and diverse (ASOS, 2022). By setting goals, ASOS conduct detailed strategies to help achieve the goals such as launching their first circular design collection in 2020 and becoming the first brand to include external commentary within the Modern Slavery Statement. ASOS’s CSR approach shows their concern to the environment and stakeholders which emphasis their values of being sustainable. Therefore, brand philosophy is important for businesses as it will lead the future direction to make businesses think about what can be improved by using certain strategy. Having a strong value that shows empathy to the world also helps attract potential customers, especially Gen Z.

The ways of marketing have changed with the emerging of technology, Gen Z is mostly affected as they grow up with the internet and see it as part of their life. Digital campfires heavily connect with Gen Z audiences and bring them different cultural experiences; therefore, marketers have to pay attention to them (Wilson, 2021). One way for brands to communicate with Gen Z customers is to bond emotional connection with them (McKinsey,2020). In July 2023, Nike collaborate with street brand Ambush to have a new collection. The shooting style was succubus chic which Gabbriette Bechtel, the icon of succubus chic was chosen to be the model for this collection (Nike, 2023). By collaborating with young street brand and inviting iconic influencer for shooting, Gen Z customers will be attracted which helps the brand to promote its brand philosophy.

ASOS (2022) Fashion with Interiority: Progress Update, ASOS. Available at: https://asos-12954-s3.s3.eu-west-2.amazonaws.com/files/9316/4974/2308/Fashion_With_Integrity_-_Progress_Update_-_120422.pdf (Accessed: 27 October 2023). 

European Commission (2011) Communication from the Commission to the European … – european parliament. Available at: https://www.europarl.europa.eu/meetdocs/2009_2014/documents/com/com_com(2011)0681_/com_com(2011)0681_en.pdf (Accessed: 25 October 2023). 

Londrigan, M. and Jenkins, J.M. (2018) ‘3 Corporate Social Responsibility and Sustainability’, in Fashion Supply Chain Management. New York, New York: Bloomsbury Academic & Professional, pp. 41–43. 

Nike (2023) The Nike x AMBUSH Collection Amplifies Sport, Style, Self-Expression, About.nike.com. Available at: https://about.nike.com/en/newsroom/releases/the-nike-x-ambush-collection-amplifies-sport-style-self-expression (Accessed: 29 October 2023). 

Silva, P. (2020) Why philosophy has much to do with brand-building (and what that looks like), Forbes. Available at: https://www.forbes.com/sites/piasilva/2020/11/19/why-philosophy-has-much-to-do-with-brand-building-and-what-that-looks-like/?sh=c997cb71f928 (Accessed: 25 October 2023). 

Wilson, S. (2021) Where brands are reaching gen Z, Harvard Business Review. Available at: https://hbr.org/2021/03/where-brands-are-reaching-gen-z (Accessed: 27 October 2023). 

The final pillar to be explored is ‘purpose’, answering the question, ‘what would the world lose if your organisation disappeared?’. This is the question that brands must ask themselves to remain relevant in such a dynamic market.

Brand philosophy is hugely important, enabling a brand to have a USP relative to other brands, used as an incredibly strong branding tool. Therefore, brands begin to see loyal customers who are willing to repeat purchase and see value within a brand whose beliefs align with theirs. Recently, there has been an increase in the number of shoppers engaging in resale and purchasing second-hand clothing on sites such as Vinted. Vinted state on their website, ‘Vinted promotes reuse by helping you keep fashion and other items in circulation for longer, which is a key way to reduce the emissions produced by the fashion industry’ (Vinted, 2023). From this, we can gather that consumers are becoming increasingly politically and socially aware of the impacts of fast fashion. Therefore, to make progressive change, brands must place importance on their purpose whilst deeply understanding their consumer. 

Gen Z are commonly referred to as digital natives, explaining why most brands communicate their purpose digitally (McKinsey & Company, 2023). This may be through a page on their website clearly stating their mission, a sustainability report or through collaborations such as Nike x Billie Eilish AF1 Low, where leftover material from the artist’s previous collaboration with the brand was used (Nike, 2022). Nike have used star appeal but also stood by their claims on the ‘Impact’ page of the Nike website, clearly stating their commitments surrounding topics like diversity and responsible sourcing, ensuring their product portfolio aligns with brand values (McKinsey & Company, 2020) (Nike, 2023).

Influencer marketing is becoming an increasingly popular choice for brands wanting to attract Gen Z consumers since social media has become an integral part of Gen Z’s everyday lives, knowing that as of June 2023 in the UK, 94% of Gen Z were using social media (Statista, 2023). Gen Z favour relatability, explaining why Gen Z may be more inclined to engage in user- generated content, as well as the idea that they want to ‘breathe new life into what corporate responsibility looks like’ (McKinsey & Company, 2020) (Salukov, 2023). Gen Z are not hesitant to expose brands who are not acting according to their mission either. Therefore, brands should aim to be as authentic as possible when communicating with Gen Z, attempting to attract them as a customer through content fit for mobile consumption (Balis, 2023).

Bibliography

Balis, J., 2023. How the Best Brand- Influencer Partnerships Reach 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%2FHo
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McKinsey & Company, 2020. Meet Generation Z: Shaping the future of shopping. [Online] 
Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping
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McKinsey & Company, 2020. More than a mission statement: How the 5Ps embed purpose to deliver value. [Online] 
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
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McKinsey & Company, 2023. What is Gen Z?. [Online] 
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Nike, 2022. Nike x Billie Eilish AF1 Low. [Online] 
Available at: https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low
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Nike, 2023. Impact: Moving Forward. [Online] 
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Salukov, D., 2023. Gen Z Influencer Marketing: What Marketers Should Know (2023). [Online] 
Available at: https://insense.pro/blog/gen-z-influencer-marketing#:~:text=Influencer%20marketing%20is%20a%20great,relationships%20and%20drive%20brand%20awareness.
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Statista, 2023. UK: social media users 2023, by generation. [Online] 
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Vinted, 2023. Sustainability: Second-hand: better for you and the climate. [Online] 
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As part of the fourth pillar, the brand’s purpose will be discussed. A brand purpose is a company’s “why” – its reason for being and the things it stands for (Qualtrics, 2023). Therefore,  it’s really important that a brand should have a clear and appealing brand purpose in order to tell consumers why this brand exists and find their perfect target customers to make profit. 

A brand philosophy which includes the brand’s vision, mission and value proposition are key elements that help to state and prove a brand’s purpose. If a brand has a perfect brand philosophy, this can clearly define the brand’s identity, telling the audience what they stand for and letting consumers understand their unique selling point which helps to separate themselves from their competitors (Burrleese, 2023). When people hear “Just Do It” their first reaction will always be the slogan of the brand Nike, proving how successful Nike has shown their brand purpose to the audience . This helps to push individuals to pursue their aspirations and goals, regardless of any impediments they face and let customers have a clear mind set that what products and services they can get from Nike, result in having a good customer interaction, corporate social responsibility and brand identity (Harvestr, 2023). Moreover, brands with a well-defined philosophy will have a more stable and long-term sustainability. A satisfied brand philosophy can not only attract consumers to purchase with the brand. On the other hand, employees working for the brand will also be motivated, as they know the brand has a professional roadmap that can lead them to the right path and stay nearer to the target goal of the company (Marketing91, 2023). 

GenZ as the largest generation on Earth, their opinion is always important and can give different brands a good reference value. Therefore, brands nowadays are working hard on how to catch attention from GenZ and purchase their products. How did they communicate their purpose to the GenZ ? First of all, the use of social media, GenZ is very active on social media sites like Twitter, Instagram, TikTok, Snapchat, and Facebook etc. These platforms should be used by brands to communicate their brand mission and vision through interesting and eye-catching content, for example,posts, videos, and tales that demonstrate the brand’s commitment to its goal (McKinsey Company, 2023). Nevertheless, collaborations with influencers, celebrities and artists can also increase the probability of their brand being shown by the GenZ. For example, the collaboration of Nike with famous singer Billie Eilish, Billie Elilish as one of the biggest artists among GenZ has 25 million social media followers. This can help Nike to increase their brand uniqueness awareness and exposure, GenZ will be more willing to pay attention or buy Nike because of Billie Eilish. All of this result can be evidence that Bike has done a successful communication to present their brand purpose to GenZ and satisfied more GenZ consumers. 

Reference

Bhasin, H. (2019). What is Brand Philosophy? What is the Importance of Brand Philosophy? [online] Marketing91. Available at: https://www.marketing91.com/brand-philosophy/. 

Huang, V. (2023). Craft Your Unique Selling Proposition (USP). [online] blog.harvestr.io. Available at: https://blog.harvestr.io/usp. 

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

musicalyst.com. (n.d.). Gen Z Singer-songwriter artists and listeners — Musicalyst. [online] Available at: https://musicalyst.com/genre/gen-z-singer-songwriter  [Accessed 29 Oct. 2023].

Nolden, C. (2022). Why Brand Purpose is More Important Than Ever! | Burrelles. [online] Burrelles. Available at: https://burrelles.com/why-brand-purpose-is-more-important-than-ever/. Qualtrics. (2023). What is Brand Purpose? The Complete Guide. [online] Available at: https://www.qualtrics.com/uk/experience-management/brand/brand-purpose/.

Purpose allows a brand to see where they currently are and evaluate where they want to be in the future. Corporate Social Responsibility describes the responsibility businesses hold in improving the quality of life of all their stakeholders. From their employees to the local community in which they reside, business play a role in creating positive change. Environmental sustainability is also a critical component of CSR which involves using resources to benefit the current generation without compromising the needs of future generations.Possessing a strong sense of CSR creates a sense of trust between the business and their consumer, as many ethically minded consumers value when brands are transparent and honest about their production process. The consumers also gain a feeling of goodwill knowing they are purchasing products from a philanthropic brand who invests significantly into charity (Londrigan and Jenkins, 2018). In addition to attracting a certain consumer base, brand philosophy also provides the business with a strong sense of purpose and direction answering questions such as: Why does the brand exist? What are the future ambitions of the brand? What is important to the brand? Answering these questions allows a brand to build a unique identity and strong aims and objectives, aiding the business to maintain a trajectory for success by informing important business decisions. 

However, brand philosophy is only beneficial if it is authentically believed and not just performative. Increasingly, brands are expected to take a stance on social and political issues as Gen Z, being a more ideological and politically aware generation, do not hesitate to boycott brands which do not align with their personal beliefs. Therefore, it is vital that businesses follow through with every pledge and claim they make (Curry, 2020). Gen Z seek to breath a new life into the traditional approach to CSR, so when brands communicate their purpose to the generation, they must place emphasis on their values, as this is what Gen Z prioritise when making purchasing decisions (Rahilly, Finneman and Spagnuolo, 2020).

Nike have identified individuality as one of Gen Z’s key values. The Nike x AMBUSH Collab (Nike 2023) understands and accepts the fluidity of gender identity and conveys its support to the LGBTQ+ community through creating a line of unisex clothing. By injecting a femme energy into the clothing, it also opens up the sporting space to people who once felt rejected by the industry for not fitting to the traditional conforms of a sportsperson.

Overall, purpose is essential when creating a vision for the brand. It associates a positive image to the brand which attracts consumers whilst also informing key business decisions.

BIBLIOGRAPHY
Curry, L. (2020) Corporate Social Responsibility: How Brands Can Follow Through on the Values They’re Selling. Harvard Business Review. Harvard Business Publishing. (Online) Available at: https://hbr.org/2020/08/how-brands-can-follow-through-on-the-values-theyre-selling#Accessed on: 26/10/23

Londrigan, M., and Jenkins, J. (2018). Fashion Supply Chain Management. New York: Fairchild (online) 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 on: 26/10/23

Nike (2023). The Nike x AMBUSH Collection Amplifies Sport, Style, Self-Expression. NIKE, Inc. (Online) Available at: https://about.nike.com/en/newsroom/releases/the-nike-x-ambush-collection-amplifies-sport-style-self-expression Accessed on: 26/10/23

Rahilly, L., Finneman, B., and Spagnuolo, E., (2020) Meet Generation Z: Shaping the future of Shopping. McKinsey & Company. (Online). Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping#/ Accessed on: 26/10/23.

In order for a fashion brand to be successful, their purpose within the market and the wider society must be established. This can be achieved through strategy, which is a ‘journey with a vision’ according to Liz Gee (2023). It can also be the trajectory of the organisation’s achievements through its effective use of resources. This would greatly apply to a brand with a clear understanding of mission, vision and values.

Mission refers to where the brand is currently within different metrics of success, as well as the reason for its creation and perhaps the gap in the market it intends to fill. A vision is a more futuristic prediction of what goals the company hopes to achieve to maintain their success. These can be measured on a variety of time scales, with the most common being annually. A business can assess their yearly performance in relation to changing social, economic and environmental factors and update their practices where necessary. For example, the current environmental situation has resulted in a heightened focus on sustainability and the impact the current scale of production has on the environment. Therefore, a future ambition of the brand could be to increase the use of recycled materials in the context of a circular business model, which would be possible solutions within the overarching planet pillar. An exemplification of this would be Nike’s collaboration with Billie Eilish, where material waste from her prior collection was used to create a new aesthetic (Nike, 2022). Another category in a brand’s vision could be its goals towards inclusivity and diversity, as failure to do so may result in boycott of the business, particularly with a Gen Z audience. The final aspect of business purpose is values. This is what is important to the brand and how they intend to operate. There is an increasing desire for brand advocacy, as 76% of consumers would hope a brand not only supplies a product but advocates (Curry, 2020) for a socio-political cause. This can be measured by the brand advocacy map (Figure 1).

With Gen Z becoming a greater influence of purchasing power, within their own age groups through social media channels as well as their recommendations to older family members (McKinsey&Company, 2020) it is paramount for a brand to communicate their purpose. The creation of brand stories is important such as Ralph Lauren’s understanding that to create a look of history and heritage communicates a feeling of trust and timelessness and this longevity in translated into the brand (Mitterfellner, 2023).

Conclusively, purpose is a necessary component of a brand to portray concepts and attract customers. 

Curry, L. (2020). How Brands Can Follow Through on the Values They’re Selling. [online] Harvard Business Review. Available at: https://hbr.org/2020/08/how-brands-can-follow-through-on-the-values-theyre-selling [Accessed 24 Oct. 2023].

Gee,L. (2023) ‘Welcome to Fashion Business School’ [Lecture]. FU010030: Introduction to Fashion Marketing. London College of Fashion. 26th September.

Spagnuolo, E. (2020) Meet Generation Z: Shaping the Future of Shopping McKinsey&Company[Podcast]. 4th August. Available at: https://open.spotify.com/episode/61BlUYGg67ZXfMjy6NrQHd?si=y2GVPiqNQZ6BmhDXaeCpZQ (Accessed: 24th October 2023).

Mitterfelner, O. (2023). Luxury Fashion Brand Management : Unifying Fashion with Sustainability. 1st ed. [online] London: Taylor & Francis Group. Pages 66-68. Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=7260416 [Accessed 14 Oct. 2023].

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

Understanding the aim of a fashion brand is important for various reasons. One of which is brand identity. Understanding the purpose assists in defining the brand’s identity and distinguishing it from competitors. It defines the brand’s core principles and the distinct benefits it provides to customers. As a result, it is critical for developing a strong brand identity and serves as the basis upon which the brand’s success and reputation are established.

For fashion brands, brand philosophy, which encompasses goal, vision, and value proposition, plays an important role since it serves as a guide. It outlines the essential purpose and rationale for the brand’s existence, offering a clear sense of direction and assisting in the alignment of all elements of the business, from product creation to marketing strategies. Stella McCartney’s brand philosophy is “We strive to create the most beautiful and desirable products with the least impact on our planet” (McCartney, 2023). This means engaging in practices that will sustain not only the business but also the environment and the people residing in that environment (Londrigan & Jenkins, 2018). Sustainable fashion is becoming something consumers are expecting from brands. As consumer awareness of environmental issues such as climate change and pollution grow, they are looking for ways to reduce their own environmental impact. Therefore, sustainable fashion allows them to make more environmentally responsible choices. As a result, brands that prioritise sustainability are more likely to connect with customers and earn their loyalty over time. In summary, a well-articulated brand philosophy serves as a decision-making framework, develops customer loyalty, and attracts the ideal audience.

Nike’s collaboration with Billie Eilish – a popular singer among Generation Z as well as being one of Gen Z herself – uses leftover material waste from the artist’s prior collaborative AF1 High. The Nike x Billie Eilish AF1 Low underscores Nike and Eilish ’s shared commitment to taking action to create a better world (Nike, 2022). Advancing a democratic approach to sustainability concerns alongside a public figure is a smart approach from Nike for communicating its purpose – sustainability – to Gen Z. According to McKinsey & Company Gen Z often choose brands that have a strong purpose, as well as those committed to green practices. 73% of Gen Z reported trying to purchase from companies they consider ethical, and nine out of ten believe that companies have a responsibility to address environmental and social issues (McKinsey&Company, 2023). As a result, establishing a commitment to sustainable and ethical production and sourcing practises is critical for connecting with Gen Z, who are deeply concerned about environmental issues. Similarly, in addition to promoting the concept of sustainability, Nike has created collaborations with public figures. Collaboration with influencers who are aligned with the brand’s purpose can help spread the message, as Gen Z frequently looks up to influencers as trustworthy sources of knowledge and inspiration. As a result, by implementing both strategies, Nike will be able to effectively express their purpose to Gen Z, forming deep and enduring bonds with this socially concerned generation. Maintaining trust and engagement requires consistency and long-term commitment to the brand’s goal. 

Bibliography

Londrigan, M. & Jenkins, J., 2018. Fashion Supply Chain Management. First Edition ed. New York: Fairchild Books.

McCartney, S., 2023. Stella McCartney. [Online] 
Available at: https://www.stellamccartney.com/us/en/sustainability/sustainability.html#:~:text=We%20strive%20to%20create%20the,behind%20our%20products%20and%20innovations.
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A brand’s purpose can be seen as just making money however it is the reason why a brand exists, what they are aiming to achieve are and how they achieve it. It is crucial that a brands values match their product and production methods. Having a strategy gives an advantage to brands throughout changing environments and economys and helps fulfil expectation and the aims of a brand. (Johnson et all, 2011) 

By a brand sharing their philosophy it can create a stronger, more loyal bond for the consumers. Transparency and responsibility are crucial to attract loyal consumers who identify themselves with a brand. Within larger brands such as John Lewis, it is obvious that their identity is the main selling point. In 2018, John Lewis achieved a profit of £3,961 million, which was their largest revenue between 2009 and 2023 (Statista, 2023). However in the 2018 Christmas advert, arguably their most important selling point and a way to showcase their mission, vision and values, the only item available to buy was a piano which cost over £3000. This proved that despite their advert not showing a multitude of products the brand was still able to achieve a high profit. A philosophy must align with consumer beliefs, consumers, especially Gen Z are becoming much more aware of the environmental and societal impacts within the fashion industry and with there being so many cheap, available brands to choose from companies have to have a strong identity in order to encourage consumers to put their trust in the brand. 

To follow through on core values within smaller businesses Co design fashion can be used. It involves working with customers to develop customized, enduring garments. In some smaller brands, producers offer unique and personalized services and sometimes enable the wearers to engage in the creative process. Having meaningful relationships with designers can encourage gen z to buy from a brand and stay loyal during competitive times. (Gwilt, A, 2014). In order to attract Gen Z it is important that a company takes responsibility for their impact on society. Sustainable policies and practices within a brand help to attract Gen Z customers who demand purpose and accountability. Brands such as TOMS perform sustainable corporate social responsibility practices and communicate their purpose through giving in-depth detail into the practices within their business. Their products are made using vegan materials and sustainable practices. On the website the section “How we give” provides easily accessible, in-depth detail to how the brand give back to the community in various ways, they are accountable for their environmental impacts and for the people they employ and communities in need. (Londrigan, M.P., & Jenkins, J.M., 2018)

Londrigan, M.P., & Jenkins, J.M. (2018) “Corporate Social Responsibility and Sustainability.” https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781501317798&tocid=b-9781501317798-chapter3&pdfid=9781501317798.ch-003.pdf (accessed 27/10/2023) 

Gwilt, A (2014) “A practical guide to sustainable fashion” https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781350067059&tocid=b-9781350067059-chapter7&pdfid=9781350067059.ch-007.pdf (accessed 28/10/2023)

John Lewis revenue 2023, Statista (2023). https://www.statista.com/statistics/420216/john-lewis-revenue-uk-united-kingdom/. (Accessed 28/10/2023)