Purpose
Brand purpose refers to the idea that can attract consumers, build brand loyalty, and then create brand and market dominance for customers. Brand purpose includes three aspects of enterprise mission, business thought, and code of conduct, which has a guiding function for the development of enterprises.
The brand purpose focuses on brand personality and builds identity from within. As Professor Kapferer, one of the most authoritative experts in the field of luxury goods, claims: “Identity is not something that can be fixed, it is nurtured from the roots of the brand, its heritage and everything that gives it unique authority and legitimacy in specific areas of value and interest.” It translates into its DNA, the genes of the brand.” It evokes emotions in the consumer through pre-conscious responses by conveying an identity, just like a creature. Once the consumer identifies with the brand personality and proposes, his emotional brain will respond positively.
In the process of brands passing their proposals to Gen Z, the overwhelming marketing publicity and celebrity effect of fashion brands are enough to attract the attention of many Gen Z consumers. According to the survey, the shopping behavior of Gen Z consumers is particularly easy to be tempted by others, among which 66% of Gen Z consumers voluntarily admit that they think their generation is the most irresponsible with money; And 71 percent agree that Gen Z is the generation most susceptible to social media advertising. In addition to the fact that social media marketing drives their consumption behavior, nearly 20% of Gen Z respondents said that even if they are not influenced by brand marketing, they will purchase if a social influencer recommends it to them.
Therefore, social media is a mainstream way for brands to Propose and influence Gen Z’s behavior. Social media gives us the impression that young consumers want to define their style with the concept of “not being defined”, so brands often create a lot of things with the heat. But this “not defined” style is not a specific reference, he may be the always-existing sports wind, motorcycle wind, or sweet wind, but they have been the evolution and reform of the brand. it boils down to a desire to break through traditional definitions and pursue new styles to interpret themselves. Therefore, to stand out in GENZ, the last thing a brand needs is to do everything in style; instead, it should deepen and even deify a clearly defined style and its accompanying philosophy that needs to be communicated. In layman’s terms, it makes it clear to the buyer that once I buy this it means: I follow this fashion style, I have this attitude, which is what we call a cult-like fan. Just like buying a Tesla won’t turn you into the next Elon Musk or save the planet, people who buy a Tesla often think they can become the next Elon Musk.
Imran,A.(2023) Imran Amed: ‘It Is in Our Struggles That We Find Our Purpose’. Available at:https://www.businessoffashion.com/podcasts/global-markets/the-bof-podcast-imran-amed-it-is-in-our-struggles-that-we-find-our-purpose/ (Accessed: 26,October 2023).
Joan,K.(2022) The TikTok Critics Building Gen-Z’s Fashion Lexicon.Available at:https://www.businessoffashion.com/podcasts/global-markets/the-bof-podcast-imran-amed-it-is-in-our-struggles-that-we-find-our-purpose/ (Accessed: 26,October 2023).
Queenie,Y.(2021) Luxury Brands Jump Into WeChat’s New Xiaohongshu Collab. Available at:https://www.businessoffashion.com/podcasts/global-markets/the-bof-podcast-imran-amed-it-is-in-our-struggles-that-we-find-our-purpose/ (Accessed: 26,October 2023).
Zoe,S.(2021) What China’s Emerging Designers Want Now. Available at:https://www.businessoffashion.com/podcasts/global-markets/the-bof-podcast-imran-amed-it-is-in-our-struggles-that-we-find-our-purpose/ (Accessed: 26,October 2023).