Purpose
For a brand, purpose is certainly an extremely important indicator. An accurate purpose can help the brand establish a strong image. This is friendly to both the brand itself and the consumer market, which provides an opportunity for two-way choices. Brands can quickly attract target consumers by setting purposes, and consumers can also quickly lock in brands that meet their preferences.
Purpose can be understood as the philosophy of the brand, including mission, vision and value proposition. These are all important factors that make up and support the brand’s purpose.
Having a clear mission or purpose is essential for any organisation. It helps prioritise tasks, focus energy, and maximise impact on target customers. (Anthony Taylor, 2021) Taking the brand Bottega Veneta as an example, the brand changed the designer from 2021 to 2022, and the current designer Matthieu Blazy re-led the brand back to Quiet Fashion”, which is in line with the current trend of people’s consumption concepts and fashion preferences in the post-epidemic era, the pursuit of practical and comfortable design, and not blindly worshipping the trend. Especially for the “old money” aesthetics caused by “Succession” and “Gossip Girl” on the Internet, the new generation of young people prefer no logo, more dignified dress style, and pay more attention to quality and craftsmanship. Therefore, Bottega Veneta is even in the new The design and marketing strategy can also continue the glory of the past, which is undoubtedly a successful case of a brand philosophy.
The French brand Jacquemus is also clear about its positioning and goals. In addition to the design with a clear style, Jacquemus has strong social attributes in social media and offline Pop-up stores. Jacquemus’ marketing is a benchmark in the digital media era, whether it is a store in the shape of a handbag in Seoul or a clip of buses into a “Public bag”. The strange advertisements that Jacquemus has been exporting have attracted countless people to watch and discuss, making Jacquemus’s free, romantic and strange brand style memorable.
Prada’s sister brand, miu miu, has always been mistaken for Prada’s sub-line brand, however， miu miu is always the medium for Miuccia Prada to express her creativity and contemporary femininity. miu miu is a delicate and intellectual female fashion brand. Miu miu will even compare with Chanel on the mainstream social media Red in China. Most discussants believe that consumers who buy miu miu are young girls from rich families and can consume miu miu suits in their teens. It can be seen that a successful brand positioning and goal can bring clear brand positioning and target consumers to the brand.
Taylor, A. (2021). What is a Mission & Why is it Important? [online] www.smestrategy.net. Available at: https://www.smestrategy.net/blog/what-is-a-mission-why-is-it-important#:~:text=Having%20a%20clear%20mission%20or.
Attardo, K. (2021). A Fashion Psychologist on Post-Pandemic Dressing. [online] Marie Claire. Available at: https://www.marieclaire.com/fashion/a36321088/post-pandemic-fashion/.
Achala Jaglan (2021). Fashion trends during and post COVID-19 scenario. [online] www.fibre2fashion.com. Available at: https://www.fibre2fashion.com/industry-article/9241/fashion-trends-during-and-post-covid-19-scenario.
Sangster, E. (2022). Why Are We So Obsessed With the Old Money Aesthetic? [online] Harper’s Bazaar Australia. Available at: https://harpersbazaar.com.au/old-money-aesthetic/.
A, N. (2023). Jacquemus gets Jazzy with Jumbo Campaigns. [online] Marketing in the Age of Digital. Available at: https://medium.com/marketing-in-the-age-of-digital/jacquemus-gets-jazzy-with-jumbo-marketing-campaigns-8709be99076a.
Morton, G. (2018). MIU MIU Marketing Report. [online] Issuu. Available at: https://issuu.com/gabriellemorton/docs/final_final_report.
RED. (2023). Why do I feel like I rarely see people around me carrying miu miu?. [online] Available at: http://xhslink.com/8Jgp1v