PURPOSE
Fashion like most things thrives off its purpose and many things contribute to the purpose of brands and therefor their success. Brand philosophy and having a strong, established philosophy from the start is an important thing that factors into the outcome of a brand and that is because when they make ‘activist moves’ they seem performative and ingenuine. In a 2018 survey it was discovered that 76% of gen z and millennial consumers would consider purchasing from a brand that’s brands ethos aligned with their own values; Whilst 67% would stop purchasing from a brand that stood for something they do not agree with or believe in (DoSomething, 2018). Other things brands do to add purpose to their philosophies is through collaborations with popular figures among Gen Z. Nike did a collaboration with young, superstar singer Billie Elish which was an upcycle of the classic Nike AF1’s. This collaboration recycled leftover materials from the singers previous Nike collaboration to create a new aesthetic for the iconic shoes whilst also like the artist stated to “take better care of the planet” (Billie Eilish,2022). Nike continued their collaborations involving purpose with their Nike X Ambush collection. Whilst this collection still has a solid sustainability aspect the main lens and focus is about Football fandom blended with fashion; According to Ambush designer Yoon Ahn “fashion is an extremely powerful form of self-expression” and “This collection has diverse elements that you can dress up and down to express masculine and femme energy through the eye of sport” which is such a relevant thing and helps people relate to their want of mixing their sport and fashion interests together (Yoon Ahn,2023). Fashion purpose also comes from the current affairs going on in the world; Idris Elba started brand as a stand against knife crime and the mass of knife attacks in the UK (Luke Lietch,2022). With the 15,928 police recorded knife crimes that occurred in London in 2019 and since then 10,000 + attacks happening each year it is incredibly important that people are establishing their brand identities to protest such disgraceful and damaging events (D. Clark, 2023). Even sometimes brands must be controversial to serve a purpose. An example of this is Kim Kardashians Skims new ‘nipple bra’ which has caused a split audience on social media; The bra received a negative backlash from people who feel its promoting “being naked” and about ”sex appeal” it actually creates a product for survivors of breast cancer who had to lose their nipples in an attempt to save their lives (USAToday,2023). In conclusion brands need identities and purpose because even when they are not received in a positive manner by everyone it will succeed to the brand as it positively affects a group or even the world itself.
Curry, L. (2023) How brands can follow through on the values they’re sellingL, Harvard Business Review. Available at: https://hbr.org/2020/08/how-brands-can-follow-through-on-the-values-theyre-selling (Accessed: 08 November 2023).
Nike x Billie Eilish AF1 Low (2022) About.nike.com. Available at: https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low (Accessed: 08 November 2023).
The Nike x AMBUSH Collection Amplifies Sport, Style, Self-Expression (2023) About.nike.com. Available at: https://about.nike.com/en/newsroom/releases/the-nike-x-ambush-collection-amplifies-sport-style-self-expression (Accessed: 08 November 2023).
Leitch, L. (2022) ‘it’s about fashion-purpose’: Idris Elba shares his plans to shape DSYF into a global brand, Vogue Business. Available at: https://www.voguebusiness.com/fashion/its-about-fashion-purpose-idris-elba-shares-his-plans-to-shape-dsyf-into-a-global-brand (Accessed: 08 November 2023).
Published by D. Clark and 28, S. (2023) London Knife Crime 2023, Statista. Available at: https://www.statista.com/statistics/864736/knife-crime-in-london/ (Accessed: 08 November 2023).
Camero, K. (2023) When Kim Kardashian’s nipple bra dropped, some people laughed. breast cancer patients rejoiced., USA Today. Available at: https://eu.usatoday.com/story/life/health-wellness/2023/11/01/kim-kardashian-skims-nipple-bra-empowers-breast-cancer-patients/71399578007/ (Accessed: 08 November 2023).