First of all, the meaning of purpose is obvious to see that it refers to the subject according to their own needs to take advantage of the intermediary role of consciousness, concepts of pre-conceived goals and results of behavior. Its pillar is to set expectations in advance as a goal to strive for.
Secondly the three most important points for the brand’s philosophy are vision, mission and values these are the three most important parts of the brand as they guide all other decisions made by the brand in the future. They are what guide the brand in developing its business as well as the brand in attracting an audience that supports the brand’s goals and shares the brand’s values.
The brand’s vision explains what the company is aiming for when it comes to achieving its mission. It’s all about visualizing the future of your company, your audience or the world as you do what you’ve set out to do. The mission is an explanation of what the brand wants to do, how it wants to do it, and for whom it wants to do it. While a brand’s vision explains where the brand’s business will go, a brand’s mission explains exactly what the brand wants to do in order to realize that vision. Brand values, on the other hand, are actionable principles that are important to the brand as a business and describe what the brand supports or believes in. While the brand’s vision explains where your business is going and the brand’s mission talks about what the brand is doing to achieve that vision, the brand’s values are all about how the brand will operate and act. Brand vision helps brands make decisions as well as bringing the brand’s team together and attracting the right customers, etc. so brand philosophy (mission, vision, value proposition) is important for brands.
Finally on how brands can communicate their purpose and vision to Gen Z. How to appeal to Gen Z is to understand the specificities of Gen Z. They are digitally savvy.
Older generations think they know what it means to be “digitally savvy” but it goes further than older generations think. gen z is the first generation to grow up with smartphones, tablets, and platforms such as social media and YouTube as the norm. when the iPhone was first launched, the oldest gen z was 11 years old (2007), followed soon after by the iPad (2010), and then the iPad (2010), and then the iPad (2010). Shortly after that was the iPad (2010). So the most important way for brands to try to get Generation Z to be attracted is online This is why traditional advertising is being phased out, because attracting Generation Z requires novelty and they are driven by celebrities on the internet. They are willing to be influenced by people they really trust like celebrities and online bloggers because of their high traffic.
Reference
Mintel (2022). Three Things Brands Need to Know About Marketing to Gen Z Consumers | Mintel. [online] www.mintel.com. Available at: https://www.mintel.com/consumer-market-news/three-things-brands-need-to-know-about-marketing-to-gen-z-consumers/.
Generation Z (no date) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/generation-z (Accessed: 29 April 2024).
Northwestern University Press, (1979) Results of search for ‘an:230792’ ’ UAL homepage catalogue. Available at: https://libsearch.arts.ac.uk/cgi-bin/koha/opac-search.pl?q=an%3A230792 (Accessed: 29 April 2024).
Gomez, R. (2023). How to make sure you’re marketing to gen Z the right way. [online] Sprout Social. Available at: https://sproutsocial.com/insights/marketing-to-gen-z/.
Johnson, B. (2020). Brand Strategy: Mission, Vision, Values & Brand Personality | LimeLight Marketing. [online] Limelight Marketing. Available at: https://limelightmarketing.com/blogs/brand-strategy-mission-vision-values-brand-personality/.
Profit, on the face of it, consists of revenue from the sale of goods or the provision of services minus the corresponding costs and expenses. For the fashion industry profit is an important part of the equation. This is because it reflects the success or failure of a part of the industry.
First of all regarding the size of the fashion industry, fashion is an important part of what drives the global economy. It is one of the key industries that create value in the world economy. If it were juxtaposed with the GDP of individual countries, the global fashion industry would represent the world’s seventh-largest economy,” McKinsey said in its 2017 State of Fashion report. From these surveys, it is clear that fashion is one of the largest industries in the world.
Secondly while fashion is the largest industry in the world, it is also one of the most fragmented, divided into multiple product segments and categories, located in many different types of organizations, and widely dispersed across regions. We have recently put the spotlight on value creation, measured in terms of economic profitability, and have found that, as in many other industries, the gap between those who succeed and those who fail is huge. The 20% of fashion companies known to the survey have generated 100% of their economic profits over the last decade, while the bottom 20% have fallen back.
Moving on to the question of how the fashion industry can remain competitive in times of economic uncertainty, it is important to first focus on the customer It is possible to break these down into existing customers, potential customers and partners. This is because when the economy is uncertain it is more important to focus on selling inside to your customers. There is a lot of research that proves that it is more expensive to cultivate current customer relationships versus the cost of acquiring new ones. Another point that supports this is that customers are human beings so they face the same business challenges and decisions as the company. So reaching out in times of crisis strengthens the direct relationship between the company and the customer.
Finally on how creative directors can bridge the gap between creativity and business, the idea that two cultures are stuck at opposite ends of the same bridge can be applied to creativity and business today. They need each other, despite their obvious differences while they care about many of the same things. When and if arts practitioners and brands have a grand and fascinating idea to focus on, rather than dwelling on cultural differences, then surely a more valuable collaboration will result.
Reference
Fashion United (2022). Global Fashion Industry Statistics. [online] Fashion United. Available at: https://fashionunited.com/global-fashion-industry-statistics.
(No date a) Browzine. Available at: https://browzine.com/libraries/479/journals/36584/issues/8230931 (Accessed: 29 April 2024).
McKinsey & Company. (2017). The two faces of fashion-industry performance. [online] Available at: https://www.mckinsey.com/industries/retail/our-insights/the-two-faces-of-fashion-industry-performance.
People are one of the most important parts of the fashion industry because both consumers and appreciators are made up of people and these are the pillars of the fashion industry. Also people represent a fashion traffic system, which is the way in which people exchange benefits in the fashion industry.
First of all Gen Z is currently the second-youngest generation, with millennials before and Generation Alpha after. Like every generation, Gen Z’s behaviors are shaped by how they grew up. Young people today have come of age in the shadow of climate doom, pandemic lockdowns, and fears of economic collapse. The first Gen Zers were born when the internet had just achieved widespread use. They’re called “digital natives”—the first generation to grow up with the internet as a part of daily life. The generation spans a wide range: the oldest Gen Zers have jobs and mortgages, while the youngest are still preteens. Globally, Gen Z is growing fast: Gen Zers will make up a quarter of the population of the Asia–Pacific region by 2025. Read on to understand what makes Gen Z tick. The Gen Zs are made up of people born between 1996 and 2010. And the consumer trend of the z-age relies on social media to ‘craft’ their online image, which refers to wrapping themselves in some fashion images and elements etc. on the internet. As well as looking for discounts before making a purchase, expecting a wide range of services and features, using personalization, customization, exclusive and limited edition products, brand collaborations, etc. as examples. And most z-age consumers prefer brands that show their personality and uniqueness but are well-known enough to be recognized. They are also heavily influenced by the internet and social media when choosing products. An important feature is that they tend to be environmentally friendly.
Now, what’s special about Gen Zs? While there are substantive differences within the cohort known as Gen Z, there are a few common traits that they all share. As the first real digital natives, Gen Zers—speaking generally—are extremely online. Gen Zers are known for working, shopping, dating, and making friends online; in Asia, Gen Zers spend six of more hours per day on their phones. Digital natives often turn to the internet when looking for any kind of information, including news and reviews prior to make a purchase. They flit between sites, apps, and social media feeds, each one forming a different part of their online ecosystem. Having grown up with social media, Gen Zers curste their online selves more carefully than those in prior generations have, and they are more likely to turn to trends of anonymity, more personalized feeds, and a smaller online presence, even as they consume the media online. Video-sharing social media sites for example TikTok etc have seen a meteoric rise as Gen Z comes of age. TikTok currently rules trends, feelings, and culture for Gen Zers, who make up 60% of its one billion users. Gen Zers flock to corners of the internet where they can discuss their passions and interests with those who share them—from gaming to Kpop, bonding with both people they know in real life and ones they’ve only met online. Gen Z also faces an unprecedented behavioral health crisis: US Gen Zers surveyed by McKinsey report the least positive outlook and the highest prevalence of mental illness of any generation, and European respondents report struggling with self-stigma. This pessimism is fueled by growing global unrest, wars and disruptions, financial crises, and educational interruptions due to the COVID-19pandemic. Feelings of “climate anxiety” are also widely reported: many Gen Zers report that they think about the fate of the planet on a daily basis They are already seeing decreased economic opportunity and don’t assume a social safety net will be there to catch them as pensions shrink, saving for retirement gets more difficult, and the older population grows. Already, 58 percent of Gen Zers in a recent McKinsey survey reported not having a basic social need met—the largest percentage by far of any generation. But Gen Zers also report a more nuanced perspective around the stigma of mental illness than other generations. European Gen Zers seem less inclined to discriminate against people with mental illness (although they do stigmatize themselves).
Secondly, one of the first things brands need to realize if they want to appeal to the Generation Z crowd is that Generation Z is truly a digital generation. They have been online since they were young, using the internet, cell phones, social networks and even shopping at a very young age. So the internet is one of the best ways to cut through to the z-age crowd. And one of the things that they tend to pay a lot of attention to for the z-age crowd is the aesthetics of the product. They will be willing to pay for good looks.
Thirdly, a good example of how brands are responding to diversity is Nike, whose “until we all win” focus is inspiring. The brand says: “Nike believes in the power of sport to unite and inspire people to take action in their communities. Equality is not a game. But achieving it will be our biggest victory. Until we all win. Nike has also expanded its product offerings, such as full-coverage swimwear.
In the end, there are many skills necessary for personnel to succeed in a fashion brand like understanding the fashion industry . In order to be a great fashion brand manager, one must have a deep understanding of the fashion industry. Stay up to date with the latest trends, designers and brands by reading fashion magazines, attending fashion shows and following influential fashion bloggers and influencers. This knowledge will help you make informed decisions and stay ahead of the competition. As well as Marketing and branding expertise. As well as very importantly fashion is a highly creative industry and as a fashion brand manager you need to have a keen eye for aesthetics and a strong creative vision. It’s also important to be flexible and adaptable, the fashion industry is known for its fast-paced and ever-changing nature and requires flexibility and adaptability to keep up with the latest trends and industry developments. Embrace change and be open to new ideas and strategies to stay ahead of the curve in the competitive fashion landscape. One last very important point Networking skills, networking is vital in the fashion industry. Attend industry events, join professional organizations, and connect with influential individuals in the fashion industry. Building a strong network not only opens doors to new opportunities, but also provides valuable insight and guidance throughout your career.
Gen Zs and their fashion styles, which are bold and fresh.
Reference
What is gen Z? (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 29 April 2024).
Panel®, E. (n.d.). Council Post: 12 Ways Brands Can Appeal To Generation Z’s Deep Convictions. [online] Forbes. Available at: https://www.forbes.com/sites/forbescoachescouncil/2021/05/04/12-ways-brands-can-appeal-to-generation-zs-deep-convictions/?sh=443b0f1a58d5 [Accessed 15 Oct. 2023].
Panel®, E. (n.d.). Council Post: 11 Brands That Successfully Model Diverse And Inclusive Advertising. [online] Forbes. Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2022/07/15/11-brands-that-successfully-model-diverse-and-inclusive-advertising/?sh=5d3238eb57b9 [Accessed 15 Oct. 2023].
(No date a) Google. Available at: https://www.google.com.hk/search?q=gen%2Bz%2Band%2Bfashion&tbm=isch&ved=2ahUKEwicxsCci-iFAxViBfsDHc66D3IQ2-cCegQIABAA&oq=gen%2Bz%2Band%2Bfashion&gs_lp=EgNpbWciEWdlbiB6IGFuZCBmYXNoaW9uMgcQABiABBgTSI4SUABY_g5wAHgAkAEAmAE6oAHSBKoBAjEyuAEDyAEA-AEBigILZ3dzLXdpei1pbWfCAgUQABiABMICBxAAGIAEGAzCAgQQABgewgIGEAAYDBgeiAYB&sclient=img&ei=husvZpzrCuKK7M8PzvW-kAc&bih=727&biw=1194&prmd=invmbtz&hl=zh-CN#imgrc=EuH6HgyoE1L2BM (Accessed: 29 April 2024).
For lcf sustainability takes up a large part of the pillar, which is the planet.
Regarding the circular economy, the complete expression is resource circular, the main characteristics of the economic development model aimed at the conservation and recycling of resources as well as the harmony of the environment. Economic activity is transformed into an interlocking feedback process consisting of resources, products and renewable resources. The main expression of this process is low extraction, high utilisation and low emissions. All materials and energy can be used rationally and sustainably in this continuous economic cycle in order to minimise the impact of economic activity on the natural environment.
Sustainability as it relates to fashion encompasses a number of aspects, including clothing, accessories and footwear. The fashion industry encompasses a wide range of industries, from brands and couture, online and offline retailers, which are in direct contact with consumers, to companies that manufacture and sell fabrics and accessories, factories and craftspeople who make garments, etc. The fashion industry also involves marketing and distribution. In addition, the fashion industry is also involved in marketing and fashion shows, which include models, stylists, hair stylists, make-up artists, model agencies, photographers and other non-fashion industries, forming a more complex fashion ecosystem. These are the fashions that are relevant to sustainability. But the biggest impact of fashion on sustainability is fast fashion, which in the last 20 years has seen the emergence of “fast fashion” and the fall in the price of clothing so that people own five times more clothes than their grandparents did. This cheap “fast fashion” has, in turn, had an extremely negative impact on human health, the living environment and the working conditions of garment workers.
Of the 17 sustainability goals set by the United Nations, the one that is relevant to fashion is responsible consumption and production, and it is the one that has an impact on fashion. The reason why it is relevant to fashion is that more and more consumers are concerned about the way products are produced and consumers are an integral part of the fashion industry. From a fashion perspective, responsible production means using resources wisely and efficiently in the production process and optimising waste management to reduce the impact on the environment. The United Nations Sustainable Development Goal 12 requires industries, businesses and consumers to take positive action in favour of sustainable consumption and production patterns This has led to a growing number of consumers becoming increasingly concerned about the way products are produced. The impact of this is the changes being made to sustainability in the fashion industry For example, fast fashion retailer H&M shared their strategy to use 100 per cent renewable energy by 2040, stating that they will adopt a fully circular production model to achieve the goal of having an industry by-product serve another industry.
Another good example will be Condé Nast, Condé Nast has partnered with Centre for Sustainable Fashion (CSF) to create The Sustainable Fashion Glossary, a compendium of terms, a reference tool to help usher in a new era of understanding of fashion, based on a respect for and valuing of the earth and all who live within it. The Sustainable Fashion Glossary is part of Conde Nast’s long-standing commitment to create change in the world of fashion, design and style; and combines Condé Nast’s unique perspective on the sector with the Centre for Sustainable Fashion’s (CSF), academic leadership in fashion design for sustainability. They aim to update the Sustainable Fashion Glossary on an annual basis to reflect innovations and the evolving environmental, social, cultural and economic debate and new discoveries and practices within it. It will be used by their own editorial teams, and they aim for it to inform and inspire a new vanguard of creatives who will define tomorrow’s zeitgeist and form a community of positive change-makers.
A diagram explaining how circular system of fashion works.
Reference List
(No date) Condé Nast. Available at: https://www.condenast.com/glossary (Accessed: 29 April 2024).
United Nations Development Programme (2023). What Is Circular Economy and Why Does It matter? [online] UNDP Climate Promise. Available at: https://climatepromise.undp.org/news-and-stories/what-is-circular-economy-and-how-it-helps-fight-climate-change.
Geneva Environment Network (2023). Environmental Sustainability in the Fashion Industry. [online] www.genevaenvironmentnetwork.org. Available at: https://www.genevaenvironmentnetwork.org/resources/updates/sustainable-fashion
Yinuo (2023). Fast Facts – What is Sustainable Development? [online] United Nations Sustainable Development. Available at: https://www.un.org/sustainabledevelopment/blog/2023/08/what-is-sustainable-development/ gclid=EAIaIQobChMI6NL1ivXogQMV02DmCh1U7AFyEAAYASAAEgJEVvD_BwE [Accessed 9 Oct. 2023].
Springwise. (2022). Fashion and the UN SDGs. [online] Available at: https://www.springwise.com/sustainable-source/fashion-and-the-sdgs/
There are many attractive features in Uma Wang clothing. Her design and tailoring of clothing, as well as some Chinese elements added to the clothing, and the selection of some environmentally friendly fabrics, are one of the reasons why we like this brand. Her clothes give people a calm, restrained but strong feeling, just like the softness of the East beauty that people imagine.
Because deeply influenced by traditional philosophy, Uma Wang is good at using fabrics as a carrier to tell stories. Her designs always start with fabric selection, and then develop an entire series from one point. Using three-dimensional fabrics in an innovative way, she dyes, destroys and weathers cotton, linen, wool, knitted or woven fabrics, leaving the fabrics imprinted with traces of time and filled with various textures, patterns and textures. Layering. The natural and simple natural colors will have a calm and restrained visual experience after many processes, even if they are dull and dull. This is also the low-key and restrained brand gene that Uma Wang has always expressed.
And no matter how the fashion trends change, the influence of Eastern philosophy on Uma can be seen in Uma’s designs. Adhering to the consistent poetry and spontaneity, and pursuing naturalness without whitewashing, are the hallmarks of Uma Wang. Just like the designer Uma, who usually wears no makeup and has beautiful black hair standing upright, she is dressed plainly and elegantly, as if she is hiding in the city. Just like her designs, they are deep but full of Chinese charm.
Its clothing silhouette is like a mountain in Chinese culture. It has different ups and downs, but it still lies still and stable. The brand concept is also one of the things that makes people appreciate Uma Wang. The designer did not deliberately emphasize the Chinese culture or philosophical ideas in the design. Even some typical Chinese elements used by many brands rarely appear in the design. Instead, you can feel it through tailoring, fabric, color, and even the design of the tag.
In fact, as Uma Wang said, the relationship between people and clothes is very subtle. Clothes can give the wearer confidence or some inner feeling, but no matter what level of impression it is, it can ultimately bring inner pleasure to the wearer.
