Chengjun He

What is the Purpose of a fashion brand? The Purpose can be defined as the vision or goal of the firm in operation. It demonstrates how fashion brands can influence millennials and Gen Z in present times. Additionally, it provides answers to the ethical quandaries regarding fashion brands. The Purpose directs all aspects of the brand, from design language to marketing strategy, and has a major impact on its operation. The study of purpose has gained more significance among fashion brands lately, as it signifies a revolution and boost for the brand.

According to Hitesh Bhasin, brand philosophy can be described as a collection of principles providing ethical benchmarks that regulate a business’s modus operandi and define the overall atmosphere and culture of the organisation. （Bhasin,2023) The aforementioned features comprise a mission statement, code of ethics, values and vision for the future. These represent the fashion company’s blueprint for the Purpose pillar. This goal guides the brand’s expansion and development, while serving as a tool for consumers to express their inspiration and the brand’s story. Its storytelling tone appeals specifically to current Gen Z consumers. The philosophy of the brand defines its unique characteristics, target audience, and business nature and mission statement, distinguishing it from other companies.

Developing a brand philosophy is a crucial component for the success of any company.  Firstly, it allows a brand to communicate its direction for marketing and public relations. Its power lies in its utility as a tool. Additionally, it can differentiate a brand from its competitors, reflecting its distinctive services and values. (Power, 2021) The company’s brand philosophy is crucial as it establishes the ambiance tone for communication among employees. Incorporating the company’s identity into daily communication cultivates a sense of belonging, thereby enhancing employee loyalty. Furthermore, should the brand encounter recruitment, innovation, or marketing challenges, the brand philosophy shall offer steadfast convictions to the decision-makers in resolving such issues.

Brand philosophy provides direction in the process of building a brand. To effectively communicate with Gen Z, brands must tailor their promotional strategy. Gen Z is more direct in their shopping approach than Millennials, who may prefer department store purchases. Mobile phones are Gen Z’s current most coveted item. (McKinsey & Company, 2020) Thus, it is vital for the company to establish a well-developed online platform to aid in promoting the brand’s purpose and ideas. Nevertheless, merely having a competent online channel is insufficient; brands must also concentrate on themselves. A comprehensive brand backstory, with a precise narrative and essential values, is of greater importance. Due to Gen Z’s subtlety, they take a greater interest in the concept behind brands. This could facilitate the formation of a more profound emotional bond between the brand and the consumers, while also resonating with Gen Z customers.

Reference list

Bhasin, H. (2023) What is Brand Philosophy? importance of having a brand philosophy, Marketing91. Available at: https://www.marketing91.com/brand-philosophy/ (Accessed: 29 October 2023).

McKinsey & Company, M.& C. (2020) Meet Generation Z: Shaping the future of Shopping, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping (Accessed: 29 October 2023).

Power, L. (2021) This is why it’s so important to articulate your brand values, Entrepreneur. Available at: https://www.entrepreneur.com/leadership/this-is-why-its-so-important-to-articulate-your-brand/379644 (Accessed: 29 October 2023).

Profit has always been at the heart of business, and in the post-epidemic era, how to generate more environmental and economic profit is one of the key challenges that companies need to focus on today. Profit refers to the financial gain of a business; in other words, it corresponds to the gap between the company’s income and its costs. By prioritising environmental sustainability, businesses can generate value by utilising the planet’s resources prudently. In addition, profit is a reflection of the economic impact of a business at a local, national and global perspective.

After enduring several years of economic decline, businesses have coped with the impacts of inflation resulting from the Covid-19 pandemic and the Russo-Ukrainian conflict, among other factors. Furthermore, a scarcity of available human resources has contributed to an increase in labour expenses, with transportation costs also surging due to a lack of drivers. Furthermore, the escalating prices of raw materials, mainly caused by the soaring oil prices, have made it arduous for the fashion industry to withstand the preceding years of recession. P. Smith reports that the fashion industry’s market size comes to a total production value of $1.53 trillion. （Smith,2023) Out of this number, China accounts for $176 billion. The highest demand for apparel exists in China and the United States, which both hold high-income populations in contrast to other countries. Furthermore, the fashion industry encompasses numerous sectors that are essential to its functioning. These include textiles, design, manufacturing, retail, marketing, and merchandising, among others. Notably, the textile industry takes the lead in this field.

During a recession, fashion brands must compete fiercely. One solution lies in omni-channel retail technology, which is optimally situated to support fashion brands. This retail model originates from technological innovations. As electronic commerce gradually replaces brick-and-mortar shops, apparel labels must appeal to and maintain customers online and offline. Being omnipresent through various platforms allows fashion businesses to converse with consumers as equals and facilitates centralised outreach across email, websites, and stores. This enables companies to make objective inventory choices based on data while also significantly streamlining their staffing, permitting fashion labels to interact with customers more closely during times of economic downturn.

For fashion brands, the creative director is always a key role, the main helmsman of the brand from the visual tone to the design concept, playing a key role in the direction of the brand and decision making. The creative director is able to visualise the design language and reflect the consumer’s needs in the design language and display them visually. The multi-dimensional design is in line with the fashion brand’s strategy to promote the brand and generate more profits.

In a time of rapid progression, an increasing number of enterprises will concentrate on people as the foundation of their expansion. For instance, the CEO of Zappos stresses the importance of employee happiness as the cornerstone of the company’s development. (Pandey, 2023) This markedly demonstrates that the human pillar is playing a decisive role for the company. The pillar, People, emphasises a business’s impact on society and its dedication to individuals. These are the individuals who perform the company’s tasks, as well as those who are affected by the company, including the firms’ employees and shareholders, consumers, as well as its affected communities and people at every stage of the supply chain. (N/A, 2021)

When it comes to the People pillar, the focus is always on Gen Z. Gen Z, also known as Generation Z, is used to describe the generation born in the late 1990s and early 2000s. Following in the footsteps of the Millennials, Gen Z was heavily influenced by the Great Recession of 2007-09 and the COVID-19 pandemic.(McKinsey & Company, 2023) Gen Z is therefore the first generation of true digital natives, living in a fully digital age and all having grown up in an era of ubiquitous streaming content. In addition to Gen Z being the first “digital natives” of the people, they’re also not only pragmatic, ethical-concerning and, well, savvy consumers, politically progressive, but also facing mental health challenges. Fashion labels ought to present personalisation options, exhibit transparent information regarding the brand’s contextual background, and enhance brand sustainability to appeal to Gen Z consumers.

More importantly, Gen Z’s normative concern is diversity. According to Oxford English Dictionary, diversity refers to “the practice or quality of including individuals from a diverse range of social and ethnic backgrounds, as well as different genders and sexual orientations”. Sexual orientation diversity is currently a widely discussed aspect of diversity, and numerous fashion brands are striving to promote inclusivity in sexual orientation. Expanding the range of unisex clothing options and offering diverse sizes appears to be an effective approach for promoting inclusivity towards all sexual orientations. As an example, H&M has introduced a gender-neutral apparel line in collaboration with the popular brand Eytys to promote diversity and inclusivity regarding sexual orientation. (Young, 2019)

In an era of fast-paced automation and rising joblessness, essential human skills are imperative for fashion brands. In light of technological advancements and the proliferation of automated systems, the fashion sector must possess proficiency in technological skills, automation programming abilities, and complex problem-solving skills. In this respect, it is crucial for companies to recruit staff with aptitudes in data processing, proficiency in ICT, and interdisciplinary and general knowledge of technology, to satisfy their demands for automated programming and other technical issue resolutions. Moreover, in order to tackle intricate problems, employees must have the ability to adjust to change, collaborate with others, make informed decisions, communicate effectively, and cultivate their mindset towards lifelong learning. (BRICS, 2016) However, in certain countries, low education levels have resulted in an inability to meet the demand for highly skilled individuals.

References list

(No date) Whitepaper skill development for industry 4. Available at: https://globalskillsummit.com/whitepaper-summary.pdf (Accessed: 14 October 2023).

McKinsey & Company, M.& C. (2023) What is gen Z?, McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 14 October 2023).

N/A, N. (2021) People, planet, profit: Looking at the Triple Bottom Line, GCU. Available at: https://www.gcu.edu/blog/business-management/people-planet-profit-looking-triple-bottom-line (Accessed: 14 October 2023).

Pandey, Dr.V. (2023) The Zappos Model: How Delivering Happiness Transforms Business and Leadership, LinkedIn. Available at: https://www.linkedin.com/pulse/zappos-model-how-delivering-happiness-transforms-business-pandey (Accessed: 14 October 2023).

Young, S. (2019) H&M has launched a Gender Neutral Clothing Collection, The Independent. Available at: https://www.independent.co.uk/life-style/fashion/hm-eytys-gender-neutral-unisex-collection-release-lookbook-fashion-a8741996.html (Accessed: 14 October 2023).

The £2.5 trillion fashion industry is responsible for 20% of global water waste annually (Bailey, 2022), which only represents a portion of the fashion industry’s environmental impact. Planet, as a fundamental aspect of the triple bottom line, mainly represents the interconnection between business and the natural environment and its ecosystems. It aims to redefine sustainability by incentivising enterprises to adopt ‘Re’ strategies, consequently closing the loop on finite resources. This leads to a more efficient allocation of resources, thus moving closer to the goal of sustainable development in the long term.

Sustainability is commonly discussed in three dimensions: ecological, social, and economic. The ecological dimension pertains to our planet. Fashion firms have a significant part to play in safeguarding our shared environment, from energy usage and refuse disposal to biodiversity conservation. By implementing eco-friendly practices in their operations, corporations can aid in mitigating the impact of climate change. Fashion companies can comply with regulations, effectively manage biodiversity, diminish emissions, and responsibly utilise and discharge raw materials. For the utilisation of materials, fashion companies have the potential to adopt a circular economic model by transitioning from linear activities such as extract, produce and dispose-of, to circular actions that prioritise the reduction, reuse and recycling of resources. 

The circular economy is an economic system that replaces the concept of ‘end-of-life’ with the reduction, reuse, recycling and recovery of materials within production, distribution and consumption processes. (Kirchherr, 2017) The aim is to eradicate waste and pollution, establish a circular system for products and materials, and promote the renewal of nature.

The circular economy aims to eliminate waste and pollution while maintaining product and material usage and regenerating living systems. The circular economy’s success depends on design, which advocates for the creation of durable, reusable, re-manufacturable, and recyclable products to maintain material circulation for as long as possible. This economy promotes varied uses for materials, rather than simply consuming them. This new approach to manufacturing and consumption can ensure sustainability and the preservation of our planet’s health. Furthermore, by streamlining their product offerings to align with the preferences of potential buyers, fashion brands can effectively curtail waste within their supply chain and reduce the likelihood of stock shortages or overproduction. （Kraaijenbrink, 2019)

Furthermore, the United Nations has implemented the Sustainable Development Goals (SDGs) as a benchmark to direct the growth of every industry. One of the SDGs closely related to the fashion industry is Water and Sanitation. Fashion brands often subject garments to numerous finishing processes involving harmful chemicals such as bleaching, softening, or the production of waterproof or wrinkle-free features. Following the usage of these chemicals, garments are then washed, thereby releasing tens of thousands of tonnes of microfibres into waterways annually.

Reference list:

Bailey, K., Basu, A. and Sharma, S. (2022) The environmental impacts of fast fashion on water quality: A systematic review, MDPI. Available at: https://www.mdpi.com/2073-4441/14/7/1073 (Accessed: 08 October 2023).

Kirchherr, J. (2017) Conceptualizing the circular economy: An analysis of 114 definitions, Resources, Conservation and Recycling. Available at: https://www.sciencedirect.com/science/article/pii/S0921344917302835#sec0065 (Accessed: 08 October 2023).

Kraaijenbrink, J. (2023) What the 3PS of the triple bottom line really mean, Forbes. Available at: https://www.forbes.com/sites/jeroenkraaijenbrink/2019/12/10/what-the-3ps-of-the-triple-bottom-line-really-mean/?sh=3475cae35143 (Accessed: 08 October 2023).

In the world of high fashion, Acne Studios stands out as a brand that effortlessly blends minimalism with avant-garde design. Founded in 1996 in Stockholm, Sweden, by Jonny Johansson, Acne Studios has steadily risen to prominence as a symbol of Scandinavian chic and artistic innovation.

At the core of Acne Studios’ identity lies a commitment to minimalism. The brand’s designs often feature clean lines, muted colour palettes, and a focus on simplicity. This minimalist approach allows the clothing to exude a sense of understated elegance, appealing to those who appreciate the beauty of simplicity in fashion.

While minimalism is the foundation, Acne Studios is far from ordinary. It’s known for infusing its collections with avant-garde elements that challenge traditional fashion norms. This blend of minimalism and innovation results in clothing that is both contemporary and forward-thinking.

Acne Studios draws inspiration from various art forms, including photography, architecture, and contemporary art. This creative fusion is evident in its unique and sometimes unconventional designs. Each collection tells a story, and the brand’s dedication to artistic inspiration sets it apart in the fashion industry.

One of Acne Studios’ standout offerings is its denim line. The brand has mastered the art of denim, crafting jeans that are renowned for their impeccable fit and quality. These jeans have become a fashion staple, beloved for their comfort and timeless style.

From its humble beginnings in Stockholm, Acne Studios has expanded its presence worldwide. With flagship stores in major cities like Paris, New York, Tokyo, and London, the brand has garnered a global following. Its international success reflects its ability to resonate with fashion-forward individuals from diverse backgrounds.

Acne Studios is also notable for its commitment to inclusivity and diversity in the fashion industry. The brand has embraced models of various backgrounds, sizes, and gender identities in its campaigns, contributing to a more inclusive representation of beauty and fashion.