Elinor Jackson

The Purpose pillar is about a fashion brand communicating its philosophy or purpose to its audience. It is particularly important with reference to Gen Z (born 1997 onwards) as this audience most receptive to a brand’s ethos and how this imparts perceived added value. Finneman (2020) explains that a trade-off between price and value is no longer enough for Gen Z. They need more.

A strong brand philosophy forces a business to evaluate constant change and to understand how these changes influence the way clients engage with the brand Silvia, (2023). Having powerful and effective values is key for a brand to be successful. “It provides a framework for decision-making, helps to guide the company’s marketing and communications efforts, and creates a sense of purpose for employees and customers alike.” Mishra (2023).

Within this philosophy, according to (Aaker in Mitterfellner, 2023), Aaker’s brand personality framework suggests that there are five brand personalities that matter most: sincerity, excitement, competence, sophistication and ruggedness. He believes that this framework can be successfully used to gain insight to a ‘brands personality’ and gauge if the consumer and the brand are well aligned in terms of personality and values.

Gen Z is currently the most heavily influenced generation in society, concerned with sustainability, inclusivity and treating people fairly. They like to know whether the brand is trustworthy and is ethically moral. They are looking beyond tangible products and are trying to pinpoint what it is that makes the company/brand unique. What is its mission, purpose and most importantly what is it trying to build for us a society? Finneman (2020). To effectively connect to a Gen Z audience, brands should consider making content that resonates with their values and interests, also ensuring that they are truthful. Anderson (2023)

In 2010, Asos successfully launched ‘Fashion with Integrity’ with the purpose of being a company that cares for people whilst helping to reduce the impact on the planet, following the two pillars planet and people. Asos is a good example of a business that has a strong brand philosophy. Their values include being authentic, brave, creative and disciplined. “Our business is built on an inclusive culture which encourages passion, enthusiasm and development” ASOS (2021).

Overall, we can determine that Gen Zers like to see a brand that aligns with its own values and morals. They like to relate to the brand and their morals. Achieving this is critical.

Reference list 

Finnerman, B., Spagnuolo E. and Rahilly, L. (2020). Meet Generation Z: Shaping the Future of Shopping | McKinsey. Available at https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping (Last accessed 24 Oct 2023) 

Silvia, P. (2023). Why Philosophy Has Much To Do With Brand-Building (And What That Looks Like). Forbes. Available at  https://www.forbes.com/sites/piasilva/2020/11/19/why-philosophy-has-much-to-do-with-brand-building-and-what-that-looks-like/?sh=772c3e4671f9

Mishra, D. (2023). Why is Brand Philosophy Important? Available at https://digiverse.medium.com/why-is-brand-philosophy-important-35483217ac21 (Last accessed 24 Oct 2023) 

Mitterfellner, O (2023) Luxury Fashion Brand Management [electronic resource]: Unifying Fashion with Sustainability. Publisher: London: Routledge (2023)

Anderson, M. (2023). Council Post: Connecting with Gen Z: Effective Stratergies for Brands. Forbes. Available at https://www.forbes.com/sites/forbescommunicationscouncil/2023/05/05/connecting-with-gen-z-effective-strategies-for-brands/?sh=1a1dcb71babf (Last Accessed 24 Oct 2023) 

ASOS 2021. Our purpose and values. ASOS PLC. Available at https://www.asosplc.com/this-is-asos/our-purpose-and-values/ (Last accessed 24 Oct 2023) 

In these politically, economically and technologically dynamic times, it is essential that a fashion brand makes a valuable profit – but how? ‘The apparel and textile sector is the 4th biggest in the world’ Vilaça, J. (2022). ‘generating $2.5 trillion in global annual revenues’ McKinsey (2022). And is one of the most fast paced and trend-led. “The industry, which encompasses everything from textile and apparel brands to wholesalers, importers and retailers, employs more than 1.8 million people’  Vilaça, J. (2022) in the USA alone.

The global economy has recently suffered major shocks; Covid 19 (2019/2020) resulted in disruption to global supply chains, pent-up demand drove up shipping costs, war in Ukraine, the destruction of the Nordstream gas pipelines to Europe, Opec cutting oil production and now Middle East conflict will drive oil prices and inflation deepening the global cost of living crisis. This directly impacts the fashion industry as consumers restrict their spending as the cost of production – energy, distribution and raw materials rise “Cotton and cashmere prices, for example, have increased 45 percent and 30 percent year on year, respectively. McKinsey (2022)

McKinsey in its ‘The State of Fashion’ 2023 report assess the global performance of the luxury /non-luxury sectors. Unsurprisingly consumers who shop luxury are more insulated from economic hardship and forecast growth for 2023 is higher in the luxury sector than the non-luxury sector in the USA, Europe and China.

Given these difficult trading conditions it is essential that brands stay competitive by giving careful consideration to their geographical markets, and how they market themselves. According to Mitterfellner, O (2019) ‘blogging has become a lucrative business sector over the years and can be used to maximise profit in the fashion industry by captivating customers’. Brands can use multi-channel marketing strategies not just to demonstrate their uniqueness but to form relationships with their customers by communicating responsible sustainable principles (not just greenwash) and using new opportunities presented by the metaverse to take their creative campaigns and shopping experiences to a new level. The way a product is designed, curated and endorsed is imperative and dictates wether the consumers will buy. Consumers today like to know what they are buying and why.

Furthermore, a strong product narrative is one example of how creative directors can bridge the gap between creativity and business, ensuring the narrative flows throughout the outlet, online and in store. 

Reference list

McKinsey (2022). The State of Fashion 2023: Holding onto growth as global clouds gather. [online] McKinsey. Available at:  https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion  [Last accessed 19 Oct. 2023].

Vilaça, J. (2022). Fashion Industry Statistics: The 4th Biggest Sector Is More Than Clothing. [online] Fashinnovation. Available at: https://fashinnovation.nyc/fashion-industry-statistics/ [Last accessed 19 Oct. 2023].

Mitterfellner, O (2019) Chapter 5 – social media, blogs and opinion-leaders: who is leading your opinion? Page 83 Publisher Milton: Taylor and Francis group. [Last accessed 19 Oct. 2023]

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The People pillar is about understanding the relationship between society and the fashion industry, and how society as a whole engages with consumers. 

Gen Z categorizes a group of people that are born between the year of 1996 and 2010. It is currently the second youngest generation. “This generation’s identity has been shaped by the digital age, climate anxiety, a shifting financial landscape and COVID-19” McKinsey & Company (2023). Gen Z consumers are brought up into a highly tech savvy, extremely ethically minded society, pushing towards realistic representations. Climate change is one of the biggest issues that the Gen Z are most passionate about and that they are currently facing. Influences from people like ‘Greta Thunberg’, a Gen Z climate activist, inspire Gen Z to make a positive impact on our planet. 

Over time, the way generations have shopped has changed drastically over the years, there has been a surge in online purchasing and the influence of social media. “Around the world, 3 in 10 Gen Z say they use social media as a place for inspiration – it’s becoming a one-stop-shop for their purchase journey. They want to be inspired rather than simply informed, and social media platforms like TikTok fill this role nicely” Kamal, J (2022). What we know for certain is that the Gen Z population have strong beliefs on topics such as diversity, inclusion. “In today’s fashion industry, fashion entrepreneurs focus on core business practises such as creativity and innovation” Dillon, S. (2018).  For a brand to attract Gen Z, a strong social media presence, using platforms such as Instagram and TikTok is crucial. Gen Zers are heavily influenced by social media. An example would be to engage with collaborations with influencers and celebrities in order to target a Gen Z audience. Brands must ensure that they demonstrate a strong value of diversity, inclusion and sustainability within their brand image and ethos.

Reformation is a good example on how a brand has responded to diversity and inclusivity. Reformation is a sustainable fashion brand that was founded in 2009. “Reformation is creating a Diversity and Inclusion Board to oversee diversity issues at the company and is adding diversity metrics to its annual sustainability report” Parisi, D (2020). In order to achieve a successful brand, people skills are highly important and are admired. For a fashion brand to achieve its full potential and attract a Gen Z audience, entrepreneurs must ensure that they are transparent, open minded and creative with their ideas, interpersonal, show good leadership skills and communication. 

References 

1. McKinsey & Company (2023). What is Gen Z?. [online] available at https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Last Accessed 13th October 2023)
2. Kamal, J. (2022). Gen Z Retail Trends: 3 Insights On How They Shop. [online] available at https://blog.gwi.com/trends/3-us-gen-z-retail-trends/ (Last Accessed 13^th October 2023)
3. Dillon, S (2018) Fashion entrepreneurship and management. Publisher: London, Bloomsbury Visual Arts. Pages: 161 
4. Parisi, D (2020). The rise and fall of reformation. [online] Glossy. Available at: https://www.glossy.co/fashion/the-rise-and-fall-of-reformation/ (Last Accessed 13^th October 2023)

Planet 

There is no life on a dead planet. The biggest crisis facing the fashion industry is the detrimental effect it is having on the health of our planet, significantly harming the environment through the tonnes of waste, discharge of microfibres, harmful chemical toxins, and vast CO2 emissions that come from the manufacture, distribution and disposal of fast fashion. 

Sustainability in fashion is about the production and consumption of clothing in an environmentally and ethically responsible manner ensuring that fashion is working to, as far as possible, protect the environment. This includes sourcing materials in a way that doesn’t contribute extreme environmental damage. According to Yorke, S. (2022). “Sustainable fashion is a term for items of clothing made taking the human and environmental impacts of production into account to support a more just supply chain”.  Sustainability is a one of the biggest challenges for the fashion industry. According to Gwilt, A (2014) “textile waste is most often discarded into landfill or incinerated. However, a number of approaches can be used to delay this or divert garments away from landfill, such as reuse garment schemes and material recovery approaches that employ mechanical and chemical recycling to develop recycled fibres and materials”.

Figure 1: Circular economy systems diagram, Ellen Macarthur (2019)

One step in helping to reduce the amount of damage fast fashion is causing to our planet, is for fashion businesses to support a circular economy. A circular economy is a production cycle maintaining materials and products by recycling, reusing and refurbishing for an extended life. The circular economy is based on three principles: eliminate waste and pollution, circulate products and materials and regenerate nature. Ellen Macarthur Foundation (2023)

The United Nation’s (UN) Sustainable Development Goals (SDGs) are made up of 17 goals to help put a stop to poverty and environmental damage. Goal 6 ‘clean water and sanitation’ is a major concern for the fashion industry. Textile industries are notorious for the amount of water usage involved to produce clothes. “To make just 1 cotton t-shirt it takes 2,720 litres of water, this is as much water as a single person would drink over three years”. Chan, E (2020). Because of the processes historically used by the fashion industry, harmful toxic chemicals used to dye and finish clothes along with microfibres from the processing and washing of garments are released into our streams, rivers and ultimately our oceans. To reduce its damaging impact, designers should choose fabrics that are either made of natural and organic fibres such as wool, silk and cotton or try to use fabrics that are recycled from natural materials to better protect our environment and make a positive impact to our planet.

_{Figure 2: Sustainable Development Goals United Nations} 

_Bibliography

_{Yorke, S. (2022). Oxfam GB | 7 Facts about sustainable fashion. [Online]. Oxfam GB. Available at: https://www.oxfam.org.uk/oxfam-in-action/oxfam-blog/7-facts-about-sustainable-fashion/ [Accessed 6 October 202]}

_{Gwilt, A (2014) Chapter 1, page 27. Rethinking Fashion Design. Publisher: London; Bloomsbury Visual Arts, 2020.} 

_{Ellen Macarthur Foundation (2023) The Circular Economy in Detail. [Online]. Available at: https://ellenmacarthurfoundation.org/the-circular-economy-in-detail-deep-dive [Accessed 6 October 2023)}

_{Chan, E. (2020). The Fashion Industry Is Using uo Too Much Water – Here’s How You Can Reduce Reduce Your H2O Footprint.[Online]. Vogue India Available at: https://www.vogue.in/fashion/content/the-fashion-industry-is-using-up-too-much-water-heres-how-you-can-reduce-your-h2o-footprint (Accessed 6 October 2023)} 

_{United Nations (2023). The 17 sustainable development goals. [Online] United Nations. Available at: https://sdgs.un.org/goals [Accessed 6 October 2023)}

Free people began it’s journey in 1970 in West Philadelphia. Free people is an American bohemian apparel and lifestyle retail company selling women’s clothing, accessories, shoes, intimates and swimwear. From its very early days as a retail store, Free People has expanded and flourished into a impressive lifestyle brand for stylish, confident young people who look for expression and freedom through their clothes, without sacrificing quality and affordability. Their range of unique pieces appeal to a vast demographic. The target market for this brand is described as 20-30 females, who are smart, creative and self-aware. Free People can be expensive for a number of reasons, but the main one being the high quality materials that they use. They feature unique bohemian-style that is extremely hard to come by. Their clothing, shoes and accessories are known to be in such good shape and that they will last you for a lifetime. Free people is part of the Urban Outfitters, inc (URBN’s) portfolio. Both brands have their own unique compelling entity, however they all share the same core values and emphasis on creativity and freedom and desire to cater to a rich customer experience. Free People was founded on the values and principles of inclusivity and cultural understanding. ‘Every day we strive to be better, to better serve our customer and, in return build a better community’.  In support of the BIPOC Free People have made donations to nonprofits advocating for social justice, specifically the black community. These nonprofits include an employee donation match to which surpasses $925000. Additionally in September 2020 URBN’s Home Office participated in the 2020 UNCF Virtual walk. Free People raised over $18k in donations that will support children’s education via the UNCF. 

Free people has been worn by a range of successful celebrities including Selena Gomez wearing the Free People ‘Diogo Coat. Taylor swift who was spotted wearing the Free People ‘Melanie tank’, and also Hilary Duff, who was spotted wearing the ‘Bay to Breakers Pants’. 

Free People discovered that people wanted to be more adventurous with their clothing, something ‘playful’ and ‘unexpected’, this encouraged the brand to design pieces predominantly featuring, colour, hand detailing, embellishment and embroidery. Free People introduced their FP movement which helped their brand expand even more with a focus on fitness and leisure. The Free People movement was created to bring the power of collective movement to all through inspiring, fun, community-driven fitness and wellness experiences. They found many people spend their days and nights in pursuit of fitness, wellness, happiness and beauty, so they wanted to curate a line that speaks these qualities. The FP movement was born of that endeavour, and provided additional support for those looking to achieve balance both inside and out. Free People’s FP movement has been worn and loved by very influential celebrities including, Hailey Bieber, Hilary Duff and Vanessa Hudgens, the activewear collection has been snapped by paparazzi left and right.