Neve Sumner

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PURPOSE

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The purpose pillar talks about brand strategies in branding and marketing, the pillar focuses on how brands intend to gain consumers through a progression in values. Generation Z is integral to how this progression can be made, as consumer values and needs change so does the brand itself. 

Figure 1: Nudie Jeans Gritty Jackson Dry Selvage (Nudie Jeans, Unknown)

The philosophy of the brand, its mission and vision, represents the brand in the eyes of the consumer. In 2020 Asos stated “Fashion with Integrity drives us to be a company that cares for people, while working to reduce our impact on the planet.” (Asos, 2021), the idea of integrity drives the brands values towards that of the importance of the individual. When a brand recognises their importance within the world and society huge change be made. As Generation Z are beginning to realise this, it can be detrimental if a brand does not have a goal that proves they are conscious of their place in the world and its ultimate future. Generation Z is the target consumers of today, as the generation has a huge influence on older generations “we’re really looking at them as the core influencers today that have a really big impact on both millennials and Gen Xers in terms of what they buy.” (Finneman, 2020). Stella McCartney makes huge strides towards ethical and conscious garment making with the nod towards the social responsibility the brand has, “We believe that fashion should be equated with fairness, respect and equality.” (McCartney, Unknown). Nudie Jeans is striving towards their own core values, “We want sustainable and healthy development for people and the environment.” (Nudie, Unknown). Nudie Jeans proves that having core values and sticking to them is meaningful within a brand for not only being a part of a better future, but for having solid ethics that consumers can relate to in a society of growing conscious consumerism.

Figure 2: Nike Air Force 1 Low x Billie Eilish Mushroom (unknown)

For a brand to communicate their purpose to Generation Z they need to understand where the generation gets their information from; whether that be through friends, social media, their education etc. Brands such as Nike take into consideration the popular influences of the generation through other industries, such as music. Nike’s collaboration with Billie Eilish, that focuses on the sustainability of the shoe itself, not only nods in the direction of who Generation Z listen to but also what the generation asks of influential people, to use their platform to speak up and make change in the world. Nike ultimately uses Billie Eilish herself to market the product and bring in sales by reaching Generation Z, instead of potentially creating adverts and using social media influencers. ““I want my collaboration with Nike to tell a story that not only highlights the importance of recycling but also reminds us that we need to take better care of our planet, ”says Eilish” (Nike, 2022). Eilish’s social standing within Generation Z as a loved, trusted and relatable artist is used to the brands advantage of speaking on the brands values.

Bibliography:

Asos. (2021). Fashion with integrity. Available at: https://www.asosplc.com/fashion-with-integrity/. (Accessed 27 October 2023).

Chow, Aaron. (2022).Take a First Look at the Billie Eilish x Nike Air Force 1 Low. Available at: https://hypebeast.com/2022/5/billie-eilish-x-nike-air-force-1-low-release-info. (Accessed 27 October 2023).

McCartney, Stella. (Unknown). Social Responsibility & Human Rights. Available at: https://www.stellamccartney.com/gb/en/sustainability/social-sustainability.html. (Accessed 27 October 2023).

Mckinsey. (2020). Meet Generation Z: Shaping the future of shopping. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping. (Accessed 27 October 2023).

Nike. (2022). Nike X Billie Eilish AF1 Low. Available at: https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low. (Accessed 27 October 2023).

Stockx. (unknown). Nike Air Force 1 Low SP Billie Eilish Mushroom. Available at: https://stockx.com/en-gb/nike-air-force-1-low-billie-eilish-mushroom. (Accessed 27 October 2023).

Nudie Jeans. (Unknown). Gritty Jackson Dry Selvage. Available at: https://www.nudiejeans.com/product/gritty-jackson-dry-selvage. (Accessed 27 October 2023).

Nudie Jeans. (Unknown). Production. Available at: https://www.nudiejeans.com/sustainability/sustainable-production. (Accessed 27 October 2023).

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PROFIT

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The profit pillar introduces the idea of creativity and art being intertwined with commerce. The pillar looks at the industry as a whole, in terms of revenue and size. There is a focus on specific brands and sectors of the industry and how they cope with current issues and challenges.

Figure 1: Discover LOEWE Paula’s Ibiza 2023 Collection (Unknown, 2023)

The fashion industry brought in an estimated £56.5 million in 2022, this huge amount of money proves the scale of the industry. Various sectors of the industry are inevitably more successful than others, Lyst shows that Prada is number one in ‘hottest brands’ after announcing “3.252 million euros in retail sales in 2022” (Lyst Index Q1, 2023). Luxury brands are consistently performing well, even after detrimental events such as Covid. Covid created a backlog in desire for freedom in actions and expression, the holiday sector of the industry, for example swimwear, had opportunity to flourish in 2022. Loewe “released Paula’s Ibiza 2023 collection” (Lyst Index Q2, 2023), collection worked well in a time period of need for freedom and travel, “The annual collection that celebrates island life is back with ready-to-wear, bags and accessories that are the epitome of freedom and ease.” (Loewe, 2023).

Figure 2: Glossier’s new lipsticks are a summer staple (Lee, 2023)

In terms of how brands can remain competitive in uncertain economic times, brands are needing to adapt to consumer action in relation to relevant economic and political events. In terms of inflation, it directly impacts brands through the individuals disposable income, “others will seek out bargains, increasing the demand for resale, rental, and off-price products.” (mckinsey, 2022). Glossier can be used as an example of how uncertain times, due to events such as the pandemic, has left the brand being seen in a completely different light as to how it was originally set up. The brand, “that highlights skin” (Kilikita, 2022) left many loyal consumers feeling ignored when stress and pandemic related acne flare ups increased.

Creative directors are responsible for balancing the creative vision they have for a brand with the success of the company itself, “In most developed countries we are now used to fashion consumption as a learned behaviour”. (Mitterfellner, 2023). Due to the high demand in the industry for fast and trendy fashion, the creativity seems lost amidst the chaos of the industry to meet consumer and social demands. To bridge this gap, creative directors need to stay true to the brand they are working with, take inspiration from art around them and not dilute the vision they have.

Bibliography:

Berg, Achim. (2022). How current global trends are disrupting the fashion industry. Available at: https://www.mckinsey.com/industries/retail/our-insights/how-current-global-trends-are-disrupting-the-fashion-industry. (Accessed 17 October 2023).

Kilikita, Jacqueline. (2022). What Went Wrong At Glossier?. Available at: https://www.refinery29.com/en-us/2022/02/10854189/what-happened-to-glossier. (Accessed 20 October 2023).

Lee, P. (2023). Glossier’s new lipsticks are a summer staple. Available at: https://www.goodhousekeeping.com/uk/beauty/makeup/a43682667/glossier-g-suit-lip-creme/. (Accessed 20 October 2023).

Loewe. (2023). Paula’s Ibiza 2023. Available at: https://www.loewe.com/eur/en/stories-collection/fw23-paulas-ibiza-campaign.html. (Accessed 17 October 2023).

Lyst Index. (2023). Fashion’s Hottest Brands and Products Q1 2023. Available at: https://www.lyst.com/data/the-lyst-index/q123/. (Accessed 17 October 2023).

Lyst Index. (2023). Fashion’s Hottest Brands and Products Q2 2023. Available at: https://www.lyst.com/data/the-lyst-index/q223/. (Accessed 17 October 2023).

Mckinsey. (2022). The State of Fashion 2023: Holding onto growth as global clouds gather. Available at: https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion. (Accessed 20 October 2023).

Mintel Store. (2022). UK Clothing Retailing Market Report 2022. Available at: https://store.mintel.com/report/uk-clothing-retailing-market-report#:~:text=UK%20clothing%20market%20size%3A%20The,£56%2C063m%20in%202022. (Accessed 17 October 2023).

Mitterfellner, O. (2023). From the Creative Director to the Fashion Show. Available at: https://www.taylorfrancis.com/books/mono/10.4324/9780429451591/fashion-marketing-communication-olga-mitterfellner. (Accessed 20 October 2023).

Unknown. (2023). Discover LOEWE Paula’s Ibiza 2023 Collection. Available at: https://www.designscene.net/2023/04/loewe-paulas-ibiza-2023.html. (Accessed 20 October 2023).

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PEOPLE

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The people pillar focuses on consumers, whether it be the individual or a generation. The pillar questions what brands need to do in order to gain consumers.

Identity, diversity and sustainability are at the core of the Gen Z as a consumer. The generation is growing up in a time where self-expression is at the heart of modern culture. Due to the generation being digital natives, consumers are hyperaware of the world around them, in terms of their place in the world, as being responsible for who and where they buy from, “from earliest youth, they have been exposed to the internet, to social networks, and to mobile systems. That context has produced a hypercognitive generation very comfortable with collecting and cross-referencing many sources of information and with integrating virtual and offline experiences.” (Francis, Hoefel, 2018). Covid was one of the most prominent and defining times for the generation; identity and self-expression was explored in new ways. Being alone, many people were able to decide who they were, away from the noise of society.

Figure 1: Gen Z & Millennials Use Social Media Differently (Unknown, 2021).

To attract Gen Z as a consumer, brands have to be aware of the current social climate, that pays attention to how clothing is made, who it is made for and how the garments will make the consumer feel. “Generation Z is the most complex and critical generation from all times, aspects that deeply affect their buying decision process.” (Camelia, 2014). In a time period of fast fashion and fast changing trends, brands have to be considerate towards creating clothing the generation wants, whilst understanding the ethical appeal the clothing has.

Figure 2: Fenty Beauty Exposed—and Helped Remedy—the Makeup Industry’s Lack of Inclusivity (Klara, 2022).

In response to a generation which takes diversity into consideration when purchasing, brands such as Fenty beauty set the standard of inclusivity, in terms of makeup shades. The “Fenty 40” (Wilson,2020) is used by brands to make sure they are reaching the accepted standard set by consumers. When the brand launched, instead of following what other makeup brands typically do, releasing 20 or 30 shades and expanding if the product is successful, Rhianna decided to release 40 shades, showing the consciousness towards each and every consumer. Gen Z consumers are speaking up on how they should feel when purchasing from a brand, wanted and included, brands such as Fenty have become aware of this desire.

In terms of how brands themselves can be successful, being an avid listener in what their consumers want to get out of the brand itself is vital to building a successful brand as Gen Z becomes the majority. In a society that is so transparent through social media, brands ultimately need to understand that they need consumers trust.

Bibliography:

Camelia, A. (2014). STRATEGIC CONSIDERATIONS ON HOW BRANDS SHOULD DEAL WITH GENERATION Z. Available at: http://economice.ulbsibiu.ro/revista.economica/archive/66501budac.pdf. (Accessed 13 October 2023).

Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies. (Accessed 13 October 2023).

Klara,R. (2022).Fenty Beauty Exposed—and Helped Remedy—the Makeup Industry’s Lack of Inclusivity. Available at:https://www.adweek.com/commerce/fenty-beauty-makeup-industry-rihanna-revolution/. (Accessed 13 October 2023).

Unknown. (2021). Gen Z & Millennials Use Social Media Differently. Available at:  https://www.ypulse.com/article/2021/02/22/gen-z-millennials-use-social-media-differently-heres-x-charts-that-show-how/. (Accessed 13 October 2023).

Unknown. (2023). What is Gen Z?. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z. (Accessed 13 October 2023).

Wilson, A. (2020). Makeup in the world of beauty vlogging. Available at: https://books.google.co.uk/books?hl=en&lr=&id=v3n_DwAAQBAJ&oi=fnd&pg=PA37&dq=fenty+beauty+and+diversity&ots=kE8C-9D1w4&sig=3-2sDtziCW7G8LfEk_vufO5A1mE&redir_esc=y#v=onepage&q=fenty%20beauty%20and%20diversity&f=false. (Accessed 13 October 2023).

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PLANET

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PLANET

The planet pillar encourages responsible consideration of consumption within the fashion industry, whilst recognising the issues within the industry itself. The UN defines sustainability as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”, meaning, as a generation, thought is needed for how succeeding generations quality of life will be, due to consumers actions at present day.

Figure 1: Circular economy: definition, importance and benefits (European Parliament, 2023)

Circular economy attempts to make use of materials for as long as they can possibly be used, through recycling and repairing. In terms of the fashion market, this means keeping the idea of durability at the forefront of every action when considering materials and resources to use within the industry. The idea of “ethically sound” (Moore, 2015) and sustainable daily consumption of clothing clashes with the rapidly growing fast fashion industry, which has made a detrimental impact on the world. Conde Nast states the importance of “valuable clothes” that are subsequently discarded without a thought. Countries directly affected by this are typically ones with low socioeconomic standing, many countries are left with poor living conditions, specifically in terms of water and air.

Figure 2: Minimising Landfill Waste (Earth.org, 2023) 

Around 1.2 million tonnes end up in landfills per year, from the UK alone. This is catastrophic in terms of the detrimental outcome of living standards in developing countries,  “effects of environmental pollution on health-related outcomes have largely been evidenced in low-income countries, where an estimated 90% of the deaths are, in fact, caused by that type of pollution.” (Siddiqua, 2022). Sustainability, in relation to fashion, is one of the main targets companies intend to hit nowadays due to the growth in consciousness over consumption in recent years. Circular economy and “waste management” (Provin, 2021) is at the heart of the solution; waste itself decreases as the value of materials takes longer to decrease.

Figure 3: UN sustainable consumption goal 12 (United Nations)

The United Nations states 17 goals that link to the environmental, economic and social issues within the world today. SDG number 12 links directly to the fashion industry itself; “Ensure sustainable consumption and production patterns”. The United Nations aims to target high income countries, in terms of the huge environmental footprint left due to daily, mainly unnecessary, consumption of garments. The fashion industry itself recognises this, Conde Nast states the urgency to “commit a deep systems change”. This SDG holds significant relevance to the fashion industry, as it directly targets waste caused by the individual consumer. The impact of the SDG could mean that the core issue of the waste, left by high income countries, could be significantly decreased, creating a chain reaction in terms of pollution and overall health and living standards across the globe.

Bibliography:

Conde Nast Glossary. (unknown). Conde Nast Glossary. Available at:https://www.condenast.com/glossary/key-elements-of-fashion-and-sustainability/united-nations-fashion-industry-charter-on-climate-action. (Accessed 7 October 2023).

Coyle, M. (2022). 360k tonnes of reusable clothes are dumped in landfill each year. Available at:: https://planetradio.co.uk/greatest-hits/uk/news/fast-fashion-facts/. (Accessed 7 October 2023).

European Parliament. (2023).Circular economy: definition, importance and benefits. Available at:https://www.europarl.europa.eu/news/en/headlines/economy/20151201STO05603/circular-economy-definition-importance-and-benefits. (Accessed 7 October 2023).

Khattak, R. (2023). Minimising Landfill Waste: What Can We Do?. Available at:https://earth.org/minimising-landfill-waste/. (Accessed 7 October 2023).

Moore, R.(2015). Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. Available at:https://onlinelibrary.wiley.com/doi/abs/10.1111/ijcs.12169. (Accessed 7 October 2023).

Provin, A.(2021). Circular economy for fashion industry: Use of waste from the food industry for the production of biotextiles. Available at:https://www.sciencedirect.com/science/article/abs/pii/S0040162521002900. (Accessed 7 October 2023).

Siddiqua, A. (2022). An overview of the environmental pollution and health effects associated with waste landfilling and open dumping. Available at: https://link.springer.com/article/10.1007/s11356-022-21578-z. (Accessed 7 October 2023).

United Nations. (unknown). 12 Ensure sustainable consumption and production patterns. Available at: https://sdgs.un.org/goals/goal12. (Accessed: 7 October 2023).

Unknown. (2023). The three pillars of sustainability: people, planet, and profit. Available at: https://www.coolset.com/academy/three-pillars-of-sustainability#:~:text=The%20triple%20bottom%20line%20or%203%20pillars%20of%20sustainability,-The%20three%20pillars&text=The%20environmental%20pillar%2C%20%27planet%2C,considers%20environmental%20and%20social%20costs.(Accessed 6 October 2023).

Unknown. (unknown). Sustainability. Available at: https://www.un.org/en/academic-impact/sustainability#:~:text=In%201987%2C%20the%20United%20Nations,to%20meet%20their%20own%20needs. (Accessed 6 October 2023).

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My Favourite Brand

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Tiffany & Co has a rich history spanning nearly a century and has grown from a small jewellery house to an iconic, world renowned luxury goods brand. The elegant Tiffany blue is immediately recognisable around the world and is at the face of the brand, making the colour a staple in any jewellery collection. Legendary stars, such as Beyonce and JayZ are affiliated with the brand, the Tiffany house is the official jeweller for the renaissance world tour, meaning this jewellery really does span worldwide. Beyonce was the fourth person to wear the priceless Tiffany diamond, showing us the exclusivity of the brand itself, this adds to the allure of the brand and shows what it means to wear a piece from the Tiffany house. The Tiffany experience in itself feels luxury and easy, from scrolling through the website, accented with the Tiffany blue, to choosing, perhaps a piece of jewellery at an appointment in a beautiful Tiffany & Co shop. The iconic Tiffany diamond was recently remastered, the pendant/brooch honours the original Tiffany diamond and nods towards the rich history of the tiffany brand itself, that has multiple layers from the steady growth of the brand. Non profit organisations, specifically responsible mining and coral conservation, receive grants from the Tiffany & Co foundation, proving the consciousness of the brand itself in an industry that is constantly changing and churning out more and more product. Tiffany plans for net-zero emissions through sustainable buildings by 2040, the thought towards our climate creates hope within the industry that luxury brands are taking steps towards a cleaner environment. In 2022 more than 65% of the popular blue Tiffany boxes was recycled content, Tiffany has stated they want to sustainably source 100% of the blue boxes. A newsroom can be found on the Tiffany & Co website, which keeps loyal customers interested and updated whilst simultaneously pushing product through stories and headlines; the branding is clear, however clever and sleek. 

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