Amber Sides

Ikigai: a japanese concept meaning a reason for being. Our purpose is our why, its a reason for which something exists. In correlation to the fashion industry a brand is obliged to a purpose. They must understand what would be lost if the organization disappeared. What is unique? Particularly for the new Gen-Z consumer a purpose and reason for being is highly important. “They’re looking beyond tangible products and actually trying to understand what is it that makes the company tick” (Mckinsey & Company, Finneman, B, 2020) Aesthetics of a product are simply not enough its all about the morals and values.

Circled around the topic of brand philosophy is the mission, vision and values of a brand. A strong mission statement within a company sets a definition for the business and clarifies the purpose. A powerfully built vision statement is beneficial to show consumers what a brand intends on doing in the future and can be inspiring. It’s hard to believe who is being truthful and who is being ethical for the popularity. Therefore it is vital that “Ensuring your house is in order before going big on public actions. Your internal culture and diversity should match your external posture.” (Curry, L, 2020). Value proposition gives customers a purpose to shop for the brand. If customers resonate with specific brand values there is an increased chance in purchases and association. If your business works on these components so they are of the highest quality and ensures the actions said are implemented then brand benefits will follow.

Common knowledge is that the Generation Z is heavily guided by social influencers of today. Unlike previous generations gen z is driven by not only social media but authenticity of a brand. They want to know “What’s its mission? What’s its purpose? And what is it actually trying to build for us as a society?” (Mckinsey & company, Finneman, B, 2020). After studying highly commended Gen-Z influencer, Alix Earle, Janet Balis came to the conclusion of five powerful lessons in order to develop new ideas for reaching Gen-Z consumer and proving your purpose. One of these being “Find the right influencers for your brand” (Balis, J , 2023) Alix Earle is a prime example of why this works. With Alix Earles authenticity in her “get ready with me” videos show her going from “natural beauty to flawless perfection, displaying professional yet replicable makeup techniques and product use.” (Balis,J, 2023). She’s making herself approachable to the young generation and this approachability is what makes her resonate so much with Gen-Z.

Reference list:

Balis, Janet (2023) How the best brand-influencer partnerships reach gen Z, Harvard Business Review. Available at: https://hbr.org/2023/06/how-the-best-brand-influencer-partnerships-reach-gen-z?ab=at_art_art_1x4_s02 (Accessed: 29 October 2023).

Curry, latia (2023) How brands can follow through on the values they’re selling, Harvard Business Review. Available at: https://hbr.org/2020/08/how-brands-can-follow-through-on-the-values-theyre-selling (Accessed: 28 October 2023).

Meet Generation Z: Shaping the future of Shopping (2020) McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping (Accessed: 28 October 2023).

Image reference list:

Earle, A. (2023) Login • instagram. Available at: https://www.instagram.com/alix_earle/?hl=en-gb (Accessed: 29 October 2023).

Tan, E. (2023) Youth Radar: Analogue Marketing, WGSN login. Available at: https://www.wgsn.com/insight/article/65251313dd2ce724c6dd22f1 (Accessed: 29 October 2023).

In relation to the fashion industry the pillar ‘People’ relates the most. The industry was built by and for the people. Generation-Z, “Widely seen as technology savvy, aware of climate change and environmental impact” (Morgan, G, 2023) yet they still engage in distinctive and individual forms of fashion style, motivated by social media. We are learning that it takes more than academic qualification to become a successful fashion business owner to target the new Generation-Z.

Generation-Z defined as a compromise between the ages 7-27 (Morgan, G, drapers, 2023). “G-Zers are growing fast: Gen Zers will make up a quarter of the population of the Asia–Pacific region by 2025.”(Mckinsey & company, 2023). Equal to other generations, Gen-z is shaped by behaviors they are surrounded by. In particular social networking. However 53% of Gen-z and millenials taken for a survey opt for stores as there preferred shopping channel. Despite 92% uzalizing mobile apps. (Morgan,G, Drapers, 2023). “It is clear Gen-Z and millenials use every shopping channel interchangeably” (Morgan,G, Drapers, 2023). This is where the idea of Omnichannel shopping comes into play. Fashion brands and retailers need to ensure they are proposing an omnichannel approach to secure equally strong shopping channels to target Gen-Z. For example it would be important to have a powerfully built social channel as this is where most impulsive purchases are made. 12% of respondents on drapers survey admit to purchasing on social media (Morgan,G, Drapers, 2023.

Gen-Z generally participate in this new wave of inclusive consumers. “Gen-z collectively demands the creation of more opportunities for diverse and underrepresented backgrounds” (Mckinsey & company, 2023). Popular singer Rihanna’s brand Savage x fanty is a prime example of diverse marketing. Savage x fenty has revolutionised the lingerie industry. They are now highly congratulated for her size diversity. Ranging from XS to 3X in bralettes and 32A to a 46H for bustiers and bras. Savage x Fenty has also merged there diverse ideas into their marketing strategies and on the runway.

Traditionally academic qualifications are a necessity in order to be a successful business/brand owner. As the primary objective to target the consumer, Generation-z, we have learnt it is vital to have a strong Social Channel. “Members of this generation care about ease of use: mobile pay, app-based services, and simple online transactions are important, and brands have found major success by restructuring to suit Gen Z tastes” (McKinsey’s & Company, 2023) proving that it is now essential for aspiring brand owners to have qualification and experience within the digital, technology and AI industry.

Reference list:

Five trendy and inclusive fashion brands to support in 2021 (no date) clothes & water. Available at: https://www.clothesandwater.com/style/five-trendy-and-inclusive-fashion-brands-to-support-in-2021 (Accessed: 13 October 2023).

Moran, G. (2023) Gen Z and millennials 2023, Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2023 (Accessed: 12 October 2023).

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

Look at what your wearing, a T-shirt ? It takes 2720 litres of water to make that one T-shirt. (Chan E, 2020) For the current circumstance of the planet due to the textile and apparel industry, sustainable products are becoming a requirement. The principle draw back of the industry is the damage it is creating to the environment. 200 million trees are logged each year to be turned into fabric and 120 billion garments are then made a year. Consequently 85% of textiles then go to land fill yet 95% of these discarded textiles and garments can be upcycled or recycled but we choose to execute just 1%.

The Circular economy. Interconnected by 7 key factors: Refuse, Reduce, Re-use, Repair, Re-gift, Recover, Recycle. In order for the textile and apparel industry to combat the significant issues they need to shift from the traditional linear economy (make, use, dispose) to the circular economy. By using the circular economy system you can ensure that resources are in use for as long as possible while making sure you get the most from the textiles and garments while in use. Recovering and regenerating materials at the end of each service life can also be ensured.

As discussed textile waste is most often discarded into landfill. Author of the book, “A practical guide to sustainable fashion”, Gwilt a, believes that by using life cycle thinking it can enable “designers to see the impacts of production and consumption of a product or service over its entire life”. The cycle of life thinking encompasses going through each stage of a garment life cycle with deep thought on the social and environmental impact. For example, during the first stage of garment life cycle thinking Allison Gwilt suggests “to map the prospective life cycle of the product to be developed, which is best done at the start of the design process”. This may entail grouping together garment types that are known to share similarities. Following on from this Gwilt, A suggests to conduct an assessment of the environmental and social impacts associated with the product or service. Proving that a more thought and care can make a huge change.

The United Nations state 17 goals to be to be fulfilled by 2023. SDG number 3 “good health and wellbeing” links directly to the fashion and textile industry. The fashion industry is responsible for 8-10% of humanity’s carbon emissions (UNEP, 2018). Too much carbon emission is leading to a change in our atmosphere temperature, Ultimately destroying our land . If we are living on a destroyed planet, how can we expect to live long and healthy lives?

Reference list:

Gwilt, A. (2014) Chapter 2-The life cycle of a garment.

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 8 October 2023)

UNEP (2028), avalible at: https://www.genevaenvironmentnetwork.org/resources/updates/sustainable-fashion/

United Nations (2023). The 17 sustainable development goals. [Online] United Nations. Available at: https://sdgs.un.org/goals [Accessed 8 October 2023)

With a contemporary culture of of excitement, movement portrayed through their unique cuts, fabrics and fine details is the rising romanian brand of Made By Society.

The clothing label inspired by street power first launched in 2014 by a young team of 15 employees. Everything progressed from here. In the next years 17 more stores were launched throughout romania and 3 in the UK and bulgaria. Meaning the brand was certainly on the right track for success. By this incredible launch The brand is already influential.

This brand is inspiring to me as the the brand is bold, brave and unexpected. By this they are creating garments believed to be seen on the runway and not nesaseraly in the stores. Made by society is not afraid to stand out in fact the brand is powered by this enthusiasm. Whilst they are using all these remarkable fabrics and cuts they keep their colour pallet sophisticated with mostly black. By doing this they are really keeping up with their brand DNA, making a reputation and USP. There unique ideas of street style makes standard sweats look like they have no life creating competition for high street and luxury retailers.

Made by society tailors for men, women and kids. Giving them a large target market. This is one of the reasons the brand has expanded so much on the last 9 years. When looking at the price point we can justify that this brand has a much higher price point than a high street retailer but not quite as high as our luxury brands such as louis vuitton and chanel.

With a following of 71.8k on instagram there page is instantly eye catching. When you first glance at these number we notice it is not as high as some of our familiar brands. However i believe there is a huge gap in the market for the brand Made by society which is what makes this brand one that I love. All the bright colours and specific photo shoot style would make people crazy not to stop and take a look.