Roza Rozy

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PROFIT

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For a business to function, as well as a signal of the well functioning of a business, is a financial gain, meaning earning more than the amount spent – profit. Certainly, to achieve that, people must implement marketing strategies to engage customers in their products and display them efficiently. A vast understanding of actual trends and anticipating ones to come is vital to success.

Myriad brands earned their desirable recognition, and businesses are performing on a colossal scale, making the fashion industry one of the biggest in the world. “The revenue of the global apparel market was calculated to amount to 1.53 trillion U.S. dollars in 2022”, according to current statistics. (Smith, P. 2023)  Furthermore, the boundaries of the industry are continuously expanding, with people raising consciousness and freedom in choosing garments. The market has become more varied and faster-changing than ever. Therefore, plenty of sectors are involved to make people buy a final product.

The fashion industry encompasses many niche industries such as design, manufacturing, distribution, marketing, retailing, advertising, and promotion in rarefied and expensive haute couture or cheaper ordinary clothing. (Kiron, M.I. 2022). Dying, spinning, and weaving fibres is the first step in creating fabrics. Creative ideas provided by designers are then introduced to manufacturers, providing them with specified flats to sew the garments. The materials need to be sourced and ordered, and samples need to be made for presentation to retail buyers. After the final stitchings, the production process ends. 

Retailers become the ultimate link in the supply chain from producers to consumers, purchasing products and selling to shops. Therefore, marketers with merchandisers are thus responsible for identifying and defining a fashion producer’s target customers and responding to those customers involving selling the right product at the right price, time, and place. It also involves presenting goods attractively and accessible through store windows, and  promotional events. (Steele, V. and Major, J.S. 2018).

‘Sense and respond’ is crucial to maintaining a profitable position in uncertain economic times. That applies for understanding and tracking changing needs; “any cost-cutting initiative is to identify areas of waste and inefficiency. This requires a detailed analysis of the company’s operations, processes, and systems”. (Bhardwaj, V. and Fairhurst, A. 2010). Businesses may also be forced to apply some new products or opportunities. For instance, during the COVID-19 pandemic, fashion brands had to develop online sites and expand delivery options. Moreover, it is paramount to create an even stronger bond with employees and customers. Investing in the team is crucial for success. Open communication and providing support will result in gaining their trust and creating a stress-free environment. In addition, asking for feedback and listening to the customer’s needs is key. Improving brand service to an excellent level may help engage present ones and attract new buyers.

Many creative directors struggle with bridging creative vision with commerce. Nevertheless, to do that successfully, a brand should always understand current times and trends: thinking about a possible audience, trying to reach the most desirable audience by collaborating with people and implementing marketing strategies to create a unique aesthetic. With widespread recognition, brands can attract consumers and generate value. (Ahmed, A. 2013).

Bibliography:

Ahmed, A. (2013). Bridging the gap between art and business | Ajaz Ahmed. [online] the Guardian.

Bhardwaj, V. and Fairhurst, A. (2010). Fast fashion: Response to Changes in the Fashion Industry. The International Review of Retail, Distribution and Consumer Research, 20(1), pp.165–173. doi:https://doi.org/10.1080/09593960903498300.

Kiron, M.I. (2022). Key Sectors of Fashion Industry. [online] Textile Learner. Available at: https://textilelearner.net/key-sectors-of-fashion-industry/.

Smith, P. (2023). Global apparel market – statistics & facts. [online] Statista. Available at: https://www.statista.com/topics/5091/apparel-market-worldwide/#topicOverview.

Steele, V. and Major, J.S. (2018). Fashion industry. In: Encyclopædia Britannica. [online] Available at: https://www.britannica.com/art/fashion-industry.

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People

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The Gen Z generation is presently known as the youngest adult generation. Superficially, they are mostly perceived as people with an affinity for technology, growing up in a digital environment. (Bewicke, H, 2023) Thus far, with the most extensive access to education, Gen Z is simultaneously becoming the most informed consumers on the market. They become the designers of the actual product trends. Therefore, brands are forced to introduce mechanisms attracting Gen Z consumers, initiating the inquiry: What characteristics should such a brand have to succeed?

The first major point is marketing through social media to receive the most comprehensive recognition: adapting business strategies by promoting brands through websites and popular apps such as Instagram, TikTok, Facebook or Twitter. Moreover, engaging and investing in influencers is vital to achieving desirable brand acknowledgement. (Chrimes, C. and Boardman, R., 2023)

Secondly, due to broader access to education, Gen Z generations will pay more attention if the products are made ethically, cruelty-free and biodegradable. They are becoming the main drivers for eco-friendly brands, and these will gain the most profit and popularity in the future.

Furthermore, the brand’s authenticity and inclusivity should be visible. Nowadays, a modern approach to product marketing is endorsed. Globalization has contributed to varied communities; hence, people of different colours and preferences are in a market. Natural-looking people instead of supermodels in advertising are essential, whereas diversity management gives Gen Z more insight into the product. (Noble, S.M., Haytko, D.L. and Phillips, J, 2009)

Rihanna’s brand “Fenty” successfully applied this strategy by saying, “We do not believe in division. We do not believe in excluding anyone.” A vast range of sizes introduced received tremendous positive feedback. Despite showing models wearing “Fenty” lingerie – bras varying from 30A to 46DDD and XS to 4X in underwear, she also responded to diversity in skin colour by introducing 40 shades of foundation using models from various ethnicities. She started featuring older women in her lingerie advertising or making people of different orientations participate in a show. In the end, the brand became beneficial for both Rihanna, earning annually, as reported by Forbes, $2.8 billion, and for people who struggled with being included and understood. (McKinnon, T, 2021)

Fenty showed the vital people skills needed for a fashion brand to be successful. Understanding the field is crucial. Rihanna acknowledged every person in her brand because today’s epoch strives for understanding and inclusivity for all. With her excellent communication skills, she performed remarkable marketing strategies, understanding consumer behaviour and brand positioning. Creative vision allows the creation of a unique brand aesthetic with a consistent and strong image. Nevertheless, without networking, there will be no success. Communication, vision and understanding of the field are the critical elements for any brand to be prosperous. (Schuler, R.S, 1992)

Bibliography:

Bewicke, H. (2023). Gen Z consumer behavior: What you need to know. [online] Talon.One. Available at: https://www.talon.one/blog/gen-z-consumer-behavior-what-you-need-to-know.

Chrimes, C. and Boardman, R. (2023). The Opportunities & Challenges of the Metaverse for Fashion Brands. Springer texts in business and economics, pp.389–410. doi:https://doi.org/10.1007/978-3-031-33302-6_20.

McKinnon, T. (2021). How Rihanna’s Fenty Brand is Leading in Diversity & Inclusion. [online] Indigo9 Digital Inc. Available at: https://www.indigo9digital.com/blog/fentydiversityinclusion.

Noble, S.M., Haytko, D.L. and Phillips, J. (2009). What drives college-age Generation Y consumers? Journal of Business Research, 62(6), pp.617–628. doi:https://doi.org/10.1016/j.jbusres.2008.01.020.

Schuler, R.S. (1992). Strategic human resources management: Linking the people with the strategic needs of the business. Organizational Dynamics, [online] 21(1), pp.18–32. doi:https://doi.org/10.1016/0090-2616(92)90083-y.

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obraz_2023-10-08_211742864

PLANET

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Everyone is presently acknowledged with the statement that people need to implement changes in their everyday lifestyles and provide innovative solutions to take care of our environment more and make the earth a pleasant place for the creatures alive and future generations. Today’s epoch struggles the most, eliminating excess waste and constantly needing raw materials that are valuable for the whole ecosystem to work correctly. Trash coming from the fashion industry itself is one of the biggest problems to handle these days, and there might be introduced ways to manage the state of our planet.

Therefore, the new system called the circular economy was invented to maximize the limit of waste, minimize the usage of raw materials, and keep them circulating in the economy. Due to overpopulation, this solution seems brilliant to keep products durable, reused, remanufactured and recycled. The model of CE became the European Union’s official goal to keep the value of materials as long as possible, simultaneously optimizing the economy with its resources, which would benefit both people and the environment.

Figure 1: Circular economy phases

Hence, is there a possibility to make fashion sustainable? For now there are too many flaws and things undone in the fashion industry to speak about sustainability in this field. However, spreading knowledge about the problem to new generations may be vital in helping the industry function more efficiently considering our health and surroundings. Currently, the word “sustainability” in regards to fashion reflects the thought behind the creation of a garment: being mindful towards nature and society consisting of fiber choices, how materials were obtained, the disposal of clothing, and considering the work ethics and well-being of employees. It is definitely about limiting fast fashion brands and in contrast promoting fashion that is a part of a slow movement: manufacturing in respect to society and the planet. (Staniforth, Sarah (2010))

Figure 2: UN Sustainable Development Goal, Goal 4: Quality Education

One of the SDGs relating to the fashion industry is “Quality education”. How can people implement changes without educating enough about current industry issues? These activities should be addressed toward post-millennials, who have growing purchase potential, are more environmentally conscious, and use e-commerce as tools in the creation of the perception about particular aspects of social importance. (Adamkiewicz, J., Kochanska, E., Adamkiewicz, I. and Łukasik, R.M. (2022)) Many people from substandard communities still need access to information about the green economy and are unaware of the severity of the earth’s pollution problem. In conclusion, with proper teaching worldwide, there is a possibility to change the current situation much faster and more efficiently. 

Bibliography:

Adamkiewicz, J., Kochanska, E., Adamkiewicz, I. and Łukasik, R.M. (2022). Greenwashing and Sustainable Fashion Industry. Current Opinion in Green and Sustainable Chemistry, [online] 38(100710). doi:https://doi.org/10.1016/j.cogsc.2022.100710.

 Staniforth, Sarah (2010). “Slow Conservation”. Studies in Conservation. 55 (2): 74–80. doi:10.1179/sic.2010.55.2.74. JSTOR 27867120. S2CID 198987730. Retrieved September 30, 2020.

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Favourite Fashion Brand

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Vivienne Westwood

Vivienne Westwood is a symbol of individuality. She expresses her heart’s inclinations and stands for what she believes is right: remained a maximalist while the world surged towards minimalism, introducing the distinctive labels she is presently known for worldwide. Wherefore Vivienne’s works remain striking: she had an immense curiosity about the world at large – history, art, politics and environment. The collections reflect her personality, values and interests, emphasising various obsessions. Thus, the designs became outstanding and unique: bucking convention while expanding her interests, simultaneously growing while learning about what fascinates her.  

Westwood brought punk fashion into the mainstream by dictating its aesthetic canons known today. Moreover, her passion for 17th and 18th-century silhouettes and paintings also emerged in a style later called “New Romantic”. Introducing looks of flowing fabric and the romantic appearance of garments, showing her adoration for French exaggerated proportions – puffy sleeves, skirts and close-fitting corsets. Inspired by British history by admiring its elegance  or in a way that she decided to parody the English upper class. Well-known for the usage of tartan pattern,prints and asymmetrical cuts. The collections are always referenced with a clear inspiration behind them. 

Propaganda in fashion was also significant to Vivienne Westwood: she enjoyed challenging the status quo, engaging in an issue with remarkable slogans on her clothing. The messages behind the designs indicate how much of a character she was. Through a passion for punk, frivolity and baldness, she did not desist by selling the garments but deeply cared about the world’s issues. Vivienne implemented popularity to contribute to spreading something valuable. She openly expressed her disapprobation of horrific dictators and the destructive nature of war. Nevertheless, considered controversial, she remained respectful and still when facing criticism. 

Unlike other huge brands, such as Louis Vuitton, Ralph Lauren, Gucci, Channel and many more, which eventually became a corporation, she preserved the independence of her brand. Quality over quantity was her priority – a pure designer not striving for more money nor more extensive audience approval but herself finding joy in creating. Also engaged in spreading information about the green economy: she encouraged other brands to become the most sustainable as possible in the fashion industry. Vivienne Westwood stayed authentic till the end, developing worldwide brand recognition through hard work and devotion.

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