Purpose

Purpose, as the last pillar, is essential in the development of any brand. It is obviously complementary to the brand’s image, with a clear purpose of helping to construct a positive brand image from the public perspective. Undoubtedly, in order to ensure profitability, one necessarily takes into account how to effectively develop its purpose consideration, while awareness of social obligations is always the key to creating a preferable environment for human beings. (Londrigan &Jenkins,2018) As a major resource to environmental pollution, it appears on the surface to be achieving the goal of profits, but deeply a sublimation of brand values.

The European Commission (2017) defined corporate social responsibility (CSR). The fashion industry may consist of various sectors including brands, retailers, consumers, etc. Although they might hold diverse points on the core philosophy of the brands, and the image from consumers’ perspective is one of the most vital elements impacting the brand, which will largely influence the scope of the social obligations the brand needs to fulfil. (Londrigan &Jenkins,2018)  Therefore an expanding number of brands are putting social responsibility at the forefront of their philosophy at present. Basically, the fashion industry reflects its trustworthy side. With these brands truly awakening, they are to some extent effective support for sustainability. For instance, the sports brand Girlfriend Collection is committed to sustainability, stating on its website that “We’re like the earth’s number one fan, so being eco-friendly is at the top of our priorities,” (Girlfriend Collection, 2022), which indicates that their clothes are made from recycled materials, such as used water bottles, fishing nets from the ocean, fabric waste etc. Furthermore, consumers do not experience worry about the quality. As they are durable, despite the damage caused by wear and tear of the clothes. The ReGirlfriend strategy (Fig7.) enhances consumers’ awareness of environmental issues and encourages them to respond energetically. In addition, consumers are allowed to pack up their clothes and send them to the brand, where the brand will be processed and put back into the production line, truly realising upcycling, and then the customers would receive a $15 shop credit in the process. (Girlfriend Collection, 2022)

As the new generation of mainstream consumers, Gen Z who are both the first digital natives and the realist generation, as they experienced the “Black Lives Matter” and the Covid-19 pandemic, Gen Z is more pragmatic. (Schneider & Lee, 2022)  Thus, it can be proven that Gen Z values the truthfulness and transparency of the message. If brands are willing to effectively communicate their purpose to consumers, they must avoid only providing meaningless words on social media or in the news to announce that they have a transparent positive purpose and can be socially responsible. What brands need to do is to directly present to consumers how the brand is responding to social issues through real and purposeful actions. The brand purpose would be subliminally and convincingly reflected in the wake. For example, the well-known sports brand Jordan brand has collaborated with African sneaker retailers on footwear (Nike,2022), which highlighted their inclusiveness and diversity. Throughout declare consumers that the brand respects people from different races and religions, which will be an effective way to communicate the brand’s purpose and complement the brand reputation.

Text reference

European Commission (2017), Corporate Social Responsibility (CSR). Available online: https://ec.europa.eu/growth/industry/corporate-social-responsibility_en. (Accessed: October 29, 2022).

Jordan Brand’s First Africa-Based Collaboration Brings the Air Jordan 2 to the Next Generation About.nike.com. Available at: https://about.nike.com/en/newsroom/releases/jordan-brand-s-first-africa-based-collaboration-brings-the-air-jordan-2-to-the-next-generation (Accessed: October 29, 2022).

Londrigan, M. and Jenkins, J. (2018) Fashion Supply Chain Management. New York: Fairchild Books.

Recycle. Reuse. Regirlfriend. (2022) Girlfriend Collective. Available at: https://girlfriend.com/products/regirlfriend?query=2c36c33cdfac94a851845c0a470a76c6&objectID=39691023712319 (Accessed: October 29, 2022).

Schneider, B. and Lee, D. (2022) Bof Insights: Gen-Z and fashion in the age of realism, The Business of Fashion. The Business of Fashion. Available at: https://www.businessoffashion.com/reports/retail/gen-z-fashion-in-the-age-of-realism-bof-insights-social-media-report/ (Accessed: October 29, 2022).

Sustainability FAQs (2022) Girlfriend Collective. Available at: https://girlfriend.com/pages/about-girlfriend (Accessed: October 29, 2022).

Picture reference

Jordan Brand’s First Africa-Based Collaboration Brings the Air Jordan 2 to the Next Generation About.nike.com. Available at: https://about.nike.com/en/newsroom/releases/jordan-brand-s-first-africa-based-collaboration-brings-the-air-jordan-2-to-the-next-generation (Accessed: October 29, 2022).

Recycle. Reuse. Regirlfriend. (2022) Girlfriend Collective. Available at: https://girlfriend.com/products/regirlfriend?query=2c36c33cdfac94a851845c0a470a76c6&objectID=39691023712319 (Accessed: October 29, 2022).