purpose

To build the solid brand, fashion brand should contain their own philosophy to maintain their business. Brand philosophy can be specified in mission, vision and value proposition. Then why is it important for brand to have their own philosophy in the industry?

Mission they set, vision they see and value proposition they pursue shows what identity that the brand itself represent. In 2022, people and media are aware of sustainability, diversity and well-being in fashion. Well-being In fashion is how people feel while they are wearing the garment. For example, when people are wearing more artistic clothes, they more feel artist, and when they are wearing uniform, they more feel professional of their job. According to the tutor’s note, (Terrelonge, 2022), American psychological association (APA) insist wellbeing can be define as ‘A state of happiness and contentment, with low levels of distress, overall good physical and mental health and outlook, or good quality of life.’ In the lecture, lecture defined wellbeing into five sectors which are subjective, social, financial, physical and emotional. Brand should focus on meeting the needs of these five factors of consumer’s wellbeing. These can be their biggest mission and through this, brand can specify their vision in the business.

As concerns about abusing nature to create new clothing increases, most of the fashion brand’s vision is being sustainable and to have circular system. Especially when it comes to recycling and upcycling, the important thing can be to create some product that is completely different looking, to catch people’s eye and being sustainable at the same time. According to Gwilt, (2016, p 129), ‘within sustainable fashion circles there has been a movement to revive craft skills. Aside from creative approaches to repair, other popular techniques include altering, refurbishing and remanufacturing garments that might otherwise be discarded. In altering a garment, the aim is to make it appear different. Alterations may be slight, for example, changing a long-sleeve shirt to a short-sleeve shirt, or so significant that the original appearance of the garment almost completely disappears.’ As the author mentioned above, to communicate with gen z with their sustainable philosophy, being creative is a necessary part in brand’s marketing strategies.

Citation

Terrelonge, D. (2022) ‘The power of fashion: Clothing x wellbeing’. FT Yr1: Introduction to fashion marketing and consumer behaviour. University of the Arts London. Available at:

Alison, G. (2016) A practical guid to sustainable fashion. London: Bloomsbury.