Siyi Lin

“purpose “is important in the branding, it gives a clear plan of how the whole line of the brand works, from design to listen consumer advice. The brand philosophy is a principle of mission, vision, and value proposition. It decides the way work is carried out within the company and with clients and govern the way of communicating with partners, competitors, and customers. (Bhasin, 2019) therefor, this helps the brand to find its positioning and direction quickly and to follow the plan smoothly.

In the fashion industry, the sharing economy can refer to activities such as swapping, renting, and reselling, thus enabling the extension of the life of clothes rather than the constant purchase of new products. At the heart of the fashion sharing economy is the idea of wearing, not exactly buying and selling, to achieve the original intention of not wasting and wearing clothes. (MacGilp, 2021) For example, Tulerie, is a peer to peer, an invite-only fashion rental company which allows users to rent clothing, shoes, and accessories between themselves via an app. The Tulerie philosophy is offer the high-quality products and luxury goods. (Benoualid, 2019)

“Three key measures of Gen Z consumption: consumption as a way of acquiring, not owning. (Bof, 2020) Consumers also expect to see the authenticity of a brand’s offering and look for true alignment of values. Brands need to get themselves ‘out of the loop’ through promotional marketing to attract more consumers who share their value proposition. This will be followed by more brand events and visits to reinforce this group.

Sources:

Bhasin. H. (2019).  What is Brand Philosophy? Importance of having a Brand Philosophy. [online]. (Last updated 17 December 2019). Available at:  https://www.marketing91.com/brand-philosophy/[Accessed 20 October 2022]

Benoualid. C. (2019).  The Sharing Economy and its Impact on Fashion and Apparel. [online]. (Last updated 25 November 2019). Available at:  https://www.cgsinc.com/blog/sharing-economy-and-its-impact-fashion-and-apparel [Accessed 20 October 2022]

Bof.com. (2020). How do brands communicate and connect with gen z consumer. [online]. (Last updated 15 July 2020). Available at:https://www.businessoffashion.com/articles/retail/afterpay-communicate-and-connect-with-gen-z-consumers/ [Accessed 20 October 2022]

MacGilp. R. (2021). What the Fashion Sharing Economy Is, and How to Do It Right. [online]. (Last updated 3 March 2021). Available at:  https://ecocult.com/fashion-sharing-economy-swap-resale/ [Accessed 20 October 2022]

The profit is related to the economy in the fashion industry. Especially the capitalism is the largest part, including financial, human and planetary, it will produce goods and services to people when they spend money. In 2022, according to the Fashion United that there are 3.384.1 million labors, like the value to 3 trillion dollars, accounting to 2% of the world’s Gross Domestic Product (GDP). And the Joint Economic Committee of United States show a survey in 2019, consumer spent nearly 380 billion on their clothes and footwear in the US. On the basic of statistics, 3 trillion textile and garment enterprises entering the market every day, and the rapid growth. (FASHINNOVATON, 2022) therefore, fashion goods become more and more popular, at the same time, it is a good way to improve the speed of the fashion economy.

The fashion industry involves the design, manufacture, production, marketing, retailing, advertisement, and promotion. The first key sector is Textile Design and Production, most of fashions are made by textiles. However, cotton and fiber are used in high rates, causing great harm to the environment. So, lots of people focus on find some materials in sustainability that it is a hot topic in the fashion industry. The fashion design and manufacturing are a second key sector, they find the popular trend of fashion and according to the consumer preference to design fashion products. Incorporating trend-setting styles into marketable clothing for the average consumer. the third Key Factor of Fashion Industry Retailing, promotion, and merchandising apparel. The aim of marketing is from the initial selection of the design to be produced to the presentation of the product to retail customers, the goal is to maximize the company’s sales and profitability. The main work with retailing takes place at the wholesale and retail levels. Companies that do not sell their products at retail must place them in the hands of retailers, such as boutiques, department stores and online sellers, at wholesale prices. And the last sector is media, helping to market and promote fashion products better, and presenting them as visuals in the form of advertisements. (BFashion, no year)

The first thing that loyal customers are crucial to building connections, because the whole industry has become more competitive, and brands are competing for smaller benefits. Therefore, perform everything to make current customers happy and thank them for their continued purchase of the company products. It can provide a good buying experience and impression for the customer. (horizonmarketing-co, 2022) Also, it is also important to constantly seek customer feedback and make changes, and there are numerous studies that show that it is more expensive to acquire new customers than to nurture current relationships. (Clausen, 2020) So, putting more effort into loyal customers saves money and allows you to better upgrade your brand and increase sales.

Business will bring art to the audience, which is the essential bridge. Starting with a dialogue, the designer can chat with the businessman as a way of getting to know the work better or finding some common ground. There is a need for trust between a good artist and a good business, both to protect their image strongly and to be careful about their image in order to accept the potential risks on both sides and to make something truly impressive happen. (Ahmed, 2013)

Sources

Ahmed. A. Bridging the gap between art and business. [online]. (Last updated 16 October 2013). Available at: https://www.theguardian.com/media-network/media-network-blog/2013/oct/16/bridging-gap-art-business [Accessed 20 October 2022]

Bafashion Academy. (2021). What is fashion industry. [online]. (Last updated 19 February 2021). Available at: https://bfashionacademy.com/key-sectors-of-fashion-industry/ [Accessed 20 October 2022]

Clausen. E. (2020). Marketing Rules To Follow During Uncertain Economic Times.

 [online]. (Last updated 3 April 2020). Available at:https://www.forbes.com/sites/forbesagencycouncil/2020/04/03/marketing-rules-to-follow-during-uncertain-economic-times/?sh=717eac204a36 [Accessed 20 October 2022]

Fashinnovation. (2022). FASHION INDUSTRY STATISTICS: THE 4TH BIGGEST SECTOR IS WAY MORE THAN JUST ABOUT CLOTHING. [online]. (Last updated 18 February 2022). Available at: https://fashinnovation.nyc/fashion-industry-statistics/ [Accessed 20 October 2022]

Horizonarketing.co. (2022). The value of marketing in uncertain economic times. [online]. (Last updated 8 August 2022). Available at: https://horizonmarketing.co/the-value-of-marketing-in-uncertain-economic-times/ [Accessed 20 October 2022]

“People” is one of the 4 marketing pillars. According to the Vogue and GQ readers in the US, Gen Z is who born in among 1995 to 2010 and they are the most buyer interest on shopping. Although they care about how to spend money, which products they spend, they also discover the new fashion trend. (Vogue business for paypal, 2021) Following this, Gen Z will become the main consumer in the world that they are focus on the ethical fashion, including the social and environment themes into products and fashion brand. Also, they prefer to choose the brand of the same values as themselves, avoiding some brand they hate. (Amed, Balchandani, Beltrami, Berg, Hedrich, Felix, 2019)

 It could be argued that what kind of things Gen Z will feel so important during fashion industry. According to the BOF and Juv Consulting survey about 1000 American Gen Z. the survey illustrates that eighty-nine percent of survey participants said fashion is important for confidence, while 82 percent think fashion is important for establishing their identity. As for Gen Z, fashion not a tool to show the trendy or denoting status. (Schneider, Lee, 2022) The other thing that Gen Z care about have the same values and belief, including the problem of society or environment, they will be looking forward the standpoint of brands choose that determine which brand they truly identify with and want. (Kim, 2021)

As the consumer population diversity, especially the Gen Z, they are very concerned about whether the brand values diversity. (Brozik, Young, Cuthill, Drake, 2021) Therefore, some brands will respond to this problem. For instance, Aerie, a sub-brand of American Eagle Outfitters, is a lingerie and lifestyle retailer brand that it creates new# AerieREAL line in 2014. The main focus on women who have the huge range of experiences and women with disabilities. (Pixlee TurnTo Contributor, no year) This approach makes many users and consumers feel very happy and feel the inclusiveness of the brand.

What are the key people skills needed for a fashion brand to be successful

There is little doubt that it’s important to know what consumers like, and through their behavior to create a new business model. When it attract more and more consumption from people, the brand will be focus on the answering customer concerns and making changes based on their questions, finally giving them feedback which they hope. So, a good service can bring a brand benefit, including the customer’s praise, favorable degree, harvest their beautiful mood.

Reference:

Amed. I, Balchandani. A, Beltrami. M, Berg. A, Hedrich. S, Rolkens. F. (2019). The influence of ‘woke’ consumers on fashion. [online]. (Last updated 12 February 2019). Available at: https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion [Accessed 13 October 2022]

Vogue business for paypal. (2021). Gen Z shopping trends uncovered. [online]. (Last updated 20 August 2021). Available at: https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal [Accessed 13 October 2022]

 Schneider. B, Lee. D. (2022). Gen-Z and Fashion in the age of realism. [online]. (Last updated 12 February 2019). Available at: https://www.businessoffashion.com/reports/retail/gen-z-fashion-in-the-age-of-realism-bof-insights-social-media-report/ [Accessed 13 October 2022]

 Kim. K. (2021). How to make sure you’re marketing to Gen Z the right way. [online]. (Last updated 12 February 2019). Available at: https://sproutsocial.com/insights/marketing-to-gen-z/[Accessed 13 October 2022]

Brodzik. C, Young. N, Cuthill. S, Drake. N. (2021). Authentically inclusive marketing Winning future customers with diversity, equity, and inclusion. [online]. (Last updated 12 February 2019). Available at:https://www2.deloitte.com/uk/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2022/diversity-and-inclusion-in-marketing.html [Accessed 13 October 2022]

Pixlee TurnTo. Com. 4 Brands Embracing Diversity in Their Content. [online]. (Last updated 12 February 2019). Available at:https://www.pixlee.com/blog/4-brands-embracing-diversity-in-their-content [Accessed 13 October 2022]

1. introduce the planet pillar

Sustainability relate the fashion, including three parts, economy, social and environment., It make pretty harmful when we create, sell and dispose of our clothes in the daily life. ( Hubbub, no year) At the same time, there are many natural disasters in the fashion industry, including the climate change and biodiversity loss, accounting for more than 8% in the world. The industry have lots of child labor, unsafe working rules and modern slaver cause by the complexity and opacity of its supply chains.( Neio project, 2021)

2. what is circular economy

Creating the business models that can restorative and regenerative. For instance, using the Recyclable material and make the textiles in to second time, which can create the new products. It could be argued that let people invest more with buying desire on the second-hand market. There is little doubt that maintain the highest value of textiles and products during use, it could be recycle and put into the last using, so,  the product will never become waste. (Ellen MacArthur Foundation, 2017)

3.what is sustainability in relation to fashion

It’s about some resources waste by fashion, like water, carbon, soil, animal, forest, air, even the people, about the worker and consumer. To create a cycle of the hold fashion industry, from design, production, sale and ultimately recycling. The most important thing we need to do now. For example, fast fashion can be produced quickly and updated quickly. It has many styles, poor quality and is quickly discarded by people. Hence the plastic fibres that threaten Marine life, the huge carbon emissions from burning discarded clothes, and the cotton that makes them one of the biggest environmental killers. ( COMOVITA, no year)

4.1SDG from the UN SDG (relevance&impact) on fashion industry

The SDG about “industry, innovation, and infrastructure” illustrated in Hunza G, a British swimwear brand. It originally born in1984, using the no deadstock fabric or wastage in the design. Although no size with every swimwear products, they are ethical and comfortable that many people are attract Hunza G. even the mailer bags are make by traditional polythene mailing bag, whilst being totally plastic free. Also, ship using DHL Go-Green, which aids in offsetting transit emissions. (Hunza G.com, 2022) Through these sustainability actions of brands, people can deepen their awareness of sustainability.

Sources:

Comovita. Com. How fast fashion affects climate chance. [online]. Available at: https://comovita.co/blogs/sustainable-fashion-blog/how-fast-fashion-affects-climate-change?cmp_id=18175005594&adg_id=&kwd=&device=c&gclid=Cj0KCQjw1vSZBhDuARIsAKZlijQkuKT2ZIcCJaaJVPrldhHTSq6P4TbEh4qEM4ZOYuZDiVLocC-xL7saAjWVEALw_wcB [Accessed 7 October 2022]

Ellen MacArthur Foundation. Fashion and the circular economy. [online]. (Last updated 2017). Available at: https://archive.ellenmacarthurfoundation.org/explore/fashion-and-the-circular-economy [Accessed 7 October 2022]

Hunza.G.com. Our story. [online]. (Last updated 2022). Available at: https://www.hunzag.com/pages/about [Accessed 7 October 2022]

Hunza.G.com. Carbon neutral, Waste reduction [online]. (Last updated 2022). Available at: https://www.hunzag.com/pages/sustainability [Accessed 7 October 2022]

Hubbub. Com. How to be more sustainable with your fashion [online]. Available at: https://www.hubbub.org.uk/how-to-be-more-sustainable-with-your-fashion-make-our-move?gclid=Cj0KCQjwnP-ZBhDiARIsAH3FSRc_Cq7xsw4hrdN9zhDwaxZtFKU_qNM6t6ccp981eYhclYlmBxeWhhoaAhc5EALw_wcB&utm_campaign=make+our+move&utm_medium=ad+words&utm_source=google [Accessed 7 October 2022]

Nexio projects. Com. An introduction to sustainability in fashion. [online]. Available at: https://blog.nexioprojects.com/introduction-to-sustainability-in-fashion [Accessed 7 October 2022]