Yuting Pan

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Purpose

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The purpose of the fashion industry has significance for the well-being of humanity. It is not only about superficial well-being, but also affects the evolution of the entire world. Currently, products created solely by aesthetics can no longer gratify expected the desires to purchase of contemporary consumers. More consumers are looking at the influence of brands and actively improving the development of society. Therefore, in this trend, fashion brands should not only show the concept of unique brand, but also give priority to social and environmental issues. 

Sustainability has always been an objective pursued by the fashion industry. To this end, the fashion industry’s marketing departments have been creating campaigns to meet the needs of consumers and contribute to society through marketing campaigns, world conservation and charitable activities. To illustrate, Vivienne Westwood has donated over £1 million to the cause of saving the rainforest (Nast, 2011). Using her brand to make a difference to the world. Roland Mouret sends a message of strength to women through a T-short sleeve and donates 90% of the profits made to charity. Consumers are given the choice to decide where their money goes by voting (Davis, 2019). Sincerely contributing to things of value to society, not just selling products for a short-lived profit. This is the core of what makes the fashion industry able to maintain long-term stability. 

The development of the sharing economy saves on the consumption of goods, resources and time. By renting out borrowed products to trade using the publicity of the internet. Advances in big data and online platforms have facilitated the growth of the sharing economy (CFI, 2021). The survey shows that over 70% of consumers are willing to pay $50 or more for shared services for fashion, especially luxury goods (Liu; Lin; Guo; Shi, 2022). The implementation of the sharing economy has also greatly contributed to the development of environmental protection and the well-being of people.

Against the backdrop of the current stark global headlines issuing a final warning to take action on climate change, it is more important than ever to get involved in environmental activism. The new generation of consumers, Gen Z, is more focused on authenticity and pragmatism. To illustrate, Outland Denim in Aussie-based jeans label is committed to offering only premium quality denim, From organic cotton to recycled packaging and strives to achieve compliance with world best throughout its supply chain, and it provides access to training, employment and career development for disadvantaged women (Sharp, 2022). von Holzhausen creates durable, handcrafted bags and accessories that give back to today’s women with a range of products for women. Long-term programs and support services help women regain their independence and meet the pressing needs of women in need (Luxiders, 2018). 

References 

Davis, J. (2019). Fashion with a conscience: 5 brands that donate to charity. [online] Harper’s BAZAAR. Available at: https://www.harpersbazaar.com/uk/fashion/fashion-news/g22724461/best-charitable-fashion-brands/.

Nast, C. (2011). Charitable Westwood. [online] British Vogue. Available at: https://www.vogue.co.uk/article/vivienne-westwood-charity-donation [Accessed 30 Oct. 2022].

Liu, N., Lin, J., Guo, S. and Shi, X. (2022). Fashion platform operations in the sharing economy with digital technologies: recent development and real case studies. Annals of Operations Research. doi:10.1007/s10479-022-04544-3.

Sustainable Fashion – Eco Design – Healthy Lifestyle – Luxiders Magazine. (2018). S for Social Fashion: Discover these 4 brands with a social mission Worldwide – Sustainable Fashion – Luxiders Magazine. [online] Available at: https://luxiders.com/social-fashion/ [Accessed 30 Oct. 2022].

Sharp. C. (2022). Outland Denim: To God Be the Glory – Business as Mission. [online] Available at: https://businessasmission.com/outland-denim-to-god-be-the-glory/ [Accessed 30 Oct. 2022].

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Profit

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The fashion industry has created new business models and cultural values from the combination of creativity and labour and the association of intellectual property (Popović,2017). The fashion factory in today’s capitalist society is in search of a balance between supply and demand. Many fashion items have increased their prices to increase demand. To illustrate, a small Chanel Classic now retails for £6,520, compared to £4,627 in January 2021 and £3,786 in 2019 (Dazed, 2021). Since the epidemic happened, luxury shops had to close for a while. Therefore, all luxury bags need to be kept in line with inflation to maintain a balance between the cost of labour and materials and the profit gained (Ni, 2021).Many brands have a large number of consumers who pay for them even if they increase their prices significantly. LVMH enjoys growing global revenues, reaching over 53 billion euros in 2019. in 2021, the group’s revenues grew by around 44%, eventually reaching 64.2 billion euros this year (Sabanoglu, 2022).

The UK fashion industry is expected to reach nearly £6.1 billion in 2022 (Fashion United, n.d.). The number of garments purchased in the EU has increased by 40% over the decades due to falling prices and increased availability. Global per capital textile production grew to 13 kg (Peter; Sandin; Spak, 2019). However, the increased consumption of textiles has also had a negative impact. According to data, textile treatment and dyeing accounts for approximately 20% of global water waste. It is responsible for approximately 7% of the loss of local groundwater and drinking water (Niinimäki; Peters; Dahlbo; Perry; Rissanen; Gwilt, 2020). 

According to statista July 2022 analysis, there are 5 billion internet users worldwide, representing 63.1% of the world’s population, 59% of which are social media users. Social media is not only a tool to quickly deliver information, but also to expose problems in various industries. A reputable fashion brand company can gain the trust of consumers. For example, the company cares for its employees even in difficult economic times. A company in India would use child labour to make a profit and these children were mercilessly abused (Haryana, 2015). In comparison, John Lewis offers a range of benefits and perks to its employees (Dunne, 2017). When customers gather information and send it to social media, there will be a large number of supporters commenting and praising the company for the good treatment, not only creating a good image of the brand, but also gaining a lot of trust and followers from consumers

Art is rich in stories and meanings, and has always inspired fashion. To instance, Gentle Monster took a year of research to create model called “The Giant”. Designed to express humanity and emotion, the model The Giant communicates with consumers about human relationships and visions of the future of humanity (Designboom, 2021). The Giant is a contemporary art project that will appeal to a younger audience by imagining the future. Fashion is more than just fashion, it is the outworking of culture and awareness. People appreciate art and love fashion, and all the beauty presented is an expression of the creator’s ideas.

References

Popović, J. (2017). What defines the value in the fashion industry? [online] Medium. Available at: https://medium.com/@janja.popovic/what-defines-the-value-in-the-fashion-industry-52764da97f7c.

Peters, G.M., Sandin, G. and Spak, B. (2019). Environmental Prospects for Mixed Textile Recycling in Sweden. ACS Sustainable Chemistry & Engineering, 7(13), pp.11682–11690. doi:10.1021/acssuschemeng.9b01742.

Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T. and Gwilt, A. (2020). The environmental price of fast fashion. Nature Reviews Earth & Environment, [online] 1(4), pp.189–200. doi:10.1038/s43017-020-0039-9.

Dazed (2021). Chanel hikes its prices for the fourth time since the pandemic started. [online] Dazed. Available at: https://www.dazeddigital.com/fashion/article/54724/1/chanel-price-increase-handbags-pandemic-classic-flap-birkin-resell-market.

Ni, Y. (2021). The Frontiers of Society. Science and Technology, [online] 3(3), pp.78–82. doi:10.25236/FSST.2021.030314.

fashionunited.uk. (n.d.). UK fashion industry statistics. [online] Available at: https://fashionunited.uk/uk-fashion-industry-statistics.

‌Haryana, H. (2015). Fashion Industry: Labour behind the Labour. [online] Volume 2 (1&2), pp. 54-59. http://scientificresearchjournal.com/wp-content/uploads/2015/05/Home-Science-Vol-2_A-54-59-Full-Paper.pdf.

‌Dunne, S. (2017). Companies Who Take Great Care of Their Employees. [online] Bizimply. Available at: https://www.bizimply.com/blog/6-companies-take-great-care-employees/.

Statista Research Department (2022). Global Digital Population 2021. [online] Statista. Available at: https://www.statista.com/statistics/617136/digital-population-worldwide/.

Sabanoglu, T. (2022). Total revenue of the LVMH Group worldwide 2019. [online] Statista. Available at: https://www.statista.com/statistics/245852/total-revenue-of-the-lvmh-group-worldwide/.

designboom | architecture & design magazine. (2021). GENTLE MONSTER discusses the giant, a 2-meter-high uncanny face robot. [online] Available at: https://www.designboom.com/technology/gentle-monster-interview-the-giant-face-robot-11-18-2021/.

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People

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Different groups of people are important key points to consider in the fashion business industry, for example, different cultures and customs or social relations. Consumers pay close attention to whether brands are giving satisfaction to their needs. With the increasing diversity of fashion products today, the fashion industry is promoting different merchandising strategies to appeal to different age groups (Ahuja, 2015). According to statistics, Gen Z contains 41% of the world’s impulse consumers (Djafarova, 2020; Bowes, 2020). They frequently use technology networks to purchase and consume their goods and are known as the “digital media demographic” (Djafarova, 2020; Bowes, 2020). Gen Z is the largest generation, accounting for approximately 32% of the global population, and is expected to have a significant impact on global consumer sales (Djafarova, 2017; Rushwoeth, 2017).

A fashion brand needs to consider a strategy to promote consumers to purchase its products. For example, a purpose is what a brand genuinely focuses on the issues facing society. Nowadays, there are 55% of Gen Z choose brands that use eco-friendly and socially materials (Thomas, 2020), A brand called TOMS Shoes has achieved how to increase purchasing power and also transmit information to raise awareness for a generation to improve the world (TOMS Shoes, 2022). The Gen Z demographic, known as living with the data age, spends a lot of time on the internet. Therefore, brands need to understand what marketing strategies will get the attention of the Gen Z. Video ads like Red Bull’s, offering a variety of active lifestyle videos like skydiving in Lake Tahoe, these are the reason the brand has garnered more than a few million subscribers on YouTube (Luce, 2022).

Rihanna’s brand Fenty Beauty significantly represents how to express diversity. Firstly, Fenty Beauty’s foundation has more than 40 shades. It has further advanced the shaping shape of the beauty industry, allowing all shades to find beauty status (Mayo, 2021). Not just for the beauty industry, Fenty Beauty’s lingerie collection is also an important place to represent an examination of style, body image, and institutional concepts with her new lingerie collection aimed at a wide range of women with different body types (Lian, 2022; Gwynne, 2022). It also shows an example of a long overdue category of diversity and inclusiveness.

Many competencies can drive a brand to success. For example, the ability to empathize with people who can take a different perspective on different issues in contemporary society and use corresponding strategies to achieve success. Secondly, the ability to innovate is key to the economic success of a brand in the face of the web-surfing Gen Z. Capturing the characteristics of this demographic and delivering content of interest is key to increasing the purchasing power of the brand.

References

Djafarova, E. and Bowes, T. (2020). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, [online] 59(59), p.102345. doi:10.1016/j.jretconser.2020.102345.

Djafarova, E. and Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68(1), pp.1–7. doi:10.1016/j.chb.2016.11.009.

Ahuja, N. (2015). ‘Effect of Branding On Consumer Buying Behavior’: A Study in Relation to Fashion Industry. Journal of Research in Humanities and Social Sciences, [online] 34(34),pp. 32-34. www.raijmr.com.

TOMS. (n.d.). TOMS® Official Site | We’re in business to improve lives. [online] Available at: https://www.toms.com/uk/impact-emea/report-emea.html.

Luce, J. (2022). How to Attract and Market to Gen Z Customers. [online] Simplr. Available at: https://www.simplr.ai/blog/how-to-attract-and-keep-generation-z-customers.

Mayo, J (2021). Fenty Beauty and Its Contribution to Diversity and Inclusivity in the Beauty Community. [online] Available at: https://www.linkedin.com/pulse/fenty-beauty-its-contribution-diversity-inclusivity-community-mayo.

Lian, J. and Gwynne, J. (2022). What Does It Take to Be ‘Savage’?: Diversity, Empowerment and Representation in Rihanna’s Savage × Fenty Fashion Show. Palgrave Studies in (Re)Presenting Gender, pp.99–113. doi:10.1007/978-3-030-99154-8_6.

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Planet

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The fashion industry has introduced four pillars, among them planet which focuses on how fashion industry achieves sustainable but with impacts of earth. For example, consumption and pollution, not only in the production of clothes, but also in their washing. The use of chemicals in the production of raw materials such as cotton. Climate disasters will lead to extreme heat, drought, flooding and the risk of poverty. If companies and industry do not pay attention to the effects of climate change, the situation will get worse as temperatures rise by more than 1.5 degrees Celsius (UN IPCC Report, 2021). People consume and use water causing serious health and environmental damage – including increased cancer risk, skin problems and extinction of animal populations. As the world becomes more aware of environmental issues, the fashion industry is looking for different ways to balance business economics and environmental protection, scientists have discovered many pre-hydrolytic coagulants, such as polymeric aluminum chloride, ferric polymeric aluminum chloride instead of fibre production (Uddin, 2021).

The Sustainable Development goals have 17 goals to achieve environmental, economic and consumer sustainability goals. Goal 12 is the responsibility of the fashion industry in consumption and production for protecting the earth. Achieving economic growth and sustainable development requires that human urgently reduce their activity by changing the way we produce and consume goods and resources. It is now known that the amount of production and consumption in the fashion industry has increased substantially, and it will have many impacts on the planet. Millions of tons of clothing are produced, worn and thrown away every year. According to statistics, the annual output of textiles can reach billion carbon dioxide (Hussein, 2013). Apparel accounts for more than 60% of all textile use and has roughly doubled in the last 15 years, as the growth of the global middle class population and higher sales per capita in mature economies. Clothing cannot be produced without textile industry production lines and consumers buy cheap but fashionable clothing in large quantities. However, it is often forgotten that these production lines are harmful to the environment. For example, the textile industry uses large amounts of chemicals such as pigments or dyes, and the leftover waste water is discharged directly into the environment as it cannot be broken down.

Figure 1, Textile Industry Dye Wastewater (Kishor, 2021)

Companies in the fashion industry seek to design and manufacture products that are durable, create more comfortable products and services for their customers and provide the necessary knowledge that, through continuous innovation in product quality, safe recycling or renewable materials, products and their materials do not contain harmful substances and do not release harmful substances into the environment. A business model that maintains the attractiveness of the product over time and is able to maintain the highest value of the product creates the conditions for the resilience and prosperity of the fashion industry and the optimization of the environment, and is aligned with the business model to achieve these goals (Cernansky, 2022). By adopting new business models and eliminating waste from design, the fashion industry has the potential to unlock more economic opportunities globally.

References

Uddin, F. (2021). Environmental hazard in textile dyeing wastewater from local textile industry. Available at: https://link.springer.com/article/10.1007/s10570-021-04228-4 [Accessed 2 Oct. 2021].
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Falah, Hussein. (2013). Chemical Properties of Treated Textile Dyeing Wastewater. Available at: https://www.researchgate.net/profile/Falah-Hussein/publication/258365448_Chemical_Properties_of_Treated_Textile_Dyeing_Wastewater/links/5c55d3d5299bf12be3f68477/Chemical-Properties-of-Treated-Textile-Dyeing-Wastewater.pdf [Accessed 25 Sep. 2013].

Maxine, Bédat. (2021). The Life and Death of a Garment. [online] Avialable at: https://www.yumpu.com/en/document/view/65971946/pdf-ebook-download-unraveled-the-life-and-death-of-a-garment [Accessed 3 Jun. 2021].

archive.ellenmacarthurfoundation.org. (n.d.). Fashion and the circular economy. [online] Available at: https://archive.ellenmacarthurfoundation.org/explore/fashion-and-the-circular-economy?_ga=2.226442266.1272248944.1665330792-697752685.1665330792 [Accessed 9 Oct. 2022].

Cernansky, R. (2022). Sustainability: Where fashion is heading in 2022. [online] Vogue Business. Available at: https://www.voguebusiness.com/sustainability/sustainability-where-fashion-is-heading-in-2022 [Accessed 5 Jan. 2022].


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