Anna Nedrika

INTRODUCTION –

‘’A strong sense of purpose will give brands a competitive advantage in a crowded market.’’ It has become of the biggest factors to encourage a purchase, considering the amount of similar options in the market (Baldwin, 2022). The purpose of a brand helps establish an emotional connection with customers (Kowalewicz, 2022). They are in the search for brands that can contributes to their wellbeing, eudemonic and hedonic (Gwilt, 2020). The purpose should be considered the foundation for mission, vision and values. Everything related to a brand should reflect said purpose. Most importantly the people working for the brand have to be able to clearly communicate it through the models, marketing and design (deBara, 2022).

BRAND PHILOSOPHY –

The philosophy of a brand defines a business. It guides the identity of a brand, highlighting what it stands for and against, having an impact on customer loyalty (Silva, 2020). Actions are affected by beliefs, and for that reason it is crucial to have a strong brand philosophy in place (Song, 2015). The philosophy of a brand is composed by a mission, vision and value proposition. All of these allowing the brand to differentiate from others (Mogaji, 2021).

Mission: 

• Answers to the question of ‘’What?’’ the company wants to be (Meyer-Cuno, 2021).
• It is the reason for which the brand exists (Santos, 2021).
• It is important as it increases chances of success significantly (Mannino, 2020).

Vision: 

• Answers the question of ‘’Why?’’ the company exists (Meyer-Cuno, 2021).
• It defines the path the business will follow in the long term (Santos, 2021).
• It is important as it gives provides businesses with a direction (Mannino, 2020)

Value proposition: 

Defines why costumers should buy from one business instead of the competition, presenting themselves as the best possible choice. It is important as it can be the reason of making or losing a sale. (Coleman, 2022)

These three elements should be taken into account before making any business decisions, they become the personality of a business and brand (Santos, 2021) (Song, 2015).

COMMUNICATING WITH GEN Z –

Gen Z wants brands to actively get involved with social issues and participate in solving these. Therefore, by supporting these brands they feel like their investments will have positive consequences in society (Curry, 2020). The most popular brands amongst this generation are those driven by a strong sense of sustainability and purpose, and the best way for businesses to make themselves heard is through social media. Here they can develop their brand personality even further and engage in a more meaningful way with customers until they gain their trust (BOF team, 2020).

REFERENCES:

Baldwin, A. 2022. Why Purpose is the New ‘Must Have’ for Luxury Brands. [Online]. [Accessed 09/11/2022]. Available from: https://thisisreset.com/why-purpose-is-the-new-must-have-for-luxury-brands/

Kowalewicz, R. 2022. Defining Your Brand’s Purpose. [Online]. [Accessed 09/11/2022]. Available from: https://www.forbes.com/sites/forbesagencycouncil/2022/01/12/defining-your-brands-purpose/?sh=20d590a01e43

Gwilt, A. 2020. A Practical Guide to Sustainable Fashion. 2^nd ed. London, UK: Bloomsbury Publishing Plc

DeBara, D. 2022. What is a Brand Purpose and Why is it Important?[Online]. [Accessed 09/11/2022]. Available from: https://www.canva.com/learn/brand-purpose-important/

Silva, P. 2020. Why Philosophy Has Much To Do With Brand-Building (And What That Looks Like). [Online]. [Accessed 09/11/2022]. Available from: https://www.forbes.com/sites/piasilva/2020/11/19/why-philosophy-has-much-to-do-with-brand-building-and-what-that-looks-like/?sh=5d6b873471f9

Mogaji, E. 2021. Brand Philosophy. In: Brand Management. London, UK: Palgrave Macmillan, Cham

Meyer-Cuno, D. 2021. Is a Vision Statement Important? [Online]. [Accessed 09/11/2022]. Available from: https://www.forbes.com/sites/forbesbooksauthors/2021/02/24/is-a-vision-statement-important/?sh=2f15b7813be7

Santos, D. 2021. 3 Claves Para Definir la Filosfía de tu Empresa (+ 10 ejemplos). [Online]. [Accessed 09/11/2022]. Available from: https://blog.hubspot.es/marketing/filosofia-empresas

Mannino, S. 2020. Why Every Brand Needs a Mission Statement. [Online]. [Accessed 09/11/2022]. Available from: https://www.forbes.com/sites/forbesbusinesscouncil/2020/08/26/why-every-brand-needs-a-mission-statement/?sh=75186371eb37

Coleman, B. 2022. How to Write a Great Value Proposition [5 Top Examples + Template]. [Online]. [Accessed 09/11/2022]. Available from: https://blog.hubspot.com/marketing/write-value-proposition

Song, S. 2015. The Influence of the Philosophy of Science on Brand Loyalty. Journal of Global Scholars of Marketing Science. 25(2), pp. 167-181

Curry, L. 2020. How Brands Can Follow Through on the Values They’re Selling. [Online]. [Accessed 09/11/2022]. Available from: https://hbr.org/2020/08/how-brands-can-follow-through-on-the-values-theyre-selling

BOF Team. 2020. How to Communicate and Connect with Gen-Z Consumers. [Online]. [Accessed 09/11/2022]. Available from: https://www.businessoffashion.com/articles/retail/afterpay-communicate-and-connect-with-gen-z-consumers/

Image References

Fig. 1: Aziz, A. 2022. Brand Purpose Pie Chart. [Online]. [Accessed 09/11/2022]. Available from: https://www.canva.com/learn/brand-purpose-important/

Fig. 2: Hubspot. 2022. Value Proposition Canvas. [Online]. [Accessed 09/11/2022]. Available from: https://blog.hubspot.com/marketing/write-value-proposition

INTRODUCTION –

Profit is money gained after providing a service or product, the difference between cost and production service (Cambridge Dictionary, c2022). In a capitalist society, profit has a direct impact on the economy. There are different understandings of how profit should be measured (Nelson, 1967). Numerically speaking, the fashion industry is predicted to be worth $1.7 trillion and £60.1 billion in the UK (Radonic, 2022).

FASHION INDUSTRY SIZE –

Until 2019, the industry’s economic profit was increasing by 4% yearly. However, since Covid-19 it fell by 93% in 2020 (McKinser & Company, 2021). The fashion industry is considered the 7^th largest economy in the world, and by 2022 ecommerce is predicted to make $5.5 trillion in sales (FashionUnited, c2022). It is difficult to measure the industry size, social media now plays a role in facilitating connections and businesses have a larger reach to the public (Hethorn and Ulasewicz, 2021).

PERFORMANCE BY SECTORS –

• Textiles: 85% of the materials used in the industry are polyester and cotton, yet the biggest suppliers are facing poverty (Sovacool, 2019).

• Manufacturing: decrease in manufacturing impacted global production, consumption and employment (Chakraborty and Biswas, 2020)

• Retail: all UK sales dropped by 2% in 2020 since Covid-19, but the drop of in store sales pushed forward online sales (Khaliq, 2021)

• Marketing: Covid-19 evoked new strategies making of the sector specialised in e-tailing (Chan et al, 2022)

REMAINING COMPETITIVE –

Some techniques to remain competitive in uncertain times, as experienced with Covid-19:

• Focus on existing customers: it is harder to get new customers than to maintain existing ones, care for them is important. 
• Make use of new platforms: keeping up with social is crucial to not be forgotten and attract new potential customers.
• Build a strategy: analysing consumer behaviour will make clear what marketing techniques should be used in each case.

(Clausen, 2020)

CREATIVITY AND COMMERCE –

Creative directors manage a brands marketing, they understand and bridge the business and consumer perspective (Prospects, c2022). Consumers have an idea of worth for creativity; businesses must be able to match this and consider profit (Crock, 2017).  Bourdieu describes art and commerce are extreme opposites, freedom vs control (Stevenson, 2019). Using celebrities to represent a brand has many benefits as consumers want to look like them, they associate positive traits of celebrities with the products and are more likely to develop loyalty to a brand (Mitterfellner, 2019). Additionally, fashion runways allow designers and consumers to connect. As artwork is promoted so elaborately, brands are able to improve brand image and the value customers accord them (KIFT, c2020).

REFERENCES:

Chakraborty, S. and Biswas, M. C. 2020. Impact of COVID-19 on the Textile, Apparel and Fashion Manufacturing Industry Supply Chain: Case Study on a Ready-Made Garment Manufacturing Industry. Journal of Supply Chain Management, Logistics and Procurement. 3(2), pp. 1-19

Chan, H. Kwok, Y. and Wong, S. 2022. [Pre-print]. Marketing and Operational Strategies During the COVID-19 Pandemic: A Case Study of a Hong Kong Footwear Enterprise. Journal of Fashion Marketing. 

Clausen, E. 2020. Marketing Rules To Follow During Uncertain Economic Times. [Online]. [Accessed 23/10/2022]. Available from: https://www.forbes.com/sites/forbesagencycouncil/2020/04/03/marketing-rules-to-follow-during-uncertain-economic-times/?sh=3bb951b04a36

Crook, J. D. S. 2017. Compelling Fashion Business: Bridging The Divide Between Creative Vision And Commercial Reality. [Online]. [Accessed 23/10/2022]. Available from: https://www.arts.ac.uk/colleges/london-college-of-fashion/stories/compelling-fashion-business-bridging-the-divide-between-creative-vision-and-commercial-reality

Fashion United. Global Fashion Industry Statistics. [Online]. [Accessed 19/10/2022]. Available from: https://fashionunited.com/global-fashion-industry-statistics

Hethorn, J. and Ulasewicz, C. 2021. Sustainable Fashion What’s Next?: A Conversation about Issues, Practices and Possibilities. London, UK: Fairchild Books

Khaliq, M. 2021. Impact of the Coronavirus (COVID-19) Pandemic on Retail Sales in 2020. Office for National Statistics. pp. 1-14

KIFT. c2022. How Fashion Shows Influencing the Fashion Market. [Online]. [Accessed 19/10/2022]. Available from: https://kiftfashioncollege.com/fashion-shows/

McKinsey & Company. 2021. Fashion Industry’s Profits Hemmed in by the COVID-19 Pandemic. [Online]. [Accessed 18/10/2022]. Available from: https://www.mckinsey.com/featured-insights/coronavirus-leading-through-the-crisis/charting-the-path-to-the-next-normal/fashion-industrys-profits-hemmed-in-by-the-covid-19-pandemic

Mitterfellner, O. 2019. Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry. Oxon, UK: Routeledge

Prospects. c2022. Job Profile: Creative Director. [Online]. [Accessed 17/10/2022]. Available from: https://www.prospects.ac.uk/job-profiles/creative-director

Sovacool, B. K. 2019. The Precarious Political Economy of Colbalt: Balancing Prosperity, Poverty, and Brutality in Artisanal and Industrial Mining in the Democratic Republic of the Congo. The Extractive Industries and Society. 6(3), pp. 915-939.

Steele, V. 2022. Fashion Industry. [Online]. [Accessed 19/10/2022]. Available from: https://www.britannica.com/art/fashion-industry

Stevenson, C. 2019. (I Was There) When it All Went Down. Vestoj.9

Stevenson, H. W. and Nelson, J. R. 1967. Profits in the Modern Economy: Selected Paper From a Conference on Understanding Profits. Minnesota, USA: University of Minnesota Press

IMAGE REFERENCES:

Fig. 1: McKinsey & Company. 2021. The global fashion industrys profit is expected to fall by 93 percent in 2020.[Online]. [Accessed 23/10/2022]. Available from: https://www.mckinsey.com/featured-insights/coronavirus-leading-through-the-crisis/charting-the-path-to-the-next-normal/fashion-industrys-profits-hemmed-in-by-the-covid-19-pandemic

Fig. 2: Office for National Statistics. 2021. Comparison of types of sales in 2020. [Online]. [Accessed 23/10/2022]. Available from: https://www.ons.gov.uk/economy/grossdomesticproductgdp/articles/impactofthecoronaviruscovid19pandemiconretailsalesin2020/2021-01-28

Fig. 3: Vogue. c2022. Vogue runway. [Online]. [Accessed 21/10/2022]. Available from: https://www.vogue.com/fashion-shows

INTRODUCTION –

When considering sustainable fashion it is important to think what exactly is being sustained, it is people. A qualitative business approach where people is prioritised is required in the current market (Hethorn and Ulasewicz, 2021). As an industry with around 75 million employed individuals, a people strategy is the only way to succeed in being sustainable and sustained (Lewis, 2022).

GEN Z CONSUMERS –

Individuals born between 1995-2010 are Gen Z, described as digital natives (Francis and Hoefel, 2018). The Covid-19 pandemic emphasised this as shopping experiences became digital, making evident they prefer experiences that provide a higher sense of control (Moran, 2022). Studies on consumer patterns describe this generation as seekers of truth. Individuality, inclusivity and purpose is valued in ways that links back to the community and is not confined to the self (Francis and Hoefel, 2018).

WHAT ATTRACTS GEN Z –

The challenge of attracting Gen Z to a brand lies in how transparency can be transmitted through social media (Mitterfellner, 2019). Key attracting elements are: 

• Sustainability: reduced negative impact on surroundings. 
• Diversity: accurate representation of their public. 
• Super convenience: quick an easy services.

(Moran, 2022)

BRAND DIVERSITY –

Kim Kardashian founded SKIMS in 2019, focusing in inclusivity through body positivity (Weinstock, 2021). They went through multiple stages finding the right way of presenting themselves to the public. Initially, the chosen name was Kimono, Kim explained this as a play of words around her name. Yet, when made public it was rapidly classified as appropriation of Japanese culture. Almost cancelled by Gen Z, they revaluated the situation and found a solution with the new name SKIMS. Some elements making it so diverse include ranging sizes from XXS-XXXXL and nine shade option changing the norm of black and nude from other brands (Robert, 2019).

“It Felt Like The Perfect Time To Bring A Fresh Perspective”

(Kardashian, 2021, cited in Weinstock, 2021)

SKILLS FOR SUCCESS –

People skills include knowing, caring and being able to attract customers. Businesses need to adapt to the new inquisitive customer that invests in what aligns with their values. Businesses care about customers and customers care about the people making up a brand.  (Dillon, 2021). Futuristic aspects have also become attracting. The topic of a metaverse has some scepticism but many want to believe in such exciting possibility (Moran, 2022). Additionally, reviewing the psyche of the buyer persona provides many possibilities to marketing. Psychologist Maslow designed a hierarchy of needs composed by 5 levels. Marketers can create a personalised approach where internal motivations are reviewed. The skill of implementing this knowledge increases chances of success (Andrews, 2019).

REFERENCES:

Andrews, S. 2019. Are You Using Maslow’s Hierarchy Of Needs For Your Marketing?. [Online]. [Accessed 13/10/2022]. Available from:https://www.forbes.com/sites/forbesagencycouncil/2019/10/28/are-you-using-maslows-hierarchy-of-needs-for-your-marketing/?sh=3f5e31a84f6b

Dillon, S. 2018. The Fundamentals of Fashion Management. 2^nd ed. London, UK: Bloomsbury Visual Arts

Francis, T. and Hoefel, F. 2018. The influence of Gen Z—the first generation of true digital natives—is expanding. [Online]. [Accessed 16/10/2022]. Available from: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

Hethorn, J. and Ulasewicz, C. 2021. Sustainable Fashion What’s Next?: A Conversation about Issues, Practices and Possibilities. 2^nd ed. London, UK: Fairchild Books

Lewis, J. 2022. The Pillars of a Sustainable Fashion Business Model. [Online]. [Accessed 16/10/2022]. Available from: https://motif.org/news/sustainable-fashion-business-model/

Mitterfellner, O. 2019. Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry. New York, USA: Taylor & Francis Group

Moran, G. 2022. Gen Z and Millennials 2022. [Online]. [Accessed 15/10/2022]. Available from: https://www.drapersonline.com/guides/gen-z-and-millennials-2022

Robert, Y. 2019. What Kim Kardashian West Got Right With SKIMS. [Online]. [Accessed 11/10/2022]. Available from: https://www.forbes.com/sites/yolarobert1/2019/09/24/what-kim-kardashian-west-got-right-with-skims/?sh=22b1d3558258

Weinstock, T. 2021. “It Felt Like The Perfect Time To Bring A Fresh Perspective”: Kim Kardashian West On Revolutionising Shapewear. [Online]. [Accessed 16/10/2022]. Available from: https://www.vogue.co.uk/news/article/kim-kardashian-west-future-of-skims

IMAGE REFERENCES:

Figure 1: McKinsey & Company. 2018. The Search for the Truth is at the Root of all Generation Z’s Behavior. [Online]. [Accessed 12/10/2022]. Available from: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

Figure 2: SKIMS. 2021. SKIMS Product Photoshoot. [Online]. [Accessed 16/10/2022]. Available from: https://www.vogue.co.uk/news/article/kim-kardashian-west-future-of-skims

Figure 3: National Highway Institute. 2021. Maslow’s Hierarchy of Needs. [Online]. [Accessed 17/10/2022]. Available from: https://www.nhi.fhwa.dot.gov/LearnersFirst/maslows-hierarchy-of-needs.htm

INTRODUCTION –

When considering sustainability in the fashion industry, its impact on the planet needs to be taken into account. The industry has been labelled as one of the most polluting in the world, having a negative impact on the environment due demands for rapid production of garments. It is contributing to around 10% of carbon emissions, releasing significant amounts of microplastics into water sources and participating in deforestation by replacing biodiverse forests for fabric plantations (Charpail, 2017). The social development goals set by the United Nations in 2015 targeting the pillar of planet aspire that the resources we count with can support the needs of present and future generations (Brown and Rasmussen, 2019).

CIRCULAR ECONOMY –

A circular economy model is a system where goods are taken at the end of their service life to be utilised again as resources for something new. The idea is not to allow said goods to leave the cycle, reducing waste. This concept changes the normative replacing new production with longevity by reusing, recycling and repairing. Studies on this model found it could reduce carbon emissions by up to 70% if widely implemented across nations (Stahel, 2016). At different market levels, clothing characteristics might vary but production process tend to be the same, making circular economy a possible reality for most fashion brands. To do this, it is important to think about the item from the beginning of its production stage to the end-of-life destination. The EcoMetrics tool could help the industry measure the environmental impact of different textiles and cause a reconsideration of choices (Gwilt, 2020).

SUSTAINABILITY IN FASHION –

Fashion consumers have shown an increasing interest in sustainable shopping since 2020, as consumers start to make better choices businesses are obligated to listen to these demands. This means taking an ethical approach in energy sources, fabric selection, and product transportation. Additionally, recycling schemes need to be implemented to facilitate the redirection of unwanted clothes into circular economy. This has already been put in practice by high street brands like H&M. However, sustainable fashion cannot happen without transparency. This, in combination with greenwashing is often seen in fast fashion as they prioritise quick consumption. Therefore, slow fashion or second-hand shopping is preferable. (Thomas, 2022).

SUSTAINABLE DEVELOPMENT GOAL #12 –

Responsible consumption and production is more than thinking about the materials and processes behind turning these into clothing in a responsible way. It’s understanding that economic growth should be a separate idea from destroying the environment. These two shouldn’t be equalled and should be treated separately. (Swatski, 2021). Sustainability in the past was the norm as the market wasn’t as globalised, materials that were once limited to certain world regions are now accessible to all businesses. Sustainability became an option, and the fashion industry should aim to succeed in this goal. (Hethorn, 2021)

REFERENCES:

Brown, K. and Rasmussen, K. 2019. The Sustainable Development Goals in 2019: People, Planet, Prosperity in Focus. [Online]. [Accessed 13/10/2022]. Available from: https://unfoundation.org/blog/post/the-sustainable-development-goals-in-2019-people-planet-prosperity-in-focus/

Charpail, M. 2017. What’s Wrong with The Fashion Industry. [Online]. [Accessed 13/10/2022]. Available from: https://www.sustainyourstyle.org/en/whats-wrong-with-the-fashion-industry

Gwilt, A. 2020. A Practical Guide to Sustainable Fashion. 2^nd ed. London, UK: Bloomsbury Visual Arts. 

Hethorn, J. and Ulasewicz, C. 2015. Sustainable Fashion What’s Next?: A Conversation about Issues, Practices and Possibilities. 2^nd ed. London, UK: Fairchild Books. 

Stahel, W. R. 2016. The Circular Economy. Nature. 531, pp. 435-438. 

Swatski, A.2021. Sustainable development goals: How can the fashion industry support it? [Online]. [Accessed 13/10/2022]. Available from https://fashinnovation.nyc/sustainable-development-goals-how-can-the-fashion-industry-support-it/

Thomas, C. 2022. How sustainable initiatives are shaping the fashion world. [Online]. [Accessed 13/10/2022]. Available from: https://www.arts.ac.uk/study-at-ual/short-courses/stories/how-sustainable-initiatives-are-shaping-the-fashion-world

IMAGE REFERENCES:

Fig 1: Klum, A. 2021. Greta Thunberg for Vogue Scandinavia. [Online]. [Accessed 13/10/2022]. Available from: https://www.voguescandinavia.com/articles/greta-the-great

Fig 2: Hollyharryoz. c2022 Circular economy model. [Online]. [Accessed 13/10/2022]. Available from: https://www.dreamstime.com/circular-economy-textiles-make-use-reuse-remake-recycle-eco-clothes-icon-sustainable-fashion-concept-image197995180

Fig 3: Gearson, T. 2019. Wearing upcycled and regenerated clothing. [Online]. [Accessed 13/10/2022]. Available from: https://www.vogue.com/article/sustainability-2020s-circular-fashion-textile-recycling

Fig 4: United Nations. 2022. Responsible production and consumption. [Online]. [Accessed 13/10/2022]. Available from: https://sdgs.un.org/goals/goal12