Man Luo

Purpose is one of the four pillars of the fashion industry and is the long term goal of the fashion industry in developing brands that provide sustainable wellbeings for the industry and the world, such as providing more jobs and reducing the environmental impact of the fashion industry.

Brand Philosophy is a brand’s “way of doing things” and belief in that way, a mission, vision, value proposition that each brand communicates to the outside world(shela-heramis). If a brand has a clear brand philosophy and is able to communicate with its customers, then it will be more attractive to them. For example, Nike’s philosophy to their customers is not to be afraid of failure in everything they do, to Just Do It, as their slogan suggests. nike’s marketing and advertising all communicate this concept. This clear message is a great way to attract people who want to be part of the movement to take action and buy Nike products.

The sharing economy uses technology to facilitate the exchange of access to goods or services between two or more parties, where both parties can share value from an unused skill or asset(Miller). This exchange of value takes place through shared marketplaces, collaborative platforms or peer-to-peer applications. In the fashion industry, platforms such as girlmeetsdress, a dress rental site, offer a service where multiple people rent a dress to share the value of that dress. Other examples of the sharing economy in life are Uber and so on.

Brands that want to reach their goals through gen z have to use what they do best, the internet. In fact, the biggest cultural moment to capture the attention of young audiences in 2020 is happening on digital campfire platforms rather than traditional social platforms (Wilson). So if you want to get their ideas across to gen z you need to be good at using digital campfire platforms. For example, tikTok, which has 100 million monthly active users in the US alone, is great for brands to promote. Brands can find online celebrities to work with and post challenges to attract genz so that more people can understand the brand’s philosophy, communicate the brand’s purpose and provide more opportunities for wellbeings.

Reference

Institute, UTS. Wellbeing Wardrobe: A Wellbeing Economy for the Fashion and Textile Sector. 2022.

Joseph, Seb. “Top Ten Nike “Just Do It” Ads – Marketing Week.” Marketing Week, 22 Aug. 2013, www.marketingweek.com/top-ten-nike-just-do-it-ads/.

Miller, Derek. “The Sharing Economy and How It Is Changing Industries.” The Balance, 19 Sept. 2022, www.thebalancemoney.com/the-sharing-economy-and-how-it-changes-industries-4172234.

shela-heramis. “What Is Brand Philosophy? [+How to Find Yours].” Brand Master Academy, 13 Mar. 2020, brandmasteracademy.com/brand-philosophy/.

Wilson, Sara. “Where Brands Are Reaching Gen Z.” Harvard Business Review, 11 Mar. 2021, hbr.org/2021/03/where-brands-are-reaching-gen-z.

Profit is one of the four pillars, which refers to the money that comes out of the fashion industry by subtracting the cost from the revenue. profit is not entirely related to monetary value, but can also refer to the value of the brand that is obtained, such as the good reputation or loyal customers that a brand gains while operating.

The fashion industry is a billion-dollar global enterprise, specifically all entrepreneurs, sales and customers involved in the fashion industry in the same market where clothes or shoes are sold and purchased (Major and Steele). The fashion industry covers a wide range of products, mainly around general clothing or haute couture.

The manufacturing, designing, marketing, advertising, retailing and selling are the most important steps in order to make good clothes. It is for this reason that many occupations such as fabric suppliers, fashion designers, marketing officers, fashion PR, fashion buyers and retailers have been created in this industry. The suppliers provide the raw materials for the designs, the designers design the clothes with different cuts and styles, the marketing officers and fashion PRs increase the awareness and recognition of the brand to increase the potential purchasing power, and finally the fashion buyers and retailers make the clothes sell faster and gain profit, they cooperate They work together to make a brand more famous and profitable, and also to make the whole fashion industry better, they are indispensable.

However, today’s society is changing rapidly, and if people in the fashion industry don’t adjust their strategies in time, they may face being eliminated from the industry tomorrow. I think the most effective way to do this is to use social media well for marketing. Social media is one of the most common mediums for marketing and has been around for centuries, but in different forms. Today the most commonly used apps are those on cell phones, including Instagram and the tiktok, which goes to show that no matter how much the fashion industry changes, social media can always help make it more stable. In the fashion industry, historically every year buyers and mediad have been able to see brands showcase both spring/summer and fall/winter fashion collections. With social media, the speed of information dissemination is now instantaneous. Consumers can watch the fashion shows live online, view everyone’s comments in real time through social media channels, and get updates from the brands. With this increased exposure, the company is able to create new trends and sell more and more garments in a short period of time. (PETERSON)

Reference：

Hethorn, Janet. “Bloomsbury Fashion Central.” Www.bloomsburyfashioncentral.com, www.bloomsburyfashioncentral.com/encyclopedia?docid=b-9781501312250. Accessed 21 Oct. 2022.

Major, John S, and Valerie Steele. “Fashion Industry.” Encyclopædia Britannica, 20 Dec. 2018, www.britannica.com/art/fashion-industry.

PETERSON, DOMENICA. “Social Media as a Tool for Social Change.” Www.bloomsburyfashioncentral.com, www.bloomsburyfashioncentral.com/encyclopedia-chapter?docid=b-9781501312250&tocid=b-9781501312250-chapter4. Accessed 21 Oct. 2022.

People is one of the four pillars, representing the fashion industry, which is characterized by diversity, such as ethnic diversity and gender diversity.

Gen Z is a group of people born between 1995 and 2010 who are proficient in using electronic devices and are very good at getting information from the internet. They are the ones who seek the most authenticity. They are more realistic than millennials of previous generations, and they are more receptive to different, diverse brands and perspectives.

A brand that wants to appeal to Gen Z can think about the values it communicates to consumers, and these values should ideally be positive and ethical. The most popular value at the moment is individual identity, a concept that fits well with Gen Z. Genz also believes that they should not be limited to one identity or one gender, that women can wear men’s clothes and men can wear women’s clothes, and that fabric is genderless. Spain is a brand that doesn’t reinforce gender. The brand has a lot of designs that are worn by men as well, and the designer, Alejandro Gomez Palomo, says he never thinks about gender when he creates his own clothes because he doesn’t think there is a clear difference between men and women, either from an aesthetic or gender perspective. The ambiguity is both funny and sexy to Palomo. “People need to be brave and fearless, not conformist and self-limiting,” he says (Deqiu).

Diversity is also what Genz is looking for, such as Race and Ethnicity Diversity and Gender and Sexual Orientation Diversity. There are not only tall and thin girls, but also girls with flesh on their stomachs, every age and every body is lovely and should not be discriminated. The brand has not only age diversity, but also body diversity, each individual difference deserves to be understood and respected.

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I think one of the secrets to a brand’s success is to be sensitive to what’s hot. Today people may care about the style and color of a dress, but maybe tomorrow pants will be popular. The second is to convey positive values, so that consumers can also consume these things to deepen the impression of these values and then apply them in life, so that society is better. The third is to do a good job of marketing, now more and more brands on the market, want to make their brand stand out can only do a good job of marketing, so that people are more willing to understand your brand, so as to be profitable and successful.

Reference

Francis, Tracy, and Fernanda Hoefel. “True Gen”: Generation Z and Its Implications for Companies. Nov. 2018.

Deqiu, Qiguai. “小红书.” Www.xiaohongshu.com, 9 Apr. 2021, xhslink.com/a6adwk. Accessed 14 Oct. 2022.

圆圆. “内外的内衣文案，观感太舒适！.” Weixin Official Accounts Platform, 2 Mar. 2021, mp.weixin.qq.com/s/Wxc2owXtS811FZchrXUBEg. Accessed 14 Oct. 2022.

One of the four pillars of the fashion business is planet.
The circular economy has reshaped the economy around the tenets of eliminating waste and pollution while maximising the lifespan of products and materials.Many brands in the fashion industry use waste materials in the design of new products. For example, adidas TERREX uses PRIMEBLUE functional and environmentally friendly yarn fabric for some of its products, which differs from traditional textile processes and instead decomposes recycled plastic waste and remakes it on this basis to turn “waste” into something useful.
The aim of sustainability is for people to live in peace on Earth for an extended period of time. Sustainability is the ability of the remaining resources to persist for a very long period and be utilised by the following generation. Pollution, waste, and production are related to sustainability in the fashion business through the supply chain or consumer chain. For instance, companies that make clothing use a lot of water and fabric, which can deplete scarce resources. Additionally, the waste water and fertilisers that are released after manufacturing might result in significant pollution. Old clothes and shoes will increase trash production in the consumption chain.Therefore, it will be more sustainable if we can increase productivity, cut waste, locate more environmentally friendly materials for clothing production, or recycle old clothing.
The Sustainable Development Goals (SDGs) are objectives that humanity hopes to accomplish in the future in order to improve both our equality and the health of the planet. Gender equality is one of the SDGs, and it has had a significant impact on the fashion business. Various manufacturers offer clothing that may be worn by both men and women; this type of clothing is available from many brands. For instance, Schiaparelli 2021 winter collection created bullfighting clothes for women that works in the male industry monopoly of bullfighters in .but also for all the women in the male industry monopoly to strengthen the voice of women, hope that gender equality, women in the work will receive the same pay and treatment as men.
Reference:
Alison, Gwilt. “University of the Arts London WebLogin.” Login.arts.idm.oclc.org, 2020, ebookcentral.proquest.com/lib/ual/reader.action?docID=6234061.
Chatham House. “What Is the Circular Economy?” Chatham House – International Affairs Think Tank, 17 June 2021, www.chathamhouse.org/2021/06/what-circular-economy.
United Nations. “Sustainable Development Goals.” United Nations Sustainable Development, United Nations, 2015, www.un.org/sustainabledevelopment/sustainable-development-goals/.