Purpose

Purpose gives the fashion piece or artwork stories, which also get the audience fascinated by the artwork. Most actions by people are triggered by a purpose, using art forms to tell stories. Purpose and passion together to make the art piece more persuasive, able to influence the audience by letting them understand and be comprehensive. 

Brand philosophy is important, which plays the role of the foundation and spirit of a brand. (Mogaji E, 2021) Then evolves into the mission, vision, and value proposition of a brand, which is important in marketing. Both the internal and external environment of the company can provide proactive circumstances, furthermore to stimulate creativity and continuing unique ideas. Externally, the growth and maturity of the brand will be more remarkable in customers’ view. (Todor R, 2014) Customers in line with the same faith and purpose of a brand are targeted to be attracted, as well as developing products against other competitors. 

Celebrities and their products and events will have a positive impact on both the company and society. As the Netflix program “Living Their Values”mentions the Black Matter Protest, which influences more black people to get employed. At the same time, the company set clear guidance, like The Brand Advocacy Map, which shows how a company’s path could affect society. Which tells how companies can continually achieve their goals and aims. (Curry L, 2020) 

According to McKinsey & Company (2018), the topic of Generation Z is defining their identity. In the environment of allowing social networking online, being unique and standing out are their behaviour. Companies can have a principle of defining identity or looking for characteristics, which will be one of the ways to communicate with their customers. Especially, to stand out in generation Z personalities and characteristics, products to be customised and attract many Generation Z consumers. 

According to my own experience, as a Generation Z, having customising products does attract me to buy them. It was an experience that YSL had a promotion of free laser cutting words on their lipsticks. Cosmetics brands have cutomised eye shadow palette, allow customers to choose the inly shades they needed. 

Companies can communicate their purpose to Generation Z by using different technology and social media, as having interesting interactions will allow them to favour the brand. Also, the idea has to be special and unique, so that they experience differences from other brands. Oppositely, they might feel bored and lose interest in the brand.

Reference : 

Emmanuel Mogaji, 2021 Brand Management 

Francis, T. and Hoefel, F., 2018. True Gen’: Generation Z and its implications for companies. McKinsey & Company

Latin Curry, 2020 How Brands Can Follow Through on the Values They are Selling 

Raluca-Dania TODOR, 2014 The importance of branding and rebranding for strategic  marketing