Purpose

Purpose is essential to daily life as it is the reason why people  are doing something. Purpose is passion ,  meaning and what leads people into their careers, what leads brands in decisions they make and what leads consumers to buying products .Brand philosophy is the brand’s mission, vision and value proposition . Their mission is what goals the brand has like reducing carbon emissions or hiring more diverse candidates . While as values and vision are more like sustainability and diversity . These are important for a brand to have as consumers care about what they are buying , where their money is going(Varley et al., 2019). Some consumers care more about ideals and are supporting politically correct brands, while other consumers care less and are more concerned with their budget . Brand philosophy is also important for the employees, people don’t want to work for a brand that does not support their own values and beliefs. (Varley et al., 2019) It’s also important for the public, often when big events happen like wars, political movements, or economic downturn the public looks at what brands are doing(Varley et al., 2019). The public looks at what brand supports which side for wars, which side on political movements and how pricing is affected for economic downturn. Some examples of  brands adhering to their brand philosophy are Asos and Nudie Jeans. Asos, their brand philosophy is authenticity, creativity and bravery , but also for 20-somethings who enjoy fashion. Asos also is focused on sustainability and diversity  this a lines with their market which are gen Z  (ASOS, 2021).Nudie jeans focus is on sustainability, their brand sells jeans and will take them back and fix them to prolong the life of their jeans (www.nudiejeans.com, 2023). Both of these brand’s ideals highlight what gen Z wants and looks for in a brand. However, communicating what your brand’s purpose is , is important to reaching gen z consumers. This can be done by meeting gen Z where they are for example on social media as gen z spends lots of time on social media (McKinsey, 2023).Gen Zers typically spend time on the companies site looking at reviews, influencers, social media feeds and news before making purchases(McKinsey, 2023). Meaning that if a brand’s purpose matches what gen Z is looking for and has the information available to them , gen z will find it as they tend to do research before purchasing. 

Bibliography :

ASOS (2021). Our purpose and values. [online] ASOS plc. Available at: https://www.asosplc.com/this-is-asos/our-purpose-and-values/.(date accesses 29 october 2023)

McKinsey (2023). What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z.( date accessed 29 October 2023)

Varley, R., Roncha, A., Natascha Radclyffe-Thomas and Gee, L. (2019). Fashion Management A Strategic Approach. London Macmillan Education Uk.
www.nudiejeans.com. (2023.). Nudie Jeans Sustainability Report 2022 – Nudie Jeans® | 100% Organic Denim Collection | Official Site. [online] Available at: https://www.nudiejeans.com/blog/nudie-jeans-sustainability-report-2022 (date accessed 29 October 2023)