The brands painting a bigger picture.

The last flag-bearer of the FBS is purpose. What is the purpose of having a “purpose” in the fashion industry? The Oxford Languages (2023) define it as “the reason for which something is done or created or for which something exists”. On similar grounds, a brand’s reason to exist is consumers and profit they bring; however, how does the brand create loyalties is what differs. The philosophy behind a brand is comparable to the foundation laid down before construction of a building; everything that will take place further will depend on the how stable the infrastructure is.

The image of a brand is highly important for better brand capitalisation. Though, the capitalisation of any brand mainly depends on the consumers, quantitatively and qualitatively. Deductively, the more dynamic and emotional a brand’s promotion is, the more resolute its customer range is, which in turns provides higher profits for the brand. Thus, building a promising image is a notably delicate and crucial process.

A brand’s mission must be emotionally appealing to the target audience in order to create fidelity and encourage resolution or judgement amongst the consumers. A brand must also use ways to communicate with the consumers using verbal and visual methods such as social media, advertisements, posters or banners, etc. In present scenario, the brands must also demonstrate the values that focus on the SDGs laid down by the UN to entertain the Gen Z. (Ushchapovska and Vorfolomeiev, 2022; Rahilly, 2020)

Puiu (2006) advises the companies on various strategies to attract the GenZers; these include marketing through technology, attain loyal customers at their young age, make the most of internet and staying active online, producing unique and multipurpose products and thrive for a greener planet. The Gen Z is also extremely focused on innovation, unlike the predecessors who were more realistic about their needs. Puiu (2006), also talked about how the young consumers are easily influenced and can spread the talks about a brand or product efficiently amongst their peers.

To conclude, as the population of Gen Zs in the target audience is growing rapidly, the established and emerging brands need to develop towards presenting themselves with a brand philosophy that is unique and upholds the beliefs of the generation in order to attain the attention of the “digital natives”.

REFERENCES:

1. Puiu, S., 2016. Generation Z–a new type of consumers. Revista tinerilor economişti, (27), pp.67-78.
2. “Purpose” (2023). Available at: https://www.oed.com/dictionary/purpose_n?tab=factsheet#27562170
3. Rahilly, Lucia. (2020) Meet Generation Z: Shaping the future of shopping [McKinsey Podcasts]. August 4. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping 
4. Ushchapovska, I. and Vorfolomeiev, M., 2022. Mission and vision in the language of sustainable brands: sociolinguistic issues. Philological Treatises, 14(2), pp.116-125.
5. Zhang, Y., 2015. The impact of brand image on consumer behavior: A literature review. Open journal of business and management, 3(01), p.58.