Napat Lupthianthawee

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Blog 4 – Purpose

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According to the historical OED, the definition of ‘purpose’ is; ‘the reason for which something is done or for which something exists.’ In other words, the intention or aim of something that the ‘something’ is supposed to be achieved.

It is important that brands have a straightforward purpose as GenZers nowadays, accounting over 2 billion people where nearly 99% either own a smartphone or have access to one(Jason Wise 2023), look beyond tangible products and actually try to understand what it is that makes the company tick.(Bo Finneman 2020) GenZers are known for their idealism so purpose and accountability are what they need for reassurance when investing in a brand. Either offline or online, they expect authenticity.(McKinsey, 2023)

85% of the GenZ population use different social media channels to learn about various products. (Jason Wise 2023) so marketing online will increase in accessibility for GenZers. Gen Z poured their freetime scrolling through their algorithmically driven, substantiated “for you” feeds on their phones. Embracing vulnerability and openness, like Earle does in short one- to three-minute stories, enables brands to connect with younger generations in a way that’s personally relevant and authentic.(Janet Balis 2023)

A unique brand identity brings out the brand’s charisma making them easily recognizable. Nike is using this idea into practice as they are willing to adapt to fit the social situations. Therefore Nike set itself three new goals in 2020; to minimize its environmental footprint, transform its manufacturing and unleash human potential (McGrefor 2016) During a Nike interview Mr. Parker, president and chief executive officer of Nike, stated,“At Nike, we believe it is not enough to adapt to what the future may bring—we’re creating the future we want to see through sustainable innovation.” The statement highlights the brand’s ethnicity, boosting Nike’s reliability on environmental morality which is what GenZ demand for. GenZ and Genalpha emerging markets and globalization, inclusivity and sustainability are arguably main trends that fashion brands should be aware of. As they are developing, it is equally important not to lag behind with an ethical approach to the use and application of those advances.(Mitterfellner 2023)

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Balis, Janet. “How the Best Brand-Influencer Partnerships Reach Gen Z.” Harvard Business

Review, 21 June 2023, hbr.org/2023/06/how-the-best-brand-influencer-partnerships-reach-

gen-z.

E, Donald, William. Handbook of Research on Sustainable Career Ecosystems for University

Students and Graduates. Google Books, IGI Global, 1 June 2023,

books.google.co.uk/books?

hl=en&lr=&id=3bjFEAAAQBAJ&oi=fnd&pg-PA258&dq=GenZ+McKinsey. Accessed

26 Oct. 2023.

EarthWeb – Independent Technology Research & Coverage. 22 Dec. 2021, earthweb.com/.

Finneman, Bo. “Bo Finneman| McKinsey & Company.” Www.mckinsey.com, 2020,

www.mckinsey.com/our-people/bo-finneman. Accessed 26 Oct. 2023

https://www.nike.com/nl/en/sustainability/recycling-donationt (Image citation)

Leonas. Karen K. “The Use of Recycled Fibers in Fashion and Home Products.” Textile Science

and Clothing Technology, 7 Aug. 2016, pp. 55-77,

link.springer.com/chapter/10.1007/978-981-10-2146-62, https://doi.org/10.1007/978-

981-10-2146-6 2.

Mitterfellner, Olga. Luxury Fashion Brand Management: Unifying Fashion with Sustainability.

Library Catalog (Koha), London, Routledge, 2023, libsearch.arts.ac.uk/cgi-bin/koha/opac-detail.pl?

biblionumber=1546849&querydesc=kw®2Cwrd%3A%20Mitterfellner.

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Blog 3 – Profit

Blog 3 – Profit

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The fashion industry is driven by profit. Without profit, redeveloping existing goods, research and development on new products would be impossible. The industry employs a workforce approximately above 300 million people (EllenMacArthur Foundation, 2017) can be concluded that the industry is costly to maintain. In the United Kingdom, a fashion designer typically earns £29,921 a year (U.S. BUREAU OF LABOR STATISTICS 2023). The fashion industry has grown gradually undergoing 4 industrial revolutions (IR). Mechanization (1st IR), mass production (2nd IR), and digitalization and automatic production (3rd IR) and now in the 4th revolution when technologies and innovative business models are able to aid hyper-personalization and environmental sustainability (Byoungho Ellie Jin & Daeun Chloe Shin 2021), it has become clear the industry will continue to expand.

For both branded and non-branded businesses. Demand based pricing is applied. The method focuses on customers and their responsiveness to different price levels (Brassington and Pettitt 2006). They are prices based on the customer’s demand for a product so prices are set with demand and market considerations in mind (Lancaster and Withey 2005; Holbrook, 1994) This means the price will be set in line with the customer‘s perception of the product or it will be priced too high or too low for the target market. (Farese, Kimbrell and Woloszyk 2003) Another way of gaining profit is by building a clear image of the brand, like advertising an eco-friendly concept. Over twenty global brands have committed to detoxing, more than half a million people have signed up to join the campaign (Domenica Peterson 2015 ) demonstrates famous brands that are being sponsored as they seem more reliable and people are willing to pay for what they think is truly environmentally friendly.(International Journal of Research in Management, Science & Technology 2014)

Under uncertain economic times like the covid-19 pandemic, offline clothing consumption at mass markets has decreased, whereas sales of luxury fashion brands at offline department stores have grown. Study in Korea’s fashion industry shows an increase in online sales from 64.418 trillion KRW to 78.269 trillion KRW (Wonbae Pang et.al. 2021). Therefore having a loyal customer base online is beneficial as consumers are more likely to buy from a well known brand with global approval and recognition. In order to accomplish a deeper understanding of consumer’s demands, big data analytics is used to acknowledge consumer trend forecasting, consumer experience and consumer engagement (Madsen et al., 2020). Consumer sales data collected from real retailers can provide firms with greater insights into their target markets than their competitors (Erevelles et al., 2016)

Moreover, brands need to continuously find new creative ways to freshen their merchandise and brand image by including promotions, gift cards and vouchers that would draw consumers and build connections. A study conducted by the international Journal of Business and Social Science (2016) portrays purchase rates for promoted products for free samplings being 40% higher. This tool is very effective to stimulate individual behavior towards purchasing decisions and it can encourage consumers to switch from planned to promoted brand.

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Reference Citation =

(Domenica Peterson 2015 )Social Media as a Tool for Social Change

(Byoungho Ellie Jin & Daeun Chloe Shin 2021)The power of the 4th industrial revolution in the fashion industry: what, why, and how has the industry changed?

(EllenMacArthur Foundation, 2017) Beyond plastic waste

U.S. BUREAU OF LABOR STATISTICS (2023)

International Journal of Research in Management, Science & Technology (2014) A Review of The Effect of Pricing Strategies on The Purchase of Consumer Goods (Brassington and Pettitt 2006) (Lancaster and Withey 2005; Holbrook, 1994)((Farese, Kimbrell and Woloszk 2003))

(Wonbae Pang, Jisu Ko, Sang Jin Kim, Eunju Ko Asia Pacific Journal of Marketing and Logistics 2021 ) Impact of COVID-19 pandemic upon fashion consumer behavior: focus on mass and luxury products

Madsen, D.Ø., Silva, E.S. and Hassani, H. (2020), “The application of big data in fashion retailing: a narrative review”, International Journal of Management Concepts and Philosophy, Vol. 13 No. 4, pp. 247-274.

Erevelles, S., Fukawa, N. and Swayne, L. (2016), “Big data consumer analytics and the transformation of marketing”, Journal of Business Research, Vol. 69 No. 2, pp. 897-904.

(International Journal of Business and Social Science 2016) The Impact of Promotional Tools on Consumer Buying Behavior in Retail Market

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People – Blog 2

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Association of individuals and the society in the fashion industry has been ongoing ever since fashion was invented. Due to the increase in demand of certain categories of goods, supply will automatically rise to reach equilibrium. Stating the obvious, Gen Z are the first generations to grow up with online social experience. According to CivicScience data show that 90% of Gen Z adults aged 18-24 report they use social media, compared to 88% of Millennials aged 25-34. Nowadays, products sold online are all advertised digitally including via throughYouTube ads, Instagram, Facebook etc. demonstrating easier ways to find merchandise without physically going out to buy them. Moreover, in many’s opinion ,goods are usually ideal to our desire, requiring less time and effort to acquire them. Digital natives often turn to the internet when looking for any kind of information. On another hand, growing up in an uncertain economy and being raised by more frugal Gen Xers have less entitled more money conscious generational cohort than Gen Zers (Jeff Fromm, Angie Read 2018) meaning GenZers are more likely to spend money on unnecessary items due to no careful consideration and ‘Fear of missing out’(FoMo). Overall, The purpose of social media in the fashion industry is to act as a main channel of communication from consumers to the industry. (Hoskins 2014, p. 34) 

Popular applications like TikTok, where 60 percent of the app’s one billion-plus users are GenZers(McKinsey&Company 2023), allow brands to directly respond and listen to consumers. Users become the deciders of trends. This is extremely beneficial to fashion brands but has generated the demand for fast fashion.

In order to attract more consumers like the Gen Zers, a generation which grew up with social media, therefore curate their online selves more carefully than those in prior generations have.(McKinsey&Company 2023), companies should aim for diversity in designs, applications and storylines. Brands like Charles Jeffrey Loverboy choose to create designs that have helped shape the queer clubbing scene. Their clothings are unisex, colorful and is a fashion powerhouse for today’s global LGBTQ+ community. Statistics shows that ‘Close to 40 percent of Gen-Z consumers prefer gender-neutral beauty products, compared to around 30 percent of older generations.’ (BOF, 2023)

To summarize, in the fashion industry, being creative and open minded are a great approach to build a strong partnership between coworkers of different ethnicities, societies, and beliefs . In Addition, living in the world of newly advanced technology “The Five KeySkills Expected to be Required in the Industry 4.0 Are: Digital Skills; Programming skills for Robots and Automation; Working with Tools and Techniques; Technology & Computer Skills; and Critical Thinking” (Stolzoff, 2018). 

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Citation reference –

University of Arkansas, Fayetteville (Rachel Peter 2023 )

Fashion for the Earth. Earth Day.(earthday.org 2023)

Stitched up: The anti-capitalist book of Fashion. Pluto Pr (Hoskins, T. E. 2014).

CivicScience; Social Media Trends Among Gen Z and Millennials (Sara Shriber 2023)

The rules for reaching this vast and very different generation of influencers (Jeff Fromm, Angie Read (2018 )

McKinsey Explainers: What is Gen Z? (McKinsey&Company 2023)

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Planet Blog 1

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Over decades concerns over the impact of the Industrial Revolution on the environment were brought up by global citizens.The fashion industry is responsible for 8-10% of humanity’s carbon emissions (UNEP, 2018). If the fashion sector continues on its current trajectory, that share of the carbon budget could jump to 26% by 2050 (Ellen MacArthur Foundation, 2017). Fashion industry was responsible for 1,715 million tonnes of CO2 emissions in 2015 (Nature Climate Change, 2018) and is rapidly increasing.

When ‘circular economy’ was introduced, the fashion industry was skeptical of the idea of ‘reduce, reuse, recycle’.T he concept of maintaining/ repairing to extend product lifespan, reuse or remarket refurbished outdated products and recycle by retrieving parts of the materials for future usage. According to the ‘Italian national research council’, ‘In a typical 5kg wash of polyester garments around 6 million microfibers end up in the sea.’ Therefore it is nearly impossible to remain fully sustainable in the fashion industry as long as non- biodegradable textiles and disposable garments are used. Energy intensive materials like oil base textiles and cottons are heavily altered by chemicals and toxins in order to remold its properties into something useful for humans. This majorly impacts goal 14 of the Sustainable Development Goals (SDG) , ‘Life below water’ is leaking micro plastics that are harmful for marine species. Articles surrounding the presence and impacts of plastic pollution on aquatic animals including fish species have become a regular occurrence on media platforms (Kramm et al. 2018) and scientific publications. (Henderson & Green, 2020)

As for now, scientists are finding materials to replace polyesters, making them equally as practical and long lasting. Difficulties arise when enemies like fast fashions and brands that take advantage of the situation, forcing manufacturers to produce goods using unqualified materials to maintain a low budget. Moreover, ‘58% of 1000 people polled in Hong Kong revealed that they owned clothes that were still tagged, compared with 51% in mainland China, 46% in Italy, 41% in Germany’ De Castro.O (2021) proving that people often buy brand names just for the brand, not for the quality of the product itself. Additionally, sustainable fashions are usually expensive. Recycling processes are costly. In the end people prefer cheaper brands knowing its impact on the environment. Currently, It is impossible to satisfy all 17 UN’s SDGs. On the bright side, fashion brands like Innisfree have positively adhered to fulfilling this SDG.

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My favourite Brand

My favourite Brand

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Numbuzin – A Korea Branded cosmetic chain selling products like Cleanser, serum, toner etc. It is my current favorite because not only that the price is friendly but also animal friendly (animal testing free) There product doesn’t make my skin irritate or cause redness. I notice my skin being hydrated all day and their Designs are minimalist which I think is really cute.

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