‘Brand Purpose’ in fashion and luxury brand management: A must or an opportunity? | Intellect Skip to content
1981
  1. Home
  2. A-Z Publications
  3. Luxury Studies: The In Pursuit of Luxury Journal
  4. Volume 2, Issue 1
  5. Article
Volume 2, Issue 1-2
  • ISSN: 2635-1609
  • E-ISSN: 2635-1617

Abstract

In contemporary brand management practices, the definition and effective marketing of a so-called Purpose is commonly considered as mandatory to achieve a competitive advantage and eventually a superior financial performance. Such practices are particularly common in the fashion and luxury industries. Through the analysis of appropriate business literature, marketing researches and relevant case histories, the author rejects this popular belief, first, because many brands are perfectly successful, even without any Purpose (which should not be confused with corporate communications strategies), its identity having been successfully built around other worthy values; moreover, not necessarily, customers always prioritize Purpose-driven brands in their purchases, particularly if commanding higher prices and during recessions. A well-designed and effectively marketed Brand Purpose surely offers opportunities (i.e. strong and resilient emotional connections with targeted customer segments, including high spending luxury buyers and communication opportunities and visibility of brand leaders and spokespersons) but also implies risks (i.e. ideological values are by definition controversial, therefore such strategies could hurt part of the clientele of brands with broad target audiences, and negative reactions from some governments or from the public opinion in different cultural environments). Finally, and more crucially, managers should be aware that Purpose-centred brands are constantly overexposed towards the media, their target customers and the public opinion, and their stakeholders are more and more demanding, scrutinizing their practices and expecting impeccable consistency; therefore, just ‘building’ a narrative without consistent underlying practices will likely be ineffective, if not counterproductive.

© 2023 Intellect Ltd
Loading

Article metrics loading...

/content/journals/10.1386/ipol_00018_1
2023-09-01
2024-04-27
Loading full text...

Full text loading...

References

  1. Aaker, D.. ( 1991), Managing Brand Equity, New York:: The Free Press;.
     [Google Scholar]
  2. Aaker, D.. ( 1996), Building Strong Brands, New York:: The Free Press;.
     [Google Scholar]
  3. Aaker, D.. ( 2010), Building Strong Brands, , 9th ed.., Cincinnati, OH:: Pocket Books;.
     [Google Scholar]
  4. Aaker, D.. ( 2018), Creating Signature Stories: Strategic Messaging that Persuades, Energizes and Inspires, New York:: Morgan James Publishing;.
     [Google Scholar]
  5. Amed, I.,, Balchandani, A.,, Beltrami, M.,, Berg, A.,, Hedrich, S., and Rölkens, F.. ( 2019;), ‘ The influence of “woke” consumers on fashion. ’, McKinsey & Company, 12 February, https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion. Accessed 8 January 2023.
     [Google Scholar]
  6. Aziz, A.. ( 2019;), ‘ The power of purpose: Kantar Purpose 2020 Study shows how purposeful brands grow twice as fast as their competition. ’, Forbes, 11 November, https://www.forbes.com/sites/afdhelaziz/2019/11/11/the-power-of-purpose-kantar-purpose-2020-study-shows-how-purposeful-brands-grow-twice-as-fast-as-their-competition/?sh=68203c3a4236. Accessed 5 January 2023.
     [Google Scholar]
  7. Bain, M.. ( 2017;), ‘ Stella McCartney is pioneering synthetic silk in high fashion. ’, Quartz, 12 October, https://qz.com/1095394/stella-mccartney-is-pioneering-synthetic-spider-silk-in-high-fashion. Accessed 5 January 2023.
     [Google Scholar]
  8. Bauck, W.. ( 2019;), ‘ Patagonia’s CEO on how saving the planet has been good for business. ’, Fashionista, 17 January, https://fashionista.com/2019/01/patagonia-politics-ceo-rose-marcario-interview. Accessed 7 January 2023.
     [Google Scholar]
  9. Biron, B.. ( 2020;), ‘ Shoppers are calling on Nordstrom to pull Reformation products after a former employee accused the company of racist behavior in viral post. ’, Business Insider, 8 June, https://www.businessinsider.com/nordstrom-pressure-removel-reformation-clothes-after-racism-allegations-2020-6?r=US&IR=T. Accessed 8 January 2023.
     [Google Scholar]
  10. Boston Consulting Group ( 2019;), ‘ True-luxury global consumer insight. ’, , 6th ed.., Boston Consulting Group;, 17 April, https://media-publications.bcg.com/france/True-Luxury%20Global%20Consumer%20Insight%202019%20-%20Plenary%20-%20vMedia.pdf. Accessed 5 January 2023.
     [Google Scholar]
  11. Brunello Cucinelli ( n.d.a;), ‘ My idea of humanistic capitalism and human sustainability. ’, Brunello Cucinelli;, https://www.brunellocucinelli.com/en/humanistic-capitalism.html. Accessed 5 January 2023.
     [Google Scholar]
  12. Brunello Cucinelli ( n.d.b;), ‘ My life. ’, Brunello Cucinelli, https://www.brunellocucinelli.com/en/my-life.html. Accessed 5 January 2023.
     [Google Scholar]
  13. Brunello Cucinelli ( n.d.c;), ‘ Speech by Brunello Cucinelli to the world’s great leaders on the occasion of the G20. ’, Brunello Cucinelli, https://www.brunellocucinelli.com/en/g20.html. Accessed 5 January 2023.
     [Google Scholar]
  14. Cartner-Morley, J.. ( 2022;), ‘ A quieter gender fluidity marks Gucci’s return to Milan runway. ’, The Guardian, https://www.theguardian.com/fashion/2022/feb/25/a-quieter-gender-fluidity-marks-guccis-return-to-the-milan-runway. Accessed 5 January 2023.
     [Google Scholar]
  15. Deeley, R., and Khan, A.. ( 2020;), ‘ Can anything shake consumers’ addiction to fast fashion?. ’, Business of Fashion, 22 July, https://www.businessoffashion.com/articles/sustainability/fast-fashion-consumers-boohoo-asos-primark-investors-sustainability/. Accessed 7 January 2023.
     [Google Scholar]
  16. Elan, P.. ( 2021;), ‘ Black-owned fashion label Telfar wins design award for popular shopping bag. ’, The Guardian, 26 January, https://www.theguardian.com/fashion/2021/jan/26/telfar-shopping-bag-black-owned-fashion. Accessed 5 January 2023.
     [Google Scholar]
  17. Everlane ( n.d.;), ‘ We believe we can all make a difference. ’, Everlane, https://www.everlane.com/about. Accessed 5 January 2023.
     [Google Scholar]
  18. Fendi ( n.d.;), ‘ Welcome to sustainability. ’, Fendi, https://www.fendi.com/sustainability/. Accessed 5 January 2023.
     [Google Scholar]
  19. Freeman, R. E.. ( 1984), Strategic Management: A Stakeholder Approach, Cambridge:: Cambridge University Press;.
     [Google Scholar]
  20. Freeman, R. E.,, Harrison, J. S.,, Wicks, A. C.,, Parmar, B. L., and de Colle, S.. ( 2010), Stakeholder Theory: The State of the Art, Cambridge:: Cambridge University Press;.
     [Google Scholar]
  21. Gelles, D.. ( 2022;), ‘ Billionaire no more: Patagonia founder gives away the company. ’, New York Times, 14 September, https://www.nytimes.com/2022/09/14/climate/patagonia-climate-philanthropy-chouinard.html. Accessed 5 January 2023.
     [Google Scholar]
  22. Holland, O.. ( 2021;), ‘ “Our culture is not your costume”: Rihanna photo sparks social media backlash in India. ’, CNN, 17 February, https://edition.cnn.com/style/article/rihanna-ganesha-india/index.html. Accessed 7 January 2023.
     [Google Scholar]
  23. Interbrand ( 2022;), ‘ Brands as acts of leadership: Best Global Brands 2022. ’, Interbrand, November, https://interbrand.com/best-brands/. Accessed 5 January 2023.
     [Google Scholar]
  24. LeClair, C.. ( 2020;), ‘ Patagonia says its new “vote the a--holes out” clothing tag is a call to action on climate change. ’, Business Insider, 15 September, https://www.businessinsider.com/patagonia-adds-political-message-to-clothing-tags-2020-9?r=US&IR=T. Accessed 5 January 2023.
     [Google Scholar]
  25. Lehmann, S.,, Liedtke, N.,, Rothschild, P., and Trevino, E.. ( 2019;), ‘ The future of brand strategy: It’s time to “go electric”. ’, McKinsey & Company;, 7 May, https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-future-of-brand-strategy-its-time-to-go-electric. Accessed 8 January 2023.
     [Google Scholar]
  26. Lim Dally, L.. ( 2022;), ‘ Luxury’s guide to navigate censorship in China. ’, Jing Daily, 1 April, https://jingdaily.com/luxury-guide-censorship-china/. Accessed 7 January 2023.
     [Google Scholar]
  27. Lowitt, E.. ( 2011;), ‘ Patagonia’s “Buy Less” campaign could lead to more revenue. ’, Harvard Business Review, 3 October, https://hbr.org/2011/10/patagonias-buy-less-campai. Accessed 5 January 2023.
     [Google Scholar]
  28. Maguire, L.. ( 2020;), ‘ Consumers mobilise to hold brands to account. ’, Vogue Business, 19 June, https://www.voguebusiness.com/companies/consumers-mobilise-to-hold-brands-to-account. Accessed 8 January 2023.
     [Google Scholar]
  29. Maguire, L., and Arnett, G.. ( 2020;), ‘ Gen Zs still love fast fashion, but Boohoo investors are spooked. ’, Vogue Business, 7 June, https://www.voguebusiness.com/consumers/gen-z-still-loves-fast-fashion-but-boohoo-investors-are-spooked. Accessed 5 January 2023.
     [Google Scholar]
  30. Nutella ( n.d.;), ‘ L’impegno per la sostenibilità. ’, Nutella, https://www.nutella.com/it/it/scopri-nutella/sostenibilita. Accessed 5 January 2023.
     [Google Scholar]
  31. Oster, E.. ( 2018;), ‘ Majority of consumers want brands to take a stand on social and political issues, according to new study. ’, Adweek, 12 January, Adweek.com/brand-marketing/majority-of-consumers-want-brands-to-take-a-stand-on-social-and-political-issues-according-to-new-study/. Accessed 5 January 2023.
     [Google Scholar]
  32. Parisi, D.. ( 2020;), ‘ The rise and fall of Reformation. ’, Glossy, 9 June, https://www.glossy.co/fashion/the-rise-and-fall-of-reformation/. Accessed 5 January 2023.
     [Google Scholar]
  33. Reformation ( n.d.;), ‘ Sustainability. ’, Reformation, https://www.thereformation.com/sustainability/oh-hi.html. Accessed 5 January 2023.
     [Google Scholar]
  34. Ritson, M.. ( 2022;), ‘ Brands take note: The purpose of purpose is purpose. ’, Marketing Week, 16 September, https://www.marketingweek.com/patagonia-purpose-of-purpose/. Accessed 5 January 2023.
     [Google Scholar]
  35. Salpini, C.. ( 2020;), ‘ “It’s a violation of an implicit psychological contract”: Why DTC culture issues hit hard. ’, Retail Dive, 16 November, https://www.retaildive.com/news/its-a-violation-of-an-implicit-psychological-contract-why-dtc-culture-i/588422/. Accessed 8 January 2023.
     [Google Scholar]
  36. Sarkar, C., and Kotler, P.. ( 2020), Brand Activism: From Purpose to Action, Austin, TX:: Idea Bite Press;.
     [Google Scholar]
  37. Sherman, L.. ( 2020;), ‘ Reformation founder and CEO steps down after accusations of racism. ’, Business of Fashion, 12 June, https://www.businessoffashion.com/articles/retail/reformation-founder-and-ceo-steps-down-after-accusations-of-racism/. Accessed 8 January 2023.
     [Google Scholar]
  38. Singer, M.. ( 2019;), ‘ Is there really such a thing as “Ethical Consumerism?”. ’, Vogue, May, https://www.vogue.com/article/ethical-consumer-rentrayage-batsheva-lidia-may. Accessed 5 January 2023.
     [Google Scholar]
  39. Sirtori-Cortina, D.. ( 2017;), ‘ From climber to billionaire: How Yvon Chouinard built Patagonia into a powerhouse his own way. ’, Forbes, 20 March, https://www.forbes.com/sites/danielasirtori/2017/03/20/from-climber-to-billionaire-how-yvon-chouinard-built-patagonia-into-a-powerhouse-his-own-way/?sh=6205d52f275c. Accessed 5 January 2023.
     [Google Scholar]
  40. Telfar ( n.d.;), ‘ Shopping bag. ’, Telfar, https://telfar.net/collections/upcoming-drop. Accessed 5 January 2023.
     [Google Scholar]
  41. Testa, J.,, Friedman, V., and Paton, E.. ( 2020;), ‘ Everlane’s promise of “radical transparency” unravels. ’, New York Times, 26 July, https://www.nytimes.com/2020/07/26/fashion/everlane-employees-ethical-clothing.html. Accessed 8 January 2023.
     [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1386/ipol_00018_1
Loading
  • Article Type: Article
Keyword(s): brand management; Brand Purpose; fashion; luxury; marketing; marketing communications
This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error