Fashion Branding’s Awakening Activism

Learning the embracing, aligning, and establishing goals from Fashion Forces

-By Rajrupa Biswas

It’s the Brand image that drives the fashion business more than nearly any other sector, capturing the
spirit of distinctive aesthetics and specialised markets. And, whether we like it or not, these brand
personas have absorbed us. At each touchpoint, imagery leads us to develop and attach distinct ideas and
beliefs to brands, sometimes assuming more than what they intended to show. In recent times, because of
their strong social stances, fashion brands have created quite a stir. Customers in Generation Z are always
on the lookout for items that are not only of high quality but also have a purpose. Making it more personal
and specific, as well as a deciding factor in their purchasing power. From accountability to responsibility,
this generation demands answers, and this inquisitiveness has resulted in the ever-growing trend of Brand
Activism in Fashion.

Fashion - Branding - Activism: Paving The Road

When a brand conveys its viewpoint on economic, en]environmental, social or political concerns —
through varied channels – is referred to as brand activism. First defined by Philip Kotler and Christian
Sarkar in their book Brand Activism: From Purpose to Action, is “how progressive firms are taking
stances to build a better world.” This communication instrument appropriately termed branding -
systematic marketing, design, and distribution approach - today determines the fate of businesses.

According to a 2018 Edelman Earned Brand Study - ‘64% of international consumers choose to buy from
or boycott a brand solely based on the brand's stance on social and political issues, and such
'belief-driven' buyers constitute the majority of each geographic market around the world – 59% of U.S.
consumers. Japan has 60%, whereas the United Kingdom has 57.54% of Germans’ Thus, to illustrate the
alignment between consumers' beliefs and a brand's social positioning; making it an important factor in
purchase decisions, and emphasizing that there is a growing trend among fashion organizations to
embrace, align, and establish specific goals for themselves. It's almost like taking a personality test, only
you have to share the results with a larger circle!

“When creativity melds together with global issues, I believe you can bring the world together”
-said Virgil Abloh

As fashion enthusiasts’ perceptions of the value of activism have expanded, brands have begun to
incorporate creative advertising campaigns that do not necessarily focus on the product being sold, but
rather on a social issue or a specific cause so that they connect with the customer base. Taking advantage
of this multidisciplinary approach is what makes ‘activism’ trending among fashion brands and worth
cracking the code for.
The Rising Stride: Evolution and Growth

While various social markers, such as the women's movement in the 1850s and other ground-breaking
statements advocating marginalised identities, inclusivity, and feminism, have been on the radar of
activists, they are nothing like what we have seen in the last decade. Both luxury and mass market
businesses have leveraged and established their solid viewpoints on global issues through the power of
branding. The trend began in 2018 when Colin Kaepernick protested against racial inequity and the
mistreatment of Black people in America. Colin was then chosen by Nike to honour the 30th anniversary
of the company's iconic "Just Do It" campaign. The advertisement sparked heated debate among
consumers and marketers, particularly on social media. Following that, Edelman found that 57% of
14,000 customers in 14 countries are more likely to buy from or boycott a brand because of its stand on a
social or political issue and Nike was on that successful road.

Continuing to follow a year of dominating events such as Levi's pledge to reduce the use of plastic,
launch recycling programmes, and create eco-packaging, dominating social groups such as Puma's
Team#REFORM, a group of people led by Tommie Smith (Olympic Runner) who believe that progress
toward global equality must be made more quickly, where the organisation worked for universal equality,
gender equality, and criminal justice reform. The peak in 2020 was defined by society's ever-changing
collective view of the pandemic, and labels such as Tommy Hilfiger, Ralph Lauren, Supreme, and others
came out with dominant ideas and technology that revolutionised the way fashion was regarded amid
difficult times. Political drivers such as Michelle Obama's V-O-T-E necklace, which she wore to her
address at the 2020 Democratic National Convention, Balenciaga's editorial for Spring/Summer 2020,
which mimicked election coverage, and the Black Lives Matter all contributed to the Zeitgeist.

A
Google Trend Report Analysis of the term “Brand Activism” shows a developing direction in rapid
Tempo.

Maturity: The Signs of Aging Well

The pandemic expedited the shift away from conventional marketing, brick-and-mortar businesses and
towards digital and e-commerce. Organisations benefited from a rapid digital strategy and pre-existing
DTC online brands as a result of this. With everyone buying online these days, the world of digital and
social media has taken centre stage, ushering in a new era of product promotion. For example, Dior
adapted the "new normal," broadcasting its haute couture presentations via Zoom with either short films
or live catwalk displays, all with a little more inclusive, progressive slant, but frequently in retreat from
extreme political pronouncements to create a brand image to suit the times. Whether through advertising,
new technology, or conventional modes of communication, there has been a mature development within
brands in the latter half of 2020, when they have gone beyond the façade and ultimately discovered their
own distinct brand activism voices.

The Present Times: Trickling Down to B-Corps

The rise of certified B-Corps, a new form of corporation that combines purpose and profit, builds on the
fashion branding history of activism and highlights how the adoption model adheres to the Trickle Down
Theory. Companies that are B-certified include Ben & Jerry's, Danone, and Patagonia, among others. As
of April 2018, there were around 200 B-corps in the fashion, apparel, and cosmetics business, up from
only seven in 2010. (Image courtesy of McKinsey & Company.) Athleta has vowed that 40% of its items
would be manufactured from recycled or sustainable materials, and Allbirds
and Eileen Fisher have made similar pledges. While Western purchasers are
increasingly on the bleeding edge of environmental and social concerns, this
may not be true for various nations when it comes to expressing problems.
Darshan Mehta, founder and CEO of Reliance Brands, a subsidiary of Indian
retail conglomerate Reliance Industries, believes that "the number of voices
is not yet sufficient to aggregate to anything significant [yet], but it's a small
wave and a tsunami may wash onto our shores [in India] in the coming
years." - McKinsey and Company.

Having said the above, consumers are now gradually broadening the scope
of their purchase decisions to include fundamental beliefs and points of view. A new global ethos is
forming, and billions of individuals are expressing their profoundly held ideas via the power of buying.

What the Future Holds: SDG 2030

As previously discussed, the proportionality of a brand's efforts to position itself effectively and customer
intent to buy is direct. We've also discovered that the fashion industry's social consciousness is linked to,
and lives on important activist movements. In the future - a decade from now - the key event that
businesses will be aiming for and Gen Z will be seeking is the achievement of the 17 UN Sustainable
Development Goals (SDGs). Climate change, ethical business models, equality, and inclusivity are some
of the areas where a deeper look into the underlying root cause will provide brands with better insights
that can promote persona and image building, rather than making speculations on political, economic, and
social drivers that may shape future branding strategies.

The future of activism in fashion is in showcasing to consumers that your brand can clothe you
beautifully while also being socially conscientious, authentic. To enhance their image, have a bigger
effect on their viewers, and make a difference in people's lives, brands must stand for something other
than profit. These were some of the ways activism can change the face of fashion branding in the future.