Sustainable fashion: reflections on building a mission-driven brand

Building a sustainable fashion brand is not just a business idea for me, it's an ideal rooted in my personal values. However, as I began to translate this vision into reality, I realized that branding in the modern fashion industry is far more complex than I had imagined. From defining a brand's core philosophy to communicating it effectively to its target audience, I am constantly searching for a balance between “ethics” and “aesthetics”. In this blog, I will look back at my experiences in brand development and critically examine the key decisions I've made from a freelance perspective.

Initially, I conceived the brand with a strong desire to promote ethical production and a transparent supply chain. I developed a business canvas, a vision statement, and a search for relevant competitors to present the brand in an environmentally and aesthetically pleasing way. However, in early market testing, I realized that although consumers were interested in sustainability, it was not their top priority, with most focusing on style, price, and convenience (Cnki.net. 2023). This discovery challenged my original assumptions and prompted me to rethink how I shape and communicate my brand identity.

As a freelance brand manager, I have to develop appropriate social media strategies as well as coordinate the supply chain. This flexible way of working, whilst providing a lot of freedom, also brings with it a great deal of pressure. With limited time and budget, I had to prioritize. In the end, I decided to put more resources into brand storytelling and content marketing to connect with audiences in an emotional way, while simplifying the product line and focusing on quality rather than quantity.

Through this experience I realized that branding is not just about expressing what you believe in, but how you translate those beliefs into communications that resonate (Cnki.net. 2021). "Sustainability is not only a strong brand value proposition but it is also related to the psychology of the consumer, so as a next step I will test different forms of content on social media platforms, such as questionnaires or interviews, to find out what consumers like about sustainable fashion products. At the same time, I will create a task prioritization system to plan the development of the brand through flexible adjustments. It also made me realize that in the early stages of freelancing, especially when working on sustainable brands, brands with values have to be backed by a corresponding strategy. Through this reflection, I have gained a deeper understanding of brand development, and I hope to balance the ideal with the practical in my future branding to achieve a truly mission-driven brand.

Reference

Cnki.net. (2021). Sustainable Perception Stimulate Consumers’ Willingness to Share and Participate? - CNKI. [online] Available at: https://oversea.cnki.net/KCMS/detail/detail.aspx?dbcode=CJFD&dbname=CJFDLAST2021&filename=SCJJ202101007&uniplatform=OVERSEA&v=L2H3ZXzJtIsf3zpRvue4MC0KgtZ_Otlew-8gVBPz45j74ir0rhZRM93m95zUWO3q [Accessed 6 Apr. 2025].

Cnki.net. (2023). Research on the Influence of Consumers’ Perceived Benefits and Perceived Risks on the Purchase Intention of Sustainable Apparel Products - CNKI. [online] Available at: https://kns.cnki.net/KCMS/detail/detail.aspx?dbcode=CMFD&dbname=CMFD202501&filename=1023945872.nh&uniplatform=OVERSEA&v=ykepwRTsCPvwlMXQSzyh1EXGBFY7fLcg9uP8zIvgIDCPNFIbe-ex8Gp2eRJQkVmx [Accessed 6 Apr. 2025].