We research how purpose drives business success. And our data is clear: purposeful companies consistently score higher on all relevant business metrics.

A verified competitive advantage

Purpose in fashion and apparel

Case study

In fashion, the traditional way to purpose has gone through quality products combined with environmental care, or through high spending on philanthropy.

Patagonia, along with similar sustainability-first brands like German Vaude and Swedish Fjällräven, still score high on Purpose Index™. But Uniqlo, which has a very different positioning, performs just as well. It is boosted by an element of vision that many brands focused on environmental impact seem to lack.

Creating a good and affordable life for people can also be a valid direction for a purposeful brand. Given the current economic climate, offering value for money can provide vision, helping people believe in a brighter future.

About Patagonia

Patagonia is an American outdoor clothing and gear company that prioritizes sustainability and social responsibility.

About Vaude

Vaude is a German outdoor equipment and apparel company recognized for its sustainable and environmentally friendly sports and outdoor products.

About Fjällräven

Fjällräven is a Swedish outdoor clothing and equipment brand that focuses on combining practicality with a commitment to sustainability.

About Uniqlo

Uniqlo is an international fashion retailer founded in Japan, known for its minimalistic, affordable and high-quality casual wear.

Industry benchmarks

For our Global 2024 report, we’ve surveyed the general public about 550 companies around the world. Get in touch to book a walkthrough of the results for your company, or to hear about findings for an industry or geographic market.

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