A recent BoF study examined successful brands that have cultivated thriving buyer communities and their approaches to building long-lasting relationships. The publication concluded that the fashion industry will need to understand the true meaning of community engagement by 2025.
Even before US President Donald Trump’s tariff policies rattled global markets and created widespread uncertainty, executives viewed consumer confidence and spending as the biggest risks to fashion industry growth, according to The State of Fashion 2025 by The Business of Fashion and McKinsey & Company.
In a 2024 survey by Capgemini, it was found that over 53% of consumers frequently switch between brands and retailers, despite being enrolled in customer membership programs. Ty Haney, the founder of Tyb, a community rewards platform for beauty brands like Glossier and retailers such as Urban Outfitters, stated, “Loyalty is not a new concept, but for a long time, it has been understood as the amount of money customers spend on a brand.”
Thus, brands need a better way to retain shoppers and entice them to come back. Meanwhile, consumers are seeking connections with brands that are genuinely socially conscious and purposeful. For instance, an Edelman survey in 2024 showed that 84% of consumers across all age groups indicated they must share values with a brand to move forward with a purchase decision.
In the post-digital era, with consumer attention fragmented and product quality no longer sufficient to build loyalty, fashion brands are shifting their focus to a decentralized and emotionally rich ecosystem where customers not only consume but also contribute and engage.
The difference between a mere product buyer and a loyal customer (one who empathizes with values, shares content, participates in events, and understands the design spirit) is significant. Loyalty is more resilient, less affected during difficult times, and more likely to create a natural ripple effect through word-of-mouth.
However, building a genuine community around a brand requires more than just hosting an in-store event or gaining followers on Instagram. While there is no one-size-fits-all formula, the most effective methods for creating strong communities in the fashion and beauty industries fall into three categories: Activity-driven, often based on sports or activity platforms; Value-driven, where customers embrace the brand due to shared beliefs or perspectives; and Identity-driven, where brands create communities centered around a specific identity or lifestyle.
According to a 2024 Forbes Council analysis, Gen Z is particularly attracted to brands that offer meaningful community experiences. NSS Magazine and BoF also attributed the success of brands like Corteiz and Glossier not to superior product quality but to their mastery of the art of community engagement based on identity.
New Balance organizes morning runs in multiple cities, while Maison Kitsuné opens cafes across Asia. Others choose to build communities through social values, such as Vivienne Westwood, who used her brand to raise funds for environmental causes, donating over one million pounds to Cool Earth. Former Loewe Creative Director Jonathan Anderson launched the Loewe Craft Prize to honor artisans…
A recent trend among luxury brands is to build communities based on identity. These brands host meetups, release secret products, and lead luxury culture as true “insiders.” This trend sits at the intersection of fashion, fitness, coffee, music, and a healthy, beautiful lifestyle. These models not only create customers but also form ecosystems where values and emotions are shared.
In February 2024, Charlotte Tilbury was announced as the official partner of F1 Academy. This partnership will bring to life the shared purpose of both Charlotte Tilbury and F1 Academy to empower people everywhere to feel their most confident. Charlotte Tilbury will utilize its global platform for female racers, helping them build their careers and celebrate their achievements and talents, thus attracting attention to the opportunities this sport offers women.
Currently, 40% of F1 fans are female, contributing to a total viewership of over 1.5 billion for the 2022 season. This is a very creative, strategic, powerful, and inspiring move that also creates a strong connection between the beauty and sports industries, promoting women’s presence in motorsports, an area that has historically lacked female participation.
Similarly, in the summer of 2024, Miu Miu launched its “Summer Reads” project by setting up pop-up newsstands in major cities like New York, London, Milan, Tokyo, Seoul, Shanghai, Hong Kong, and Paris.
Each newsstand was uniquely designed, offering visitors the chance to receive for free two out of three classic literary works written by female authors: “Forbidden Notebook” by Alba de Céspedes, “A Woman” by Sibilla Aleramo, and “Persuasion” by Jane Austen.
Miu Miu’s “Summer Reads” campaign is an excellent example of “culture marketing,” where the brand combines fashion with culture and art to create unique experiences for its customers. By promoting reading and celebrating female authors, Miu Miu not only enhances its brand value but also demonstrates its commitment to fostering culture and education in society.
To mark World Mental Health Day in October, the brand Lululemon organized practical activities as part of its “Peaceful Garden” campaign, solidifying its position as a brand that cares for both physical and mental health. These activities included a series of classes led by Lululemon ambassadors and partners in the fields of physical and mental well-being. Some of these classes filled up within just a few hours of opening for registration.
Connecting with a community is a long-term journey that demands continuous commitment. It cannot be merely a short-term strategy implemented to boost sales or enhance brand image. When a brand truly places its community of customers at the heart of its operations, it will continually listen, engage, and contribute. This requires patience and investment in both time and resources.
The Fashion Giants’ Race to Vietnam: Who Will Be Next After Uniqlo and H&M?
After a successful stint in the Chinese market, retail giant E-Land is now betting big on Vietnam. The company has announced plans to open 10 traditional stores in the country by the end of 2025, marking a significant expansion into the Vietnamese market.
“EQuest: A Triple Crown of ESG Excellence”
The EQuest Education Group has been recognized by the American Chamber of Commerce in Vietnam (AmCham Vietnam) at the 2024 ESG Impact Showcase awards. This marks the third consecutive year that EQuest has been acknowledged for its outstanding contributions to advancing ESG (Environmental, Social, and Governance) initiatives.
The Big Sale: Hanoi Stores Slash Prices by a Whopping 90% for Black Friday!
This year’s Black Friday mega sale falls on Friday, the 29th of November, and many stores in Hanoi have launched a plethora of massive promotions.
“Vietnamese Family Home” Program Bags the “Outstanding Community Impact” Award 2024
At the 2024 Kotler Awards Vietnam, Hoa Sen Group’s charitable program, ‘Mái Ấm Gia Đình Việt’, was recognized in the ‘Excellent Impactful Community’ category. This prestigious award celebrates the program’s profound impact on the community, showcasing its ability to touch hearts and transform lives.
The Prime Minister: Vietnam’s Focus on Iconic Mega-Projects
Addressing the Vietnamese community in Brazil, Prime Minister Pham Minh Chinh emphasized Vietnam’s current focus on large-scale, transformative projects. These include the ambitious North-South high-speed rail project, which aims to revolutionize transportation across the country, as well as explorations into nuclear energy development and the pursuit of new avenues for growth and progress.
