Fashion Branding: Strategies for Individual and Collective Brand Engagement

Abstract

In the fashion industry, brands must engage consumers based on their method of consumption. The different methods of consumption are represented by four constructs, which depend on whether the consumption is individual or collective. Individual consumption can either be based on a brand or on a relationship with a brand ambassador. Collective consumption, on the other hand, involves people consuming in a social context. In this case, the focus can either be on the brand or on an activity (the brand is secondary). This study confirmed the existence of these constructs in the fashion industry by analyzing data from interviews, observation, forums, and secondary sources. This research led to the discovery of strategies brands can use to engage consumers within each of these constructs. When targeting individual consumers who are focused on a brand, companies can use quality, consistency and brand image as ways to build brand loyalty. When engaging individual consumers who have a relationship with a brand ambassador, brands must utilize strategies based on communication, authenticity, and knowledge. Brands can engage consumers who consume collectively, based on a brand, by implementing strategies that focus on social differentiation, narratives, entry points and exclusivity. Finally, fashion brands can connect with consumers that collectively consume based on an activity through marketing itself as a resource, building social affiliations, and providing a platform for this consumption.