01. Technology now allows audiences and consumers to actively participate in fashion: they make an active choice to be in certain fashion communities, communicating with brands what trends they like or don’t like, and what value they are willing or not willing to accept.
Identity is at the core of the current leading generations, millennials and gen Z. Such generations, who are frequently engaged on social media, say they define their identity through style. Knowing this distinction, brands continue to refine and redefine their brand image, identity, message, and experience on social media to attract and engage their target community of consumers. In fact, what brands aim to create is more than just an experience–rather a culture or subculture.
By producing content that is accessible, digestible, and in alignment with the spirit of the time, fashion brands are creating digital links with their consumers that thus translate to the emotional.
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