The Taylor Swift friendship bracelets beautifully symbolised the feeling of coming together, further amplifying the close bonds and connections her fans share and embrace. It was a wonderfully organic and simple token of comradeship fuelled by a common theme.
In more mainstream trends, the repping of a brand runs parallel to a community or following via unique and bespoke merchandise which ultimately allows every individual to become a brand ambassador. This is no longer restricted to celebrities and influencers, evoking that same feeling of camaraderie, especially where many brands are now tapping into social events, creating groups that partake in hobbies such as yoga and fitness, connecting like-minded people via the connection of a brand.
Gone are the days of elite clubs promoting exclusivity. Arguably, the best communities are inclusive, resonating principles that are intrinsic and timeless, a sense of worth that lasts long after a product has been purchased.
How do you create that feeling of community? How important is this to you when creating product and formulating future retail strategies?
