Culture Worlds

The fashion industry is going through an intense and exciting period of transition. Consequently, it is one of the most exciting and progressive spaces that we work in. The transition from storytelling to story living is a growing trend among fashion brands.

The most popular brands are always seeking ways to build connections with their audience and continuously generate brand love, but within the world of fashion, the goalposts are ever-moving. For a long time, fashion has taken on more meaning than the clothes that sit on our bodies, which are simply representations of our ideals, morals and values. As a result, desirability has been one of the most important factors in consumer decisions - how much do I really want this? Where some build demand through limited supply and others look to build their consumer base by being a visible representation of what the world looks like, there’s a constant conflict between ‘inclusive’ and ‘exclusive’ as a goal for fashion brands.

Even with the most exclusive brands, what lies at the heart of consumer interest is still a community that may relate with each and not necessarily even to owning the product. Talkability is a currency in itself, and consumers being able to see themselves in your brand is what’ll help it stand the test of time, especially if as a heritage brand you begin to invite a newer, more technologically savvy and financially stripped audience into your world.