Marketing / Branding

In a time of consumer caution and social division, fashion brands are investing in community to drive loyalty. BoF’s Lei Takanashi joins The Debrief to explore the emotional core of brand building today.

While tricky to get right, when item monikers resonate — think Glossier’s Boy Brow and Hill House Home’s Nap Dress — they can communicate a world of meaning in just a few words.

From Ugg to Milani to True Religion, popular early-aughts brands are leaning into “newstalgia” — striking a balance between reminding consumers of their glory days and offering something fresh to stay relevant across generations.

After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.

The Ordinary’s latest campaign brought reasonably-priced eggs to two of its New York City locations. The response was polarising on social media, which in an online marketplace saturated with brands and advertising, is increasingly the point.

Fashion brands are working harder to clarify their messaging around what they stand for and what makes them different. How will customers respond?

Many brands thought outside the proverbial chocolate box this year, leaning into campaigns and activations that helped build their brands and communities, rather than simply jumping on a moment in time.

Among the greatest challenges fashion businesses face today is convincing increasingly discerning and discount-driven shoppers that their products are worth the buy — at full price. This case study explores how brands, from luxury to mass market, can communicate value in a competitive and choosy environment.