You can’t miss a highly-addictive fashion brand. Fashion influencers flock to them. Customers swear by them. Down-funnel brands try to replicate their special magic.
But what makes highly-addictive brands so habit forming?
Let’s take a look at 5 of the special ingredients that these magnetic brands share.
1. High-End Quality Apparel
Exceptional quality clothing stands out on boutique shelves when placed alongside inferior products, not only to the eye, but to the touch. Luxury attracts. At fashion trade shows and sourcing events, it attracts boutique owners and megastore buyers. In everyday life, it draws customers ready and eager to be converted from shoppers to fans who will show, tell, and share looks and recommendations with their on and offline networks.
Fashion brands that prioritize luxury quality for the apparel, shoes, and accessories wearing their label have the unique ability to craft solidly desirable reputations. The shopper-fan base loyalty will continue as long as the quality, fit, and style of the materials and cuts remains consistent.
2. A Sense of a Fashion Community
Fanatical followings self perpetuate. That’s because enthusiasm is catching, and everyone wants to be in with the “in crowd”. Big brands like Gucci, Prada, and Louis Vuitton are no strangers to top luxury brand lists. That’s not only due to the quality of their clothing, but also thanks to the marketing investment they’ve made in fostering a strong brand community.
Campaigns like #GucciGram and #TFWGucci expanded the brand ambassadorship of the fashion house beyond the typical style blogger, broadening and enriching the Gucci community with unique imagery from both everyday Gucci fans as well as an alternative rolodex of ‘Insta-famous’ artists. These campaigns stood out as creative and accessible, and helped craft the Gucci’s customers’ understanding of what it means to be a part of its exclusive and edgy brand.
3. An Attractive Brand Mission
Year after year, more brands make the decision to produce apparel sustainably, use ethical labor practices only, or donate certain percentages of their profits to charity. Socially conscious missions in fashion encourage customers to spend confidently, knowing that if their clothes reflect on their character, they do so favorably. No one wants to be seen wearing the brand that partnered with an unsafe clothing factory that collapsed on its laborers or the one that torched millions of dollars worth of product instead of finding more eco-friendly or socially conscious methods of offloading overstock.
Smart brands get ahead of the bad press by giving their customers a conscientious mission they can cheer about.
4. Fresh Fashions Every Season
It’s not enough for cult fashion brands to stay on trend. A huge reason these brands succeed so well is their ability to stay ahead of style trends.
Beating the trends requires a brand to staff fashion designers and fashion buyers who invest a significant amount of time and energy into identifying buying patterns, researching pop culture, visiting fashion trade shows, and trend forecasting. Certain online tools can help with these efforts, but a lot of it comes down to experience, relationships, and expertise. That’s why it's important never to miss out on an opportunity to learn more about materials and fabrics, selling platforms, and tools that make manufacturing management and trend tracking easier and more intuitive.
5. Quality Retail Partnerships
Certain retailers have earned reputations for their commitment to stocking only the best quality apparel brands. These high-end boutiques, luxury department stores, and exclusive online shopping communities attract customers who chase their favorite brand’s products fanatically.
Gaining entry for your brand into one of these prestigious retailers does a couple of things. It:
- Furthers your brand’s credibility as one of the greats.
- Broadens your exposure to customers who already display high-end brand loyalty.
- Creates additional sales channels where customers expect to meet your retail price point.
Savvy luxury fashion brands seek to establish sales partnerships with these types of third party retailers specifically because shoppers know and trust them.
What other qualities do you think make for a highly-addictive fashion brand? Leave your thoughts in the comments.
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