Give. Take. Take. Take.
This is how I perceive the brand-consumer relationship in today’s fashion world. Brands give a fraction of what they take. They produce and provide us with garments, while in return, we advocate for the brand, purchase their products, and market them, among other things, without receiving adequate compensation. Many might argue that it's unreasonable to expect payment, especially if one is not an influencer. However, I believe each of us can be considered an influencer, even with just one follower influenced by our choices.
Society has shaped our perception of what defines an influencer, but, in my opinion, even influencing a single person qualifies one as such. For too long, we've been promoting and supporting brands without “tangible” rewards. While there may be emotional satisfaction in buying from a beloved brand, we need to feel more valued by these brands. We should sense genuine appreciation as members of their community, understanding that our role is significant. Without a community, a brand is merely a logo, devoid of meaning and value. Unfortunately, the value of the community is often overlooked.
The current relationship between brands and consumers is transactional, heavily favoring the brand. We, as consumers, invest “considerable effort” into making the relationship work, yet the brand reaps the most benefits. I also believe our attachment to certain brands doesn't stem from genuine love but rather from external influences shaping our perceptions.
If each of us reflects on our wardrobe and the garments within, we may realize that only a few purchases were genuinely driven by love for the brand or garment. More often, external influences induced the idea of love. I urge you to undertake this reflection to comprehend the transactional nature of the current brand-consumer relationship. We continuously give, while brands predominantly take.
Upon realizing the dynamics of today's fashion relationship, I became more discerning about my purchases. Not out of concern for “safety” but because I recognized that most purchases weren't driven by genuine love. I thought I was expressing myself, but in reality, I was conforming to external influences. This realization compelled me to advocate for a change in the fashion world, a need for a new and equitable relationship.
I believe the pandemic has triggered this desire for change in people's minds as well. Because of the pandemic individuals started yearning for more from the brands they support. They were no longer willing to simply spend money on garments without expecting something more in return. What they sought was a deeper connection. I believe that this desire stemmed from the need to feel more valued by the brands they choose. People came to realize that they are the focal point of this relationship, and without them, a brand is merely a logo.
I think people's desires and needs have reached a point where they are demanding more, even if it's not a conscious realization for everyone. Subconsciously, I believe we all crave something more from the brands we love – who wouldn't want a deeper connection after all, right?
I want to emphasize that there are brands that prioritize relational connections over transactional ones, focusing more on the community. However, the majority of brands seem to emphasize a transactional relationship. An example of a brand that, in my opinion, has consistently centered itself around people and strived to establish a relational connection with its community is The Hundreds.
The shift I am foreseeing, and perhaps you've also noticed while reading the preceding lines, is that the transactional aspect will take a backseat to the relational. The pattern of "Give. Take. Take. Take." will transform into "Give. Give. Give. Take. Take." The balance will be more equitable, and now, we may receive more than we give. For those wondering how a brand can thrive by giving more than receiving, I believe it's possible because most of the contributions don't necessarily involve financial transactions. Brands can tap into people's emotions, making them feel valued and cherished, thus enhancing the relationship. Often, the most impactful actions are the simplest ones.
However, given the current state of the fashion industry, I find it challenging to envision genuinely relational connections being fostered between a brand and a consumer. Let me explain why I hold this belief. In my view, people typically buy from a brand for three reasons: identity, belonging, and ownership. While identity and a sense of belonging have been achievable, true ownership has been elusive. Brands might create an illusion of ownership, but the consumer's voice often remains silenced.
I believe that when people gain true ownership in a brand—without necessarily owning equity or other business-related elements—they make the brand feel a sense of responsibility and accountability in the brand-consumer relationship. This ownership makes them feel invested in the brand, leading them to unconsciously demand more from the brand they are supporting.
The one factor that can and probably will facilitate this transformation is Web 3, encompassing essential elements like blockchain and surprisingly, for many, NFTs. Regardless of your stance on NFTs and Web 3, I'm aware that there's considerable skepticism surrounding them. In my opinion, this skepticism often stems from a lack of curiosity, preventing individuals from delving deeper into understanding what these technologies truly entail and how they can bring about positive changes and empowerment in their lives. I believe that this technology, marking a new era, is poised to produce a significant shift in the fashion industry. While it may introduce other significant things in the fashion world, the most noteworthy, in my view, will be the transformation in the dynamics of the relationship between a brand and its consumers.
With NFTs, brands are effectively granting people a voice within the brand. Through NFTs, brands can tap into the third element that motivates people to buy from a brand: a sense of ownership. This time, ownership is more “tangible and real”. While NFTs can be purchased like any garment or pair of sneakers, they come with an added emotional element that unconsciously draws people further into the brand, prompting them to demand more.
The primary reason for this emotional connection, I believe, lies in the distinct experience of buying an NFT compared to a pair of sneakers. When purchasing an NFT, you are aware that you are acquiring something beyond a simple digital token or a simple pair of sneakers. Brands aren't just selling an NFT; they are selling an experience, a part of their narrative. They are offering the promise that, from the moment you purchase the NFT, you become the one who matters the most. While buying a physical garment or sneakers provides something tangible, the tangibility of acquiring an NFT lies in the experiences the brand offers throughout the journey and the sense of ownership you feel, both present and future.
While I believe that NFTs will have various applications in the fashion industry, I believe their primary impact will be in reshaping the relationship between a brand and its consumers. The possibilities and benefits that can arise are seemingly endless, and we can only fathom what can be accomplished based on our current understanding. However, I believe that we are still distant from fully understanding the true potential of an NFT. While we have conceived various ideas based on current knowledge and technology, the actual extent of what an NFT can be and represent remains elusive.
One point I'd like to emphasize is that I'm aware not all brands will use NFTs in the manner I've described. Some may choose not to leverage NFTs for the benefit of their community, maintaining a transactional rather than a relational approach. The key difference lies in how, after a person purchases an NFT and their voice goes unheard or promises are unfulfilled, they may terminate the relationship with the brand. Therefore, over time (usually not too long), the brand risks becoming merely a forgotten logo. I mention this particularly because I genuinely believe that NFTs have the potential to be one of the most significant developments for us, and the neglect doesn’t stem from their inherent flaws but rather from how people or brands misuse them — a crucial difference that could bring about substantial change.
In my opinion, the true shift won't come from merely using NFTs or creating new business models. Without incorporating what truly matters, these efforts are meaningless, and we'll remain stuck in the same cycle, just in a different form. The key is to make a shift in their approach and mindset, prioritizing the community above all else. If, up until now, the importance of the community has been neglected by brands, moving forward, the more it is acknowledged and addressed in this manner, the better a brand is poised to thrive.
I believe that we are on the verge of experiencing a fundamental shift in the fashion industry. It might take some time for this change to reach a broader audience, prompting them to desire this kind of relationship from the brands they support, but I am confident that it will happen. This confidence stems from observing already established brands using NFTs in a positive manner or other poised to emerge from the digital fashion world and the Web 3 space, potentially setting a leading example. Through the way they use NFTs, they may tap into the sentiment of “I want in on that” among people, which, in my opinion, plays a crucial role in shaping individuals' behavior.
As I mentioned previously, consciously or not, we buy from a brand for identity, belonging, and ownership. I believe that in the future being envisioned, a true sense of ownership will finally become possible. With it, I sense that the feelings of identity and belonging will be further enhanced as well. Consider how you feel when you know your ideas have contributed to co-creating a garment or have influenced the brand's direction. You become more immersed in the brand, and your sense of belonging deepens. Moreover, this fusion of technology and fashion manages to tap into the essence of fashion, which is connection and expression. I'll let you reflect on how this marriage touches and enhances these two fundamental aspects as well…
While, on the surface, fashion’s metamorphosis may seem primarily about the brand-consumer relationship, if we strip away those surface layers, I believe it signifies much more. It is a transformation in storytelling, cultural expression, and the evolving narrative of who we are and who we aspire to be.
Looking ahead, I see only one path for brands to thrive and avoid becoming more than just a logo. That path is to infuse, or have already infused, into their DNA the mantra: “People over product.”
After all, people are the vibrant threads that weave the rich tapestry of life, infusing the world with diversity, creativity, and unique styles. In the world of fashion, they represent the truest expression of art, shaping trends that resonate with the beauty of our shared human experience.
Thank you for reading!
Have a fantastic day!
Eduard🌹
