London-based streetwear brand Stitch, known for its graphic print t-shirts and hoodies, began posting lo-fi behind-the-scenes videos of the design processes on TikTok in June 2020. “I saw a couple of people were actually [doing the] branding themselves on TikTok and that they were getting traction from that. So I thought, let me show you a few things, I really don’t care,” the Stitch founder, who goes by only Clouder, told Vogue Business. The initial video garnered over 5,000 likes and increased Stitch’s following on Instagram and e-commerce sales. Clouder now cites TikTok as his main marketing tool.
Relativity is crucial for young brands today, helping them align with the next generation of consumers and build loyalty. “Young people have often felt that only their own generation really understands them. I think Gen Z is more inclined to support brands created by other Z because the products they make speak authentically to the Gen Z experience,” said Julia Peterson, senior insights strategist at youth culture agency Archrival.
Los Angeles-based streetwear brand Brain Dead aligns with subcultures not traditionally considered “cool,” like skating or wrestling, creating IRL events or collaborations to target a unique community that feels connected by their interests.
This also applies to talent. London-based talent agency EYC Ltd targets Generation Z creators, most commonly on TikTok, helping brands spot creators that truly resonate with today’s youth. The agency has worked with brands from Louis Vuitton and Gucci to Depop this year. “Some larger agencies prefer to sign people only after they’ve blown up,” founder Cora Delaney said. “We only look for great people. There are many influencers in the world that are definitely not our style”.
New platforms also come into play. UK-based sportswear brand Cole Buxton has a private Discord channel, where his customers talk about sizing, fit, and feedback on the latest drops. Being a closed channel, it creates a sense of exclusivity and belonging among the brand’s young customer base. “Different levels of exclusivity are important to brand equity,” explained CEO Jonny Wilson.
Try Your Best (TYB) is a technology startup launched by Outdoor Voices sportswear brand founder Ty Haney in March this year to help brands reward loyalty and build community in the Web3 sphere. It is a blockchain platform that invites fans of a brand to earn NFTs and brand coins in exchange for acts of loyalty, such as sharing product reviews and voting on color combinations. NFTs, or collectibles as the platform calls them, unlock access to the brand’s community hub on the TYB platform, where users can communicate. TYB has 15 brands live, with 120 set to launch on the platform next year.
Rethink your retail strategy to make it work for your business
Wholesale is an important tool for fashion and beauty brands to drive brand discovery. However, emerging brands are learning the value of direct-to-consumer sales to cope with rising material costs and falling retail margins. Other players are rethinking their sales calendars to allow more time for production.
Source: news.google.com