The fashion industry faces significant challenges leading into 2025, including declining consumer confidence influenced by economic uncertainty. Recent studies indicate that consumer loyalty is in flux, with many shoppers switching brands frequently, regardless of existing loyalty programs. Experts, such as Ty Haney, emphasize that brands must focus on creating authentic community connections that resonate with consumers' values. As documented by a 2024 survey, most shoppers seek brands that align with their beliefs, suggesting a shift towards emotional engagement over mere transactional loyalty is essential for future success.
"Loyalty is not a new concept, but for too long, it has been rooted in just how much a customer spends with you," said Ty Haney. "Brands need a better way to keep their shoppers engaged and coming back. They need to build true communities."
"Today, consumers are searching for genuine brand connections centred on a sense of camaraderie and purpose. A 2024 survey by Edelman found that 84 percent of consumers across all age groups said they need to share values with a brand in order to buy it."
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