"If 2024 was the year 'community' became a marketing buzzword, 2025 was the year brands realized they had to genuinely build one. It's why marketers moved past hype-chasing - whether through micro-trends or mimicking internet speak - and recognized that reach without resonance was ultimately a dead end. This meant that, instead of trying to appeal to as many people as possible on a FYP, brands invested in finding people who would genuinely connect with the brand. This shift cultivated a marketing landscape shaped by craft, shock, escapism, gatekeeping and a growing refusal from consumers to be treated like passive endpoints in a funnel."
"This year, as prices spiked and consumers grew more discerning on the value of goods, craftsmanship emerged as fashion's most valuable currency. Archrival data produced exclusively for Vogue Business revealed that only 54% of Gen Z describe luxury brands as "desirable", while just 29% is willing to pay more for a luxury label. The industry is under mounting pressure to justify its price tags with clearer proof of value. Bottega Veneta leaned in with its Craft Is Our Language campaign (the first under creative director Louise Trotter), highlighting the hands of artisans and collaborators. Loewe, too, marked the 10-year anniversary of its Puzzle bag with global events from London to Dubai, where artisans demonstrated the making of the bag IRL. Others, like Miista, thrived in fashion's most punishing era by doubling down on the value of craft, sharing behind-the-scenes reels tracing a shoe's journey from sketch to finished product, and spotlighting artisans in their factories."
Brands moved beyond chasing viral reach and micro-trends to build genuine communities that resonate with committed audiences. Marketers invested in finding people who would meaningfully connect with the brand rather than appealing to everyone on a FYP. The marketing landscape became defined by craft, shock, escapism, gatekeeping and a consumer refusal to be treated as passive funnel endpoints. Campaigns ranged from casting unconventional spokespeople to centering real artisans and behind-the-scenes craft. Rising price sensitivity and lower Gen Z willingness to pay premium prices pushed brands to prove value through demonstrable craftsmanship and authentic brand representation.
Read at Vogue
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