"The way I think about community, I try to look at it through the lens of what would I be interested in, what do I want to attend?"
"And I think that resonates with our consumer and our community."
"Customers are like, 'I want that experience too. What about us? How can I get involved if you do a sweepstakes or a giveaway and bring someone along so it isn't just the same people that are always being taken by brands every week on a trip.'"
"It always starts with a really deep understanding of the consumer - what they care about, what they like and what's relevant for them so that experience can be meaningful,"
Fleur du Mal leverages its association with desire and sensuality to create themed, experiential events such as a Hamptons pyjama party and a collaboration with Roberta's Pizza on an aphrodisiac pizza. Free People experiments beyond typical influencer trips by designing inclusive experiences like an EV Salon and considering sweepstakes to let more customers participate; emphasis shifts toward shares and reposts over likes and comments. Diageo focuses on deep consumer understanding to craft meaningful spirits-related gatherings that fit local contexts across global markets. All approaches prioritize creating intimate, relevant experiences that resonate with target consumers.
Read at Vogue Business
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