Consumers are craving more than a lonely digital existence, valuing a sense of belonging and conviviality when interacting with brands. Fashion and lifestyle brands are tapping into this, using social media techniques and physical experiences to create fashion communities with symbiotic interests who help foster potent brand loyalty and connection.

The strength of community and sharing that brands expected to happen organically on Facebook is now being built through branded communities.

Beauty Talk

Beauty giant Sephora’s Beauty Talk is an online community of beauty fanatics who share “their unique perspectives on why a product is so great,” helping others find their best matched products through reviews, live chats and debates, and links to videos. Members of Beauty Talk spend two times as much on products, and “superfan” community members spend 10 times as much as non-community members. Beauty Talk also uses gamification and loyalty incentives - customers are rewarded with “hearts” for participating in conversations and challenges set by Sephora.

The Net Set

Net-a-Porter’s The Net Set is a similar social commerce platform launched this past May. Toted as the first luxury ‘shoppable’ mobile social network, consumers request an invitation code through the brand’s website to access the app, which is built for the iPhone, iPad and Apple Watch. The Net Set allows their customer to share and shop with other stylish members and browse a live feed to see what’s trending.

Leveraging the strength of influencers, exclusive features include the chance to shop and admire items on the site with the Style Council - a group of style leaders including Poppy Delevingne and Julia Restoin Roitfeld, as well as Style Tribes - group themed content, product and brands based on users’ personal tastes. Users can also upload photos that Net-a-Porter will match to its nearest product through visual recognition technology.

The Conviviality Culture

This dialogue with customers is also taking the shape of more personal and palpable consumer experiences. Tapping into what LS:N’s Global has termed the “conviviality culture”, brands understand that consumers appreciate the excitement of offline and experiencing the magic of a live event.

The Knitting Revolution

Wool and the Gang, a rapidly growing knitwear start-up is spearheading the “knitting revolution” through their business model, which involves customers in production of the collections. Customers can become part of the community of 2,000 “Gang Makers” involved in every stage of the process from design and production, to teaching knitting skills at the brand’s parties (that any of their customers can host at their home or office). Their concept, which includes a highly active and user-centric Instagram account and parties hosted by customers, creates a low-cost customer acquisition channel.

Transparent City Series

Socially conscious e-commerce brand Everlane host a series of consumer events, which bring local businesses, artists and creatives together with the local community. As part of their Transparent City Series roster of events, the brand invited people to their L.A. factory for an insider look into their production, sourcing and garment construction; invited consumers to the gallery of artist Tofer Chin who collaborated with the brand and hosted a 40-person dinner, which chef Jessica Koslow explained the provenance of her ingredients.

How to Make it Work

The key to brand communities is to offer a unique value proposition for the customer. This can take the form of discounts or membership benefits (free shipping, exclusive offers and being the first to know about new products), the chance to debate, give tips and share information online, or in physical experiences, which allow consumers to connect with other consumers locally and experience the brand and its philosophy.