By Fiona Micoleau @MKTG

Fashion's sway in our lives is as prominent as ever, with nearly two-thirds of consumers equating its importance to lifestyle passions such as sports and politics. Brands prioritize fashion and merchandise due to their extensive reach across industries, from sports to consumer-packaged goods. 

To grasp its influence, we delved into the drivers of consumer fashion decisions through a Dentsu Sports Analytics custom FanSpeed survey. Our findings revealed a tension among fashion enthusiasts. They're both "anti” advertising due to effects on creativity and individualization. Yet, leverage the algorithmic recommendations and still eagerly seek out brand collaborations, especially those with beloved cultural icons. 

This poses a question for brands: How can we leverage the power of fashion to drive fandom of our brand/partnerships, but remain authentic and distinctive?  

Fashion Collaborations (Yes, they Still Work)  

Fashion collaborations have evolved into a marketing mainstay, as they serve as a bridge between different worlds - be it influencers, icons, or other brands. 59% of fashion fans agree that they feel a stronger connections brands when they co-create a product with their favorite influencer.  

With the world of fandom becoming so heavily integrated, and the world of media so diversified, most fans are discovering brands through the channels of who they follow (in other words, not ads). More than two-thirds of fashion fans have discovered a brand through product collabs.  

For brands to stay authentic, consider:   

Leveraging Roots to Tell the Story: Brands can engage diverse designers and collaborators who have strong ties to the local markets they're operating in or adjacent to. People resonate with narratives grounded in authenticity, especially when they're intricately woven into the community the brand seeks to activate in. 

Incorporating Influencers as Thought Leaders: Use influencers for the main reason consumers follow them (45% say it is to be in the know of what’s trending). Provide consumers with an outlet for genuine and authentic opinions – a direct connection to what's 'in' and what's 'out', what ‘works’ and what ‘doesn’t’. This can be done through forums, podcasts, and other outlets that cater toward unfiltered content.  

Keep it Niche: What is niche is often universal, and what seems like a small group of people can often have mass impact with loyal and authentic audiences. Brands should not be afraid to find a place in niche trends, such as cottage core, eclectic grandpa, and balletcore.  

Despite inundation and noise, fashion collabs persist as a genuine connection point with an engaged audience. By leveraging influencers, local stories, and specialized communities, brands can foster authenticity when traditional advertising is increasingly being tested to remain impactful. 

Ready to amp up your brand with influencer collaborations? Reach out and follow us to learn more about how our research can build fans of your brand, @mktg_inc.