In Eve Valverde we love listening what our customers has to say. Their voice guides the creative
process and all the details around our designs. Sometimes is a defined preference about the clothes, colors, etc.… Other times are the stories shared with a cup of coffee, which enlighten future projects, or just add a new point of inspiration.
Fashion brands today must embrace consumer centricity, which can be achieved in a number of ways via qualitative and quantitative customer insights.
Through social media, brand-consumer relationships can be improved through community creation, social listening, and tracking online behavior.
Market analysis based on social media is a useful way for fashion brands to pull unbiased, real-time insights from their customers and the market as a whole in order to better satisfy their audience's needs and wants.
According to a 2021 study by IBM, 72% of top-performing brands today are consumer-centric. What this means is that for these brands, the consumer is the voice, the muse, and the objective. Ultimately, a consumer-centric brand values their audience’s desires above all else, taking into account customer experience, satisfaction level, and needs and opinions.
This ideology is becoming increasingly common: brands are realizing that product-centricity works less well than in the past, because consumers are now more vocal about what they seek from a brand. On social media particularly, consumers aren’t timid about stating their opinions on products and brands, and they expect changes to be made accordingly.
There exist several strategies under this umbrella, so let’s see how fashion brands can tailor particular solutions to their goal of consumer centricity.
Building a community between consumers and fashion brands
If we begin with the most direct facet of consumer-centricity, the word for it is Community. In fashion, when a consumer makes a purchase from a brand, it’s rarely a decision motivated by pure necessity. Purchase decisions are often about loyalty, values, and image.
Measuring and acting upon consumer behavior as a pillar of your brand strategy
Brands who are community-focused often monitor their customers’ behavior in order to best build a closer relationship.
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