Agenda-setting intelligence, analysis and advice for the global fashion community.

How Brands Make Community More Than a Buzzword

A growing number of brands, particularly in beauty, are including loyal customers in the product development process and offering ways for fans to directly benefit from their growth.

Beauty start-ups like Crown Affair are inviting loyal customers into the brand-building process. (crown affair)

Malique Morris

23 June 2023

BoF PROFESSIONAL

Brands used to be able to turn first-time customers into repeat purchasers with discount codes or an invitation to an exclusive event. Now, to get shoppers to stick around, companies are often expected to bring consumers deeper into the brand’s ecosystem.

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About the author

Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

In This Article

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Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

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