Luxury Communications Council

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Building Brand Communities

Euan Anderson, Bruce Gillingham Pollard

In today’s rapidly evolving retail landscape, the modern consumer places a premium on community. Brands that successfully cultivate a sense of belonging and connection among their audience are redefining the retail experience. This shift from mere consumption to community-building is reshaping the way brands interact with their customers. In this article, we’ll explore the significance of community for brands through insights from the iconic Fred Perry.

Fred Perry, London

The Art of Connection

Collaborations have become a defining trend in recent years, propelling brands into the limelight and enhancing their appeal. However, for true success, collaborations must engage the brand’s community in a meaningful way. Genuine partnerships, like those exemplified by Fred Perry, involve working with the creative, forward-thinking, and innovative, resulting in mutually beneficial relationships that resonate with customers.

Fred Perry’s history is steeped in meaningful collaborations. From its inception with Austrian footballer Tibby Wegner, which brought about the iconic tennis shirt, to partnerships with fashion pioneer Mary Quant, an instrumental figure in the 1960’s Mod fashion movement. Fred Perry has consistently blurred the lines between sportswear and fashion, their collaborations not only enriched their product offerings but also solidified their reputation as a brand attuned to cultural shifts.

Fred Perry continues this tradition of collaboration, partnering with creators like Gorillaz, Raf Simons, and the Amy Winehouse Foundation. These collaborations not only pay homage to the brand’s heritage but also ensure they remain relevant and connected to their modern-day audience

Fred Perry, London

Brandship Retail

Philippa Wagner, a creative strategist, asserts that shopping is now about more than transactions; it’s about building brand friendships and communities. Forward-thinking retailers are going beyond products to offer enriching experiences through masterclasses and educational events.

Fred Perry celebrates subculture and the brand’s long history of association with youth culture through its online platform, social channels, and events, fostering a sense of belonging among its community members and cultivating lasting relationships.

Fred Perry, Malaysia

Commitment to Community

Dedication to community extends far beyond collaborations. Fred Perry’s initiatives support and celebrate the community they have built by nurturing music and subculture projects, enhancing product sustainability, and reconnecting with their tennis heritage. A spokesperson from the brand highlighted their collaborations with The Amy Winehouse Foundation, contributing over £2 million since their partnership began, and The Fred Perry Tennis Trust, providing free coaching sessions for young children.

Balancing Community and Marketing

Fred Perry understands the delicate balance between community-building and targeted marketing. They believe that conveying community messages alongside sales messages allows for deeper connections with customers. This dual approach strengthens the brand’s relationship with its audience.

The Future of Brand-Community Dynamics

As consumer expectations evolve, brands like Fred Perry demonstrate that genuine community involvement and responsible practices are essential. By prioritising community-building, brands can create lasting connections, fostering loyalty beyond transactions. Fred Perry’s commitment to transparency, sustainability, and community engagement sets a compelling example for brands looking to thrive in this new era of consumer engagement.