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DOES BRAND LOYALTY STILL EXIST?
FASHION | Written: Wairimu Njoroge
07.08.2025
Our relationship with fashion is no longer just defined by the exchange of money for products, but by the emotional connection and sense of community that keeps us coming back.
Increasingly, we no longer commit to brand inventories. As consumers, we find ourselves dabbling with a mixture of brands rather than appreciating simply a core few. When we shop, we shop with the product in mind and no longer merely browse. There seems to be a dissonance between consumer attitudes and purchasing behaviour. This leads to the question, Does brand loyalty still exist?
The landscape has shifted. In an oversaturated market with endless options, it’s no longer just about the product. It’s the values and experiences a brand can offer that cultivate a sense of belonging and inspire loyalty. Customer experience has found itself back on top of the podium, and in a time of fiscal frugality, consumers want brands to work for their hard-earned dollars.
PHOTO | DEATH TO STOCK | Daniel Farò
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We want brand affinity, a relationship that goes beyond a simple transaction. Something that feels personal, reciprocal, and reflective of who we are. Whether it's hosting community-focused events or launching customer-led initiatives, there is a desire to deepen the connection.Take Mode Mischief, for example; they recently ran a competition inviting their community to design a blouse, with the winning design brought to life.
So, we are demanding community from brands to buy from them. Why? We are no longer content to be passive buyers. The two-way interaction is necessary; we seek spaces that mirror our interests, fostering an interaction that goes beyond the sale. So when we do find the brand that does meet such expectations, we naturally have an affinity to gravitate towards it.
Today, community in fashion often looks like discounted first purchases, early access to drops, complimentary shipping, and loyalty programs. Incentives that once felt exclusive are now standard.
Are these communities we are loyal to when every brand offers the same perks? Often, we remain faithful to the brand that delivers more. With the rise of tools like Instagram’s broadcast channels, we are witnessing a new wave of exclusivity, intimacy, and co-creation.
Consumer dialogue has the ability to change from passive consumption to active participation, shaping brand action. Ultimately, we will be loyal to a community that a brand creates that offers more than just a product. We stay loyal to the ones that make us seen, heard, and involved.
To be in community with something demanding transactions from us is to exist within a space of conditional participation. We give in order to get; underneath it all, it is a cycle of transaction. In what ways do you see brand loyalty throughout fashion?