I agree with the importance of emotions influencing purchasing decisions, especially after reading Carolyn Mair's "The Psychology of Fashion" (your interview with her led me to pick up the book, thank you!). Even if I (partly) agree that sustainability alone doesn't sell, the examples you shared, such as the queuing frenzy at The Row and Parke are very loud forms of signaling cultural relevance, which might relate to specific markets and demographics (North America and younger consumers in urban areas who are highly engaged with social media culture).
From my European background, I am aware of highly successful brands that tap into customers' emotions in a more subtle way, such as building strong relationships with their customers from the moment they enter a store. This is the case of the outdoors brand Montura, which has built a reputation based on durability and reparability. The ways to success can be infinite, and being loud in "the Parke way" is not the only one. For how long will their customers stick around until they're drawn to the next influencer merch brand?
Reformation, GANNI, and Patagonia are successful brands with a strong sustainability compass that, on their own terms, managed to stay relevant for a long time. And they don't need a queue to demonstrate that.
I don't have anything insightful to add but just a note to say that I really enjoyed reading this post. I've given me a lot to think about as I develop my personal brand.
This was SUCH a good one, and I'm sad I'm only just reading it now. "Emotions have been the driver and have been the strategy." RT. Marketing academics everywhere just shuddered at the way WGSN framed this
The concept of emotional ROI is an understated one - still. For decades luxury brands have been thriving off this exact pillar. Now with the increased criticism of sweatshops in Italy and unethical labor conditions emotional ROI got a lil damaged here. I’m so excited to see how sustainable and ethical brands are using this concept as their flagship bc with their real story they can lift a customers ROI in unmet heights. And it would be so well deserved for everybody who is trying to shift this narrative for a more greener and equal future in fashion!
It's crazy; I opened my site for a pre-order today, and I wasn't thrilled with how it went! I started praying for guidance to avoid feelings of failure because I'm PMSing and dramatic. I stumbled upon your article, and you have my wheels turning! Thank you so much!
When I started working in brand strategy and design in the mid-90s (yes, I'm old) it was with Marc Gobé, who claimed to have created the term "emotional branding". I am with you on the fact that it's not "becoming" a thing, or whatever that study's term was. Now there are so many more ways for a brand to express its emotional identity and establish that connection with its consumers than there were then, and it's that much more important.
The only frenzy I've seen for sustainable fashion is when celebrities or influencers — Jenna Lyons, Chloe Sevigny, Busy Phillips — sell their closets, not for a brand itself. Or maybe when Mara Hoffman was dissolving her brand and had a clearance sale.
I agree with the importance of emotions influencing purchasing decisions, especially after reading Carolyn Mair's "The Psychology of Fashion" (your interview with her led me to pick up the book, thank you!). Even if I (partly) agree that sustainability alone doesn't sell, the examples you shared, such as the queuing frenzy at The Row and Parke are very loud forms of signaling cultural relevance, which might relate to specific markets and demographics (North America and younger consumers in urban areas who are highly engaged with social media culture).
From my European background, I am aware of highly successful brands that tap into customers' emotions in a more subtle way, such as building strong relationships with their customers from the moment they enter a store. This is the case of the outdoors brand Montura, which has built a reputation based on durability and reparability. The ways to success can be infinite, and being loud in "the Parke way" is not the only one. For how long will their customers stick around until they're drawn to the next influencer merch brand?
Reformation, GANNI, and Patagonia are successful brands with a strong sustainability compass that, on their own terms, managed to stay relevant for a long time. And they don't need a queue to demonstrate that.
I don't have anything insightful to add but just a note to say that I really enjoyed reading this post. I've given me a lot to think about as I develop my personal brand.
This was SUCH a good one, and I'm sad I'm only just reading it now. "Emotions have been the driver and have been the strategy." RT. Marketing academics everywhere just shuddered at the way WGSN framed this
Love the Merit case study also.
The concept of emotional ROI is an understated one - still. For decades luxury brands have been thriving off this exact pillar. Now with the increased criticism of sweatshops in Italy and unethical labor conditions emotional ROI got a lil damaged here. I’m so excited to see how sustainable and ethical brands are using this concept as their flagship bc with their real story they can lift a customers ROI in unmet heights. And it would be so well deserved for everybody who is trying to shift this narrative for a more greener and equal future in fashion!
It's crazy; I opened my site for a pre-order today, and I wasn't thrilled with how it went! I started praying for guidance to avoid feelings of failure because I'm PMSing and dramatic. I stumbled upon your article, and you have my wheels turning! Thank you so much!
When I started working in brand strategy and design in the mid-90s (yes, I'm old) it was with Marc Gobé, who claimed to have created the term "emotional branding". I am with you on the fact that it's not "becoming" a thing, or whatever that study's term was. Now there are so many more ways for a brand to express its emotional identity and establish that connection with its consumers than there were then, and it's that much more important.
The only frenzy I've seen for sustainable fashion is when celebrities or influencers — Jenna Lyons, Chloe Sevigny, Busy Phillips — sell their closets, not for a brand itself. Or maybe when Mara Hoffman was dissolving her brand and had a clearance sale.