3X WAYS BRANDS ARE UNLOCKING THE POWER OF COMMUNITY

The importance of community to a brand isn’t news to anyone. It's something we’ve seen done for years, with brands like Lululemon and Rapha having made serious tracks by following this kind of approach.

Leaning into community can be used to build deeper connections, test the waters for new ideas, or even act as a sales channel. But recently, brands have been taking this established truth to new levels. Inviting more than just influencers and VIPs on their brand (like REFY) or transforming ordinarily exclusive shows into public events, like Moncler.

Brands are inviting consumers deeper into their world than ever. And by building connections that are more than just surface level, the distance between consumer and brand is becoming less and less, for the better.

Here are three ways brands are building on the power of community:

SHOWING UP IN REAL LIFE

It’s no secret that consumers crave authentic connections with their favourite labels. And by showing up within touching distance, brands are positioning themselves closer to their consumers than we’ve seen before.

A surge of experiential events, as evidenced by the likes of 818 Tequila’s campus activations and brand-sponsored run clubs (in the footsteps of Lucky Saint or Represent), show a clear trend in companies embedding themselves into physical communities.

Going beyond expected pop-ups and coming closer than ‘a store near you’, successful brands are showing up in more meaningful ways. By creating shared experiences and fostering local engagement, they are becoming a part of consumers’ daily lives – strengthening loyalty in ways that digital marketing alone can’t achieve.

RECRUITING FROM THE COMMUNITY

Celebrating community with giveaways and competitions is easy, but the brands that are winning are those that are going one step further. Brands in 2025 aren’t just building communities – they’re hiring from them.

Miu Miu garnered lots of attention for this after DM-ing a 70-year-old customer on Instagram to ask if she would walk in one of their shows. Similarly, Glossier built their name by championing real beauty over unrelatable standards, regularly spotlighting customer pictures on their Instagram.

This approach not only strengthens authenticity but also deepens brand loyalty, as consumers see themselves and their peers reflected in the brands they love. By recruiting directly from their communities, brands are blurring the line between customer and creator, turning passionate supporters into the faces and voices of their movement.

MAKING CONNECTIONS LAST

Once you’ve got your community onside, the next job is to keep them there. Engaging consumers with something meaningful is key if you want the relationship to be one that lasts.

Jacquemus do this by consistently weaving their founder story into their brand narrative. Simon Porte Jacquemus’ childhood has served as inspiration for many of their activations: his lifestyle images fill their Instagram, and their branded coffee tables hold pictures from his personal camera roll.

Forefronting the people behind the brand offers a personal insight into the world beyond the products, giving consumers the chance to create a more authentic-feeling connection.

Words by Caitlin Coyle, Junior Copywriter.

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