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

How Brands Keep Customers Loyal in a Polarised World

As consumers grow sceptical of ‘community’ and other branding buzzwords, companies are pushing new types of events and initiatives to maintain a grip on diehard fans.
An event at Essentiels Antwerp's SoHo store.
Brands are throwing local events that speak directly to segments of their audience and doubling down on their values without being explicitly political. (Essential Antwerp)

Today, brands need their consumers to be more devoted than ever.

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