Fashion brands roll out campaigns that celebrate consumers' self-expression
Implications - Though the fashion industry is known for its exclusivity and prestige, social media has made it more accessible than ever. Instead of resisting, fashion brands have openly embraced consumers' everyday style, elevating the regular consumer to the status of influencer through social media-led campaigns. This crowdsourced approach to style is not only more diverse, it also signifies a larger shift in cultural authority, from brand to consumer.
Workshop Question - What can your brand do to grant your customer more power?