"Fashion fans are more visible - and influential - than ever before. The Met Gala - often called fashion's Super Bowl - garnered more engagement across social media and press than the actual American football championship last year, according to Launchmetrics. Just like Swifties, fashion fanatics gather online in communities and comment sections on accounts like Gvishiani's to dissect collections, magazine covers and red carpets."
"Most brands welcome the attention. They've used runway livestreams, red carpets and marketing stunts to cultivate the sort of intense fandoms once reserved for athletes and pop stars. Where they've been less successful is in getting those fans to actually buy their products. Amid a years-long luxury slowdown, aspirational shoppers - the ones who would show up on a chilly October evening to an outdoor watch party for Matthieu Blazy's Chanel debut - have pulled back on spending the most."
Fashion fans are highly visible and increasingly influential, with events like the Met Gala generating more social and press engagement than the Super Bowl, according to Launchmetrics. Online communities dissect collections, covers and red carpets, treating fashion month like a competitive playoff. Brands have leaned into livestreams, red carpets and marketing stunts to cultivate intense fandoms. Conversion into purchases lags, as aspirational shoppers cut spending amid a years-long luxury slowdown. The global luxury customer base fell from 400 million in 2022 to 340 million last year, per Bain. High prices and economic headwinds deter buying, though posting remains accessible for fans.
Read at The Business of Fashion
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