Don’t be the loudest voice: How fashion can adapt to a community-led landscape

When you made your last fashion purchase, why did you buy it? Did you see someone at work wearing it? Did your housemate tell you that you just had to buy it? Or did you look to an online forum for trusted peer advice?

Regardless of the catalyst behind the purchase, your online communities and real-life networks were almost definitely a key influence.

Within the fashion world, community platforms like Reddit, Substack and Discord are proving to be invaluable sources, particularly for men, as they actively turn away from traditional marketing.

The r/malefashionadvice subreddit has over 5m members swapping tips on everything from £30 Uniqlo basics to £3,000 coats. This community, in smaller numbers, has also migrated to Substack and Discord.

This online behavioural trend confirms what brands are realising: community matters to consumers, as does peer advice, when it comes to purchasing conversion.

While surveys show that social media is the top way Gen Z discover new brands and products, consumers are growing much more aware — and wary — of sponsored content and marketing tactics. They’re bombarded by messages encouraging them to spend all the time.

What consumers seem to be lacking in this noise is honesty and reliability.