High Quality Fashion Brands that Make Emotional Connections

Photo by me via midjourney

Brands and consumers have a layered relationship. On the surface, brands sell consumers a desired product in exchange for money. But if done in the spirit of true service, brands do more than sell a product. They strive to enhance consumers’ life in some way; and in exchange, consumers reward brands with more sales to keep the brand going. When it comes to fashion brands, they not only sell clothing consumers need to exist in a civilized society, they also sell a lifestyle consumers can connect with emotionally. Researchers refer to this as emotional branding. And according to one study, researchers Kim Youn-Kyung and Pauline Sullivan describe emotional branding as a strategy that appeals to consumers “needs, aspirations, dreams, and ego” in hopes they make emotional connections. 

The study goes on to say consumers are emotionally connected to fashion brands that offer them positive experiences, embrace their true self, give them a chance to give back to causes they believe in, and provide opportunities to feel empowered. So with this in mind, the study states fashion brands connect with consumers using any one of four strategies– sensory experiences, storytelling, cause branding, and co-creation. Sensory experiences envelop consumers in pleasurable environments meant to reflect the spirit of the brand, storytelling brings consumers into a world they feel accepted in, cause branding appeals to consumers who share similar altruistic passions, and co-creation allows consumers to have a say in the direction of the brand, making them feel a part of it. 

In light of this study, I felt compelled to research a few distinctive, high quality fashion brands to determine what if any emotional branding strategies they’re using to attract consumers willing to spend money for their clothing, and what we can learn from them. Check out these 4.

Maryam Nassir Zadeh

Maryam Nassir Zadeh

Upon landing on MNZ’s website, consumers are immediately hit with Gen Z vibes.  The look is minimal, modern, and intentionally off-beat. It’s clear the brand understands that the key to making classic, simple clothing appear avant garde is context. Trousers are worn with bikini tops, for an effortless appeal. And your grandmother might love the shoes, but pared down styling makes the classic looks seem more edgy than it might otherwise.  

With brick-and-mortar stores in Paris and NYC, the retail spaces look airy and minimal with glossy modern furnishings that yell throw-away glamour. MZN also sells vintage clothing, a solution to curbing consumption and promoting sustainability practices. 

In light of these elements, how is MNZ connecting with consumers emotionally? I would say they’ve largely used sensory experiences and storytelling to draw us in. For those of us only perusing online, the visual sensory information evokes a light, bright anti-image look. Models out and about in a warm, urban setting appear unbothered and quite comfortable in their personal style. And the visual storytelling is aptly captured by a picture of an understyled Paris store. It shows a minimally furnished intimate space, with a jumble of clothes on the table and glimpses of closet-worthy shoes and clothes. They’re not telling you how to style it, they’re inviting your imagination to wander. It’s the moody allure that grabs my attention. And the vintage clothing tells consumers you can have personal style in ways that support the environment. So if you feel drawn to a store consider the sensory experiences and storytelling, and why it appeals to you.  

By Far

By Far

By Far ships to both the USA and Europe, and the homepage greets consumers with the following caption, “A By Far obsession with nonchalant elegance for a lifestyle that’s seriously playful, chic, unpretentious, and mischievous.” So immediately we know it’s for consumers who like to tow the line between sophistication and subversion. A deeper look shows models under edgy flashlighting in modern, simple shapes. 

On the About page, the brand further elaborates on it’s philosophy, identifying fashion as a source of communication and a way to solve problems. They liken creativity to the joy of childhood, a time when we were more likely to be uninhibited and consumed with daydreams. To top if off, it offers refillable fragrances in colors that feel joyful. 

So how does By Far connect with consumers? I’d have to say again, through storytelling and sensory experiences. Through storytelling, we are invited to join the brand in boundless creativity and joy, along with other elegant disrupters. And the colorful fragrance boxes exude the joy and creativity of childhood the brand is promoting. The refillable fragrance is a sustainable practice that has environmental and monetary benefits; and anyone interested in both would certainly find it appealing. Essentially, the brand shows a fully fleshed out vision that speaks to our inner child and the consumer’s values and passions, all effective emotional branding.

Christy Dawn

Christy Dawn

Speaking of consumer values and passions, Christy Dawn is all about renewal and regeneration in the name of sustaining the environment–something many consumers are zealous about. The brand offers natural, simple, and earthy styles; and a chance to “wear your values.” Clothes are made of cotton from regenerative farms (farms that recycle as much farm waste as possible) so you can wear clothes knowing it is grown in ways that benefit farms and save money for farmers. 

And to top it off, each purchase helps to “replenish soil” and “sequester more carbon” which is essential to soil health. The brand lets you know you aren’t just buying clothes but “participating in a solution.” Consumers also have an opportunity to grow their own dresses and sell it in the shop.  And in thrift shop fashion, consumers have a chance to resell their clothes.

I’d say Christy Dawn uses all 4 emotional branding strategies— sensory experience, story-telling, cause branding, and co-creation. Once on the site, consumers are immediately absorbed into an outdoorsy, natural world with models in earthy prairie dresses that have free-spirited and vintage appeal. And their storytelling is interwoven into every aspect of the brand from the sustainable cotton production to the education they offer about farming and regeneration, drawing us deeper into their environmental-friendly world. They also give consumers an opportunity to connect by inviting them to purchase with a purpose, and offering an opportunity to design environmentally friendly dresses, a way to empower consumers for sure. I think when a brand can exemplify their values in such a complete way, it creates a unique and memorable connection to its consumers.   

Tuckernuck

Tuckernuck

Tuckernuck sells modern, classic styles. Started by a group of friends frustrated with the current retail climate, they sought to sell clothes reminiscent of Nantucket summers. The laidback, refined site aptly captures an old school elegance often associated with lineage, yet with a modern sensibility. They sell a wide range of designers as well as their own brand for unlimited curated styles they describe as “cool”, “effortless”, “comfortable”, “stylish” and “fun.” More than than that, the brand also pens a blog known as “guides” to entertaining, style, and travel, all to better help immerse you in the cool and fun stylish lifestyle they promote. 

Tuckernuck teaches us that storytelling alone is a very compelling emotional branding strategy. Once on the site, we are submerged in their classic, modern Slim Aaronesque world whether that’s to shop or to get inspiration through their blog posts. 

What stores do you connect with emotionally and why? Share in the comments.

To Dupe or Not to Dupe: The Psychology of Wearing Knock-Off Brands

Saks Fifth Ave/ THe Attico

I’d call this a close replica. The dupe seems to have been inspired by the designer shoe but is different and simple enough to wear longer term.

While searching for a shoe to go with a dress I planned to wear to an event, I came across a very fitting designer heel—perfect for my outfit but not so much for my wallet. So I continued scrolling and got excited when I found the same shoe for a quarter of the price. Of course, it wasn’t quite the same shoe, but a near exact replica with the exception of one or two details.  Who would know? It looked exactly like the one I wanted, it’s more affordable, and does what I need it to do for the outfit. But just when I went to put it in my cart, my neurotic inclinations stopped me. Did I really want to wear these dupes? I’ll know they aren’t the real thing, and others, who pay attention to that kind of thing will too. Why was that a big deal for me? In that moment, I felt led to do some introspection. 

Counterfeits, Dupes, and the Self

Forever 21/Alaia

This dupe is a close replica and seemingly meant to be worn short-term due to the cheaper materials used.

According to a 2012 study in Psychological Science, people tend to buy counterfeits (that is, a fake luxury product presenting as the real thing) to enhance their image, and project to themselves and others an aspirational version of who they are. Unfortunately, it also has the unintended consequence of making us feel like we’re trying to be something we are not, and “signals” a counterfeit, inauthentic self. Notably, the study found that those who wore counterfeit glasses were not only more likely to feel less authentic, but to also behave unethically and perceive others as unethical as well. 

While dupes, also known as knock-offs, are not exactly counterfeits (at least legally as they do not use the same brand name and usually change up one or two details) they can be pretty darn close; and if you’re aware of the designer brand, you’ll know if the dupe is a little more than just a product “inspired by” the luxury brand. So perhaps, dupes carry the same unintended consequences as counterfeits, a sense that we are projecting an image that is not as authentic as we’d like it to be. There are some people, like myself, that seem to care more about that than others— What makes people care more or less?

Dupes and Values

Sam edelmans/Manolo Blahniks

This dupe seems to be more “inspired by” the Designer shoe than a replica. the wavy details gives it a unique touch.

Whether or not you embrace dupes may have something to do with what you value. According to an article in Vogue Business, Gen Z’s (those born between 1997 and 2012) have no problem with dupes; and in fact prefer them, particularly for trendy clothing that may not last more than a season. In other words, they want to present an image of luxury without spending the money to get it. More than that, Gen Z’s are loud and proud about their knock-offs. Even the term “dupes” sounds like something cool to have. Speaking as a Gen X’er myself, I can say that knock-offs were never one to brag about. We didn’t have “dupes”, we had “fakes” whether they were actually counterfeits or not.  Knock-offs were something we tried to hide (that’s if we knew they were knock-offs) as wearing them reflected badly on the person seen as “posing” or pretending to be something they are not. 

So what is the essence of this (seemingly generational) divide? Research shows that the more inaccessible or scarce a product, the higher the perceived value (via Psychology and Marketing).The reasons for this are complex, but it may have something to do with the value we place on being unique, particularly when it comes to clothing and other objects that reflect identity. But the desire to be unique and present an image of uniqueness may be separate processes. The latter seems to be more about having fun and presenting an image that is enhanced, but not necessarily feigned. That is, there is no shame in crafting an image that’s not necessarily true to reality b/c it is all in good fun— seemingly a byproduct of our social media age where everything is touched up or filtered. 

When I struggled to buy those dupes, I couldn’t shake the fact that it was a copy of a very specific shoe (as opposed to a more classic one). I don’t always know a dupe when I see it; but when I know, I have a hard time unknowing it.  Had it been a different shoe with a few different details, but the same feel, I would have felt better about it. Like the study mentioned, I felt the dupes made me feel inauthentic somehow—-I tied them to my identity as a creative person, and creatives don’t copy. On the other hand, if you don’t link dupes to your identity, but to a sense of frugalness, you may, similar to Gen Z’ers, see dupes as fun, and struggle less with buying them. 

Shop your values

Amazon/Bottega Veneta

This is pretty much an exact replica and marketed as a “dupe,” fun for those who want to indulge in luxury without spending the money to do so.

Ultimately, I didn’t go with the dupes. I found another luxury shoe from the same brand at a steep discount and went with those. But strangely, I’m much less picky about a pair of dupe earrings or a necklace if I really love it and it doesn’t go against my ethics (for example, brands who get hit really hard when big companies copy with no recognition). I like to have fun with jewelry and don’t always take it so seriously. On the other hand, shoes feel a little more substantial, and heavily dictates the mood of an outfit.

Someone else might feel differently about jewelry for different reasons. What we value can be attributable to a complex mix of factors including culture, personal experiences, and individual differences. Perhaps like Gen Z’ers, you’re fine with most dupes and prefer to invest your money in luxury items you feel are worth investing in. Or similar to someone like myself, you may strongly link authenticity to identity and not be as comfortable with dupes or at least certain dupes. But whatever you value, it’s important to be attuned to it. I could have easily bought the dupe shoes but it probably would have nagged at me. Clothing not only sends an image to others but impacts how we feel about ourselves, so it’s important to wear clothes that are aligned with our values. 

Additional considerations when Choosing Between Dupes and Luxury Brands

Joycename tennis necklace/Crystal haze Jewelry

This close replica has the feel of the designer necklace, but the tennis style sets it apart.

1. Know the difference between a product and its dupe. This requires some research given we don’t always know (at least I don’t) when a product is a dupe. Creativity is fluid, and the concept of dupes can sometimes be unclear. You may have a pair of reasonably priced shoes that looks just like an iconic shoe made years before. Is this a dupe? Or maybe a brand decides to give homage to an iconic or classic brand by making a replica handbag and acknowledges the inspo brand. Would this be considered a dupe? Typically, it’s a dupe if it is intentionally selling a replica of an of-the-moment product at a more affordable price. Sometimes the dupe will acknowledge itself as such, playing up the popularity of dupes, but be different enough so as not be accused of counterfeit. 

2. Study closely to see if the product is pretty much an exact replica or details have been changed, making it more of a close replica. If enough details have been changed, the shoe may feel more like it was “inspired by” the luxury brand than a replica. This is probably the dupe I’d feel most comfortable with.

3. Consider the price of the luxury product and the dupe; and whether you’ll wear it past one season. The more details on the replica that match the luxury product, the more closely it will be associated with the product, and possibly the more short-lived it will be, especially if the luxury product does not have longevity. If you decide to go with a replica, it should have fewer signature details than the on trend luxury product if you plan to wear it longer term. 

larosastyle/gucci

This Dupe is a near exact replica. the upper material is real leather, and gives the feel of a higher end shoe without having to actually buy one.