How Loyal Are Fashion’s Biggest Fans?

But what about those customers who have become attached to a designer because of his or her work in a particular house? Will they follow their favorite designer to the end of the world (or at least to the next Kering house)? For certain types of customers—those who stick to the accessories department or loyal consumers who always shop with the logo—the changes in creative direction won’t have much of an impact. But for those who happily follow the trend cycle and live and breathe the work of their favorite designer, it’s a confusing time trying to keep up with all those changes.

Consumer loyalty in the trend of changing designers

The trend, in which designers quickly switch from one brand to another, raises the question of how this affects consumer loyalty. For many fashion lovers, the attachment to a particular brand is often focused on the designer and not necessarily the brand itself. Changes in creative direction can cause uncertainty among consumers who have acquired an emotional connection to the work of specific designers.

When a designer leaves one brand, some loyal customers continue to follow him in a new place because their passion for his style remains unchanged. On the other hand, brands face the challenge of retaining their consumer base and building a new identity with the next creative leader. While some brands manage to gain attention with the arrival of talented new designers, rapidly changing creative directors can create volatility in the market and make it difficult to build a long-term fan base.

Although in the past it was common for designers to stay with one brand for decades, today’s trend is such that many designers stay for only a few years before moving on to another fashion house. This creates a dynamic where fashion is constantly changing, but it also means that consumers often cannot develop a long-term attachment to a single brand.

New designers, new vision?

New designers often bring fresh ideas that can refresh a brand and make it relevant again, which creates new opportunities for collectors. Given the speed of change, customers increasingly see each collection as a potential opportunity to own unique pieces that could become part of fashion history. However, the speed of those changes can make it difficult to build community and long-term loyalty. Some of the most beloved designers are those who have stayed with brands for years, allowing them to develop a recognizable and consistent fashion direction. For many fans, the process of growing up with the brand and creator is a key factor in their fashion.

In the global fashion landscape, creative directors gain almost celebrity status, and their name becomes synonymous with a particular brand. This trend is also changing the dynamics of consumption, as consumers are increasingly looking for designer pieces associated with specific names, leading to a growing interest in collections associated with well-known creators, regardless of whether they may already be in a new phase of their careers.

Ultimately, while changes in creative directors create excitement and can be beneficial for brands looking to refresh their image, consumers and collectors must face the challenge of constantly adapting to new directions and visions, which can affect the stability of their long-term fashion choices.