Making Difficult Times Peachy!

There was a great article in Vogue Business about four fashion brands that are outpacing their competitors by truly listening to their customers. In an overcrowded market coupled with rising costs of living, understanding your customers has become the key to not only surviving but thriving. Businesses that succeed during difficult times do so by adapting to their customers’ evolving needs, building authentic relationships, and incorporating feedback into their strategies. Central to this is the ability to foster a community where customers feel valued, heard, and involved in the brand’s journey. One of the most impactful strategies is leveraging social media platforms like Instagram and TikTok. These tools are more than marketing channels; they are spaces to connect with customers, gather insights, and create a sense of belonging.

The Power of Community and Engagement

When brands build a community, they go beyond transactions to form meaningful relationships. Community members feel like stakeholders in the brand, which deepens loyalty and drives long-term growth. Here’s how three successful DTC brands—Odd Muse, Peachy Den, and AYM—use this approach to their advantage.

1. Sharing the Brand’s Journey

Odd Muse, known for its sculpted blazers and timeless designs, has built trust by pulling back the curtain on its operations. Founder Aimee Smale frequently shares behind-the-scenes updates with followers, from packing orders in the early days to showcasing the progress of their New York pop-up store. This transparency allows customers to see the human side of the brand and feel part of its evolution. By documenting the brand’s story authentically, Odd Muse has cultivated a loyal following that resonates with its ethos. Customers aren’t just buying a product; they’re supporting a narrative they feel invested in.

2. Using Social Media as a Dialogue Tool

Peachy Den, a brand celebrated for its vintage-inspired designs, takes a personal approach to customer engagement. The team uses private Instagram stories to interact with top customers, labeled as “close friends.” Through these private channels, Peachy Den gathers real-time feedback on everything from product names to color options. This open dialogue directly shapes the brand’s offerings, ensuring each launch is informed by customer preferences. Customers feel valued, knowing their input has a tangible impact on the products they love. This level of involvement strengthens the sense of community and keeps customers returning for more.

3. Maintaining Transparency and Trust

AYM operates on a pre-order model, which can sometimes lead to longer wait times for customers. To manage expectations, AYM emphasizes clear and frequent communication. Surveys, direct messages, and updates on social media ensure customers know when to expect their orders. This transparency is critical. Customers appreciate knowing where their orders stand, and the brand’s openness fosters trust even during potential delays. By turning pre-orders into a collaborative experience, AYM builds loyalty and reduces the friction often associated with extended timelines.

Why Feedback Matters

At the heart of these strategies is a commitment to listening to customers. Whether through surveys, focus groups, or social media polls, collecting feedback ensures that brands stay aligned with customer needs. But it’s not enough to listen—acting on feedback is where the real impact lies.

For instance:

• Peachy Den’s alteration partnership came from listening to customers’ requests for varied lengths.

• Odd Muse refined its designs to better align with returning customers’ preferences.

• AYM incorporated customer input into sizing and design features, addressing practical needs like built-in support.

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These actions show customers that their voices matter, transforming feedback into a two-way conversation that fuels innovation and loyalty. Here at Customer Experience Platforms we help companies connect with their customers by building customer feedback communities. If you would like to find out more please contact us here!