Hey guys, here’s another one of my articles. I’m really interested to hear what you have to say, so again, leave me a comment or send me an email letting me know what you think!

Also, I’d like to give a special thanks to my friends at Love Brigade and The Women’s Mafia for helping me out with this article. Check out their sites and help support them, too! (And a happy 4th birthday to Love Brigade!)

-Hillary Frazier

hillary@clichemag.com

twitter.com/hillaryfrazier

Click inside to read the article

Commune-ity: Designer Communities, Seeking Friends Rather Than Customers

Many new designers are finding themselves at one with their customers; they design with us, shop with us, even party with us.  With the economy near standstill, indie designers and labels are banning together with their fans to create and sell products to their ideal customers, who are sometimes even interwoven into their companies.  These ‘communes’ are just as interested in producing a great line as they are with knowing their customers personally.  The Women’s Mafia, a social club and online magazine connects their readers and friends directly with designers to create a closer relationship.  A friend of mine, and founder of Women’s Mafia, Marcy Clark told me a bit more about the theory behind turning a label into a community:

“Designers and brands regularly approach us about having trunk shows or a designer showcase, or sponsoring an event. They know how important it is to create a relationship with their customer base. Quite simply, knowing a designer adds meaning to a purchase; I find that our members are much more likely to spend $300 on a dress or order a custom dress if they meet the designer personally. Designers and brands are also very eager to participate in our Women’s Mafia Fashion Shows in the Spring and Fall as they know that getting in front of savvy, connected potential customers is also a way to meet potential business partners, buyers and press, as well as individual consumers. The women in our group are often “connectors,” and they invite their friends to our events and tell their social network about the designers we work with why they are highly collectible and coveted.”

Designers want you to know that their art is just as important as you are. You are no longer a business transaction, you are a friend.

Love Brigade, a label out of New York City has stood out in my mind for some time as a company that thrives on creating a community of close followers to wear, promote, and love their brand.  Jamie Rockaway, VP, co-owner and designer told me a little about their goals, and what goes on in the minds of these three designers (Alyssa Key and Christopher ‘Tinypants’ Dang also collectively design and own the company):

“From the very beginning, we created Love Brigade to initiate a culture, an idea that goes beyond just being a brand to the people who are loyal to us – we’re more than that.

It started out as a natural process, hosting events and promoting up-and-coming designers. Through that, a base was built that has only gotten stronger the past couple years.  It was important to put ourselves out there – as individuals – so everything we’ve built up doesn’t just seem like a faceless entity.  There’s longevity if you maintain your integrity and stay truthful and only promote what you believe in.”

Love Brigade, like Women’s Mafia, has continued to build steam and get noticed everywhere through their viewed importance of community.  Slowly but surely, the fashion industry is seeking more involvement from their fans.  As lines consistently filter through stores and trunk shows, the relationship between designer and customer get closer, forming long-lasting friendships with a designer, a company, and a visionary that wants you to know: the next big thing includes you.