What's Happening?
In 2025, the fashion industry has become more personal and accessible, driven by the concept of parasocial relationships. This phenomenon, where audiences form emotional bonds with public figures, has gained
societal relevance, influencing how brands engage with their audiences. The Year in Data report by Karla Otto and Lefty highlights that fandoms have become a crucial driver of Earned Media Value (EMV) for brands, surpassing traditional influencer strategies. The report also notes the growing importance of platforms like TikTok in building these relationships, as brands with a TikTok-first strategy have seen significant growth in media impact.
Why It's Important?
The rise of parasocial relationships in the fashion industry signifies a cultural and economic turning point. Brands are increasingly focusing on building genuine connections with their audiences, which can lead to enhanced brand loyalty and engagement. This shift also reflects a broader trend of consumers seeking authenticity and relatability in their interactions with brands. As fandoms become more influential, brands may need to adapt their marketing strategies to leverage these communities effectively. This could lead to new partnership models and a reevaluation of how brands measure success in terms of media impact and consumer engagement.
