How Irish Fashion brands use self-expression to build emotional connections and loyalty among young adult consumers

Abstract

The purpose of this study is to determine how Irish fashion brands use self-expression as a branding and strategic communication tool to create emotional bonds and loyalty among young adult consumers aged 18 to 35. The qualitative research design was adopted whereby semi-structured interviews were conducted with 15 participants comprising of both young adult consumers and fashion industry professionals in Ireland. The interviews explored how digital and offline means of self-expression, identity and authenticity are the means of communication, and how these practices impact consumer perceptions and brand relationships. Thematic analysis was used to determine important patterns and themes of emotional engagement, trust and loyalty. The results indicate that when a brand incorporates self-expression and storytelling in their communication mix, they build stronger emotional connections, perceived authenticity, and loyalty with the young adults. The paper then concludes that identity- based marketing and emotional branding can be effective approaches to helping Irish fashion brands to reach and maintain this digitally savvy and socially conscious consumer segment.