Fashion is characterized by both flocking behavior and a desire for differentiation. Consumers want to belong to a group, while at the same time asserting their individuality, both as a person and through their style.
In their research paper ‘What makes online content viral?’, Jonah Berger and Katherine Milkman show how surprise is one of the most important requirements of content, after practical value and interest. Practical value and interest are usually addressed at the product innovation and development stage, but surprise can be effectively used later on, as well.
Since organized brands were first introduced over 100 years ago alongside industrialism, they have changed their nature and role in society. Brands have become ‘relation brands’ – brands that have a greater effect on people than the functional, product-oriented delivery of tangible, predictable benefits and features.