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Consumers Enjoy Being in Brand ‘Fandoms’: Survey

Brand loyalty does not always mean there is a ‘fandom.’

Published

1 month ago

March 15, 2024

INSTORE Staff

PHOTO: ISTOCKPHOTO

Shoppers who are a part of “fandoms” are more likely to support brands, according to a recent survey by Kearney Consumer Institute (KSI).

The report makes a clear distinction between a “habit buyer” and a “superfan” – the distinction being a superfan is a part of a fandom, which is connected to a larger community of fans.

80 percent of shoppers say they feel they belong to a fandom (this includes pop culture, political groups, religious beliefs).
52 percent say they enjoy sharing their fandom.
62 percent said they are a part of a brand community or fandom.
23 percent said they have a “complete obsession” with a brand and 63 percent said they are unlikely to ever stop supporting it.

“Brands need to be more honest about what loyalty really means. A lot of people just buy things out of habit, but I don’t know if they were ever truly loyal,” Katie Thomas of KCI said in an interview with Retail TouchPoints. “Say I’m buying detergent and I look for the orange Tide bottle. I may buy it because that’s what I always buy, not because I’m so fiercely loyal to it. This purchase behavior could arguably be disrupted at any time versus when you start to make those steps up the pyramid to be more committed and start to advocate for the brand.”

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”