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Consumers Enjoy Being in Brand ‘Fandoms’: Survey

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

Published

1 year 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.”

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."