Author: Zukanye Sihlobo
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Culture Is Not a Trend Report
Brands have become very good at spotting trends. Far fewer understand the culture that produces them. The distinction matters because trends tell you what people are doing. Culture helps explain why.
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Why Brands Need to Understand Fandom
Loyal customers buy from you. Fans do something different: they talk about you, identify with you, bring other people in and often build culture around what you make. For brands, understanding fandom means understanding what happens when a product stops being merely useful and starts meaning something to people.
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MaXhosa at Paris Fashion Week: Africa Doesn’t Need Permission to Be Luxury
MaXhosa’s Paris Fashion Week debut is a landmark for South African fashion. But perhaps the bigger story isn’t that an African brand has finally made it onto one of the world’s most influential fashion stages. It’s why we still treat that stage as the ultimate measure of success.