High-end brands like Gucci and Bottega Veneta are creating exclusive retail spaces to foster a sense of intimacy and personalized experience for luxury consumers. This trend extends to streetwear, where brands leverage digital communities like Discord to cultivate exclusivity and create a sense of belonging among loyal customers, exemplified by Years of Tears and Loho Kur.
The article highlights a shift towards curated online spaces and niche platforms, as users seek refuge from the over-saturation and politicization of mainstream social media. Brands are increasingly looking to platforms like Arca, Letterboxd, Goodreads, and Substack to connect with their target audiences in more meaningful ways, capitalizing on the growing trend of seeking shared interests and niche communities. The RealReal's Substack newsletter is cited as an example of this strategy in action. Brands are tailoring their gatekeeping strategies to focus on specific, already-defined communities found on Discord, Bluesky, and Reddit, building stronger relationships with customers and fostering authenticity rather than relying on viral trends.