Brand tribes come in many different forms, they bring people together, linking groups by their shared views on a brand. It is a way for people connect by having the same interests as each other. Brands may find it useful by creating a community around a product making brand loyalty making commuters more likely to buy newly released products.
I found the Appropriation part of the presentation interesting, I hadn't heard of some of the examples given but had heard of similar brands. Burberry is designed for a higher class has become more favoured for working class people. The pattern has become well known for being “chavvy", a young lower-class person so this has lead to cheaper alternatives or replicas jeopardised the brand's heritage. Burberry should be more worried about the fakes available so cheaply more than not only the target market buying their products.
I had previously known Stone Island but wasn't aware of the appropriation, it is highly associated with terrace casuals, their style including designer labels from the UK in the ’80s. ‘Rather than wearing their team’s colours like previous generations of hooligans, casuals chose to avoid attention from the police and rival firms by flaunting flashy designer labels instead’(Leach, 2016). Starting with purchases of rarer pieces made the brand more desirable and even though it is more expensive, the signature arm badge made it easy to identify the brand from others. From Hooliganism, culture has moved the brand to represent masculinity, by linking to London artists like Septa it has moved to Drake giving more publicity. Although associated with all of these the use of technology to create these design with fabrics so innovative pushes past its past.
https://www.highsnobiety.com/2017/06/14/drake-stone-island/
https://fabricclothing.co.uk/2017/11/11/casual-culture-still-relevant-football-fashion/
‘Those who were once at the bottom find themselves at the top. Fashion is no exception, having taken many aspects from different types of subcultures and incorporated it into a style which ultimately becomes mainstream. It is hard to determine if a certain type of culture, class or lifestyle is off limits’ (Adejori, 2016).