Kapitel i antologi

Effortless Consumption: The "Anthropologie" of a Brand-Focused Online Shopping Community


Lauren Downing Peters, Anya Kurennaya

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This chapter examines the dynamics of the brand-focused online community blog Effortless Anthropologie, devoted to the popular retailer Anthropologie, with particular emphasis on how brand values are created, espoused, and disputed by its members in a dynamic and interactive online forum. Using relevant literature on the concept of brand community, the net is expanded to capture the activities of a community that exists primarily online. We use examples of posts and commenting activity to demonstrate that it is the existence of the blog which facilitates and maintains such a strong sense of community. This, along with the fact that the blog exists independently from the retailer that it values – that is, it is not a company blog – forces us to reconsider our concept of how brand communities are formed and maintained in the virtual realm. From this analysis, we can learn how brand communities are facilitated by blogs and how they take on a unique dimension online. Consumers use blogs like Effortless Anthropologie to find a community of like-minded users and be a part of a community existing outside of the retail sphere. Retailers and marketers might engage with or be aware of the sense of trust, bonding, and loyalty that such an online community engenders.

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Om författaren

Lauren Downing Peters

Lauren Downing Peters is a PhD student at the Centre for Fashion Studies. Prior to beginning her studies at the Centre, Lauren graduated summa kum laude from Washington University in St. Louis where she received her BA in art history and anthropol... Läs vidare


Downing Peters, L. and Kurennaya, A. (2015). Effortless Consumption: The "Anthropologie" of a Brand-Focused Online Shopping Community. In: J. Hancock, ed., Global Fashion Brands: History, Luxury and Style, New York: Intellect.