Table

of Contents
Consumer Tribes: Brand, product and trend selections to feed a consumption
relationship .............................................................................................................................. 1
1. Abstract ................................................................................................................................ 2
2. Introduction and Rationale ................................................................................................. 3
Introduction .......................................................................................................................... 3
Rationale .............................................................................................................................. 3
3. Research Aim & Objectives ................................................................................................ 4
Aim ........................................................................................................................................ 4
Objectives ............................................................................................................................ 4
4. Literature Review ................................................................................................................. 5
Introduction .......................................................................................................................... 5
Defining a brand tribe ......................................................................................................... 5
Diversity within tribes ......................................................................................................... 7
Environment for existence ............................................................................................. 7
Sustaining tribal existence ............................................................................................. 8
Workings of the brand tribe ................................................................................................ 9
Behind the tribe ............................................................................................................... 9
Relationships that make the tribe .................................................................................... 10
Influence members have on each other ...................................................................... 10
Building the relationship .............................................................................................. 11
Conclusion ......................................................................................................................... 12
5. Framework ......................................................................................................................... 13
Primary and secondary data flow chart .......................................................................... 13
Stakeholders and broader audience table ...................................................................... 14
6.1 Research Concepts ......................................................................................................... 16
6.1.1 Qualitative Research ................................................................................................ 16
6.1.2 Quantitative Research .............................................................................................. 16
6.1.3 Secondary Data ........................................................................................................ 16
6.1.4 Primary Data ............................................................................................................. 17
6.1.5 Data Triangulation .................................................................................................... 17
6.1.6 Validity ....................................................................................................................... 18
6.2 Proposed Research Design ............................................................................................ 19
6.2.1 Information Required ............................................................................................... 19
6.2.2 Data collection techniques ...................................................................................... 20
6.2.3 Limitations ................................................................................................................ 20
6.2.4 Access ....................................................................................................................... 21
6.2.5 Ethical procedures ................................................................................................... 21
7. Gantt chart and Budget..................................................................................................... 22
7.1 Gantt Chart ................................................................................................................... 22
7.2 Budget for research project ....................................................................................... 23
8. References ......................................................................................................................... 24
9. Appendices ........................................................................................................................ 28
Appendix 1 Mind map ....................................................................................................... 28
Appendix 2 Source evaluation ......................................................................................... 28
Appendix 3.1 Buying office interview questions ............................................................ 29
Appendix 3.2 Trend forecaster interview questions ...................................................... 30
Appendix 4.1 Health and fitness tribe survey ................................................................. 31
Appendix 4.2 Melbourne fashionista tribe survey .......................................................... 32

Consumer Tribes: Brand, product and trend selections to feed

a consumption relationship

By Stephanie Tang
S3383256

1. Abstract
With the slow disintegration of authorative communities such as class, religion and
family, society is building non-traditional communities or consumer tribes allied
through their passion for consuming selected brands (Richardson, 2013). These
consumer tribes as defined by Cova and Pace (2006) sees the brand as providing
identity and self esteem value, which encourages the tribe to create their own
meaning, rituals, vocabulary, hierarchy and ultimately unique universe in which the
tribe orbits around the brand. In this way one has chosen their individuality but still
has a collective identity with their tribe.
Undeniably Patwardhan & Balasubrahmanian (2011) declares there must exist brand
romance for a consumer-brand relationship to develop however it is consumer-toconsumer relationships that foster tribal existence. Cova and Cova (2002) assert that
depending on a members connection to the brand they adopt different roles and over
time with influential member impact, idolisation or extended tribe membership one
can adopt a more involved role within the tribe. To sustain the tribe it is crucial a
brand provides a platform or environment for engagement, imagination and
alignment (Goulding, Shankar and Canniford, 2011) in the triadic relationship
involving the individual, the tribe and the brand.
Consumer tribes are brand hijackers, advocates and even creators. Reviewed
literature all agree on the power consumer tribes bring in a brands marketing
strategy yet literature also revealed that consumer tribes can not be segmented.
Instead consumers share an emotional connection to the brand and are united in
passion, which is why despite knowing the existence of tribes, brands find it difficult
to identify and market to tribes. Reviewed literature closely studies consumer tribes
around luxury cars, hobbies and convenience food products however little research
exists on fashion consumer tribes. Fashion is a large part of cultural consumption
(Bennet, 2005) and further research on fashion consumer tribes could aid retailers in
selecting trends that speaks to tribes and their desired identity.

2. Introduction and Rationale

Introduction
Appearance is a key identity marker with the body requiring work to create ones
identity. Modernists assert that forging identity requires cultivation of image as
influenced by social life with fashion helping to create the self (Wilson as cited in
Macdonald, 1995). Modern individuals are using readily available fast fashion to
instantly and visually display character and identity (Bennett, 2005) Playfulness with
dress codes co-exist with the fashion industrys ability to establish trends and
boundaries within which experimentation is possible (Macdonald, 1995).
Waning of conservative powers such as religion, the nuclear family, education and
sexuality leaves room for hyper individualisation (Richardson, 2013). However desire
for community sees social re aggregation through alternative social arrangements of
consumer tribes. Consumer tribes are groups bound together by shared emotion and
passion existing through their symbolically and ritually manifested commitment
(Cova & Cova, 2002). These consumers are allied more so by cultural consumption
than traditional forms of community yet they are not a mass but varying individuals.
(Bennet, 2005).

Rationale
Extensive research exists on the existence of brand tribes and their inability to be
market segmented due to a varying member base and indefinable emotional link with
brands (Cova & Cova, 2002; Goulding & Shankar & Canniford, 2013; Patwardhan &
Balasubramanian, 2011) yet this connection is what makes consumer tribes powerful
brand advocates. Consumer tribes around luxury cars, vinyl collecting, clubbers and
food products has been identified and studied however fashion consumer tribe
research is lacking. Further research regarding fashion brand tribes could uncover
how emotional needs drive tribal consumption for cultural production. This
information can assist retailers to uncover consumers desired messages to the
external gaze (Bennet, 2005) and provide assistance in trend selection and product
mix filtering.