How Community Are Built With Story

Communities aren't built upon your clothing. They're built upon your story.

Yesterday I shared about how I walked into Dior's store and it blew me away.

Today, the story continues:

Nicky, the sales associate, stood to the side of the room within speaking distance, ready at any moment for my need as I looked around.

"Can you tell me about this shoe, Nicky?" I asked, curious about its design.

"Yes! The star on the side represents..."

Nicky didn't tell me about the materials.

Nor did she mention the colour.

Instead, Nicky proceeded to tell me about the story behind the shoe.

Here's the thing:

Any fashion brand can create a beautiful and well-made shoe.

Dior knows that.

In fact, Dior's customers know that!

However, not every brand holds the story that Dior does.

Instead of... what was the shoe created with? It's...

Why was it created?

Or... who do you become when you wear it?

My point is this:

Nicky's attitude towards their clothing products is what it looks like to build a community.

If we can move past the WHAT

and get the WHY

Customers of common interest, belief, and culture begin to congregate.

In other words, communities aren't built upon a tangible product. They are built a upon a culture communicated through the story.

Your t-shirt just happens to be a means of expression for that story.

Truly,

Elijah