Meeting a Superfan IRL

Meeting a streetwear brand superfan in real life can teach a lot about why people buy.

Yesterday, in a small pub on the outskirts of Liverpool, UK, I met Push Pull's biggest fan. His name was Matteus.

Matteus had it all. A Push Pull t-shirt, jacket, ring, and backpack!

He was kitted out.

This would have been a lost opportunity if I hadn't asked some questions.

Here's how it went:

He told me how he and his sister wait up for the clothing drops. "It's something we do together. It's like our thing", Matteus said.

Then I asked: "why do you buy from Push Pull instead of the many other 'cool' brands that sell other high quality garments?".

And his response was gold.

"I like their 'creative youthfulness' memo. I think it's a good message".

Here's the thing:

The factor that causes Matteus and his sister to desire Push Pull over every other brand is not their 'coolness' nor their quality.

Those things are necessary to win customers like Matteus!

But they sure aren't definitive factors.

So then... What is?

Answer: Brand ideology.

Matteus isn't buying a t-shirt. He's not buying quality either. He is buying the idea.

He said so himself!

And it's because of shared ideas like Push Pull's 'creative youthfulness' that his sister's in on it too.

My point is this:

All streetwear brands want superfans.

(like Matteus level superfans).

But only some are willing to do what it takes.

Meeting a superfan in real life can teach a lot about what motivates a customer's loyalty.

Truly,

Elijah