As outlined at the start of this paper, a large part of a branded product line’s
success lies in its ability to engage the consumer by communicating an aspirational
lifestyle, beyond product and store, which engages the consumer by making her
part of the story. If a customer can see that the brand reflects what they are about,
they will feel connected to the brand and shop it. At retail level, leading consumer
brands are conceiving strategies to connect with their customers by collaborating
with young talent and generational influencers such as the new online celebrities.