Glossier and Lego may be worlds apart in terms of product lines, but both boast vibrant online communities where fans share tips and suggestions with like-minded individuals. How can other brands foster a similar level of digital engagement? And how can these groups evolve beyond mere discussion?
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Sarah Drumm is a freelance journalist covering small businesses, start-ups, and new consumer brands. She is a contributor to Canvas8 and published a report on the popularity of direct-to-consumer brand communities for Thingtesting.
Fiona Hartley is the senior social editor at i-D and previously worked as a social media editor at Dezeen. She is also a freelance filter/AI artist who has developed filters for i-D and Balenciaga.
Róisín Lanigan is a writer and editor based in London and Belfast. She works at i-D and has written for The Face, Vice, New Statesman, The Atlantic, NYMag, and Prospect, among other publications.
