Your Social Media Audience Isn’t Necessarily Your Customers

Strategist and COMMUNION Creative Studio Founder Andy Harvey Dissects Branding, Trends, and the Future of Retail

Today, brands are everywhere—still, very few people can be natural whistleblowers and make them make sense. Andy Harvey is one of them. A renowned strategist with extensive experience in brand development and storytelling, he has founded COMMUNION, a creative studio, or rather, a wonder lab of future-positive ideas. With clients at the top echelons of luxury such as Zegna, Rosewood, and previously Burberry, he is the man to share some inside info on the shifting dynamic of retail, fashion, and culture in 2025.

Here, he discusses the "death of trends," the resurgence of community-focused experiences, and the evolving role of authenticity in branding. Harvey’s sharp observations and thoughtful advice set the tone for this series, offering readers a clear understanding of where the industry is headed, if anywhere.

There’s been a lot of talk about the “death of trends.” From your perspective, what trends still hold for 2025?

That’s a fascinating question. I think the biggest trend—if we can even call it that—is the shift away from trends. Brands today need to slow down and refocus on storytelling. They need to rediscover what makes them unique, own that identity, and communicate it authentically. We’ve noticed that many brands have something truly remarkable to offer, but they’re too caught up in chasing trends.

Ironically, trends often obstruct their ability to tell their story effectively. The same applies to how brands connect with their audience. Instead of trying to appeal to everyone, brands should embrace specificity. Nike, for example, became iconic by being intentional about relevance. They don’t try to speak to everyone simultaneously, and when they fail, it’s often because they stray from that principle.

So, in a sense, brands need to narrow their focus.

It’s about community and connection. For example, Rapha, a cycling apparel brand, didn’t try to appeal to the masses. Instead, they built a strong connection with the hardcore cycling community. They even created clubhouses for enthusiasts to gather. They didn’t worry about attracting non-cyclists, and that’s what made their approach so successful.

At the same time, I think people are growing tired of everything being online. The pandemic pushed us into digital spaces, but now there’s a craving for physical, in-person experiences. Whether it’s fashion shows, pop-up events, or community meet-ups, the more tangible, the better.

Would you say we’re witnessing the return of “third spaces”—places beyond work and home where people gather and connect?

Absolutely. Third spaces have diminished in recent years, particularly in Western countries. People aren’t frequenting pubs, cafes, or similar spaces like they used to. But there’s a growing recognition of their importance. One trend I find fascinating is the rise of listening bars in Korea. These are spaces where people meet friends, enjoy music, and relax without the pressure of alcohol or constant stimulation. It’s a brilliant example of how physical spaces can foster connection and culture.

It’s a trend I’ve noticed on platforms like Substack, where writers are hosting book clubs or subscriber meet-ups. It’s as if online engagement is evolving into something more tangible.

Exactly. And it’s not just literature or writing. Sports are also being reimagined through a social lens. In the U.S., for example, tennis tournaments are becoming more than just competitions. They’re all-day events with DJs, food, and networking opportunities—designed to attract younger, more diverse audiences. It’s about creating experiences that combine community, entertainment, and culture.

Speaking of social experiences, do you think social media will continue to dominate trend cycles? Or are we reaching a tipping point?

I think we might be approaching “peak social media.” People are fatigued by being online all the time, and the platforms themselves are facing challenges. For example, the uncertainty around TikTok in the U.S. or the shifting dynamics of Twitter, now X, are signs of this. Social media, while still influential, may no longer hold the same power it once did.

Do you see brands shifting away from heavy reliance on social media in their strategies?

Yes. Smart brands are thinking long-term and not fixating on any one channel. For example, our work with brands like Rosewood Hotels and Zegna focuses on storytelling and creating meaningful connections. Social media is just one tool among many. It’s not the core of the strategy, nor should it be.

As I often say, your social media audience isn’t necessarily your customer base. It’s great for visibility and awareness, but it doesn’t always translate into loyalty or sales. Brands need to focus on building genuine relationships that extend beyond likes and shares.

That’s a great quote: “Your social media audience isn’t necessarily your customers.” It’s a reminder that visibility and conversion are two different things.

Brands that chase social media trends without a clear purpose often lose their way. Premium and luxury brands, in particular, need to play the long game. They should prioritize authenticity and consistency over fleeting viral moments.

Speaking of authenticity, how do you see brand storytelling evolving? Is it becoming simpler or more complex?

It’s both, depending on the brand. Some thrive with a classic, straightforward approach: a single powerful image or tagline. Others are building entire cinematic universes, crafting multi-layered narratives that unfold across various touchpoints.

What matters is coherence. Whether it’s a campaign, a fashion show, or a physical event, everything should connect back to the brand’s core story. People are smarter now; they can tell when something feels hollow. Brands that commission one-off campaigns without a clear narrative thread risk losing the trust and connection they’re trying to build.

Continuity is often a challenge, especially in industries like fashion where creative directors change frequently.

Exactly. Take Burberry, for instance. Under Christopher Bailey, the brand had a clear, cohesive identity. But when Riccardo Tisci took over, he introduced a completely different vision, which alienated some loyal customers. Now with Daniel Lee, there’s another shift. While change can be exciting, it risks diluting the brand’s core story if not handled carefully.

Why do you think brands continue to make these disruptive changes if they know it creates gaps in their narrative?

It’s often driven by a desire for immediate results or to chase trends. But in the long run, it can do more harm than good. Consistency and a strong sense of identity are what build lasting connections with customers.

That’s a perfect note to end on. Thank you so much for sharing your insights.