Robot Fodder Vol 23
Brand summer: how to harness this season's main-character energy
Summer is the high season of human connection. From group chats to group holidays, park hangs to pavement pints, we’re naturally looking for something to gather around. And in recent years, culture has delivered: Hot Girl Summer, Brat Summer, Tomato Girl Summer. These internet-fuelled movements give people something to belong to.
But here’s the real question, can a brand become the centre of that gravity?
Insight
Influence is a two-way street
People don’t just consume culture, they steer it. They remix it, call it out, and elevate the things that speak to them, not at them. The best brands aren’t dictating the vibe. They’re paying attention to it and making it accessible for the masses. Modern brand power isn’t about broadcasting. It's about echoing. Influence is reciprocal and when brands actually listen, that’s when the magic happens. McDonald’s brought back cult favourites thanks to public pressure. Walkers made flavour choices a democratic process. Apple turned customers into creative directors. These aren’t marketing stunts, they’re proof that listening builds loyalty.
Culture-coded retail
Online shopping will always have its place, but it’s a new generation of in-person retail experiences that are luring people back into stores. These culturally relevant spaces are inspired by the interests and aesthetic of the community they’re designed to attract. From cinemas to workshops, cafés to festivals, they’re storfied, democratised destinations where customers can personalise their experience. Selfridges #SheInspiresMe car boot sale nailed the brief by bringing couture to the car park for a cause, all set to a soundtrack of good vibes and even better Instagram moments. Who said retail therapy wasn’t a group activity?
The fourth space
It’s no longer enough to simply show up where your consumers are, now instead of meeting up with them, it’s about being the destination. Brand tourism is offering consumers retail experiences that are accessible only through travel. The motive isn’t about going to buy, it’s about having a unique, highly curated experience that makes you feel something – and more importantly gives you that highly sought-after Instagram clout. This could be traced back to the popularity of brand influencer trips, people coveted these intimate experience so much, brands have opened up these personalised events to the public with no RSVP required.
What’s going on?
Labubu or delulu
Whether dangling as charms on Birkin bags or appearing in celebrity street style photos, Labubu operates much like any luxury accessory – signalling taste, cultural fluency, and social belonging. In other words, these pieces are not simply toys or collectibles; they serve as culturally coded symbols.
Run don't walk
Hoka launched it’s Run Stop Corner Shop back in January, an east London convenience store stocking all of your running essentials. From perfectly padded shoes, to snacks, and even scratch cards, avid athletes can snap up everything they need, using tokens or ‘Hokens’ from a working ATM at the store on Bethnal Green Road.
Enter the alphas
Accessories retailer Claire’s is co-developing products with Gen Z and Gen Alpha through its 'The Collab' campaign. Over 12 months, young customers helped shape product development, with the results showcased in a major ad launch working with young customers to develop what Claire’s should look like in partnership with them.
"Culture moves too fast for static branding. Today, good design isn’t about control, it’s about creating spaces people can hijack. Influence is co-authored; smart brands just pass the mic and enjoy the remix."
Rich
Design Director
Image credits:
Image 1 - Apple (apple.com), Image 2 - Selfridges (selfridges.com), Image 3 - Prada (prada.com), Image 4 - WWD (wwd.com), Image 5 - Hoka (hoka.com), Image 6 - Claire's Accessories (claires.com)