Why This Fashion Brand Uses 'Feelconomy' Reels Before Holidays
Creatrip Team
4 months ago
LF’s social media teams are shifting to a ‘feelconomy’ strategy—content that prioritizes mood and empathy over direct product pitches—to better connect with consumers ahead of holiday periods. Its Instagram fashion magazine 9to6mag nearly doubled followers in 2024 by posting short, relatable reels about office life (e.g., “things workers do before long weekends,” “when coworkers wear the same outfit,” “what to wear to company dinners”). Rather than spotlighting items, videos weave style elements into everyday scenes, driving high engagement (some clips reached millions of views) and strong save/share rates. LF also adapts editor personal experiences and follower feedback, produces practical styling tips and trend roundups, and repurposes viral creator ideas quickly. The approach aims to build brand likability and fandom by creating emotion-led, culturally resonant content.
