Apparel continues to be one of the most purchased goods globally. Consumers worldwide are buying apparel from brands that are able to connect with them and thus establishes reliability and trust of the brand’s products. With Black Consumers this is no different. Research done by the McKinsey Institute indicates by 2030 Black consumers are projected to spend 70 billion on apparel. 

With intention about where the Black dollar is spent black brands can benefit greatly. Black consumers are up to 2.3 times more likely than non-Black consumers to switch to a Black-owned apparel or footwear brand.(McKinsey Institute). A large number of brands owned by people of color start off as small owned businesses. Spending with these brands increases support and investment. When brands maximize from the large economic power black consumers hold it generates wealth within the community and small businesses grow.

Awareness of black brands can be created through increasing brand visibility. Social media continues to shape the way consumers view and stay updated with their favorite fashion brands. Online media platforms have been a resource for black brands to grow visibility and market to their audience. Handbag designer Brandon Blackwood has built a multi million dollar company appealing to consumers’ desire for affordable luxury. He continues to build a brand that creates viral moments by collaborating with celebrities and well known influencers. By offering affordable luxury products brands become more appealing to a wide range of customers.  

Self expression through art and fashion have been tightly woven into people of colors’ identity. Consumers support designers who are able to epitomize their experiences. Popularity of affordable  luxury continues to grow and by centering focus on black consumers, brands can create community development, economic empowerment and job creation. Black Americans help shape the culture of society and greatly impact the economy with weighty economic power. 

Key points for brands to maximize on consumerism

• • Creating brand visibility through social media platforms enhances engagement with consumers through distinctive communication. 

• • Centering focus on consumers by shaping a brand that speaks to consumer trends and epitomizes their experiences grows relatability between small businesses and customers. 

• • Increased profits help to generate job creation and further build community development.