The Sociology of Business

The Sociology of Business

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The Sociology of Business
The Sociology of Business
Brand identity as a network effect

Brand identity as a network effect

Ana Andjelic's avatar
Ana Andjelic
Oct 19, 2017
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The Sociology of Business
The Sociology of Business
Brand identity as a network effect
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This text was published in the latest edition of the Form Design Magazine. The issue explored how identities are made today.

When Lotta Volkova, of the fashion brand Vetements, was asked who in the fashion industry is in power today, she simply replied: the consumer. Not the CEO, the editor, the journalist or the fashion critic. The consumer.

Ms. Volkova …

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