--- title: Why your brand needs a passionate community of consumers and how wholesale can make it happen description: There's nothing quite as pivotal for success as having a solid community of devoted customers. Find out how wholesale can help you win highly engaged fans. image: https://blog.nuorder.com/hubfs/Blog_BrandCommunity_hero.jpg --- [![Your Logo](https://blog.nuorder.com/hubfs/blog_Theme_2025/logo.svg)](https://nuorder.com) ![Menu](https://blog.nuorder.com/hubfs/blog_Theme_2025/icons/menu.png) - Solutions - [Brand](https://www.nuorder.com/wholesale/) - [Department Stores](https://www.nuorder.com/assortments/) - [Specialty Retailers](https://www.nuorder.com/wholesale-buying/) - [⏩ **Watch on demand** Winning in Wholesale: Closing the Tech Gap](https://go.nuorder.com/winning-wholesale-closing-the-tech-gap?utm_campaign=Winning+in+wholesale&utm_medium=display&utm_source=www&utm_content=blog+nav) - Products - [Wholesale](https://www.nuorder.com/wholesale) - [eCommerce](https://www.nuorder.com/wholesale/ecommerce/) - [Advanced Sales Tools](https://www.nuorder.com/wholesale/advanced-sales-tools/) - [Order Management](https://www.nuorder.com/wholesale/order-management/) - [Flexible Configurations](https://www.nuorder.com/wholesale/flexible-configurations/) - [Integrated Payments](https://www.nuorder.com/wholesale/integrated-payments/) - [Actionable Insights](https://www.nuorder.com/wholesale/actionable-insights/) - [Assortments](https://www.nuorder.com/assortments/) - [For Brands](https://www.nuorder.com/assortments/brands/) - [For Retailers](https://www.nuorder.com/assortments/retailers/) - [Point of Sale](https://www.lightspeedhq.com/pos/retail/) - [📖 **Get the Guide ** The Death of Disconnected Wholesale: Learn how wholesale has become more connected](https://go.nuorder.com/death-of-disconnected-wholesale-guide) - Resources - Resource Library - [Case Studies](https://www.nuorder.com/resources-archive/#filter-case-study) - [Blog](https://blog.nuorder.com/) - [Knowledge Base](https://helpdesk.nuorder.com/hc/en-us/) - [Learning & Support](https://learning-support.nuorder.com/) - [📖 **NEW!** State of B2B eCommerce 2026: Wholesale Reengineered](https://go.nuorder.com/report-state-b2b-ecommerce-2026-wholesale-reengineered?utm_campaign=2026+b2b+report&utm_medium=display&utm_source=www&utm_content=blog+nav) Log In Get Started Blog home B2B eCommerce Blog eCommerce tools All topics ![](https://blog.nuorder.com/hubfs/blog_Theme_2025/icons/search.png) ## Blog menu Blog home B2B eCommerce Blog eCommerce tools All topics ![](https://blog.nuorder.com/hubfs/blog_Theme_2025/icons/search.png) [ Brand ](https://6465908.hs-sites.com/topic?slug=brand&page=1) # Why your brand needs a passionate community of consumers and how wholesale can make it happen There's nothing quite as pivotal for success as having a solid community of devoted customers. Find out how wholesale can help you win highly engaged fans. ![banner_image](https://blog.nuorder.com/hubfs/Blog_BrandCommunity_hero.jpg) ### Discover a better way to run your wholesale [ Talk to our team ** ](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLK26dqakqd%2FGfw8YDOhem1QoEDs7VL9UzC6foJig7hO%2F3kMQMzp6USlKsEZ0IQmM2cqePGYwdQdBbg0KKDZIYwtr9sHcIcTbPgU%2B1wL4NHySGVMsBNQto4jeX9wTIyGoUaoCoY5wHNN%2Fhyhvf03FkXxUfLOcLH18Mom%2FBxUrQ%2Bi&portalId=6465908) Brand fame, and becoming a coveted consumer choice, have real benefits and can provide greater stability during market uncertainty. Working closely with retailers to create exclusive collaborations, limited-editions, and special product events can help you recruit and win over fans — the kinds of consumer relationships that build lifestyles.  ## Creating community Define and shape your collaborations with retailers in ways that align with your ardent community of customers. ### Define community participation Work with retailers to define your broader brand community and to set the right benchmarks for measuring membership and leadership — whether through using social media metrics, referral programs, or rewarding promotions and events.  Brand loyalty is about a lot more than how much your customers spend. Nurture your community with social promotions, ambassadorships, and product lifestyle integrations. You can hire influencers, but give your shoppers the influencer VIP treatment and they may be more valuable to your community. It’s important to ensure that your shoppers feel as if they’re the most valued influencers of all. It’s a shift that can help your community grow with speed. ### Design special collections Build a new community from scratch with the right limited edition and exclusive collaborations. You can use NuORDER to create custom assortment lists to share with specific retailers. This opens the door to deeper, better-targeted collaborations as you can brainstorm with retailers and present your ideas for special or limited-edition products. In addition to standard seasonal linesheets, these custom lists can help you pitch these new creative partnerships.  One unconventional example of fashion and retail collaboration was J.Crew’s USA Olympic Swimming collection, designed around vintage coastal and swimwear styles. USA Swim athletes modeled the collection and helped promote it to build community around the brand. The brand promoted their USA Swimming Foundation, incorporating their values into the collection and featured events.  ![](https://blog.nuorder.com/hubfs/Blog_BrandCommunity_JCrew-1.jpg) Source: WWD ## Building community with compatible retailers When you’re looking at a retailer, consider their past brand partnerships and what they did to foster community. Brand reputation, shopper audiences, and openness to creative partnerships are important considerations. [Courrèges](https://www.vogue.com/slideshow/nordstrom-courreges-dinner-nyc-2024), a French brand, created an exclusive capsule collection last year with Nordstrom, entering the American market through collaboration with a retailer that fit philosophically and culturally with the brand. Nordstrom and Courrèges used a candlelight dinner event to launch the eveningwear gowns, tops, and bodysuits. In addition to the event, a Nordstrom NYC pop-up shop carried the collection, promoting the brand to Nordstrom’s community.  ![](https://blog.nuorder.com/hubfs/Blog_BrandCommunity_Courreges.jpg) Source: WWD The 2023 H&M x Mugler collaboration is another example of style and philosophical compatibility with a retailer, with Mugler’s bold, high-fashion sensibility and H&M’s vision of bringing fashion to a broader market without compromising style.  Courrèges and Mugler looked for compatible retailers and Nordstrom and H&M aced the test. Collaborations should reinforce your mission and vision for your communities. In order for it to work, you need the right balance of messaging, communication, brand personality, and ethos. ### Ride market uncertainty with a strong community Build an effective community by appealing to the priorities and values you share with your customers. Retailers can be excellent partners for exclusives, events, and other collaborations that can help you attract and retain loyal fans for greater excitement, sustained relevance, and healthier long-term sales. 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