How to Build a Retail Community That Actually Buys From You
From The Resilient Retail Game Plan by Resilient Retail Club's Catherine Erdly
March 12, 2026 · 25 min · Episode 293
About this episode
In this episode, Catherine Erdly interviews Ronke Fashola about building a retail community that drives sales and customer loyalty.
Most independent retailers have heard the advice to "build a community." Far fewer have been shown exactly how to do it — and even fewer have built one that actually buys. In this episode I'm joined by Ronke Fashola , founder of Love Your Look — a bold, inclusive, colour-forward fashion brand whose customers travel from Scotland and Cardiff to her pop-up shops, answer Instagram queries before she even gets to them, and send garments back to be taken in when they lose weight rather than part with something they love. Ronke has spent the last couple of years building a retail community the hard, human way: photo shoots open to everyone, WhatsApp groups built on genuine conversation, measurement checks for every new customer, and an in-house tailor. In this episode she breaks down exactly how she did it. We also look at Joanie Clothing's collapse as a case study in what happens when a retail brand stops feeling human — and what every independent retailer can learn from it. In this episode you'll hear: • The photo shoot that attracted 70 applicants and became the foundation of a loyal retail community • How to structure a brand WhatsApp group that people actually want to be in • What…
People in this episode
Host: Catherine Erdly
Guest: Ronke Fashola
Topics covered
- retail community
- customer engagement
- independent retail
- brand strategy
- customer loyalty
Keywords
- retail community
- customer loyalty
- WhatsApp groups
- in-house alterations
- Joanie Clothing
Mentioned in this episode
Organizations: Love Your Look, Joanie Clothing
Places: Scotland, Cardiff
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