As social media continues to shape the way brands communicate with consumers, fashion companies are increasingly turning to memes to engage with younger audiences. The “starter pack” meme has emerged as a particularly popular format in recent months, offering brands an opportunity to create humorous, relatable content that resonates with digital-savvy consumers. Starter pack memes typically group together items, traits, or behaviors that are associated with a particular stereotype or trend. In the context of fashion, these memes often highlight a set of must-have items or clothing pieces that define a particular lifestyle or aesthetic.

Fashion brands such as Gucci, H&M, and ASOS have embraced this trend, using starter pack memes as a creative way to engage with their audience in a more informal, accessible manner. These memes can be playful and self-deprecating, allowing brands to show their lighter side while still showcasing their products. For example, Gucci recently launched a meme campaign targeting the “rich baddie” persona—an influencer style characterized by high-end fashion items paired with bold, often tongue-in-cheek captions. The meme highlights products like Gucci bags and luxury shoes, framing them as essential components of the “starter pack” for the modern influencer or social media personality.

The appeal of starter pack memes lies in their ability to tap into popular culture and the current zeitgeist. In a world where authenticity and relatability are crucial to connecting with consumers, particularly Gen Z, this style of marketing feels less like a traditional advertisement and more like part of the ongoing cultural conversation. By using humor and familiar cultural references, fashion brands can stay relevant while engaging with consumers on a deeper level. This type of marketing also aligns with the broader trend of meme culture taking over the internet, with brands increasingly using memes as a way to bypass traditional advertising formats and communicate more directly with their audience.

In addition to being highly shareable, starter pack memes allow brands to position themselves as in-tune with the latest trends and social movements. They allow companies to participate in conversations in a way that feels organic, making their marketing more palatable and less intrusive. While some critics argue that meme marketing can feel forced or inauthentic, the success of campaigns like Gucci’s “starter pack” illustrates that when done right, these memes can elevate a brand’s presence in the social media space. With the continued rise of meme-driven content and humor-based advertising, it’s likely that starter pack memes will remain a key tool in the marketing arsenal of fashion brands looking to maintain a connection with their audience in an ever-evolving digital landscape.

Both of these marketing strategies—comparison ads that directly target competitors and the use of memes to engage with younger audiences—are reflective of a broader shift in the way companies approach advertising today. Rather than relying solely on traditional methods, brands are becoming more creative and bold, using humor, direct confrontation, and cultural references to cut through the noise. As consumer attention spans shorten and competition intensifies, these tactics are likely to become more prevalent, as companies seek out new ways to stand out and foster lasting connections with their target audiences.