Luxury shoppers are increasingly turning to online influencers for advice before they bag their fashion and beauty items, with exclusive, in-person retail experiences making way for the rise of social commerce.
As London Fashion Week draws to a close, a new WPP survey of 2,000 consumers reveals over a quarter (27%) of fashion and beauty shoppers who follow influencers have purchased luxury items directly through platforms like TikTok and Instagram.
The survey, conducted by YouGov, forms part of a WPP playbook called Beyond the Runway: The Real Impact of Influencer Commerce, developed with Ogilvy, the WPP creative network, and The Goat Agency, a leading influencer marketing agency within WPP’s GroupM.
It explores the evolving influencer landscape and offers insights for brands seeking to navigate this rapidly growing space effectively.
It highlights how authenticity remains key for influencer marketing. Among fashion and beauty shoppers who follow influencer recommendations (479 respondents), in-depth product reviews (49%) and user-generated content (32%) are the most effective forms of influencer content.
The report says this underscores the importance of genuine engagement and trust in driving purchase decisions within this influential audience segment.
Meanwhile, expert and peer opinions still hold sway. Recommendations from friends and family (63%) and expert reviews (48%) remain highly trusted sources for fashion and beauty products, even among those who follow influencers. This highlights the enduring power of organic word-of-mouth and professional endorsements in building credibility.
The report also maintains that micro-influencers offer targeted engagement. Some 24% of fashion and beauty shoppers who follow influencer recommendations trust recommendations from micro-influencers (those with smaller, more targeted audiences). This demonstrates the unique ability of micro-influencers to build authentic connections within niche communities.
Finally, influencer values matter. More than a third (39%) of fashion and beauty shoppers who follow influencers consider the influencer’s personal views (such as political) before making a purchase.
This highlights the importance of brands carefully selecting influencer partners whose values align with their brand and target audience. Building these authentic partnerships fosters trust and strengthens the connection with consumers, ultimately driving positive engagement and contributing to campaign success.
Ogilvy global head of influence Rahul Titus said: “This research demonstrates a remarkable shift in luxury consumer behaviour. The accessibility and convenience of social commerce are redefining how shoppers, particularly younger demographics, engage with and acquire high-end fashion and beauty products.
“Brands must adapt to this evolving landscape by prioritising authentic influencer partnerships and creating seamless shoppable experiences that cater to the on-demand expectations of today’s luxury consumers.”
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