Growth of mobile technology is forcing retailers to change and transform.
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A global report conducted by Olapic, an earned-content platform, confirmed that traditional methods of advertising are stalemate for social conversion. Especially speaking to the priority of authenticity among Millennial and Generation Z shoppers, the study found that this need is spreading to older demographics as well.The research was performed across six markets in Europe and the U.S. Conducted in April 2016, the survey was managed by market research company, Censuswide on behalf of Withpr and Olapic. The online survey consisted of 15 questions and was completed by 4,578 active users — those who use social media at least once a week — between the ages of 18 and 50 in the U.K., U.S., France, Spain, Germany and Sweden.The study discovered that shoppers are highly driven by peer-created content resulting in high returns. The survey found that respondents trust images of other consumers on social media seven times more than advertising. “Seventy-six percent of respondents view content posted by other consumers as more honest than advertising,” the report said.Honesty is the best policy — the study found that authentic posting results in high social conversions in an area that most retailers are still struggling to master. “Fifty-six percent are more likely to buy a product after seeing it featured in a positive or relatable user-generated image,” the report said. The influence of celebrity endorsements might be waning. “Forty-nine percent of respondents are more likely to buy a product across verticals when endorsed by a real person,” said the report.Consumers are increasingly visually swayed and accordingly, active in social platforms that promote this type of engagement. This marks huge opportunities for brands to align with bloggers and social media influencers in order to tap organic marketing strategies. The study found that 45 percent of respondents looked at peer-created content for inspiration at least once a day.“Forty percent of respondents said that the main reason they upload photos with branded hashtags was to share purchases with friends,” said the report. Retailers would benefit from considering the employment of micro-influencers who might have lower follower numbers, but higher engagement levels to speak to authentic marketing and branding.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews