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.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)