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.
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim
“I genuinely fell in love with water, I fell in love with Fiji, I fell in love with the whole life that we lived for those few months,” says @mrsamclaflin of filming for his new movie “Adrift” with @shailenewoodley. The 31-year-old actor spoke with WWD about his upcoming projects, meeting Jamie Dornan and working with co-star Woodley. #wwdeye (📷: @jamstoker)
3 years ago, fans of the late singer Aaliyah started calling for a collaboration with @maccosmetics. With the strength of social media — including mock ups of products — 25,000 people signed a Change.org petition for a limited-edition collection, and MAC couldn’t ignore the buzz. Tomorrow, MAC will unveil MAC x Aaliyah, a tribute to the singer who passed away nearly 17 years ago. Head to our stories to preview the new collection, which was worked on by Aaliyah’s family and inspired directly by her makeup bag. #wwdbeauty
Artistic director @clarewaightkeller will be dedicating @givenchyofficial’s fall 2018 couture show in Paris on July 1 to house founder Hubert de Givenchy, who passed away in March at age 91. Givenchy said the collection would be “an homage to his iconic creations, technique, and personal lexicon” and a “celebration of his timeless elegance and grace.” Head to WWD.com to read more. #wwdfashion (📷: Delphine Achard)
La Double J made a name for itself with its vintage-inspired prints, but for resort, designer JJ Martin has ventured into new territory: enter rich jewel toned solids and decadent embellishment, in the form of appliqués, crystals and sequins. #wwdfashion #resort19 #ladoublej
This Just In: J. Crew Group has named Johanna Uurasjarvi as its chief design officer.
Uurasjarvi succeeds Somsack Sikhounmuong, who left the company last September. Tap the link in bio for the full report. #wwdnews
“She came into my hotel room and she was like, ‘I have Chanel and Christian Dior.’ She was like, ‘Chanel likes you.’ And I was like, ‘I’m going to start crying,’” breakout star Maddie Hasson tells WWD of her styling sessions Molly Dickson. “I really like classic, elegant things. I love the way Anna Wintour dresses.” Read more about Hasson’s role in @impulseseries on wwd.com. (📸: @jgreenery ) #wwdeye
@virgilabloh revealed he's working with Australian stylist and
Vogue Australia fashion director @christinecentenera for his debut @louisvuitton men's collection, which will be presented in Paris on June 21. Centenera met Abloh while both working with Kanye West, where she consulted on his all his runway collections since his debut spring 2012 women's wear show. Read the full story on WWD.com. #wwdfashion #wwdnews (📷: @asussmanphoto)