According to creative agency WPP, 27% of fashion and beauty shoppers who follow influencers have purchased luxury goods through social e-commerce platforms, such as TikTok and Instagram.
It forms part of a new WPP playbook titled ‘Beyond the Runway: Five trends shaping the future of influencer commerce’. The playbook was developed in collaboration with the WPP creative network, Ogilvy and influencer marketing group The Goat Agency.
The research, conducted by YouGov on behalf of the creative agency, showcased that among respondents who follow influencer recommendations, 49% reported in-depth product reviews were the most effective form of influencer content. This was followed by user-generated content at 32%.
Rahul Titus, global head of influence at Ogilvy, 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,” he said.
“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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According to the report, 39% of fashion and beauty shoppers who follow influencers take into consideration the influencers’ political views before purchasing a product. WPP stated this highlighted the need for brands to “carefully select influencer partners whose values align with their brand and target audience”.
WPP’s survey showed that 63% of respondents trusted family and friends for recommendations for fashion and beauty products, while 48% trusted expert reviews.
It also highlighted that 24% of fashion and beauty shoppers who follow influencers trust recommendations from micro-influencers.
Ellie Hooper, head of client at The Goat Agency said: “The rise of social commerce for luxury goods presents an incredible opportunity for brands to connect with new audiences and drive significant growth. The key to success lies in understanding the nuances of this evolving landscape.
“By leveraging authentic influencer content, integrating shoppable experiences, and focusing on building trust with discerning consumers, brands can unlock the full potential of social commerce and establish a strong presence in this exciting new market.”
