Building a Brand: The rise of the everyday influencer
In a post pandemic society, the need for consumers to develop trusted connections is more in demand than ever. Previously we looked toward glossy advertisements endorsed by celebrities to find inspiration on what and where to buy; even more recently the social media influencer was relied on with 49% of consumers depending on their recommendations alone according to the digital marketing institute. Unsurprisingly the future for marketing is becoming an even more closed circle as people are seeking out peer to peer advice on what they are being sold. For example A study by Bazaarvoice shows that 56% of people are now looking toward family and friend based recommendations instead.
Invisible marketing
Due to firm rules on non disclosure, transparency is more vital than ever for the modern day customer. People like to see others with a genuine passion or interest within a specific field for a trusted opinion. Therefore within the luxury fashion sector there is a noticeable shift in people seeking one to one advice or “peer to peer” influence. An example of this is Bottega Veneta’s no marketing- Marketing approach. Publicity stunt or not the brand is vowing to stay clear from social media platforms in order to market its product, and choosing a more personal approach. This invisibility method allows their audience to create the conversation for themselves, sparking intrigue and interest while also avoiding disingenuous traditional marketing ploys that Gen z and Millennials have become immune to. While not utilising social media outwardly seemed like brand suicide, it really is a clever marketing technique making the brand cool and desirable. This is due to the need within the market, of people wanting to feel individual and special, gaining more of an experience from their purchases and making more considered decisions.
The considerate consumer
Luxury brands are benefitting from the more mindful approach to buying taken by customers as its beginning to widen the target audience. According to Forbes the future is due to bring “A new era of conscientious luxury” where investment key pieces will be important and luxury brands will provide the extra experience post pandemic consumers are craving. These values align with luxury as with more expensive purchases arises more in depth personalised conversations to be shared between the brand and the customer. Society is starting to think more deeply into its consuming habits since the pandemic started, and putting more emphasis into self care and catering to their own specific needs.
“Luxury brands are benefitting from the more mindful approach to buying taken by customers as its beginning to widen the target audience.”
Premium to pre-loved
A prime example of this is the growing interest in sustainable products from clean skincare to clothing items. Websites from vestiaire collective, a premium pre-loved designer website to Ebloggers are seeing an increase in sales as the resale market is growing at a rate 11 times faster than traditional retail according to research firm GlobalData. This is due to the developing trend to be more ethical and sustainable with our fashion choices, needless to say these platforms are being sought out from word of mouth by their audience as the thrifting wave continues to rise in popularity. The excitement of purchasing from sites such as vestiaire is not solely in the sustainability factor according to vogue but also within the chance to discover something new with pieces posted daily. Trends are also shifting to second hand due to the individualism of having a unique piece versus seeing the same mass produced retailers.
A Human touch
In terms of the future of fashion brands and retailers it's still unseen whether peer to peer marketing will override the celebrity/ influencer hype completely. However brands are starting to understand that people just want to be treated as individuals, and a personal human approach goes a long way in the success of a product. Already as a generation we are desensitised to fancy marketing ploys and crave simplicity, therefore catering to Gen Alpha will require being honest and providing personalisation to cater to their needs.
