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WPP&奥美：2025 T台之上：红人营销的五大趋势研究报告（中译版）（16页）.pdf

上传人： Y**** 编号：616389 2025-03-06 16页 12.10MB

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1、FIVE TRENDS SHAPING THE FUTURE OF INFLUENCER COMMERCEA WPP playbook,featuring insights from Ogilvy and The Goat AgencyintroductionThe luxury fashion and beauty landscape is undergoing a profound transformation,driven by the meteoric rise of influencer commerce.As social media platforms evolve into p

2、owerful ecommerce hubs,influencers are no longer just tastemakers;they are driving purchase decisions,shaping consumer behaviour and co-creating brand narratives.During highlight events in the luxury fashion and beauty calendar,like London Fashion Week,the conversation extends far beyond the runway,

3、amplified and disseminated by influencers across the digital sphere.The global fashion influencer market was worth$6.82 billion in 2024,with an expected growth rate of 38%by 2030.The luxury sector is emerging as a rapidly expanding portion of the market,reshaping how high-end brands engage with cons

4、umers.Beyond the Runway:The Real Impact of Influencer Commerce,developed in collaboration with Ogilvy,the WPP creative network,and The Goat Agency,a leading influencer marketing agency within WPPs GroupM,explores these shifting dynamics of luxury retail.Our exclusive YouGov survey of 2,000 UK consum

5、ers reveals a surprising trend:even the luxury sector,traditionally associated with exclusive,in-person retail experiences,is now thriving in the digital sphere dominated by content creators.Over a quarter(27%)of fashion and beauty shoppers who follow influencers have purchased luxury items directly

6、 through platforms like TikTok and Instagram,proving that social commerce isnt just for mass-market brands.This presents a critical opportunity for luxury brands showcasing at this years Fashion Weeks around the globe to leverage influencer marketing and connect with a digitally savvy luxury consume

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本文探讨了影响者 commerce 在奢侈品领域的未来趋势。主要内容包括：1) 真实性统治：通过真实的互动建立信任，影响者推荐产品时，展示其价值和融入生活方式，能增加消费者信任并促进购买。2) 微影响者营销：在特定奢侈品社区中，微影响者与粉丝建立高度参与的关系，为品牌提供可信和亲切的视角。3) 社交电商：创造无缝且用户友好的奢侈品购买体验，确保购买过程方便快捷，满足消费者对即时性的需求。4) 影响者作为创意伙伴：与影响者合作，开发创新内容，提高品牌故事的影响力。5) 共享价值观：与分享品牌价值观的影响者合作，保护品牌形象，建立消费者信任。总之，奢侈品品牌应重视与影响者的合作关系，通过真实、有创意的内容和无缝的购物体验，吸引并留住消费者。
"奢侈品牌如何通过影响者营销建立信任？" "影响者如何在社交媒体上推动奢侈品销售？" "如何利用微影响者营销策略提升奢侈品品牌影响力？"
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