Brands are creating in-store influencer opportunities to increase engagement
Trend - Brands are inviting influencers to their brick-and-mortar retail locations for more interactive and engaging partnerships. These collaborations are often realized as consumer-facing marketing resources, or a way for the brand to help influencers supercharge their social media content.
Insight - Consumers are still looking to influencers in order to gain insight into different products and lifestyle pursuits. However, for many, authenticity is incredibly important as it allows them to better connect with the influencer and their message. As a result, social media users place emphasis on entertaining and engaging collaborations that communicate a genuine experience, making purchasing decisions more of an afterthought. In this sense, consumers prioritize branded lifestyles over branded goods
Insight - Consumers are still looking to influencers in order to gain insight into different products and lifestyle pursuits. However, for many, authenticity is incredibly important as it allows them to better connect with the influencer and their message. As a result, social media users place emphasis on entertaining and engaging collaborations that communicate a genuine experience, making purchasing decisions more of an afterthought. In this sense, consumers prioritize branded lifestyles over branded goods
Workshop Question - How might your brand engage influencers in the retail space?
Trend Themes
1. In-store Influencer Collaborations - The trend of in-store influencer collaborations is growing, and brands are finding new ways to invite influencers for engaging partnerships.
2. Prank Marketing - Prank marketing is gaining traction as a way for brands to attract a younger consumer base, and play on established marketing trends.
3. Creative Brand Collaborations - Creative brand collaborations like the Fenty Beauty House help build community, and provide influencers with a space to collaborate, build, and express themselves.
Industry Implications
1. Retail Industry - The retail industry is being reintroduced to consumers as an experience hub that offers more than just a place to pick up desired products.
2. Fashion Industry - The fashion industry is being challenged by today's image-conscious culture, and brands are responding with unique campaigns like Payless' Palessi Pop-Up prank.
3. Beauty Industry - The beauty industry is finding new ways to promote products and engage with consumers using social media, influencers, and innovative product collaborations like that of Fenty Beauty and Morphe Brushes.
4 Featured, 36 Examples:
86,884 Total Clicks
Date Range:
Nov 18 — Apr 20
Trending:
Warm
Consumer Insight Topics:
