Fashion and beauty brands offer livestream shopping experiences
Trend - With livestreaming being popular across a wide range of apps, fashion and beauty brands are increasingly using livestreaming as a way to market their clothes and beauty products, while simultaneously having customers buy them.
Insight - Branded, celebrity, or influencer-featuring livestreams have sway among Gen Z and young Millennials in-particular, with livestreaming being perceived as more authentic and less edited than other forms of marketing. For brands, using this authenticity helps them build campaigns that offer immediate returns, while connecting them with their target audiences.
Insight - Branded, celebrity, or influencer-featuring livestreams have sway among Gen Z and young Millennials in-particular, with livestreaming being perceived as more authentic and less edited than other forms of marketing. For brands, using this authenticity helps them build campaigns that offer immediate returns, while connecting them with their target audiences.
Workshop Question - How could your brand leverage livestream retail?
Trend Themes
1. Livestream Retail - Livestreaming is gaining popularity across a wide range of apps to market fashion and beauty brands products while offering immediate returns to the brands and connecting with their target audiences.
2. Nostalgic Shopping Livestreams - Brands using nostalgia, particularly of the early 2000s, in their livestream campaigns specifically target Millennial and Gen Z consumers.
3. Live Lifestyle Shopping Apps - 'Livestream Shopping' is a brand new feature that combines the social functionality of live events with a shopping experience, allowing users to connect with brands and industry experts while discovering new products.
Industry Implications
1. Beauty Industry - Using livestream programs can be a vehicle for ingredient safety education, tip-sharing and promotion of performance skincare products by luxury beauty brands on e-commerce platforms.
2. Fashion Industry - Livestreaming helps brands to build campaigns that offer immediate returns, while connecting them with their target audiences, including celebrities or influencer-backed events.
3. E-commerce Industry - Live Shopping features are being integrated into social shopping platforms as a way for professional streamers to help customers connect with key influencers and gain easy access to products.
