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The style trade has not had a straightforward couple of years because the pandemic disrupted shopper spending and provide chains.
Nonetheless 2022 is trying promising. Traackr information reveals that each the athletic and quick vogue classes are seeing an uptick in exercise, whereas luxurious remains to be falling behind.
Most attention-grabbing, however maybe not-so-surprising, is the massive uptick in video views. We’re seeing an analogous pattern within the magnificence trade, as influencers and types proceed leaning exhausting into video content material on Instagram and TikTok.
So what are a couple of vogue developments that influencers and their audiences are at present occupied with?
Previously “greenwashing”, or the usage of sustainability phrases for advertising and marketing and PR functions, has been an enormous concern. However, some publications like Ladies’s Put on Day by day have reported the trade is trying to “laws and restricted substances lists” to assist handle these issues.
Our information reveals that the variety of influencer posts about this subject have decreased over the previous yr. That being stated, it’s clear that sustainability remains to be an necessary subject for customers, as engagements and video views proceed to extend.
Sustainable Vogue Content material Throughout All Platforms:
- -18% posts
- +135% engagements
- +150% video views
Matters that handle sustainability in a extra particular means are additionally on the rise. For instance, thrifting has seen an increase in posts, engagements, and video views up to now yr.
Thrifting Content material Throughout All Platforms:
- +10% posts
- +7% engagements
- +34% video views
This particular class of sustainable vogue is turning into so standard that influencers are even making full blown companies out of it. For instance, TikTok influencers like Emma Rogue – who constructed a following reselling thrifted garments – opened her personal brick-and-mortar thrift retailer. She is only one of many.
Knitwear on the rise
COVID lockdowns could be ending, however customers’ want to be cozy isn’t.
Knitwear is the newest textile to seize shopper consideration. Is it due to the coziness? The colour? Or as a result of it sits someplace between Y2K and retro/boho vogue? We’re undecided. However though the variety of influencer posts have decreased over the previous yr, the variety of video views from customers has elevated.
Knitwear Content material Throughout All Platforms:
- -4% posts
- +18% video views
This pattern is getting so huge that knitwear design has change into a excessive demand job!
Vogue goes digital
It’s no secret that vogue goes digital. Many manufacturers are experimenting with a variety of applied sciences to create new experiences and simple methods for his or her audiences to buy.
So what are some tech options that vogue influencers are buzzing about?
Our information reveals that stay stream purchasing — which has actually taken off within the magnificence trade — is gaining traction amongst vogue influencers too.
Reside Buying Mentions Throughout All Platforms:
- +52% influencers
- +70% posts
- +673% engagements
- +394% video views
Our information additionally discovered that content material mentioning “digital styling” noticed a 30% enhance in video views over the previous yr as properly. Might this imply that the pandemic has impressed a everlasting change in how customers store? Will in-store purchasing ever return to pre-pandemic ranges?
In regards to the information: All information above compares March 2020 – February 2021 vs March 2021 – February 2022, with a view to a full year-over-year comparability.