TheIndustry.fashion in partnership with referral marketing experts, Mention Me, has conducted a survey to explore the idea of influencers, what really resonates with consumers, and how brands can harness the power of friends and family. 

Exclusive new research shows that while social media influencers are good for raising brand awareness if you want to convert recommendations into sales then turning customers into advocates is a more effective route. 

Earlier this year, TheIndustry.fashion and Mention Me asked 2,000 people across the UK, what influences their shopping habits. 

The highlights are: 

• A recommendation from a friend or family member was the most popular reason cited for being inspired to buy a fashion item. 17% of respondents cited this source, versus just 7% for an influencer/celebrity.
• Influencers engage young people but are largely irrelevant for the older consumer.
• Perhaps surprisingly, given their greater engagement with influencers, younger people are much more likely to act on personal recommendations.
• Of the small proportion of respondents who follow influencers (slightly more than a quarter), 74% have bought a recommended item.
• Knowing that an influencer has been paid to endorse a product deters 40% of people from buying it. In comparison, almost half (45%) of people have bought a fashion item following a friend or family member’s recommendation. This is even higher for younger consumers at an impressive 70%.

Almost 60% of all respondents are more likely to buy an item recommended by a friend or family member than a celebrity or influencer. 

This is an in-depth report, carried out by referral marketing experts Mention Me and TheIndustry.fashion.

Please download your free copy now

TheIndustry.fashion is an intelligence-led media & events business targeting fashion industry professionals.