Perceived brand authenticity is critical to success in today’s market.
Today, authenticity has become synonymous with user-generated content (UGC), which aims to further resonate with consumers. Shoppers prefer to see “real people” wearing ultra-expensive watches and shoes rather than celebrities or highly stylized fashion shoots.
The demand for authenticity in fashion marketing is driven by changing consumer expectations, especially among younger Millennials and Gen Z.
A digital-first world
Raised in a digital-first world, these consumers find overly sophisticated and aspirational advertising to be out of touch with society, or worse, pretentious. Instead, they are drawn to brands that are authentic and relatable.
This explains why our social feeds are filled with influencers showcasing snippets of their daily lives while sporting sponsored clothing and merchandise. Influencer advertising and UGC have proven to be effective, but this approach is not always suitable for luxury brands.
Exaggerating authenticity too much can backfire and undermine the very qualities that define luxury brands: uniqueness, exclusivity, and tradition. So, are we tired of being real when it comes to luxury?
Why has authenticity become fashion’s biggest trend? When fashion photographers started turning their lenses from celebrities and supermodels to everyday people on the street, the impression was created that anyone could grace the pages of a fashion magazine. I did.
This felt revolutionary. For the first time, fashion seemed democratized.
Authenticity was appealing to consumers seeking value-driven consumption. Shoppers are increasingly aligning their purchases with their personal values and expect brands, even luxury ones, to “walk the talk” when it comes to sustainability, inclusivity, and transparency.
Finally, consumers want to feel seen and heard by brands. While the appeal of luxury once relied on aspiration, today’s audiences are drawn to emotional connections.
Luxury goods at risk
Authenticity can transform a relationship with a brand from purely transactional to deep and meaningful. Where are we now and what damage could it do to luxury brands?
Despite its appeal, authenticity poses serious risks for luxury brands if handled incorrectly. Here’s why:
1. Overreliance on influencers
Influencers can successfully increase sales for your brand, but they can also overshadow your brand’s identity.
Consumers may become loyal to the influencer rather than the brand itself, weakening long-term brand value. Designer fashion retailer Revolve is known for relying heavily on influencers.
Although this strategy has increased brand awareness, many consumers now associate brands with influencers rather than products or values. As a result, Revolve risks being perceived as a platform for influencer promotion rather than a brand with its own identity.
2. Loss of exclusivity
Luxury thrives on craftsmanship and storytelling. If you place too much emphasis on accessibility, you risk diluting its exclusivity and reducing the perceived value of your product.
Luxury brands have been building trust for decades. Overexposure in the name of authenticity can undermine this carefully cultivated image.
3. Risk of overcorrection
Following trends can show your brand is up to date and media sensitive. However, the luxury brand has developed a reputation for being innovative and original.
So chasing viral trends can make even the most iconic brands feel unoriginal. For example, Marc Jacobs faced backlash for stealing designs from TikTok creators.
This was a controversy that highlighted the risks of prioritizing virality over originality.
4. Loss of originality
Using too many influencers or over-saturated social feeds can lead to audience fatigue. Strategies that were once effective can quickly lose their effectiveness.
The decline of Daniel Wellington illustrates this phenomenon. Once synonymous with influencer marketing, the brand has become less appealing and appealing due to the overuse of tactics.
How can luxury brands strike a balance?
When done right, authenticity can strengthen a luxury brand’s story and resonate with a new generation.
However, luxury brands must strike a careful balance between adapting without abandoning the ideal images and traditions that define their essence. Rather than blindly following trends or relying on influencers, luxury brands need to listen to what consumers are interested in.
The key is to remain original and enhance the bold qualities that made luxury aspirational in the first place.
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