THE ROLE OF UGC IN FASHION.

Aerie

Aerie an international womenswear brand leveraged a UGC campaign to align themselves with a purpose close to their target audience; women’s self-esteem and body positivity.

Aerie first made a pledge to stop retouching photos that model their swimsuit range, then they encouraged their customers to post untouched images of themselves posing in their swimsuits on Instagram using #AerieReal.

Aerie also pledged to donate $1 to the National Eating Disorders Association for every user generated post on Instagram using the hashtag. A perfect example of a brand doing social good, raising money for and awareness of a worthy cause whilst generating positive sentiment on social channels. 

There are now over 200,000 #AerieReal posts on Instagram.

CONCLUSION

Not only is leveraging UGC effective, it's also a tactic that can be used by fashion brands of all sizes.

Lack of social content and organic conversation is no longer a challenge for fashion marketers who want to start using UGC. The brands featured in this report have successfully encouraged their customers to start sharing positive sentiment. That sentiment and the visual content (iamges and videos) that accompany it is the fuel that marketeers need. 

Technology platforms make it easier to curate, the content and get the necessary consent to use it. Those same tech platforms can then facilitate the distribution of the content to your marketing channels. 

Harnessing UGC and maximising your ROI from influencers and unpaid advocates has never been easier. 


Making the Valuable, Visible

Miappi helps brands collect, curate and distribute user-generated content to increase engagement and sales across digital marketing channels.

Discover

Use Miappi to discover and harness the best user-generated comments, photos and videos from Instagram, Facebook, Twitter, YouTube, Pinterest and many more social networks. 

Curate

Find great content from influencers to boost audience engagement. Moderate the content by eye or apply powerful AI tools to speed-up moderation.

Display

Embed your social wall on any website, on digital screens, at live events, in kiosks, into email campaigns and paid social.

Measure

Use Advanced Analytics to measure success. Look at dwell time, identify influencers, see where in the world users are engaging and which posts are being viewed most.

THE ROLE OF UGC IN FASHION.

How fashion brands are digitising 

word-of-mouth to engage consumers.


The Miappi January 2020 Report.

13 M

Page views as a result of Burberry's "The Art of The Trench" UGC led campaign

Calvin Klein

Underwear super brand Calvin Klein launched #mycalvins in 2016, an intuitive UGC campaign which now has over 700,000 posts on Instagram.

This has recently evolved to "Our Family. #MyCalvins" and is backed by a number of celebrities and musicians.

The campaign is a great example of how a brand can think outside of just getting product mentions. Instead the Calvin Klein team asked consumers to show them what they do in their Calvins. As you can imagine this inspired a variety of different contexts and accompanying stories. 

The social media team also realised the importance of celebrating the content of their customers, as they regularly repost those that interact with the campaign. 

FAQ: How do I encourage my customers to use my hashtag? How many of my customers are already posting about my products? 

Just ask and and an expert will reply!


Pura Vida 

A sure-fire way to ensure your customers on social see content from your happy customers is to license and add UGC to your social ads. This is exactly what Pura Vida Bracelets did using Facebook Ads. Adding user- generated content to your ads is a great way to avoid ad fatigue whilst providing social proof to potential customers.

This campaign that included a mixture of product shots and UGC led to 20x more unique products being sold. 

FAQ: How can brands get consent to use content in their social ads like Pura Vida? Have a question related to this use case? Just ask.

Everlane

Fashion brand Everlane have developed a timeless UGC strategy. Ahead of every new product launch, Everlane asks their customers to “wear test” the item and share their thoughts on Instagram. See how they promote the hashtag for their Day Glove here. The brand is constantly creating new products and so there will always be new stimulus for consumer content creation.

What better way to make customers feel exclusive whilst creating a bank of social proof?

Jacquemus

Fashion brand Jacquemus features user-generated content from their customers in their Instagram Stories.

Why is this such an effective use case? Because brands achieve an average Instagram stories completion rate of 69%, this is where your customers are willing to listen to you. Stories also have a 15-25% swipe through rate and this is increasing year on year. All of this suggests Instagram Stories is the perfect place to highlight happy customers.

Adding UGC is also an effective way to introduce and re-introduce customers to your products. After all, 60% of consumers learn about new products from Instagram.

Posting UGC to Instagram Stories is easy too. Providing you have a tool to get consent for the content, Instagram Stories will allow you to give credit to the original poster with a link back to the original post. Adding the name and link of the original poster adds even more authenticity!

54%

72%

71%

of people are more likely to make a purchase online if the product or service comes recommended by others.



of millennials use social channels to research products before they buy.


of millenials buy fashion and beauty products based on Instagram posts.

 “I started the Instagram account before I even launched the website.”

LISA BUHLER OF LISA SAYS GAH

HAVE A QUESTION?ASK AN EXPERT

OR BOOK A FREE CONSULTATION

Source - Hubspot

Source - Retail Dive

Source - Salesforce

IT’S NEVER BEEN EASIER TO BUILD A COMMUNITY AROUND YOUR FASHION BRAND AND TO CREATE AN ARMY OF LOYAL FANS WHO’LL GO OUT OF THEIR WAY TO SHOW OFF YOUR PRODUCTS. ALL YOU NEED TO DO IS TO GIVE THEM A GOOD REASON, WHETHER THAT’S FROM THE RECOGNITION THEY’LL GET WHEN YOU SHARE THEIR CONTENT OR WHETHER YOU INCENTIVISE IT BY OFFERING PROMOS, CHARITY DONATIONS AND OTHER REWARDS.  

The bottom line is this: user-generated content shows your products in a good light and it also helps you to sell more of them. Used correctly UGC is one of the most powerful tools in the fashion marketer’s arsenal. And if you’re not using it, you can bet that your competitors are. 

HERE'S A SNEAK PEAK...

CHALLENGES

OPENING YOURSELF UP TO USING UGC DOESN’T COME WITHOUT ITS CHALLENGES. PERHAPS THE MOST OBVIOUS OF THOSE IS A PERCEIVED LOSS OF CONTROL. 

Many brands have historically been unwilling to relinquish any control over the brand. But in the social media era the way that your brand is perceived can be out of your hands and in those of the people who talk about you on Instagram, Facebook and YouTube. 

That's a nice problem to have though for many brands...lots of people talking about you and your products. That’s something new and it needs to be understood and managed.

It's hard to control what people say about you on the social media channels themselves, but once that content is out there are methods that brands can use to harness the comments, images and videos to their advantage.


 

By using social media aggregation platforms brands can collect all of the content relevant to them into a single place. From there they can choose which bits of content they want to republish to their other marketing channels, for example, websites, digital billboards, their own social channels etc., places where an entirely new audience can then get to see the amazing content that both influencers and the regular consumers are producing around your product lines. 

Of course, not every brand instantly generates huge amounts of conversation on social media. For those brands (the majority probably) earning good content is the first hurdle they need to overcome. For starters you
need buy-in from the community. If people aren’t already passionate about your brand, it’s going
to be difficult for you to build participation and involvement. 
Luckily, fashion is an industry that
people are keen to be vocal about and so even if your social media audience isn’t passionate enough
about your brand yet, you can bet that they’re passionate about fashion as a whole and so they
will want to get involved.


Perhaps most significantly, user-generated content allows us to hear the thoughts and opinions of real consumers.

The numbers back this up, too. Fashion brands receive a 90% increase in conversion rates for shoppers who interact with UGC, and they also receive 101% more revenue. User-generated content even leads to increased time on site (+90%), and 56.3% of fashion
shoppers interact with UGC before making a purchase.

Talk-ability on social media is not only a barometer of success. The online chatter and the content that accompanies it can be seen as 'social proof' that builds consumer trust in a brand.

Whether it's influencer content, user-generated content or written reviews, all of this content is highly valuable to marketers. 

 USER-GENERATED CONTENT (UGC) IS BIG BUSINESS. FASHION BRANDS HAVE HAD THEIR EYES ON IT SINCE SOCIAL MEDIA AND CONTENT MARKETING FIRST EXPLODED ONTO THE SCENE AND OPENED THEIR EYES TO THE POWER OF AUTHENTICITY. IN THIS REPORT YOU WILL FIND BEST IN CLASS EXAMPLES OF FASHION BRANDS USING UGC.


People respond well to authenticity. We often ask our friends for their opinion before we buy and many trust online reviews more than we trust the marketing materials of brands. In fact, user-generated content on product detail pages and on checkout pages results in a 5-7% increase in conversion rate, while the average order value can be increased by 2% when UGC is directly incorporated on e-commerce product pages. Facebook adverts featuring UGC perform 23% better than those without.  UGC increases conversions by 10% when included in an online purchase path. 

User-generated content can work particularly well for fashion brands because it allows people to see clothing and accessories worn by genuine consumers in a real setting. When seen in that context there’s less need to worry about retouched images because the content hasn’t been. 


Miappi is one of the original UGC platforms used by global brands to add content to their marketing channels. 

Their team of experts are on hand to offer strategic advice and support if you want to start your journey into UGC marketing. 

Do you have any questions about any of these case studies?

Do you have an idea you would like an opinion on?

Ask an expert a question below to receive an answer via email.

Or if you are interested in the technology helping fashion brands take control of their UGC strategy, book a time to speak to us.

1. Introduction

2. Challenges

3. Calvin Klein

4. Aerie

5. Pura Vida

6. Everlane 

7. Jacquemus

8. Conclusion

9. Request a Demo

CONTENTS

1. Introduction

2. Challenges

3. Calvin Klein

4. Aerie

5. Pura Vida

6. Everlane 

7. Jacquemus

8. Conclusion

9. Request a Demo

1. Introduction

2. Challenges

3. Calvin Klein

4. Aerie

5. Pura Vida

6. Everlane 

7. Jacquemus

8. Conclusion

9. Request a Demo

INTRODUCTION

Perhaps most significantly, user-generated content allows us to hear the thoughts and opinions of real consumers.

The numbers back this up, too. Fashion brands receive a 90% increase in conversion rates for shoppers who interact with UGC, and they also receive 101% more revenue. User-generated content even leads to increased time on site (+90%), and 56.3% of fashion
shoppers interact with UGC before making a purchase.

Talk-ability on social media is not only a barometer of success. The online chatter and the content that accompanies it can be seen as 'social proof' that builds consumer trust in a brand.

Whether it's influencer content, user-generated content or written reviews, all of this content is highly valuable to marketers.

 USER-GENERATED CONTENT (UGC) IS BIG BUSINESS. FASHION BRANDS HAVE HAD THEIR EYES ON IT SINCE SOCIAL MEDIA AND CONTENT MARKETING FIRST EXPLODED ONTO THE SCENE AND OPENED THEIR EYES TO THE POWER OF AUTHENTICITY. IN THIS REPORT YOU WILL FIND BEST IN CLASS EXAMPLES OF FASHION BRANDS USING UGC.


People respond well to authenticity. We often ask our friends for their opinion before we buy and many trust online reviews more than we trust the marketing materials of brands. In fact, user-generated content on product detail pages and on checkout pages results in a 5-7% increase in conversion rate, while the average order value can be increased by 2% when UGC is directly incorporated on e-commerce product pages. Facebook adverts featuring UGC perform 23% better than those without. 

User-generated content can work particularly well for fashion brands because it allows people to see clothing and accessories worn by genuine consumers in a real setting. When seen in that context there’s less need to worry about retouched images because the content hasn’t been. 


Source - Salesforce

Source - Retail Dive

Source - Hubspot

 “I started the Instagram account before I even launched the website.”

LISA BUHLER OF LISA SAYS GAH

of millennials use social channels to research products before they buy.


of millenials buy fashion and beauty products based on Instagram posts.

71%

of people are more likely to make a purchase online if the product or service comes recommended by others.



OPENING YOURSELF UP TO USING UGC DOESN’T COME WITHOUT ITS CHALLENGES. PERHAPS THE MOST OBVIOUS OF THOSE IS A PERCEIVED LOSS OF CONTROL. 

Many brands have historically been unwilling to relinquish any control over the brand. But in the social media era the way that your brand is perceived can be out of your hands and in those of the people who talk about you on Instagram, Facebook and YouTube. 

That's a nice problem to have though for many brands...lots of people talking about you and your products. That’s something new and it needs to be understood and managed.

It's hard to control what people say about you on the social media channels themselves, but once that content is out there are methods that brands can use to harness the comments, images and videos to their advantage.


 

By using social media aggregation platforms brands can collect all of the content relevant to them into a single place. From there they can choose which bits of content they want to republish to their other marketing channels, for example, websites, digital billboards, their own social channels etc., places where an entirely new audience can then get to see the amazing content that both influencers and the regular consumers are producing around your product lines. 

Of Course, not every brand instantly generates huge amounts of conversation on social media. For those brands (the majority probably) earning good content is the first hurdle they need to overcome. For starters you
need buy-in from the community. If people aren’t already passionate about your brand, it’s going
to be difficult for you to build participation and involvement. 
Luckily, fashion is an industry that
people are keen to be vocal about and so even if your social media audience isn’t passionate enough
about your brand yet, you can bet that they’re passionate about fashion as a whole and so they
will want to get involved.


CHALLENGES

CONCLUSION

Not only is leveraging UGC effective, it's also a tactic that can be used by fashion brands of all sizes.

Lack of social content and organic conversation is no longer a challenge for fashion marketers who want to start using UGC. The brands featured in this report have successfully encouraged their customers to start sharing positive sentiment. That sentiment and the visual content (images and videos) that accompany it is the fuel that marketeers need. 

Technology platforms make it easier to curate, the content and get the necessary consent to use it. Those same tech platforms can then facilitate the distribution of the content to your marketing channels. 

Harnessing UGC and maximising your ROI from influencers and unpaid advocates has never been easier.


IT’S NEVER BEEN EASIER TO BUILD A COMMUNITY AROUND YOUR FASHION BRAND AND TO CREATE AN ARMY OF LOYAL FANS WHO’LL GO OUT OF THEIR WAY TO SHOW OFF YOUR PRODUCTS. ALL YOU NEED TO DO IS TO GIVE THEM A GOOD REASON, WHETHER THAT’S FROM THE RECOGNITION THEY’LL GET WHEN YOU SHARE THEIR CONTENT OR WHETHER YOU INCENTIVISE IT BY OFFERING PROMOS, CHARITY DONATIONS AND OTHER REWARDS. 

The bottom line is this: user-generated content shows your products in a good light and it also helps you to sell more of them. Used correctly UGC is one of the most powerful tools in the fashion marketer’s arsenal. And if you’re not using it, you can bet that your competitors are.

Miappi is one of the original UGC platforms used by global brands to add content to their marketing channels. 

Their team of experts are on hand to offer strategic advice and support if you want to start your journey into UGC marketing. 

Do you have any questions about any of these case studies? Do you have an idea you would like an opinion on?

Ask an expert a question below to receive an answer via email.

Or if you are interested in the technology helping fashion brands take control of their UGC strategy, book a time to speak to us.

Underwear super brand Calvin Klein launched #mycalvins in 2016, an intuitive UGC campaign which now has over 700,000 posts on Instagram.

This has recently evolved to "Our Family. #MyCalvins" and is backed by a number of celebrities and musicians.

The campaign is a great example of how a brand can think outside of just getting product mentions. Instead the Calvin Klein team asked consumers to show them what they do in their Calvins. As you can imagine this inspired a variety of different contexts and accompanying stories. 

The social media team also realised the importance of celebrating the content of their customers, as they regularly repost those that interact with the campaign. 

Aerie an international womenswear brand leveraged a UGC campaign to align themselves with a purpose close to their target audience; women’s self-esteem and body positivity.

Aerie first made a pledge to stop retouching photos that model their swimsuit range, then they encouraged their customers to post untouched images of themselves posing in their swimsuits on Instagram using #AerieReal.

Aerie also pledged to donate $1 to the National Eating Disorders Association for every user generated post on Instagram using the hashtag. A perfect example of a brand doing social good, raising money for and awareness of a worthy cause whilst generating positive sentiment on social channels. 

There are now over 200,000 #AerieReal posts on Instagram.

Aerie

Pura Vida 

A sure-fire way to ensure your customers on social see content from your happy customers is to license and add UGC to your social ads. This is exactly what Pura Vida Bracelets did using Facebook Ads. Adding user- generated content to your ads is a great way to avoid ad fatigue whilst providing social proof to potential customers.

This campaign led to 20x more unique products being sold. 

Fashion brand Everlane have developed a timeless UGC strategy. Ahead of every new product launch, Everlane asks their customers to “wear test” the item and share their thoughts on Instagram. The brand is constantly creating new products and so there will always be new stimulus for consumer content creation.

What better to wear to make customers feel exclusive whilst creating a bank of social proof?

Everlane

Jacquemus

Fashion brand Jacquemus features user-generated content from their customers in their Instagram Stories.

Why is this such an effective use case? Because brands achieve an average Instagram stories completion rate of 69%, this is where your customers are willing to listen to you. Stories also have a 15-25% swipe through rate and this is increasing year on year. All of this suggests Instagram Stories is the perfect place to highlight happy customers.

Adding UGC is also an effective way to introduce and re-introduce customers to your products. After all, 60% of consumers learn about new products from Instagram.

Posting UGC to Instagram Stories is easy to. Providing you have a tool to get consent for the content, Instagram Stories will allow you to give credit to the original poster with a link back to the original post. Adding the name and link of the original poster adds even more authenticity!

How fashion brands are digitising word-of-mouth to engage consumers.

The Miappi January 2020 Report.

ASK AN EXPERTASK AN EXPERT

FAQ: How can brands get consent to use content in their social ads like Pura Vida? Have a question related to this use case? Just ask.

FAQ: How do I encourage my customers to use my hashtag? How many of my customers are already posting about my products? 

 

ACTIONS

WE WILL SEE LATER HOW SOME LEADING BRANDS HAVE USED UGC TO GREAT EFFECT BUT WHAT SPECIFIC ACTIONS CAN YOU TAKE TO START USING CONSUMER GENERATED CONTENT EFFECTIVELY IN YOUR MARKETING? 

1. FIND THE RIGHT PLATFORM PARTNER 

Find a software platform that can collect, curate and moderate user-generated content from social media and from direct upload. The same platform should also be able to seek consent from the contributor where required. Your chosen platform should allow you to publish your curated UGC to the marketing channels that matter to you. Websites, digital display screens, emails, advertising. 

2. MAKE YOUR CUSTOMERS THE STARS 

People love to share stories, images and videos of their new looks. Create a relevant hashtag campaign and incentivize your customers to upload their stories to social media and/or direct to your website. You can encourage participation with both online campaigns and real-world activations. As well as using a hashtag you can ask customers to @mention your brand. You can also encourage them to tag their images. Both mentions and image tags can be used later to filter and curate content within your chosen UGC platform.

 


 

3. USE REAL PEOPLE TO TELL THE STORY 

In recent years there’s been a trend for using paid influencers in almost every aspect of marketing. But, for a variety of well publicised reasons, both brand and consumer trust in influencers has started to diminish. Consumers react more positively to images of people like themselves. Real people bring authenticity to any marketing campaign and so well chosen UGC content cuts through far better than both brand and influencer generated content. 

4. IMPROVE CONSUMER EXPERIENCE

Sort the user content you collect into categories and math them with product shots on your product pages to add an element of social proof to your online shopping experience.

Do the leg work for your consumers by serving up the most up to date and relevant visual reviews of your products at important points along the path to purchase. Making the decision an easy one for every visitor. 


 




 

A STUDY BY TOLUNA, A DIGITAL INSIGHTS COMPANY, DISCOVERED THAT 47% OF CONSUMERS FELT ADS THAT FEATURED ORDINARY, REAL PEOPLE RESONATED THE MOST WITH THEM. 30% MORE THAN ADS FEATURING CELEBRITIES AND 40% MORE THAN THOSE FEATURING ACTORS/ ACTRESSES. 

– CAMPAIGN LIVE 

 

3. USE REAL PEOPLE TO TELL THE STORY 

In recent years there’s been a trend for using paid influencers in almost every aspect of marketing. But, for a variety of well publicised reasons, both brand and consumer trust in influencers has started to diminish. Consumers react more positively to images of people like themselves. Real people bring authenticity to any marketing campaign and so well chosen UGC content cuts through far better than both brand and influencer generated content. 

4. IMPROVE CONSUMER EXPERIENCE

Sort the user content you collect into categories and math them with product shots on your product pages to add an element of social proof to your online shopping experience.

Do the leg work for your consumers by serving up the most up to date and relevant visual reviews of your products at important points along the path to purchase. Making the decision an easy one for every visitor. 

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