THE ROLE OF
UGC IN FASHION.

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

The Miappi January 2020 Report.

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UGC IS THE HOLY GRAIL FOR
FASHION MARKETERS.

The way in which we buy fashion items has evolved. The modern consumer is looking for social proof such as images, videos and reviews from happy customers before they part with their hard earned cash. These brands have worked out how to generate and get real ROI from their UGC.

What’s in this report?

Building on the success of our 2018 fashion report, we have packaged up more up-to-date of fashion brands leading the way in UGC marketing. This time, we share 6 real world examples.

1. Introduction

2. Challenges

3. Actions

4. Calvin Klein

5. Aerie

6. Pura Vida

7. Everlane

8. Jacquemus

9. Missguided

10. Conclusion



FASHION BUYERS RELY ON UGC

54%

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

Salesforce

72%

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

Retail Dive

71%

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

Hubspot

GET INSPIRED

Use these best-in-class examples from the fashion industry as inspiration for your next user-generated content campaign.

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