A brand's perceived authenticity is of great importance for success in today’s marketplace.
Today, authenticity has become synonymous with user-generated content (UGC), which intends to resonate more deeply with consumers. Shoppers prefer seeing ‘real people’ with ultra-expensive watches and shoes rather than on celebrities or in highly stylized fashion shoots.
The demand for authenticity in fashion marketing stems from shifting consumer expectations, especially among younger millennials and Gen Z.
A digital-first world
Growing up in a digital-first world, these consumers find overly polished, aspirational ads to be out of touch — or worse, pretentious. Instead, they gravitate towards brands that feel genuine and relatable.
This explains why our social feeds are flooded with influencers showcasing snippets of their daily lives while sporting sponsored clothes and goods. Yet, while influencer ads and UGC have proven effective, this approach doesn’t always suit luxury brands.
Overplaying authenticity can backfire, stripping luxury brands of the very qualities – uniqueness, exclusivity, and heritage – that set them apart. So, when it comes to luxury, have we had enough of authenticity?
Why was authenticity the biggest trend in fashion? When fashion photographers began turning their lenses from celebrities and supermodels to everyday people on the streets, it created the impression that anyone could grace the pages of a fashion magazine.
This felt revolutionary. For the first time, fashion seemed to be democratized.
Authenticity was attractive to consumers who were looking for value-driven consumption. Shoppers increasingly align their purchases with personal values, expecting 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 luxury’s allure used to rely on aspiration; today’s audiences are drawn to emotional connections.
Luxury at risk
Authenticity can transform relationships with brands from purely transactional to deeply meaningful. Where are we now, and how can it damage luxury brands?
Despite its appeal, authenticity poses a serious risk for luxury brands if mishandled. Here’s why:
1. Over-reliance on influencers
While influencers can successfully drive sales for brands, they can overshadow the brand’s identity.
Consumers may associate their loyalty with the influencer rather than the brand itself, weakening long-term brand equity. Designer fashion seller, Revolve is known for its heavy reliance on influencers.
While this strategy drove brand awareness, many consumers now associate them with influencers rather than its products or values. As a result, Revolve risks being perceived as a platform for influencer promotions rather than a brand with its own identity.
2. Loss of exclusivity
Luxury thrives on craftsmanship and storytelling. Overemphasizing accessibility risks diluting its exclusivity and diminishing the perceived value of its products.
Luxury brands have built their credibility over decades. Overexposure in the name of authenticity can erode this carefully cultivated image.
3. Risk of overcorrection
Trend chasing can signal that a brand is up-to-date and responsive to media. However, luxury brands have built their reputations on being innovative and original.
So, chasing viral trends can make even the most iconic brands feel unoriginal. For instance, Marc Jacobs faced backlash for allegedly stealing a TikTok creator’s design.
This was a controversy that highlighted the risks of prioritizing virality over originality.
4. Loss of originality
Overusing influencers and saturating social feeds can fatigue audiences. A once effective strategy can quickly lose its impact.
Daniel Wellington’s decline illustrates that phenomenon. The brand, which was once synonymous with influencer marketing, saw its appeal decrease as overuse of the tactic diluted their appeal and charm.
How can luxury brands strike a balance?
Authenticity, when done right, can enhance a luxury brand’s narrative and resonate with new generations.
However, luxury brands must strike a careful balance – adapting without abandoning the idealized imagery and heritage that define their essence. Instead of blindly following trends and overlying on influencers, luxury brands need to listen to what consumers care about.
The key lies in staying original and boosting the bold qualities that made luxury aspirational in the first place.
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