1、FIVE TRENDS SHAPING THE FUTURE OF INFLUENCER COMMERCEA WPP playbook,featuring insights from Ogilvy and The Goat AgencyintroductionThe luxury fashion and beauty landscape is undergoing a profound transformation,driven by the meteoric rise of influencer commerce.As social media platforms evolve into p

2、owerful ecommerce hubs,influencers are no longer just tastemakers;they are driving purchase decisions,shaping consumer behaviour and co-creating brand narratives.During highlight events in the luxury fashion and beauty calendar,like London Fashion Week,the conversation extends far beyond the runway,

3、amplified and disseminated by influencers across the digital sphere.The global fashion influencer market was worth$6.82 billion in 2024,with an expected growth rate of 38%by 2030.The luxury sector is emerging as a rapidly expanding portion of the market,reshaping how high-end brands engage with cons

4、umers.Beyond the Runway:The Real Impact of Influencer Commerce,developed in collaboration with Ogilvy,the WPP creative network,and The Goat Agency,a leading influencer marketing agency within WPPs GroupM,explores these shifting dynamics of luxury retail.Our exclusive YouGov survey of 2,000 UK consum

5、ers reveals a surprising trend:even the luxury sector,traditionally associated with exclusive,in-person retail experiences,is now thriving in the digital sphere dominated by content creators.Over a quarter(27%)of fashion and beauty shoppers who follow influencers have purchased luxury items directly

6、 through platforms like TikTok and Instagram,proving that social commerce isnt just for mass-market brands.This presents a critical opportunity for luxury brands showcasing at this years Fashion Weeks around the globe to leverage influencer marketing and connect with a digitally savvy luxury consume