The contemporary fashion industry is intensely competitive with a multitude of both large and small players. It is also one of the most dynamic sectors frequently affected by the trends in society. In fact, each day certain styles get outdated while a plethora of new designs enters the market. 

Meanwhile, today’s consumers are knowledgeable and aware of novel fashion trends. Their fashion tastes are influenced and shaped not just by the local styles but also by global trends. Besides, information such as prices, and quality are only a click away and comparison of products has become easier than ever. On top of that, the development of fashion e-commerce has given consumers convenient access to products available worldwide. 

As evident, the landscape of fashion e-commerce is enormous. With that, influencing purchasing decisions has become extremely challenging for online fashion retailers. In this context, user-generated content can be a vital tool for fashion marketers. If you are concerned about the future of your online fashion business, this article is for you. 

What Is User Generated Content (UGC)?

As the name suggests, user-generated content refers to any sort of content which can be either text, images, audio, or video that people post on online platforms. For instance, customer reviews on websites, and social media platforms like Facebook, and Instagram. It also involves the online sharing of videos and images of the products by fans. 

Since this content is created by consumers, businesses do not have to spend money. In fact, UGC serves as an earned media which can be used along with paid advertising campaigns. 

Is UGC Important for Fashion E-commerce?

As per the Digital 2021 report published by Hootsuite, the highest share of global revenue in terms of B2C e-commerce has been attributed to the category of fashion and beauty accounting for over USD 665.5 billion. Hence, there is a great earning potential through online fashion retailing. 

However, convincing consumers to make a purchase is not easy. One reason is without physically observing, shoppers are unable to grasp precise details of the design and the quality. Meanwhile, they also share high expectations. UGC can facilitate filling this void and our article will show you how.

Authenticity is a primary factor that influences consumer purchasing decisions. People trust people rather than brands. As per Deloitte, consumers perceive online recommendations from friends, family, and reviews from customers as the most credible sources of information when purchasing products. Surprisingly, only 12% of consumers trust the brands. 

Also, people are eager to know the experience of others who have bought the same brand. Accordingly to statistics published by Deloitte, around 81% of people read customer reviews. Also, 1 in 2 consumers watch videos posted by other users before buying something. 

In fact, people seek true and honest information about the products they purchase. Besides, they want neutral views. As per Nielson, earned digital media overpowers paid media in terms of customer trust. It is evident from the above statistics, that UGC can have an immense influence on conversion rates in digital marketing. Hence, the significance of UGC in fashion e-commerce should not be underestimated.

How To Leverage UGC To Boost Your Sales?

Having comprehended the influence of UGC on buyer behavior, fashion brands should focus on getting organic reviews. Brands should deliver an exceptional service and thereby compel customers to leave a positive review and a rating. Besides, they can offer an incentive such as a free giveaway to share content online.

Fashion brands should actively contribute to increasing online sales. It is essential to respond to online queries as this will convince consumers that their opinions do matter. Brands should demonstrate a genuine interest in what consumers have to say about their products and their experience. Having two-way communication is crucial for fashion e-commerce stores to enhance consumer trust online. 

Since a majority of shoppers research online, their impression of a brand could be influenced by reviews. Thus, fashion brands should take care of the negative reviews and professionally deal with them. One strategy is to apologize publicly by posting a reply to the negative review and request what the company could do to rectify their negative experience. This will showcase the transparency of the brand and help reinforce customer trust. Also, brands could get insights on the areas that should be improved in their business to deliver superior customer value. Meanwhile, brands should also keep an eye on fake reviews.

UGC can be also leveraged to uplift the organic presence of fashion brands. Encouraging user engagement with the brand online may lead to an upsurge in website traffic. In fact, this influence is about 13.13% according to a recent SEOMoz survey. So, to boost customer engagement, it is a must that you create enticing content with high-quality visuals.

In this context, social media platforms such as Instagram and Facebook are a great way to harness the potential of UGC. In fact, social media marketing in the fashion industry is mainly about capturing the attention of potential buyers by way of attractive visual content such as stories, videos, and photos coupled with hashtag campaigns. With social user-generated content, you can easily get your brand featured. 

One tactic you can employ here is to include real images and videos of customers wearing your products. Apart from advertising across social media, you can use UGC for PPC advertisements, in your newsletters, blogs, and product catalogs. This will enable shoppers to picture how the product will look when in use. With social proof, potential buyers would be more confident in making a purchase. 

In fact, UGC is one of the most effective forms of marketing that an e-commerce fashion marketer can utilize to boost sales. So, why not enable UGC for your fashion brand right now?

Wrapping Up

Businesses do not exist without customers. So, the relationships that a fashion business develops with their customers is of paramount importance for their success. In this context, an awareness of how to interact and make use of content generated by users is mandatory for online fashion retailers. Despite how compelling your paid campaigns are, nothing could beat the power of user-generated content. In fact, being able to say, “Here is what our customers say about us and our products” could open up the shoppers’ minds more than anything else.

Key Takeaways

• B2C fashion e-commerce is evolving at a remarkable pace and influencing the buying decisions of shoppers has become more difficult than ever. 
• To ensure the survival and sustainability of the business, fashion brands should leverage user-generated content and thereby establish customer credibility.
• Incorporating customer voice into marketing messages can give prospective customers that extra push to buy your products.
• Not only does UGC help fashion brands increase their online product visibility and sales, but they also help to improve the business as a whole. 
• User-generated content is indispensable in fashion e-commerce and hence, Digital Marketers should strategize to make the optimum utilization of earned media.