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Published
Dec 1, 2017
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Millennials interested in fashion launches but struggle to differentiate them

Published
Dec 1, 2017

A new report is warning fashion brands not to rely too much on celebrity links and social media, as figures reveal that these strategies are hardly resonating with consumers when it comes to product launches.


PrettyLittleThing recently launched a collaboration with It girl Kourtney Kardashian, but will consumers remember it? - Photo: PrettyLittleThing


According to a study commissioned by launch marketing specialist agency Five by Five, millennials are more interested in fashion product launches than older consumers, with 9% of them on the lookout for new launches compared to 5% of Brits overall.

But the vast majority (61%) of British shoppers – and more than half of those in Generation Y – are not aware of any new launches from the past 12 months at all. In addition, only 3% believe celebrity endorsement makes launches stand out and only 7% said they noticed a launch after seeing it mentioned by a celebrity or influencer.

Five by Five sales and marketing director James Roles said: “Brands are using social media stars and celebrities now more than ever and yet our research findings suggest that they are having limited impact on the success of a launch. My hunch is that there is rarely an authentic connection between the celebrity and the brand they are promoting.”

Furthermore, despite social media becoming an established and respected way for brands to interact with consumers, the study reveals TV remains the main medium by which consumers learn about new product launches.

Indeed, 44% of consumers say they first noticed new products when they appeared on television, far above the proportion of those who spotted them on social media (12%) and in online ads (9%). TV is also the number one channel for millenials, with 35% of those surveyed having noticed new products on television.

This could be bad news for the 74% of fashion brands prioritising social media over traditional TV advertising, according to a previous research from Five by Five.

James Roles said: “Shareable content and social buzz allow fashion brands to generate pre-launch engagement in a way no other medium can hope to match. However, it seems many brands have been launching online with the product in mind and not the customer. A lot of people, even in the online-savvy Gen Y, still rely on TV ads to learn about new things they can buy.

“Many fashion brands still rely on digital and social media as a dominant launch channel. Whilst the department stores might focus on a sparkly TV ad every Christmas, you rarely see fashion ads on TV at any other point unless there's a price promotion.”

Roles concluded: “The use of celebrities, influencers or promotions, no matter how eye-catching, will not guarantee success. There remains no substitute to a simple and well-executed TV ad campaign when it comes to launching a new product or service.”

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