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Harnessing the power of online reviews to drive footfall in fashion retail

The fashion industry relies heavily on shopper advocacy – arguably more than any other sector.

It is also a sector that consistently utilises influencers and celebrities to attract interest and generate a sense of loyalty to a brand – especially among younger demographics. Not to mention the fact that fashion shoppers are generally very social and willing to engage through a range of social networks.

In principle then, all the tools are there to help brands build up a loyal following. The issue of course is that competition is fierce, with shoppers exhibiting highly inconstant behaviour. It’s easy to switch between retail brands if one begins generating more buzz than a previous favourite.

What can be done to stand out from the crowd? As effective as celebrities are at grabbing initial attention, people put the most trust in what other shoppers think. Fashion retailers can capitalise on this trust through harnessing the proven pulling-power of shopper reviews.

This IMRG report, supported by Yext, looks at: 

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IMRG Members - Download the Full Report

IMRG members can access the full report here. Simply login at the top right of the page to view the download button.