Influencer measurement is one of the biggest hurdles for beauty, fashion and luxury brands, study finds

Influencer measurement is one of the biggest hurdles for beauty, fashion and luxury brands, study finds

Influencer marketing has become particularly important for beauty, fashion and luxury marketers, and its measurement is a particular challenge, with 40% of marketers surveyed saying they rely on influencers themselves. themselves or on the brand’s partners to assess their performance themselves.

“They watch everything”

One of the main reasons for this gap is the relatively advanced development of e-commerce at all levels of the beauty, fashion and luxury industries in China, said Stephen Picard, associate general manager of Publicis Sapient.

One of the benefits of processing data — and simply doing business — in China is “for better or worse, you do everything on WeChat,” said Launchmetrics chief marketing officer Alison Levy. “You walk into a store and they know who you are. You make the purchase there, whether you made it online or you’re looking at their website or their WeChat page or… they track everything.

Obviously, this creates privacy issues that create pushback in the West, but it also raises the question of how marketers can create and better analyze their first-party data, Levy said. “You shouldn’t buy data, but you should figure out what tools you need to better aggregate your own data.”

#Influencer #measurement #biggest #hurdles #beauty #fashion #luxury #brands #study #finds