Here are four key findings from the report, with associated actions for luxury brands.
1. Shoppers are seeking brands with values that align with their own
People are looking to engage with brands that share their values as well as their aesthetics. Indeed, 82% of consumers say they need fashion and luxury brands to assist in expressing their true self.
But our research suggests there is a gap between what people and fashion houses consider authentic. While brands look to craftsmanship and heritage as signifiers of authenticity in products, consumers are also seeking out clothes and accessories that communicate certain values and aspirations, such as kindness and acceptance and a desire to minimise their environmental impact.
Tip: Communicate your values in your storytelling
Today, what people love to watch, read, and interact with increasingly reflects their values and beliefs. This is especially the case among Gen Z, who are seeking out this content on YouTube.
The platform allows audiences to express their personalities in depth with long-form videos and at speed with formats like YouTube Shorts. For luxury brands, being present is only one part of the picture. Rethinking your storytelling for the platform can help communicate a deeper purpose that aligns with customers.
2. Sustainability is becoming top of mind
Search interest in the U.K. in sustainability continues to rise, but over time we’ve seen more people using context-setters or “modifiers” in their queries. For example, rather than simply searching for the topic “sustainability”, people are looking for “sustainable clothing brands UK”.
It’s an indicator that shoppers are becoming increasingly proactive when it comes to issues such as climate change — and that includes choosing one brand over another if it can show how much it respects the environment, society, and people.
