A new YouGov survey of 2,000 UK consumers, part of a report commissioned by British creative transformation company WPP, Ogilvy, and The Goat Agency, reveals that 27% of fashion and beauty shoppers who follow influencers have purchased luxury items directly through social media platforms like TikTok and Instagram, indicating significant shifts in luxury retail dynamics.
“This research demonstrates a major shift in luxury consumer behavior. The accessibility and convenience of social commerce are redefining how shoppers, particularly younger demographics, engage with and acquire high-end fashion and beauty products,” states Rahul Titus, Global Head of Influence at Ogilvy.
The study confirms the rise to prominence of the global fashion influencer market, which is projected to grow 38% by 2030 from its $6.82 billion value in 2024. Luxury brands represent an expanding segment of this ecosystem.
Titled “Beyond the Runway: The Real Impact of Influencer Commerce,” the report identifies five key trends shaping luxury influencer commerce:
Authenticity as a Trust-Building Mechanism
In-depth product reviews (49%) and styling videos (39%) represent the most effective forms of influencer content driving purchases. The research indicates consumers value genuine recommendations over traditional advertising formats.
Luxury brands achieve greater success when partnering with influencers who align with their brand values and aesthetic. WPP notes this requires moving beyond follower metrics to focus on the influencer’s audience, content style, and personal brand alignment.
Source: WPP
Micro-Influencers Driving Engagement in Niche Communities
The survey finds that 24% of fashion and beauty shoppers who follow influencer recommendations trust micro-influencers (10k-100k followers). These creators often maintain stronger, more direct connections with followers, fostering trust within specific niche communities.
Micro-influencers frequently deliver higher returns on investment due to highly engaged audiences, presenting a cost-effective approach for luxury brands seeking to connect with discerning consumers, particularly during economic uncertainty.
Social Commerce Creating Seamless Purchase Experiences
With 27% of fashion and beauty shoppers purchasing luxury items directly through social platforms, integrating shoppable experiences into influencer campaigns creates frictionless paths to purchase.
“The rise of social commerce for luxury goods presents an incredible opportunity for brands to work with creators who can connect them with new audiences outside their usual demographics,” notes Ellie Hooper, Head of Client at The Goat Agency.
The report emphasizes that clear disclosure of paid partnerships maintains transparency while complying with regulations. Brands are advised to check influencer content once published to ensure brand alignment.
Source: WPP
Influencers as Creative Partners in Brand Storytelling
Successful luxury brands increasingly collaborate with influencers as content creators rather than merely promoters. This approach requires providing clear briefs while allowing creative freedom to develop genuine content that resonates with specific audiences.
The research suggests that ongoing communication maximizes partnership impact while enabling brands to move beyond traditional advertising formats toward interactive experiences, including augmented reality, shoppable posts, or limited-edition collaborative products.
Value Alignment Driving Commercial Success
The findings reveal that 39% of fashion and beauty shoppers consider an influencer’s personal views before making purchases. Value alignment protects brand reputation while building consumer trust.
For luxury brands, due diligence should extend beyond checking for fake followers to include an assessment of the influencer’s values, past associations, and overall online persona.
The research was conducted in February 2025 with 2,111 UK adults, including 479 fashion and beauty shoppers who follow influencer recommendations. The survey results are weighted to be representative of all UK adults aged 18 and older.
The findings indicate that luxury brands showcasing at Fashion Weeks can leverage influencer marketing to connect with digitally savvy luxury consumers as social media platforms become e-commerce hubs where influencers increasingly drive purchasing decisions.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
A new YouGov survey of 2,000 UK consumers, part of a report commissioned by British creative transformation company WPP, Ogilvy, and The Goat Agency, reveals that 27% of fashion and beauty shoppers who follow influencers have purchased luxury items directly through social media platforms like TikTok and Instagram, indicating significant shifts in luxury retail dynamics.
“This research demonstrates a major shift in luxury consumer behavior. The accessibility and convenience of social commerce are redefining how shoppers, particularly younger demographics, engage with and acquire high-end fashion and beauty products,” states Rahul Titus, Global Head of Influence at Ogilvy.
The study confirms the rise to prominence of the global fashion influencer market, which is projected to grow 38% by 2030 from its $6.82 billion value in 2024. Luxury brands represent an expanding segment of this ecosystem.
Titled “Beyond the Runway: The Real Impact of Influencer Commerce,” the report identifies five key trends shaping luxury influencer commerce:
Authenticity as a Trust-Building Mechanism
In-depth product reviews (49%) and styling videos (39%) represent the most effective forms of influencer content driving purchases. The research indicates consumers value genuine recommendations over traditional advertising formats.
Luxury brands achieve greater success when partnering with influencers who align with their brand values and aesthetic. WPP notes this requires moving beyond follower metrics to focus on the influencer’s audience, content style, and personal brand alignment.
Source: WPP
Micro-Influencers Driving Engagement in Niche Communities
The survey finds that 24% of fashion and beauty shoppers who follow influencer recommendations trust micro-influencers (10k-100k followers). These creators often maintain stronger, more direct connections with followers, fostering trust within specific niche communities.
Micro-influencers frequently deliver higher returns on investment due to highly engaged audiences, presenting a cost-effective approach for luxury brands seeking to connect with discerning consumers, particularly during economic uncertainty.
Social Commerce Creating Seamless Purchase Experiences
With 27% of fashion and beauty shoppers purchasing luxury items directly through social platforms, integrating shoppable experiences into influencer campaigns creates frictionless paths to purchase.
“The rise of social commerce for luxury goods presents an incredible opportunity for brands to work with creators who can connect them with new audiences outside their usual demographics,” notes Ellie Hooper, Head of Client at The Goat Agency.
The report emphasizes that clear disclosure of paid partnerships maintains transparency while complying with regulations. Brands are advised to check influencer content once published to ensure brand alignment.
Source: WPP
Influencers as Creative Partners in Brand Storytelling
Successful luxury brands increasingly collaborate with influencers as content creators rather than merely promoters. This approach requires providing clear briefs while allowing creative freedom to develop genuine content that resonates with specific audiences.
The research suggests that ongoing communication maximizes partnership impact while enabling brands to move beyond traditional advertising formats toward interactive experiences, including augmented reality, shoppable posts, or limited-edition collaborative products.
Value Alignment Driving Commercial Success
The findings reveal that 39% of fashion and beauty shoppers consider an influencer’s personal views before making purchases. Value alignment protects brand reputation while building consumer trust.
For luxury brands, due diligence should extend beyond checking for fake followers to include an assessment of the influencer’s values, past associations, and overall online persona.
The research was conducted in February 2025 with 2,111 UK adults, including 479 fashion and beauty shoppers who follow influencer recommendations. The survey results are weighted to be representative of all UK adults aged 18 and older.
The findings indicate that luxury brands showcasing at Fashion Weeks can leverage influencer marketing to connect with digitally savvy luxury consumers as social media platforms become e-commerce hubs where influencers increasingly drive purchasing decisions.
Get the full report here.