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Word of mouth trounces paid influence for UK shoppers – report

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September 2, 2025

A new report claims that word of mouth beats paid influencer endorsement for the majority of UK consumers. And it seems purchases driven by influencer endorsements on social media have declined from 54% in 2023 to 50% of British shoppers in 2025.

Photo: Pixabay

The research was conducted by product experience company Akeneo, which surveyed 1,800 consumers online across the US, UK, Germany, France, Netherlands, Sweden, Australia, and Italy. It spoke to some 250 people in the UK.

The research found that independent customer reviews and user-generated content (UGC) carry more weight in British shoppers’ purchasing decisions than celebrity or influencer marketing.

Some 65% of UK consumers say they’ve made a purchase based on online reviews or comments from fellow shoppers, compared with just 58% who say they’ve been influenced by social media endorsement. 

The most popular product categories where UK consumers actively sought out peer-to-peer information included sports and leisure equipment (63%), decorative homewares (58%), luxury goods (56%), and cultural events (55%).

And the aforementioned decline in the number of respondents reported having made a purchase based on influencer content comes despite the prevalence of sponsored posts and branded content in product marketing.

The report also contained a warning: however, they’ve arrived at a product, 66% of UK shoppers say discrepancies between what they receive and its description are a key reason for leaving negative reviews. Some 40% of respondents have returned an item in the past year because the product details were inaccurate or misleading. 

That said, Akeneo’s data shows the return rate driven by poor product information has decreased from 49% in 2023. So perhaps product descriptions are improving? Regardless, the company said the data “highlights a key issue in the context of the rapid rise of agentic AI and AI agent-powered shopping, which requires clean and accurate product data to serve item suggestions”.

“From high return rates to abandoned carts, so many of the issues that damage customer trust can be traced back to poor product data. Creating a single source of truth through a robust PIM system, enhanced with AI-driven data governance, empowers retailers to deliver a seamless experience across channels – and sets the foundation for the five-star reviews that increasingly power AI shopping recommendations while also encouraging UK shoppers to purchase,” said CEO Romain Fouache.

He added: “Ultimately, shoppers trust other shoppers. The data makes it clear that UK brands need to encourage reviews, ratings, and organic content like photos or videos from real customers.  Brands also need to make sure they are listening and using feedback to improve product information and amplify positive customer voices across channels. This kind of transparency builds community and credibility.”

Copyright © 2025 FashionNetwork.com All rights reserved.



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Lululemon founder Chip Wilson seeks Advent’s ouster in proxy fight, Semafor reports

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Reuters

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January 20, 2026

Lululemon founder Chip Wilson is trying to excise private equity firm Advent from the apparel maker’s board as part of an ongoing proxy fight, Semafor reported on Monday, citing people familiar with ⁠the matter.

Lululemon

Wilson had launched a proxy fight in late December by nominating three independent ⁠directors to the company’s board.

Wilson is one of Lululemon’s largest independent shareholders, with a 4.27% stake as of ‍December 2025, ‌according to data compiled by LSEG.

While Wilson has ⁠said he does ‌not want a board seat, he is making ‌it clear that he will not consider any settlement with Lululemon unless two legacy directors, including chair David Mussafer, resign, Semafor reported.

The yogawear maker ‍founder’s frustrations have been compounded by Advent’s spotty record in the consumer space, according to the Semafor report.

Lululemon ‌also ⁠faces ​activist pressure from Elliott Management, which took ⁠a $1 ​billion stake in the company earlier in December and has been working closely with former Ralph Lauren ​executive Jane Nielsen for a potential CEO role.

Reuters could not immediately verify ⁠the report. Lululemon and Advent ⁠did not immediately respond to requests for comment. 

© Thomson Reuters 2026 All rights reserved.



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Farewells, fresh faces at Men’s Fashion Week in Paris

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AFP

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January 20, 2026

Men’s Fashion Week kicks off in Paris on Tuesday and will feature six days of trend-setting catwalk shows, a farewell at Hermes and tributes to late Italian fashion icon Valentino.

Hermes – Spring-Summer2026 – Menswear – France – Paris – ©Launchmetrics/spotlight

The first day of the Fall/Winter 2026 edition will be dominated by the latest mega-production from Louis Vuitton‘s celebrity menswear designer Pharrell Williams, as well as mourning for one of the industry’s biggest names.

Williams will unveil his collection at the brand’s glitzy gallery space in western Paris under the shadow of the death of Italy’s Valentino Garavani, who passed away Monday at the age of 93.

The giant in the world of haute couture died at his home in Rome, just four months after the death of fellow Italian great Giorgio Armani.

In a sign of industrial renewal, however, French designer Jeanne Friot will take her first steps on the daunting Paris calendar on Monday, with the young stylist telling AFP it was a “quite an unusual joy and stress” to take part.

French designer Veronique Nichanian will meanwhile present her last collection for Hermes on Saturday after 37 years at the helm.

The 71-year-old Parisian — one of the few women designing in menswear — will leave behind a brand in tremendous financial shape with an image of timeless, refined masculinity that she has helped shape.

Her successor, London designer Grace Wales Bonner, who is of English and Jamaican heritage, represents a generational and stylistic shift for the classic family-run French house.

Fresh faces

Many fashionistas will be casting an eye on the Christian Louboutin show on day two where Jaden Smith — son of US rapper-actor Will Smith — will present his debut collection.

The model and musician, 27, was unveiled as the creative director of the famed French brand last September by founder Louboutin, who appears to be preparing to hand over the reins to the Gen Z trendsetter.

Dior Men – Spring-Summer2026 – Menswear – France – Paris – ©Launchmetrics/spotlight

The choice is seen as a bold bet on relatively inexperienced youth by the veteran maker of red-soled stilettos, whose ready-to-wear menswear and accessories are estimated by analysts to account for about a quarter of his sales.

On Wednesday, much-hyped Dior designer Jonathan Anderson will unveil his second Homme collection, having made his debut in June last year with a widely praised show of unisex styling.

But the 41-year-old’s womenswear collection in September didn’t convince everyone, and some observers expect him to put a more decisive mark on Dior and cement the new identity he’s begun sketching out.

“There’s a lot of anticipation,” Alice Feillard, men’s buying director at Paris department store Galeries Lafayette, told AFP.

The luxury fashion industry has undergone a wave of changes over the last 12 months at a time of weak international growth following the bumper buying frenzy of the post-Covid period.

Slowing demand from China, US tariffs on imports and uncertainty about the global economy have all weighed on sales of European brands.

Kenzo house

New faces such as Anderson, Matthieu Blazy at Chanel, Demna at Gucci or Sarah Burton at Givenchy represent the elevation of a new stable of couturiers who look set to dominate the major houses over the next decade.

Elsewhere over the week, Japanese brands from Yohji Yamamoto and Issey Miyake to Mihara Yasuhiro will be out in force.

LVMH-owned Kenzo, will hold a presentation instead of a runway show on Tuesday inside the vast Parisian house of late founder Kenzo Takada in the French capital’s trendy 11th district.

The four-storey modernist building, which features a Japanese garden, will host a day-long gathering of design, food and music curated by chief creative Nigo.

US designer Willy Chavarria, who is one of a handful unafraid to express political views, also returns for his third season in Paris and might have something to say about Donald Trump‘s presidency on Friday.

Copyright © 2026 AFP. All rights reserved. All information displayed in this section (dispatches, photographs, logos) are protected by intellectual property rights owned by Agence France-Presse. As a consequence you may not copy, reproduce, modify, transmit, publish, display or in any way commercially exploit any of the contents of this section without the prior written consent of Agence France-Presses.



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Dior names Drew Starkey brand ambassador

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January 20, 2026

The house of Dior has named actor Drew Starkey to be its latest brand ambassador. 

Dior names Drew Starkey brandambassador. – Dior

“Dior is delighted to welcome Drew Starkey as the new ambassador for Jonathan Anderson’s collections,” the Paris-based house said in a release.

The actor had previously collaborated with Anderson when Starkey appeared in Loewe’s Spring 2025 campaign during Anderson’s tenure at the Spanish house.

The appointment comes as Starkey continues to gain momentum for his performances in the hit series Outer Banks and Luca Guadagnino’s film Queer.

Earlier this month, Dior named UK actor Josh O’Connor as a brand ambassador – all ahead of Anderson’s sophomore menswear show on Wednesday.

“The actor stands out for his risk-taking, charisma and integrity, echoing the values of the house of Dior and its creative director,” added Dior about Starkey.

Copyright © 2026 FashionNetwork.com All rights reserved.



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