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<ul><li>Capgemini launches a new report that decodes <keyword id="12920878" type="General" weightage="20" keywordseo="genz-and-millennials" source="Orion">GenZ and Millennials</keyword> shopping patterns.</li><li>As per the report, with convenience remaining a key priority for consumers, delivery and fulfilment are increasingly being transformed from a cost center to a growth driver for many organizations.</li></ul>Gen Z and <keyword id="8805554" type="General" weightage="20" keywordseo="millennial-shoppers" source="Orion">Millennial shoppers</keyword> are now more likely to order products directly from brands, and 72% of all shoppers expect to have significant interactions with physical stores once the pandemic subsides – up from 60% pre-COVID. This is according to a new Capgemini Research Institute report, What Matters to Today’s Consumer, which reveals the far-reaching impact of the pandemic on <keyword id="139079" type="General" weightage="20" keywordseo="consumer-behaviour" source="Orion">consumer behaviour</keyword> and preferences. More than two-thirds (68%) of Gen Z and over half (58%) of Millennials have ordered products directly from brands in the past six months, compared to 41% on average across all age groups. Only 37% percent of Gen X and 21% of Boomer shoppers have ordered directly from a brand in the last six months. For those who have bought directly from brands, almost two thirds (60%) cite a better buying experience as a reason for purchasing directly, and 59% cite access to brand loyalty programs. In return for these benefits, consumers are willing to share their data. Currently, almost half (45%) of all shoppers say they are willing to share data on how they consume or use products and more than a third (39%) say they are willing to share personal data such as demographic information or product preferences. However, 54% of all shoppers say that offers, deals, and/or discounts would make it more likely for them to share their data directly with brands. Tim Bridges, Global Head of Consumer Goods and Retail at Capgemini said, “Younger consumers’ willingness to go straight to brands when purchasing goods presents a real opportunity for consumer product companies. This enables them to collect consumer data and helps create a more mature direct-to-consumer channel. Being data-powered enables the consumer product and retail organizations to translate supply and demand trends into intelligent decisions on where best to stock their products, customize products and services, and enhance customer experience.” Online not likely to replace in-store shopping entirely The surge in ecommerce over the last two years due to safety concerns and the desire to avoid physical stores has now plateaued. The notion that online may replace in-store entirely has been disproven, and the majority of consumers (72%) expect to have significant interactions with physical stores after the pandemic subsides – exceeding pre-COVID numbers (60%). Globally, all age groups expect their level of in-store interactions post-pandemic to be higher than their online interactions. Boomers are the most likely to interact in-store (76%), and Gen Z the least likely (66%). However, the nature of these interactions is changing as the distinction between online and in-store continues to blur. For instance, post-pandemic, 22% of shoppers expect to have a high level of interactions with click-and-collect orders. This trend is highest for Millennials (33%) and lowest for Boomers (11%). Delivery and fulfillment services gain importance in certain segments With convenience remaining a key priority for consumers, delivery and fulfilment are increasingly being transformed from a cost center to a growth driver for many organizations. In the health and beauty and grocery segments, shoppers place greater importance on delivery and fulfillment than in-store experiences. This is especially true for groceries shoppers across all age groups, where 42% percent of shoppers say that delivery and fulfillment are the most important service attributes. The research also highlights that convenience of delivery is a major factor that can push shoppers to try new and emerging models of shopping. We found that slightly less than half of consumers (47%) who have purchased products via subscription services do so for the convenience of home delivery. Post-pandemic, 22% of shoppers expect to have a high level of interactions with click-and-collect orders (i.e., ordering online and picking up in-store or curbside), indicating an enduring desire to interact with physical stores. However, shoppers are less willing to pay a premium for fast delivery. Across all shoppers, 3.3% of the total cost is the average they would be willing to pay for two-hour delivery, down from 4.6% in 2019. While younger shoppers with children remain the most willing to pay a premium, consumers increasingly expect fast delivery as a standard part of the customer experience. Health and sustainability are top of mind for consumers Health and sustainability look set to continue influencing consumer decisions going forward, and organizations should consider investment in empowering customers to make informed choices around these, cites the report. In November 2020[2], 70% of consumers said they’d be more cautious about cleanliness and personal health once the pandemic is over, and 63% said sustainability will be more important when deciding which retailers and brands to purchase from. These figures have remained stable in 2021 at 69% and 60% respectively. 44% of consumers are willing to pay a premium for grocery products that have sustainable packaging. This is more pronounced amongst Gen Z (64%) and Millennials (54%) than older generations like Boomers (30%). How brands and retailers can capitalize on the evolving <keyword id="901027" type="General" weightage="20" keywordseo="consumer-trends" source="Orion">consumer trends</keyword> To meet the evolving needs of today’s consumer the report identifies four key actions for brands and retailers to benefit from these underlying consumer trends: 1. Collect and analyze first-party consumer data to customize new products and services for specific customer segments 2. Develop an omnichannel strategy that incorporates the roles of in-store, ecommerce, direct to consumer and marketplaces 3. Reposition delivery and fulfilment services as a growth driver for customer experience 4. Set pricing of sustainable products more competitively in line with consumer expectations

Gen Z and Millennials increasingly willing to buy directly from brands, bypassing traditional retail channels: Report

<ul class="summary-list"><li>TikTok has become a powerhouse among Gen-Z shoppers.</li><li>New data shows it tied with Instagram as the most influential social platform for ecommerce.</li></ul>TikTok has become a powerhouse among Gen Z, and it's been particularly influential to their shopping decisions, according to a recent survey.A new <a href="https://www.businesswire.com/news/home/20230607005319/en/ICSC-Survey-Gen-Z-Consumers-Are-Career-Driven-Credit-Averse-and-Tempted-by-Immersive-Retail" target="_blank" rel="noopener">report</a> by the ICSC surveyed 1,008 people in the US aged 16 to 26 about shopping platforms and preferences. TikTok tied with Instagram for the top social-media spot, with 45% of respondents "reporting them as influential in their purchasing decisions."Here was the full breakdown of social platforms:<ul><li>TikTok and Instagram: 45%</li><li>YouTube: 38%</li><li>Facebook: 24%</li><li>Snapchat: 17%</li><li>Twitter: 14%</li><li>Reddit: 7%</li></ul>These findings track with other recent data about TikTok's hold on younger consumers. A November <a href="https://www.businessinsider.com/data-tiktok-influencer-marketing-product-sales-popular-gen-z-millennials-2023-4">survey from the influencer-marketing company Izea</a> found that Gen-Z and millennial consumers ranked TikTok as the best platform to promote a product with an influencer. It beat out both Instagram and YouTube in that survey.But despite TikTok's influence in shopping, its own ecommerce efforts have not been a runaway success in the US.TikTok Shop has been huge in Southeast Asia, and the company wants to "more than quadruple" the size of its ecommerce business to as much as $20 billion in sales this year, <a href="https://www.bloomberg.com/news/articles/2023-06-08/tiktok-seeks-20-billion-e-commerce-business-in-challenge-to-amazon-sea" target="_blank" rel="noopener nofollow">Bloomberg reported last week</a>, citing people familiar with the matter.There's a fundamental problem, however. Much of TikTok's success ecommerce success has come from livestream shopping, which is an enormous market in countries like Indonesia. In the US, in contrast, livestream shopping has yet to take hold.It's not for lack of trying, as all the major social platforms have attempted to make livestream shopping a habit among US consumers. But <a href="https://www.businessinsider.com/social-shopping-what-social-media-sites-doing-win-e-commerce-2022-10">they have struggled</a>. Some have even appeared to give up, with Instagram <a href="https://www.businessinsider.com/ex-instagram-staffer-breaks-down-struggles-meta-social-live-shopping-2023-2" rel="">killing its live shopping feature</a> in March.Still, Patrick Nommensen, the GM of UK ecommerce at TikTok, <a href="https://www.businessinsider.com/tiktok-ecommerce-shop-feature-future-vision-livestream-shopping-2023-5" rel="">recently told Insider's Marta Biino</a> that while short-form video was still the primary ecommerce driver for the app, he thought livestream shopping would become dominant over time.If that view represents the consensus thinking among TikTok executives, they are betting on a huge change in user behavior. There hasn't been much evidence of a turn toward livestream shopping in the US so far.If TikTok wants to capitalize on its influence among Gen-Z shoppers, it might have to seriously rethink its path to doing so.<a href="https://www.businessinsider.com/tiktok-ecommerce-shop-feature-future-vision-livestream-shopping-2023-5">Read more about TikTok's shopping strategy</a>

TikTok's plan to cash in on its popularity among Gen-Z shoppers has a big flaw

<ul class="summary-list"><li><keyword id="279712" type="COMPANY" weightage="60" keywordseo="Etsy">Etsy</keyword> is acquiring <keyword id="9365106" type="UNKNOWN" weightage="60" keywordseo="depop">Depop</keyword> for $1.625 billion.</li><li>Depop, which launched in 2011, is a social shopping app that has been <a href="https://www.theguardian.com/money/2017/jun/03/depop-ebay-instagram-teenagers-buy-sell-risks-fraud">described</a> as a mix of <a href="https://www.businessinsider.com/category/ebay">eBay</a> and <a href="https://www.businessinsider.com/category/instagram">Instagram.</a></li><li>It is targeted at Gen Z shoppers.</li></ul>The online marketplace Etsy is spending $1.6 billion to buy Depop, the social shopping app targeted at <a href="https://www.businessinsider.com/category/gen-z">Gen Z</a> shoppers.Depop has been <a href="https://www.theguardian.com/money/2017/jun/03/depop-ebay-instagram-teenagers-buy-sell-risks-fraud">described</a> as a mix of <a href="https://www.businessinsider.com/category/ebay">eBay</a> and <a href="https://www.businessinsider.com/category/instagram">Instagram</a>. It offers users an easy way to buy and sell a mix of secondhand items including vintage clothing, limited-edition sneakers, or accessories via its app. The company launched in 2011, and has grown rapidly over the past few years, as hordes of young consumers <a href="https://www.businessinsider.com/teens-earn-money-fashion-depop-app-2019-4">use it to sell items and make money</a>. Some have pulled in <a href="https://www.businessinsider.com/teens-earn-money-fashion-depop-app-2019-4">hundreds of thousands</a> of dollars a year selling on the app, and it now has 30 million registered users in more than 150 countries. Announcing the <keyword id="6355005" type="UNKNOWN" weightage="60" keywordseo="news">news</keyword> early <a href="https://www.prnewswire.co.uk/news-releases/etsy-to-acquire-global-fashion-resale-marketplace-depop-865217575.html">Wednesday</a>, Etsy described Depop as the "<keyword id="3857859" type="PERSON" weightage="60" keywordseo="resale">resale</keyword> home for Gen Z consumers.""Depop is a vibrant, two-sided marketplace with a passionate community, a highly-differentiated offering of unique items, and we believe significant potential to further scale," Etsy CEO Josh Silverman said in a statement <a href="https://www.prnewswire.co.uk/news-releases/etsy-to-acquire-global-fashion-resale-marketplace-depop-865217575.html">Wednesday</a>. According to Depop, around 90% of its users are under the age of 26. It's also the 10th most visited shopping site among Gen-Z consumers in the US, it said. Etsy now has the opportunity to tap into this consumer base in a bigger way and learn more about how the next generation of consumers shop.

Etsy is buying social shopping app Depop for $1.6 billion, hoping to woo Gen Z shoppers

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Business Insider/Jessica TylerDollar stores can sell their products for half the price of name brands.</div></div></div><ul class="summary-list"><li>Dollar stores are thriving right now. <a href="https://www.businessinsider.com/category/dollar-tree">Dollar Tree</a>, <a href="https://www.businessinsider.com/category/dollar-general">Dollar General</a>, and <a href="https://www.businessinsider.com/category/five-below">Five Below</a> <a href="https://www.businessinsider.com/dollar-tree-dollar-general-five-below-best-dollar-store-2018-9">all saw comparable sales increase</a> in the third quarter of 2018. </li><li>Dollar stores are able to keep their prices so low, in part, because they sell so many private-label products. </li><li>Private-label products are made and sold exclusively for these stores, so they can be bought and sold for less. </li></ul>Dollar stores are thriving right now. Dollar Tree, Dollar General, and Five Below <a href="https://www.businessinsider.com/dollar-tree-dollar-general-five-below-best-dollar-store-2018-9">all saw comparable sales increase</a> in the third quarter of 2018. Dollar stores sell food, clothing, beauty products, electronics, and, just about everything else. The stores are meant to provide a "treasure hunt" experience so that shoppers never know what kind of deals they'll find.While dollar stores do often carry name brands for low prices, one of the biggest reasons dollar store prices are so low is their use of private-label products.Private labels are used by everyone from Costco to Trader Joe's to sell products for less. Private brands give retailers a better handle on margins, and their unique offerings provide a hedge against competitors.Many private-label brands are heavily geared towards millennials and Gen-Z shoppers because millennials are generally less loyal to well-known brands. Instead, they focus more on cost and whether a product is healthy and good for the environment, David Garfield, head of the consumer products practice at consulting firm AlixPartners, <a href="https://www.wsj.com/articles/targets-answer-to-discounters-is-an-even-cheaper-store-brand-1538827200">told The Wall Street Journal in October</a>. Some retailers, such as Dollar General, make it obvious when a brand is private, like with its DG Home and DG Health lines. Meanwhile, Dollar Tree disguises its private-label products under unrecognizable names. When shopping at Dollar Tree, it's nearly impossible to tell which products are owned by the dollar-store giant. Here's how dollar stores use private labels to help keep prices low: <a href="https://www.businessinsider.com/intelligence/future-of-retail-ai?IR=T&amp;utm_source=businessinsider&amp;utm_medium=ctgr&amp;utm_term=ctgr_leadgen&amp;utm_content=ecommerce_ctgr_leadgen&amp;utm_campaign=ecommerce_ctgr_leadgen_future-of-retail-ai"></a>

Dollar Tree and Dollar General have a secret weapon for keeping their prices so low

<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://www.gettyimages.com/detail/news-photo/carolina-lindo-is-seen-wearing-golden-cropped-top-and-skirt-news-photo/1143074141?adppopup=true">Christian Vierig/Getty Images</a></div></div></div><ul><li>Shares of online retailer <a href="https://markets.businessinsider.com/stocks/rvlv-stock">Revolve</a> soared Tuesday after analysts initiated positive coverage of the company. </li><li>The data-driven millennial retailer has eight buy ratings and one hold from nine analysts covering the company. </li><li>Analysts praised the brand's growth and ability to sell items at full price. </li><li><a href="https://markets.businessinsider.com/stocks/rvlv-stock">Watch Revolve trade live on Markets Insider.</a> </li></ul>Even Wall Street knows the power of an Instagram influencer. Shares of online retailer <a href="https://www.businessinsider.com/category/revolve">Revolve</a> rose as much as 9% Tuesday after Wall Street analysts released their price targets and ratings for the stock at the end of its quiet period. The stock is now trading up 96% from its IPO price of $18. The consensus was overwhelmingly positive, with nine analysts praising the retailer and eight issuing "buy" ratings on the stock - the last analyst issued a "hold" rating. Price targets released range from $32 to $60. "Revolve is well-positioned to grow its active user base as it captures fashion-focused Millennial and Gen-Z shoppers through its on-trend assortment, its influencer-based marketing model, and its emphasis on experiential events to promote the brand," wrote a team led by Oliver Chen of Cowen Equity Research in a note Tuesday. Revolve has grown due to an army of influencers 3,500 strong that includes high-profile celebrities like Kendall Jenner and Olivia Culpo, according to Vogue Business. This has been a key part of the company's performance and its disruption as an e-retailer competing with brands such as Forever 21 and H&amp;M. Analysts also pointed out the potential growth for Revolve. Active customers have grown more than 30% in the last four years, according to Cowen. In addition, the 19 brands that the clothing retailer owns are driving outsized earnings per share growth as well as sales growth in the double digits. This is a big deal as other retailers struggle to stay relevant to younger generations, and grapple with online disruptors that take market share away from brick-and-mortar stores. Revolve's digitally native brand, commitment to data, and its technology capabilities make it stand out from the competition. In addition, it's helped Revolve stay away from over-discounting, which has sunk other retailers - 79% of Revovle's sales sell at full-price, according to Cowen. Revolve is up <a href="https://markets.businessinsider.com/stocks/rvlv-stock">96% year to date.</a><a href="https://markets.businessinsider.com/stocks/rvlv-stock"><div class="KonaFilter image-container display-table"><div><div class="image on-image">Markets Insider</div></div></div></a><a href="https://www.businessinsider.com/intelligence/generation-z?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_hub&amp;itm_content=gen_z&amp;itm_campaign=generation-z"></a> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/every-total-solar-eclipse-until-2040-video-2017-8">An animated map shows every total solar eclipse around the world until 2040</a></h3> <div> </div> </div>

Revolve, the Instagram-friendly millennial retailer, gets a boost after Wall Street analysts shower praise

<ul><li>The <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> has always been important to brands, especially to e-commerce players who line up big bumper discounts, look for more retail brands to partner and ramp up their product offerings.</li><li>This festive season, e-commerce platforms are focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration.</li><li>More and more e-commerce platforms are also exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once.</li><li>With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond this festive, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report.</li><li>We speak to India’s leading e-commerce players to find out more about their festive plans and revival expectations.</li></ul>The year 2020 accelerated e-commerce industry, perhaps by a decade, revolutionising the way brands operate, run, and grow their businesses, as well as how consumers choose to shop and pay. In the initial months of the lockdown, businesses witnessed a clear shift in consumer behaviour. Historically offline shoppers also came online due to convenience and safety. Consumers are still hesitant to return to in-store shopping completely and audiences from Tier II and Tier III are also preferring to shop online. The pandemic has evidently caused an inflection point for e-commerce in the country. With the second-largest internet user base, India has emerged as one of the most prominent markets globally. Around 480 million people in India have access to the internet out of which 90 million are online shoppers, according to estimates from management consultancy RedSeer. Shoppers from India’s small towns and cities will cumulatively contribute to $150 billion of e-commerce GMV in the coming decade, until 2030, revealed RedSeer. <div type="image" title="redseer - ecomm report" msid="85901903" hostid="261"></div> After spending a glum year and a half, consumers are excited to celebrate the festive season with upcoming shopping sales for Diwali, Dussehra and Christmas. IPL and ICC T-20 World Cup will further improve consumer sentiment this year. According to a survey conducted by The Trade Desk and YouGov, 82% of consumers shopped online at least once a month in the past six months, and nearly one in four made online purchases several times a week or more often. Titled ‘<a href="https://pages.thetradedesk.com/rs/527-INM-364/images/TheFestiveSeasonPulse2021.pdf">The Festive Season Pulse 2021</a>,’ it further said that 91% of Indian consumers are planning a purchase during the upcoming festive season and six in 10 are interested in learning about new brands during festive season sales. To leverage this uptick in consumer sentiment, the e-commerce category is all set to begin its festive marketing blitz and is preparing to line up big discounts for the season in a few weeks. For this 30-day period leading up to the festive season, leading fashion e-commerce platform <keyword id="319719" type="General" weightage="20" keywordseo="myntra" source="Orion">Myntra</keyword> has planned ‘Big Fashion Festival,’ which will be followed up with Myntra Diwali Sale, with a focus on ethnic wear. It will also be focusing on emerging categories like Beauty and Personal care, kidswear and categories such as innerwear and essentials which have experienced tailwinds post-Covid. Myntra’s Chief Business Officer, Ayyappan Rajagopal said, “We are expecting this festive season to be bigger than last year with more customers using online channels to make their purchases. Demand usually peaks in the 30 days leading to Diwali and we expect this year to be no different. In fact, the demand in the 2 months leading to the festive season is expected to be far more than last time (because people have learnt with time to adapt to a pandemic world). We expect high demand from across geographies and markets - metros, Tier 1, Tier 2, T3 cities and beyond. To cater to that, we have built the right ethnic wear, beauty, and home selection, and have partnered with brands on best deals. Hence, to leverage this demand and provide best value to our customers, we are organizing Big Fashion Festival and Myntra Diwali Sale to make this season a resounding success.” Right on the heels of the festive season, Myntra ramped up its marketing game by onboarding Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors, alongside the existing celebrity ambassadors Kiara Advani, and Samantha Akkineni. Now, it is hoping to double its customer base and cater to Gen-Z shoppers with its high-decibel marketing. “With the optimism coming from recovery from Covid and revival in shopping sentiments along with the habitualisation of digital foray across all customer segments, we see a lot of new customers shopping during this festive season. We have also seen trends in Metro/T1 markets where Myntra has been traditionally strong, pointing towards such a revival. With a positive overall sentiment, we will be looking at doubling our customer base during this period. There will also be an added focus towards expanding our footprint in southern markets, deeper penetration into Tier 2 / 3 towns and exploring customer addition through emerging categories like Kids wear, Inner wear, fashion accessories, Beauty and persona care, etc. The greatest focus will be on Gen-Z cohort of shoppers,” shared Rajagopal. E-commerce platforms are also focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration. More and more e-retailers are exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once. D2C fashion platform Bewakoof.com that recently raised Rs 60 crore in an investment round led by InvestCorp, IvyCap and Spring Marketing Capital, is expecting to Rs 120 crore in brand sales this quarter. It recently rolled out celebrity-led digital campaigns with Rajkummar Rao, Sanya Malhotra and Farhan Akhtar. It plans to further build its market presence by signing more A-list celebrities to its roster and launch a 360-degree campaign by October. On the technology side, the company intends to launch a gamification-led loyalty program as it upgrades its Bewakoof Tribe with new and exclusive launches for the club members. Sharing the platform’s festive plans further, Prabhkiran Singh, Founder CEO, Bewakoof.com said, “Post pandemic, we saw a strong recovery and growth in certain categories like casual wear and leisurewear because of customers staying at home and with the pandemic slowing down, we expect a strong recovery in categories like ethnic wear, bags, accessories, etc in the festive season ahead. We’re also looking to capitalise on winter wear more this year than usual with winter around the corner and have put in investments accordingly. We expect our brand sales to be Rs 120 crore for the festive quarter.” For Bewakoof, the northern and western markets see the highest demand, followed by West Bengal and Assam because of Durga Puja. Currently, over 6 million customers visit Bewakoof.com every month. Singh told us that the festive season serves as a crucial window in the year for new customer acquisition and bringing back customers that haven’t shopped again for a while. The platform is also planning on increasing its marketing spends this festive. “For this year, 15% of our total marketing budget will be spent for the upcoming festive season.” We’re in the process of rebranding Bewakoof in the next 1-2 months and we’ll have a new look, logo, tagline along with a new set of celebrities that will endorse Bewakoof so we’re excited to roll this out and create buzz around it along with backing it up with top-funnel marketing investments. We plan to go heavy on top-funnel marketing investments starting October,” said Singh. E-retail platform OLX has upped its UI to woo its customers, digitising the entire process of online retailing, including verification of all its premium items. OLX Autos launched a verified inventory of cars with a new interface, which provides a detailed history of the car right from the ownership period all the way up to the service history of the car, and access to a host of financing options and after-sales products like insurance and warranty. As a result, OLX has witnessed a surge in demand for pre-owned cars. Sapna Arora, CMO, OLX India said, “Green shoots are already visible in the used car retail segment. The demand for pre-owned cars has been 25% higher than the pre-Covid levels while there has been an 82% plus growth in demand for pre-owned smartphones. Our goods category has also witnessed a strong rebound, as demand and supply have gone up by an average of 68% and 25%, respectively, compared to pre-Covid levels. The upcoming festival season is important for us as we expect the gap to be narrowing down between pre and post-Covid levels. There has been a strong uptake of e-commerce across regions, especially in Tier 2 and Tier 3 cities, with consumers there making the greatest shift to online shopping. We will continue to focus on the pre-owned auto segment and are expecting to surpass the demand this festive season.” At an industry level, Arora told us that e-commerce players are leveraging on hyper-personalisation to create individualised experiences on the platform and AI-powered chatbots are being implemented by the online retailers to bring customers close to an offline retail experience with a high engagement rate. Sharing OLX’s plan, Arora added, “This festive season we plan to use innovative solutions via relevant messaging at different levels of the retail journey. Our consumer base is growing organically. During this year’s lockdown, a lot of people moved online and we saw growth, about 30% more daily active users (DAUs) from our previous pre-Covid peak. In the festive season, our huge inventories across segments will contribute to increasing the DAU’s on the platform.” As per Nielsen India’s E-commerce Consumer Panel (E-Analytics Solution), there was a double-digit increase in average spend of online shoppers for electronics and accessories (39%), mobile and accessories (12%), and fashion, including apparel, footwear, and accessories (10%) after the pandemic. Appliances (e.g.TV, WM, refrigerators, etc.) also saw notable shopper spending increase at 9%. E-commerce giant Amazon is also ramping up its product range for the festive season. “Together with thousands of small &amp; medium business and brand partners, we continue to offer our customers the widest selection, convenience, and fast delivery. We are humbled by how millions of Indian customers have made us a part of their daily lives. Also, customers continue to believe that online shopping is the safest way to shop which has been reflecting in all the recent events of Amazon like Prime Day 2021, Great Freedom Festival, Rakhi Store, Onam store and so on. This festive season is not a normal one for reasons we all know and our success metric would be focused on how we can make our sellers successful. Customers can look forward to shopping from a wide selection of products across categories like Home &amp; Kitchen, Fashion &amp; Beauty, Appliances and Smartphones, Grocery essentials and more from the comfort and safety of their homes," said an Amazon India spokesperson. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are also coming online.

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

<a href="https://www.businessinsider.com/instagram-testing-affiliate-marketing-tools-for-creators-2021-6"></a>Hi, this is Amanda Perelli and welcome back to <keyword id="11414264" type="UNKNOWN" weightage="60" keywordseo="insider-influencers">Insider Influencers</keyword>, our weekly rundown on the business of <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword>, creators, and social-media platforms. <a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for the newsletter here.</a>In this week's edition:<ul><li><keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword> unveiled three new features <a href="https://www.businessinsider.com/instagram-testing-affiliate-marketing-tools-for-creators-2021-6">aimed at helping creators earn money</a></li><li>A YouTuber with 1 million subscribers shares how much he <a href="https://www.businessinsider.com/how-much-money-youtube-pays-influencers-1-million-subscribers-2021-6">earns per month from his videos</a></li><li>The top strategies for fashion brands <a href="https://www.businessinsider.com/fanbytes-report-beaks-down-4-strategies-fashion-brands-go-viral-tiktok-2021-6">seeking to go viral on TikTok</a></li><li>And more including <a href="https://www.businessinsider.com/creator-economy-funding-signings-hires-snap-fanbytes-faze-clan-2021-6">creator economy startup news</a> and <a href="https://www.insider.com/trisha-paytas-quits-frenemies-ethan-klein-h3h3-ownership-split-2021-6">YouTube star Trisha Paytas quitting the "Frenemies" podcast.</a></li></ul>Send tips to aperelli@insider.com or DM me on Twitter at <a href="https://twitter.com/arperelli">@arperelli</a>.<h2><a href="https://www.businessinsider.com/instagram-testing-affiliate-marketing-tools-for-creators-2021-6"><div type="image" title="A screenshot of Mark Zuckerberg announcing new Instagram features." height="1236" width="2472" msid="83388315" hostid="261"></div></a></h2><h2><a href="https://www.businessinsider.com/instagram-testing-affiliate-marketing-tools-for-creators-2021-6">Mark Zuckerberg unveiled 3 Instagram features aimed at helping creators earn more money</a></h2>On Tuesday, Instagram launched its first-ever "Creator Week," a three-day virtual event.To kick it off, Mark Zuckerberg unveiled new tests and features aimed at helping creators earn money.Sydney Bradley broke down some upcoming tools Zuckerberg announced.Here are three key takeaways from Instagram's livestream:<ul><li>Instagram will start testing native affiliate-marketing tools for creators. Brands will be able to set their own commission rates, Zuckerberg said. </li><li>There will be more tools for creators selling their own products and merchandise. Creators with their own products will be able to link to their shops in their personal profiles. </li><li>Creators will be able to earn extra money through tips. Instagram and Facebook are adding tipping features that allow fans to pay creators. </li></ul>"Our goal is to be the best platform for creators like you to make a living," Zuckerberg said on the livestream. "And if you have an idea that you want to share with the world, you should be able to create it and get it out there easily and simply - across Facebook and Instagram - and then earn money for your work."<a href="https://www.businessinsider.com/instagram-testing-affiliate-marketing-tools-for-creators-2021-6">Check out the full story on new tools Instagram is releasing for creators, here.</a><h2><a href="https://www.businessinsider.com/how-much-money-youtube-pays-influencers-1-million-subscribers-2021-6">How much a YouTube creator with 1 million subscribers earns</a></h2><a href="https://www.businessinsider.com/how-much-money-youtube-pays-influencers-1-million-subscribers-2021-6"><div type="image" title="Nate O'Brien" height="2360" width="3147" msid="83388316" hostid="261"></div></a>Nate O'Brien is a <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> creator who films videos about personal finance.O'Brien started posting videos on YouTube in 2017. And in 2019, he decided to drop out of college to focus on YouTube full time.Now, he has about 1 million subscribers.I spoke with O'Brien about how much he makes on YouTube from ads per month:<ul><li>February: $39,200 (1.7 million views) </li><li>March: $31,500 (1.6 million views)</li><li>April: $25,700 (1.2 million views)</li></ul>"I don't think it's ever really too late to start," he said of building a YouTube career. <a href="https://www.businessinsider.com/how-much-money-youtube-pays-influencers-1-million-subscribers-2021-5">Check out the full story for a breakdown of O'Brien's influencer business, here.</a><h2><a href="https://www.businessinsider.com/how-much-money-instagram-influencer-charges-brands-sponsorship-earnings-rates-2021-6"></a><a href="https://www.businessinsider.com/fanbytes-report-beaks-down-4-strategies-fashion-brands-go-viral-tiktok-2021-6">A new report from a 'Gen Z' influencer agency breaks down 4 strategies for fashion brands seeking to go viral on TikTok</a></h2><a href="https://www.businessinsider.com/fanbytes-report-beaks-down-4-strategies-fashion-brands-go-viral-tiktok-2021-6"><div type="image" title="Emma Claire attends the boohoo Black Friday gifting suite on November 27, 2020 in Sydney, Australia." height="3260" width="4346" msid="83388317" hostid="261"></div></a>Fashion content is a popular category on <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword>, where users post outfits and buy featured items.Molly Innes wrote about a new report from the Gen-Z influencer agency Fanbytes that breaks down how fashion brands can go big on TikTok.Here were three key takeaways:<ul><li>Gen-Z consumers are looking to incorporate sustainable fashion into their wardrobes.</li><li>Fanbytes found that "#haul" and related hashtags saw a 28.9% increase in views between January and April 2021.</li><li>The #designerfashion hashtag amassed 31 million views in the year to April 2021, and an engagement rate of 11%, according to Fanbytes.</li></ul><a href="https://www.businessinsider.com/fanbytes-report-beaks-down-4-strategies-fashion-brands-go-viral-tiktok-2021-6">Check out more on how fashion brands can go viral on TikTok, here.</a><h2>More influencer industry news:</h2><ul><li><a href="https://www.businessinsider.com/chris-hansen-taking-back-our-power-movement-seth-francois-youtube-2021-6">Chris Hansen, Seth Francois, and a James Charles accuser launched a project meant to expose alleged abusers in the influencer industry.</a></li><li><a href="https://www.insider.com/trisha-paytas-quits-frenemies-ethan-klein-h3h3-ownership-split-2021-6">YouTube star Trisha Paytas says they are quitting the popular "Frenemies" podcast after ownership disputes.</a></li><li><a href="https://www.businessinsider.com/shopshops-raises-15-million-series-b-livestream-shopping-us-2021-6">Livestream-shopping platform ShopShops has raised more VC funding to grow its reach with English-speaking shoppers.</a></li><li><a href="https://www.businessinsider.com/crypto-bitcoin-investing-strategy-tiktok-influencer-pablo-heman-forecast-explanation-2021-6">A crypto influencer on TikTok explains his bitcoin investing strategy</a>. </li></ul><h2><a href="https://www.businessinsider.com/creator-economy-funding-signings-hires-snap-fanbytes-faze-clan-2021-6">Creator economy startup moves of the week</a>:</h2>Dispo, a photo-sharing app that went through a leadership and investor shake-up earlier this year <a href="https://www.businessinsider.com/vlog-squad-durte-dom-rape-allegation-david-dobrik-zeglaitis-video-2021-3">following Insider's investigation into the conduct of its cofounder David Dobrik</a>, confirmed it had closed a Series A round. The round included investors Alexis Ohanian's Seven Seven Six, Unshackled Ventures, Annie Leibovitz, and Raven B. Varona.The company's CEO said its team wants to be deliberate in how it builds its product to avoid some of the pitfalls other tech startups have faced."The early days of social <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword> were all about 'move fast and break things,'" Daniel Liss told Fast Company. "Our thought is, 'move fast and build things.' How can you create something that is additive and not just destructive for the sake of growth?"Every week, Insider <a href="https://www.businessinsider.com/creator-economy-funding-signings-hires-snap-fanbytes-faze-clan-2021-6">gives a rundown</a> of news on hires, promotions, and other creator company announcements. This week <a href="https://www.businessinsider.com/creator-economy-funding-signings-hires-snap-fanbytes-faze-clan-2021-6">includes new hires at Snap, Fanbytes, and FaZe Clan's latest signing.</a>Read the <a href="https://www.businessinsider.com/creator-economy-funding-signings-hires-snap-fanbytes-faze-clan-2021-6">full rundown of creator industry moves, here.</a><h2><div type="image" title="Foryoupride" height="985" width="1314" msid="83388318" hostid="261"></div></h2><h2>TikTok's top trending hashtag of the week: </h2>Every week, we highlight a trending hashtag on TikTok, according to <a href="https://iq.kyra.com">data provided by Kyra IQ.</a>This week's hashtag: <a href="https://www.tiktok.com/tag/foryourpride" target="_blank" rel="noopener">foryourpride</a><a href="https://www.tiktok.com/tag/blacklivesmatter?lang=en"></a> <a href="https://www.tiktok.com/tag/buildabish" target="_blank" rel="noopener"></a><ul><li>The percentage uptick for the last 7 days: 4,715%</li><li>This uptick is centered around Pride month starting and creators celebrating the LGBTQIA+ community.</li></ul><div type="image" title="Black influencer" height="1500" width="2000" msid="83388319" hostid="261"></div><h2>Here's what else we're reading:</h2><ul><li><a href="https://www.nbcnews.com/pop-culture/pop-culture-news/iconic-doge-meme-be-auctioned-nft-n1269809">The iconic "Doge" meme will be auctioned as NFT</a> (Kalhan Rosenblatt, from NBC News)</li><li><a href="https://www.nytimes.com/2021/06/08/style/creator-burnout-social-media.html">Young creators who have found fame on TikTok are burning out</a> (Taylor Lorenz, from The New York Times)</li><li><a href="https://www.fastcompany.com/90644409/inside-photo-sharing-app-dispo-second-shot-instagram-killer?partner=rss&amp;utm_source=rss&amp;utm_medium=feed&amp;utm_campaign=rss+fastcompany&amp;utm_content=rss?cid=searcht=rss?cid=search">How photo app Dispo is making a comeback after David Dobrik stepped down</a> (Nicole LaPorte, from Fast Company)</li><li><a href="https://www.vox.com/the-goods/22519100/snapchat-spotlight-forgotten-gen-z">Why Snap's users and investors have such different ideas about what the platform is for</a> (Terry Nguyen, from Vox)</li></ul><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Subscribe to the newsletter here</a>. </h2>

Instagram unveiled new features aimed at helping creators earn money

<ul><li><keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword> adds three more brand ambassadors to its roster. </li><li>Aims to target consumers across the nation. </li></ul>Myntra has signed up <keyword id="6354563" type="PERSON" weightage="20" keywordseo="Hrithik-Roshan">Hrithik Roshan</keyword>, Vijay Deverakonda and <keyword id="6358404" type="PERSON" weightage="20" keywordseo="dulquer-salmaan">Dulquer Salmaan</keyword> as its newest brand ambassadors, alongside the existing celebrity ambassadors, <keyword id="1788525" type="PERSON" weightage="20" keywordseo="Kiara-Advani">Kiara Advani</keyword>, and Samantha Akkineni, to emphasize its hold on the Indian fashion sphere. Myntra will soon unleash its biggest-ever lineup of star-studded brand commercials. These are aimed at targeting consumers across the nation and giving Myntra the opportunity to engage with the fans of these celebrities. Hrithik Roshan’s popularity and global appeal is sure to influence the fashion choices of his huge fan base. His ‘Greek God’ aspirational persona, the opulent style and fashion choices, his acting and dancing prowess as well as the charisma he exudes are looked up to by millenials and gen-Z, alike and will translate into strengthening Myntra’s positioning further, reaching the audience to drive conversations around the overall men’s wear category. With back-to-back blockbusters to his credit and his association with philanthropic initiatives, Vijay Deverakonda’s popularity knows no bounds. The brand’s partnership with this youth sensation, whose carefree style and unconventional dressing choices, have made him extraordinarily popular. With him on board, Myntra will be able to drive the brand’s fashion conversation amongst his constantly growing fan base. Dulquer’s cinematic stronghold, which includes an array of commercially and critically acclaimed movies, along with his mastery in being effortlessly stylish and cool, has earned him quite a following. This association will only make his huge fanbase look out for their favourite actor’s wardrobe on Myntra, even more now. Dulquer’s charming appeal clubbed with his high fashion quotient will strengthen Myntra’s position as the fashion destination of choice. Speaking on the announcement of the new brand ambassadors and the launch of the brand campaign, Harish Narayanan, CMO, Myntra, said, “We are elated to welcome all the superstars to the Myntra family. These top fashion icons, who are also acclaimed fashion connoisseurs, will be a part of Myntra's biggest star-studded campaign ever. The campaign will strongly reinforce Myntra’s position as ‘India’s Fashion Expert’ with differentiated fashion offerings and unparalleled shopping experience pivoted on technology. This campaign will cut across demographics and build a deeper relationship with our customers across the country.” Last year, Myntra partnered with Kiara Advani as Myntra’s nationwide face and Samantha Akkineni as the face of the Southern market. Kiara is a perfect mix of bold, authentic and experimental - both in the the roles she plays and the way she dresses up. These attributes resonate with Myntra’s brand values, which not only made her the ideal brand ambassador before but is also a reason for continuing with this collaboration. She will continue to play a pivotal role in strengthening Myntra’s women wear segment and building a strong foothold with her fans across the country. Samantha’s OTT debut this year was sensational, earning her an even wider and deeper fan following. Her partnership with Myntra, as the ambassador for South, has not just strengthened over time but has also been able to build a very strong connection with her fans. She has a huge social media following, giving fashion inspiration to many. Myntra has evolved over the years to being the fashion expert for millions across the country, with the largest catalogue of domestic and international brands, along with unique value added services, customized to cater to specific needs of the fashion-conscious consumers. An aspirational brand among young shoppers looking at having a personal style guide that represents their individuality while being stylish, Myntra is a one-stop destination for all their fashion and lifestyle needs.

Myntra signs up Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors

<ul class="summary-list"><li>Incoming Democratic Rep. Cori Bush of Missouri has taken to Twitter to open up about what she describes as the "expensive" reality of dressing the part to serve on Capitol Hill.</li><li>Bush tweeted on Tuesday that she's building her congressional wardrobe using thrifted clothes, which inspired other lawmakers to share their affordable <keyword id="6" type="ENTERTAINMENT" weightage="60" keywordseo="fashion">fashion</keyword> tips.</li><li>Fashion designer Christian Siriano even chimed in, offering to help Bush with her congressional wardrobe in some capacity.</li><li>Bush has since shared videos of her thrifted finds and pictures that show her sifting through clothing racks.</li></ul>Incoming Democratic Rep. Cori Bush of Missouri has detailed on Twitter what she describes as the "expensive" reality of dressing the part to serve on Capitol Hill — and how she's building her congressional wardrobe with thrifted finds.The newly elected representative, <a href="https://www.nytimes.com/2020/11/13/us/politics/congress-freshman-class-orientation.html">who is undergoing orientation as a freshman member of the 117th Congress</a>, is documenting her shopping expeditions for her supporters and followers on social media. On November 11, she shared a series of videos of thrifted pieces she's found.One day earlier, Bush tweeted about her decision to build her congressional wardrobe using thrifted fashion. Her message garnered attention from fellow lawmakers and political candidates, who offered advice for how they <keyword id="7" type="CITY" weightage="100" keywordseo="style">style</keyword> themselves on a budget."The reality of being a regular person going to Congress is that it's really expensive to get the business clothes I need for the Hill," <a href="https://twitter.com/CoriBush/status/1326345538871156738">Bush tweeted</a>. "So I'm going thrift shopping tomorrow. Should I do a fashion show?" <a href="https://twitter.com/AOC/status/1326361127605981184">Democratic Rep. Alexandria Ocasio-Cortez</a> was one of many lawmakers to offer guidance to Bush. Ocasio-Cortez suggested practicing "patience" and creating a "capsule wardrobe," or seasonal collections of easily interchangeable pieces.Ocasio-Cortez has been <a href="https://www.businessinsider.com/aoc-pulls-back-curtain-how-afford-congress-appropriate-clothing-2020-11">vocal about thrifting and using clothing rental services to build her own Capitol Hill wardrobe</a>, and about the reality that many lawmakers and political figures are <a href="https://www.insider.com/aoc-dismissed-criticism-for-wearing-a-designer-dress-2020-2">loaned higher-end clothes</a> for <a href="https://www.insider.com/alexandria-ocasio-cortez-aoc-vanity-fair-clothes-backlash-response-2020-10">magazine photo shoots and media appearances</a>.<a href="https://twitter.com/PamKeithFL/status/1326354629853143042">Pam Keith</a>, who ran in the 2020 election as a Democratic nominee to represent Florida's 18th district, seemed to echo Ocasio-Cortez's tip to lean on rental services. Keith said she uses Rent the Runway to add variety to her wardrobe.Democratic Rep. Rashida Tlaib of Michigan told Bush that <a href="https://twitter.com/RashidaTlaib/status/1326368103836626945">she gets "the most compliments" on her thrifted outfits</a>.Bush's tweet and Tlaib's response caught the attention of a New Zealand lawmaker, <a href="https://twitter.com/MaramaDavidson/status/1326374208692252674">Marama Davidson</a>, who said that she wore a thrifted suit on the nation's election night.Democratic Rep. Grace Meng of New York<a href="https://twitter.com/Grace4NY/status/1326392110438883328"> shared a recommendation with Bush for a Washington, DC-based consignment shop.</a><a href="https://twitter.com/CSiriano/status/1326718535738011649">Fashion designer and former "Project Runway" winner Christian Siriano also chimed in</a>, telling Bush he is "happy to help."Like Bush and many of her congressional colleagues, shoppers — particularly Gen-Z consumers, <a href="https://www.thredup.com/resale/#resale-growth">according to a report from the online thrifting company ThredUp</a> — are gradually leaning into <keyword id="1599036" type="PERSON" weightage="60" keywordseo="Thrifting">thrifting</keyword> and rental services as a more sustainable and oftentimes budget-friendly way of building a wardrobe.ThredUp's 2020 report predicts that the resale market will nearly double in size, and be worth more than the fast fashion industry, by 2029.<a href="https://twitter.com/CoriBush/status/1326718315407036419">Bush wrote on Twitter on Wednesday that she didn't want to show off all of her thrifted clothes</a> so as not to spoil the outfits she'll wear starting in January at the start of her term. But until then, it seems she'll continue to show off her shopping journey to show that <a href="https://twitter.com/CoriBush/status/1327748729655472132">"Thrifted IS congressional."</a>Representatives for Christian Siriano did not immediately respond to Insider's request for comment.<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/photos-show-how-people-transform-thrift-store-clothes-new-outfits-2020-8">Before-and-after photos show how 6 women have transformed thrift-store clothes into stylish outfits</a></li><li><a href="https://www.insider.com/tiktok-caitconquers-seamstress-thrift-store-new-outfits-2020-6">A seamstress on TikTok transforms thrift-store clothing into outfits that look brand new</a></li><li><a href="https://www.businessinsider.com/teens-are-shopping-more-from-secondhand-thrift-stores-2020-10">Teens are embracing thrift stores, and it could be a wakeup call for retailers like TJ Maxx and Macy's</a></li><li><a href="https://www.insider.com/alexandria-ocasio-cortez-aoc-vanity-fair-clothes-backlash-response-2020-10">Alexandria Ocasio-Cortez says critics of her Vanity Fair cover outfits are mad she 'looks good in borrowed clothes'</a></li></ul>

Incoming Rep. Cori Bush is showing off her thrifted outfits to normalize secondhand fashion on Capitol Hill

<ul><li>As we enter a brand new year, we want to crystal gaze into what the year holds for us.</li><li>The global pandemic has spawned strong growth in influencer marketing and creators have cemented their position boosting consumer trust in 2022.</li><li>In our first year-ender, we take a closer look at the year gone by, speak to influencer marketing experts to understand what does the future hold and how is the ecosystem shaping up.</li><li>They also shared with us a few key trends and opportunities that the industry will bring forth as we move forward in 2022.</li></ul>After brands and advertisers slashed their marketing budgets for traditional mediums in 2020, digital marketing took the center stage. Within the hemisphere of digital marketing, social media became a leading channel that drove brand discovery and purchase decisions last year. Influencer marketing also got its due recognition as brands looked for affordable and niche options to reach out to GenZ and Millennials. Marketers also realised that the influencer marketing model is well-suited in a time in which the audience is looking for some inspiration to keep going on, searching DIY videos as they turned home chefs, learning new recipes or focusing on self-care. Creators played an integral role in building a sense of community -- something people searched for when living in isolation. Bolstered by prolonged stay-at-home periods, consumers also steered away from pictures and text and started consuming more videos than ever before. According to Bain and Company, the online video user base in India has increased to more than 350 million people, growing 24% in the last three years. Today, Indian smartphone users spend about 4.8 hours on their devices daily, of which a staggering one hour on average is spent consuming videos, said the report. So, as video consumption scales and attention span reduces every day, influencer marketing offers quick turnaround time and personalisation. Another key factor that attracted brands to this medium is the bond of trust and authenticity that creators share with their fans, giving brands an opportunity to reach out to a niche audience. As a result, the influencer marketing industry has gone through a severe transformation in a short time, becoming a mainstream marketing vehicle. Brands have started looking for agencies that can provide them with interesting campaign ideas rather than just a list of influencers and expected reach. They are more involved in their marketing campaigns and have started exploring creative ideas collectively with the influencers to create engaging content. So, in 2021, we saw brands moving away from ‘one-time associations’ for single posts to actually collaborating with influencers for long-time deals. GroupM and INCA’s study conducted earlier this year also proves how significant influencer marketing is to a marketer today. It said that influencer marketing has become a top priority for marketers this year, as every other leader indicated a budget growth of more than 25% in 2021. INCA’s report further went on to predict that the Influencer Marketing industry is poised to grow at a CAGR of 25% for the next decade, reaching a size of Rs 2200 crore in 2025. As per the report, celebrities corner only 27% of the marketing dollars while a bulk of 73% are taken by digital influencers. Keeping in mind how 2020 and its aftermath in 2021 revolutionised the digital industry, we reached out to a few influencer marketing agencies to understand what does the future hold and how is the ecosystem shaping up. Here is what they said: Neel Gogia, Co-founder of IPLIX Media: The upcoming year is bringing a plethora of opportunities for existing as well as aspiring influencers and creators. The first and foremost are long-term partnerships. With each passing day, more and more brands are realizing that ROI delivered by influencer marketing is unparalleled. Therefore, they are increasingly investing in influencer marketing, and especially in long-term partnerships. Long-term partnerships help them build advocates and ultimately, increase trust amongst the audience. Apart from that, the regionalization of content will increasingly be gaining momentum in the upcoming years. In fact, global brands and platforms are already experimenting with it. Recently, LinkedIn launched its regional version after almost every major global networking app available in the country across Facebook, Twitter and Clubhouse have already introduced it to support the multiple Indian languages. In this wave of regionalization, the local languages that are gaining popularity are Telugu, Marathi, Bengali, Punjabi, Malayalam, etc. Dharika Merchant, COO, WORD and Alchemy Group: The influencer marketing industry in 2022 will see a huge rise in the demand for micro influencers. Micro influencers' share in the total industry increased drastically last year due to brands favouring them owing to their higher engagement rates &amp; affordability. The industry is expected to shift to a more data-driven approach which will become the primary reason for the rise in demand for micro-influencers. Brands are now willing to work on branded content with micro influencers due to favourable data and better insights. It also leads to an effortless long-term relationship between the brand and the influencer thereby ensuring an always-on marketing approach. This always-on influencer marketing approach portrays brand loyalty from an influencer point of view and adds onto credibility of the brand and better brand recall. Without a doubt, focus on micro influencers will be one of the leading trends for the industry in the coming year and we’re excited to see how this changes the face of branded content. Pranav Panpalia, founder, OpraahFx: ‘Live streaming’ is all set to emerge as one of the widely accepted and used influencer marketing tools in the coming year. Live-eCommerce as a concept was started in China last year during the pandemic and got popularized amongst other nations. Live-eCommerce is a great way to connect with the right set of target audiences and turn them into ‘customers’ of the brand the influencers are vouching for. This is one of the best ways for brands who are focusing on ‘ROI’ driven campaigns and not on awareness or brand-building. In India, with many start-ups and MSME brands now focusing on performance-driven influencer marketing campaigns, the concept of live-eCommerce will be practiced and this shall disrupt the influencer marketing industry. Brands promoting highly accessible and affordable products and services are more likely to make use of this new concept. Alongside, live streaming is known for enabling better connections between creators, brands, and consumers as it is a more authentic and real-time content piece. It also provides an opportunity for consumers to interact with their favorite creators, thereby there is a larger scope for personalisation, feedback, and results-driven conversations. Currently, the live-streaming concept is highly dominated by gamers, and this trend will soon see a shift. The live-stream feature provides an equal opportunity and benefits to influencers and content creators of all kinds if used strategically and creatively. For eg: Content creator, Viya from China live-streams about beauty, cosmetics, real estate, cars, and rockets; and is gaining immense out of such brand deals. Likewise, we too are soon to witness such a trend in India. Apaksh Gupta, CEO and Founder, One Impression: While there are going to be plenty of emerging trends that we are expecting to take over the influencer marketing economy in 2022, one particular trend that is going to stand out is the mainstreaming of the metaverse. The way the world of content and social media is evolving, we can easily assume now that the metaverse is here. While the pandemic forced brands to jump on the digital marketing train, newer technological innovation and integration of various platforms to build a virtual ecosystem is bringing the dream of Metaverse closer every day. 2022 is going to witness a lot of investments from brands into mainstreaming the metaverse. We have already seen in 2021 that bigger brands like Nike and Verizon are already initiating their strategies to get a head start in this league from their competitors. Gucci has also launched its limited collection for Roblox letting players customise their avatars in Gucci products. In 2022, we will be witnessing an increase in these numbers of brands who will be deploying technologies like AR/VR with influencers and content creators at the centre of them to promote their products and services. Rohan Tyagi, VP Strategy and Operations, India - Triller: The advent of technologies like NFTs, Crypto has opened up new engagement and revenue channels for brands. In fact, there is great affinity toward it among GenZ and millennial buyers. Through NFTs, brands can disrupt their markets with new strategies to raise awareness, develop new consumer journeys and increase customer value and loyalty. However, In the decentralized world of Web3, the power has shifted back to creators, and brands looking to leverage technologies like NFTs know that they cant simply buy into the space. Community interest today is driven by creators as a result there will be an uptick in brands partnering with influencers to leverage the opportunities afforded by NFTs. While influencer marketing is a fairly young industry with Metaverse becoming mainstream there is a huge likelihood of it taking off quickly and becoming a multibillion-dollar economy in the virtual world. In fact, this may happen much quicker than we think. Aayush Tiwari, VP - Talent Management &amp; Music Business, Monk Entertainment: One pretty evident trend is the dominance of short video content. We’ve noticed a wave of crisp crunchable 15-30 seconder bites taking the internet by storm in 2021 already, bound to multiply in the coming years. Factors that act as a catalyst are low entry barrier, easy to make, large-scale consumption. What drives the short video ecosystem is the ability of it getting recreated under the banner of ‘trends.’ Every week, there are hypothetically ten new trends which garner lakhs of videos lifting the consumption and UGC levels to higher levels. Dominant social media platforms like Instagram, YouTube launched their verticals, and new players like MOJ, TakaTak, Chingari entered the game encouraging regional tiers to showcase their talent. Even Netflix launched a short vertical that features the best scenes from their series, which people are binge-ing on the go. Vaibhav Odhekar, Managing director India &amp; Middle East, AnyMind Group: Influencer marketing has seen few major changes from the consumer approach towards the whole marketing and influencer segment and monetization of platforms. With the rising social media consumption and engagement, D2C brands across segments have moved towards influencers marketing. As per 'State of Influencer in Asia 2021' report by Antag, the most popular are Art &amp; Entertainment, Food &amp; Beverage and Fashion &amp; Beauty while Finance, health &amp; wellness are also attractive eyeballs and set to become trendsetting in 2022. One of the trends that stood out this year was Influencers creating and launching their own brands, driven by their expertise in a certain field, passion or life experience. Along with Direct-to-consumer and e-commerce, Consumer behavior shifts driven by the pandemic have accelerated trends. We've also noticed a trend of rising social commerce which will stay. Platforms like Facebook, Instagram, YouTube and Twitter have already made such features available in some parts of the world. The report also found out that Youtube is the most used social media platform in India. As we move towards 2022, more trends will see a spike and the ongoing trends will keep growing with the brands' demand. Sagar Pushp, Co-founder and CEO, ClanConnect: Two major trends are emerging in the influencer marketing sector and will likely dominate in 2022. Firstly, the creator economy will move towards a subscription-led model wherein true fans will be able to pay a sum of money to access exclusive influencer content. Such premium content will not be available on public platforms like Instagram and YouTube. Secondly, the use of NFTs is going to skyrocket over the next year. With NFTs, users can assume ownership of content such as images, videos, or sound clips, unlocking more revenue opportunities for creators. Pulkit Agrawal, Co-Founder &amp; CEO, Trell: Two words: Social Commerce. While the pandemic has given a massive push to India’s creator economy, the industry will thrive in 2022, with newer shopping and engagement models being adopted across the ecosystem. India’s GenZ and millennial shoppers are now harder to reach through traditional media channels and prefer social media networks to make purchase decisions. Hence, brands now want to integrate social and commerce to drive higher awareness, consideration, and sales. Further, Vertical videos are bound to take the centre stage in the coming year, which means long-form or episodic content will create opportunities for influencers to integrate brands into their content with the help of data-driven insights- brands and influencers will churn more personalized content for their followers’ The rise of social commerce in India will also give a fillip to digital-first brands while opening up newer avenues for influencers to monetize from brand collaborations, making it a full-time profession. With this, the industry is all set to create transforming shopping experiences and become more interactive, immersive, and entertaining. Live commerce is one of such innovations where an influencer demonstrates product usability in a live video setting, driving higher visibility, excitement, and loyalty for consumers. Gautam Madhavan, CEO, Mad Influence: Short Video and Live Stream will dominate in the influencer marketing industry. Consumers are becoming restless in watching long format videos - hence they want to consume on-the-go type of content. Original Content will be one of the key factors driving this. Content Quality and content authenticity is something consumers will be wanting.

Influencer Marketing: Trends to watch out for in 2022

<ul class="summary-list"><li>This holiday season, consumers are shopping differently, using their dollars to reflect their values and have a greater impact.</li><li>Experts argue that just as one day in the year doesn't define a company's success, one unofficial holiday is no longer the key to making your end-of-year sales. </li><li>Business Insider spoke with economists and business leaders about what the holiday season means for <keyword id="6359222" type="UNKNOWN" weightage="100" keywordseo="Small-Business">small business</keyword> survival and the U.S. <keyword id="34412" type="ORGANIZATION" weightage="60" keywordseo="economy">economy</keyword>.</li></ul>Over the past several months, Tal Zvi Nathanel has noticed customers adopting a different mindset when they shop in-person and online at his New York City retail store and art gallery, <a href="https://showfields.com/">Showfields</a>.Located in Manhattan's Lower East Side neighborhood with a second store in Miami, another crucial Showfields location is on customers' smartphones, where they can walk through the front doors, browse curated collections of beauty, art, and lifetsyle products, and check out with a swipe and a click.Nathanel told Business Insider that he noticed instead of browsing by product or price, customers are spending their dollars based on criteria like where the product is made, the cause behind the brand, and who's selling it. They, like many American consumers, have become more mission-driven."It's less about, How much does it cost?" Nathanel said. "It's more about, What's the impact?"<div type="image" title="SHOWFIELDS store in NYC 2" height="2663" width="3551" msid="79464837" hostid="261"></div>If there's one thing 2020 has taught entrepreneurs, it's to prepare for change. In just six months, the pandemic has forced nearly <a href="https://www.yelpeconomicaverage.com/business-closures-update-sep-2020.html">100,000 small businesses</a> to shut down for good, and customer preferences have shifted even more to <a href="https://www.businessinsider.com/shopify-how-to-ecommerce-business-online-store-integrate-apps-2020-6?wer">ecommerce</a>, <a href="https://www.businessinsider.com/platform-start-business-dumpling-delivery-proposition-22-contract-gig-worker-2020-11">delivery</a>, and <a href="https://www.businessinsider.com/business-tips-hosting-virtual-zoom-facetime-classes-sessions-economic-impact-2020-4">virtual business models</a>.Now that the holiday season is upon us, business owners that have weathered the storm thus far are wondering what moves they should make next. <keyword id="1961545" type="PERSON" weightage="60" keywordseo="Small-Business-Saturday">Small Business Saturday</keyword> was invented by American Express in 2010 as a marketing initiative the day after Black Friday, and since then typically gives entrepreneurs a leg up on the holiday season. Several business owners told Business Insider they rely on the holiday season for at least 30% of their annual sales.It's not so simple this year, and what happens in the last six weeks of 2020 could have major impact on America's economic recovery. Small businesses with fewer than 100 workers account for 98.2% of employers and businesses with fewer than 20 workers account for 89% of employers, according to the <a href="https://sbecouncil.org/about-us/facts-and-data/">Small Business and Entrepreneurship Council</a>. According to the National Retail Federation (NRF), more than 98% percent of all retail companies employ fewer than 50 people. Without a revival on Main Street, the American economy won't right itself any time soon.Business Insider spoke with economists and business leaders about where small businesses are headed in America's economic future, and they stressed that entrepreneurs will need to examine how their customers' experiences have shaped their buying behaviors — and be prepared to make changes to accommodate them. The key takeaways for business owners: Identify and appeal to the value-conscious consumer, and set up as many points-of-sale as possible.<h2>The largest shift in consumer values since the Great Depression</h2>This shopping year is unlike any other.In practice, consumers have adapted their purchasing habits to the times by <a href="https://www.businessinsider.com/how-to-prepare-your-retail-business-for-holiday-shopping-season-2020-10">shopping online earlier</a> to avoid pandemic-induced shipping delays. The data indicates that culturally, shopping local has become a sign of one's values, humanity, and morality. Seven out of 10 holiday shoppers find it more important to support small businesses than to get a good deal — 43% said they were willing to spend $20 more on an item to support a small business rather than save $20 at a large retailer — according to <a href="https://www.prnewswire.com/news-releases/new-union-bank-survey-finds-us-consumers-willing-to-spend-more-to-support-small-businesses-this-holiday-season-301178053.html">a survey</a> by Union Bank and research firm Edelman Intelligence.<div type="image" title="sewing masks coronavirus" height="2786" width="3715" msid="79464841" hostid="261"></div><a href="https://www.zenogroup.com/about-us">An anaylsis</a> by communications agency Zeno Group found that the most important values among consumers this year are protecting family, self-reliance, simplicity, honesty, and duty — rather than the sentiments of ambition, experiences, travel, and adventure that have ruled behavior and preferences in years passed.Alison DaSilva, the managing director of purpose and impact at Zeno Group, said this shift in American values is unlike any since the Great Depression."They want to have an impact with the decisions that they make when they're shopping — an impact on society, on their family, on the world at large," she said. "This notion of people wanting to use their dollars to have a greater impact and saving small business is very top of mind."That's good news for entrepreneurs who can find a way to get customers to connect with their purpose or founding story. Leon VanGelder, the VP of small business advertising for music streaming platform Pandora, said that in a survey of 2,000 listeners, more than half of holiday gift-givers planned to shop local. VanGelder pointed to millennials, Gen-Z women, and households with incomes of $100,000 or more as the key groups most likely to shop local.<h2>Consumers want to support small businesses — you just have to meet them where they are</h2>Given the loss, uncertainty, and tragedy that have marked 2020, experts argue that just as one day in the year doesn't define a company's success, one unofficial holiday is no longer the key to making your end-of-year sales. For many, Small Business Saturday is a symbol of the season on which they pin their hopes of meeting revenue goals. Ann Cantrell of <a href="https://blueribbongeneralstore.com/pages/about-us">Annie's Blue Ribbon General Store</a> in Brooklyn, New York, said 37% of her 2019 sales came in the last two months of the year. Kaylin Marcotte of <a href="https://jiggypuzzles.com/">JIGGY Puzzles</a> and Jelani Memory of <a href="https://akidsbookabout.com/" target="_blank" rel="noopener noreferrer">A Kids Book About</a> in Portland, Oregon, both expect to make a third of their 2020 revenue in that time. For Ali Rose of <a href="https://genusee.com/">Genusee Eyewear</a> in Flint, Michigan, it's nearly half.Despite all the changes in 2020, the NRF expects total US retail sales to grow between 3.6% and 5.2% in November and December, compared to a 3.5% average increase over the past five years. Even for business owners desparate to attract customers this year, it's not the time to slash prices on everything in the store, said Fred Hurvitz, a marketing professor at Pennsylvania State University. That's because he expects to see more people stick to necessities this holiday season."People don't have to make those purchases," he said. "Anything that's discretionary will probably be put on hold." Even for the smallest businesses, experts agree there is one strategy entrepreneurs can employ to protect themselves: Sell wherever possible. <div type="image" title="Tal Zvi Nathanel" height="1996" width="2656" msid="79464845" hostid="261"></div>"If you don't have online offerings for people, you're in trouble," Prisinzano said. Penn State marketing professor Fred Hurvitz expects <a href="https://www.businessinsider.com/multichannel-business-use-contactless-payment-multiple-channels-2020-11">omni-channel businesses</a> with multiple purchasing and payment options will see the best holiday sales.Showfields is just one example of a business taking such an approach, offering contactless payment, an app that enhances customers' in-store experience, virtual online tours, an ecommerce site, and curbside pickup.Nathanel said the pandemic has provided his business with an excuse to innovate. For example, Showfields' Magic Wand app escorts customers through its store and gallery, and presents a mobile payment screen at checkout."It pushed us to redefine many things we know how to do very well physically," he said, "and try to figure out if there are other ways to do that."Emily Canal also contributed reporting for this story.

Small businesses are seeing the biggest shift in how we shop since the Great Depression. Here's how entrepreneurs can reach the morally minded, Instagram-oriented customer.

When <a target="_blank" href="https://www.tiktok.com/@ellascalendar/video/7297342900113820959?lang=en">Ella Lin</a> was in middle school, her clothes had to be name brands or they were "uncool." Now that she's in college, she and her friends proudly buy dupes of trendy brands."We go shopping a lot at the mall, and then we'll find something really cute. Then we look at the price tag and then we'll be like, 'Oh, we should find a dupe for that,'" she told Business Insider. Lin likes Aritzia, Lululemon, Urban Outfitters, and Brandy Melville, so she looks for dupes similar to those brands.The 19-year-old reveals her dupe finds on TikTok. She'll film her latest find, like a $37 <a target="_blank" href="https://www.tiktok.com/@ellascalendar/video/7297342900113820959?lang=en">Aritzia sweatshirt dupe</a> or a $29 <a target="_blank" href="https://www.tiktok.com/@ellascalendar/video/7301808796869987614?lang=en">Skims bodysuit dupe</a>, artfully thrown on her bed and set the video to a song by Taylor Swift or Bouba Savage."A few years ago, it was uncool to have dupes, but I feel like TikTok and Amazon have normalized it," Lin said. "It just proves that you don't have to have the most expensive clothes or brand names to be fashionable or to express yourself."Lin is part of the generation that grew up online. Gen Zers are not fans of paying full price. Instead, they revel in finding less expensive alternatives for popular products.In fact, Gen Z prefers knockoffs more than other generations, Business Insider found.<a target="_blank" href="https://www.businessinsider.com/how-gen-z-works-lives-and-loves-2023-12">BI, in collaboration with YouGov, conducted a survey</a> this summer of more than 1,800 Americans spanning five generations about their values and preferences. Over 70% of Gen Zers we surveyed said they sometimes or always buy less expensive knockoffs of more expensive name-brand products.Gen Zers were born between 1997 and 2012, making them anywhere from 11 to 26 years old, but only those 18 and over were included in BI's survey.<h2>Cashing in on dupes</h2>Younger consumers with tighter budgets have always been interested in getting a bargain. But TikTok, Amazon, and fast-fashion retailers like Shein have supercharged the trend.Amazon and TikTok declined to comment on the record for this story. Shein did not respond to a request for comment. Sixty-one percent of Gen Zers said they used TikTok most often to find dupes, <a target="_blank" href="https://press.trustpilot.com/49-of-american-gen-z-and-millennial-social-media-users-have-been-scammed">according to a survey</a> of 3,000 millennial and GenZ consumers from the US, the UK, and Italy conducted by the consumer-review platform Trustpilot.Videos tagged #dupe have garnered more than 5.9 billion views. And those views lead to real sales.Take, for example, the leggings from the little-known brand CRZ Yoga, which sells products on Amazon. TikTokers swear its $27 leggings are exactly the same as Lululemon's $100 Align leggings. CRZ Yoga sells over 80,000 pairs a month, according to data from the e-commerce analytics firm Jungle Scout <a target="_blank" href="https://www.reuters.com/business/retail-consumer/lululemon-birkenstock-duplicate-styles-lure-holiday-shoppers-2023-11-20/">published on Reuters</a>.Now, TikTok can sell the product that it helps go viral.<a target="_blank" href="https://www.businessinsider.com/tiktok-shop-app-store-more-e-commerce-software-partners-2023-9">TikTok Shop,</a> the platform's new in-app <a target="_blank" href="https://www.businessinsider.com/tiktok-shop-will-compete-with-amazon-by-leveraging-fomo-and-trends-2023-9">shopping feature,</a> allows users to buy products directly from a creator's video.Lin, the TikToker, mostly shops for dupes on Amazon, she said. "In the search bar, you can type in 'Aritzia dupe,' 'Lululemon dupe,' and then the top brands that make those dupes will show up, and they're usually really highly rated," she said.But she's warming to TikTok Shop, too. "Every video I scrolled kind of felt like an ad to me, but I've gotten used to it," she said. "There's such good deals on there every day."Ellyn Briggs, a brand analyst at the research company Morning Consult, recently turned her excessive scrolling on TikTok into a <a target="_blank" href="https://pro.morningconsult.com/analysis/dupe-buyer-demographics-brand-strategy">report on dupe culture</a> and Gen Z."A product going viral is an important factor when they're considering whether or not to purchase that product," Briggs told Insider.Culturally, counterfeits are taboo — most people who buy them don't want others to know that their designer duds are a fraud. However, finding these new look-alike products carries unique cachet, like discovering the next great indie artist before they go mainstream or dining at a buzzy restaurant before it develops a three-month wait list."It's become a point of pride almost for young people to say, 'I found this dupe that's just as good as this more expensive product,'" Briggs said."This target audience views dupes as a badge of honor and so they intentionally buy the dupes, but they also mix them with name brands," Jacqueline Babb, a marketing professor at Northwestern University, said. "I don't think it's an economic decision. I think it's an intentional kind of curation."<h2>The dupe generation is disloyal</h2>Gen Z's fascination with dupes is changing consumerism as we know it.Saving money is the No. 1 reason people buy these products. Morning Consult's survey found that 49% of these shoppers reported an annual household income of under $50,000, and 67% of those consumers said saving money was a major factor when considering buying a dupe. <a target="_blank" href="https://pro.morningconsult.com/analysis/gen-z-shoppers-love-new-brands">Morning Consult data</a> found that Gen Z is more likely to try new apparel, beauty, and electronics brands than other generations."It speaks to a broader trend that Gen Z is very brand disloyal," Briggs said. "It's easy to catch Gen Z's attention, harder to earn their loyalty."The second reason people buy dupes is for the thrill of testing them out, Morning Consult found."That suggests that there's sort of a bit of a gamification going on or an interest from consumers in testing and learning on their own," Briggs said. "It's added a layer of intrigue or proactivity from the consumer."Another part of the trend unique to Gen Z is the type of brand commonly copied. Briggs said that rather than luxury brands, it's the midrange brands such as Lululemon, Skims, Ugg, Aritzia, and Charlotte Tilbury.Babb said that's because those who buy these copied products don't typically fall within these brands' target demographics."For the most part, the type of people who buy a dupe are not the same people that want the name brand," she said. "Somebody who really wants Uggs wants Uggs because they want the Ugg name on their foot and not because they want a shearling boot with the plush inside."But Gen Z will spend money on certain brands like Nike or Canada Goose and will even wear these brand names along with their dupes. This points to a <a target="_blank" href="https://www.businessinsider.com/gen-z-marketing-social-media-guide-2020-10">set of values</a> that are unique to this generation."Gen Z has an affinity for brands with a purpose, and so they do want to spend money with brands like Patagonia," Babb said. "Gen Z wants to use their consumer dollars toward brands that match their values."And perhaps some brands, like Nike or Apple, are just more difficult and risky to replicate."If it's proprietary and there's a patent on it, that's going to be much harder for other companies to go in and duplicate or rip off," Colin Campbell, a marketing professor at the University of San Diego, said. "It's legally more dubious as well, too, because there is the Nike swoosh on it, so if you're duplicating that, you're technically breaking trademark laws."<h2>Dupes cause little damage to brands, for now</h2>Dupes have the potential to become a permanent trend, Campbell said."People just are starting to become better consumers and realize that there is a premium for brands," he said. "In some cases, they don't necessarily want to pay that premium."For some brands, these product clones provide a unique angle to sell products that might already appeal to Gen Z.Take E.l.f. Cosmetics, which launched in 2004. It started selling cheaper versions of popular beauty products long before it became a go-to dupe brand on TikTok. Today, several videos compare E.l.f.'s products to more expensive brands. For example, a Charlotte Tilbury blush wand costs $42, while a similar one from E.l.f. costs $9. The demand for dupes has also spawned new brands like Quince. The online fashion retailer markets itself as an affordable, sustainable alternative to luxury brands by producing garments in many of the same factories as its competitors. For example, it sells a <a target="_blank" href="https://affiliate.insider.com?h=666356be6c385491ce6ea3854b0ac6fa35a347c0a10239a2e1d7d0728ec5606c&amp;postID=65722836f1dbb59a62a2411d&amp;postSlug=gen-z-is-the-dupe-generation-2023-12&amp;site=bi&amp;u=https%3A%2F%2Fwww.quince.com%2Funisex%2Frecycled-commuter-backpack%3Fcolor%3Dolive%26gender%3Dwomen%26tracker%3Dcollection_page__women%252Fbags-%2526-leather-goods__Backpacks__2">nearly identical version</a> of Dagne Dover's neoprene backpack for $99, compared to $195. Quince also sells a <a target="_blank" href="https://affiliate.insider.com?h=e0af8fc8905ae9fb5ead28211725c6e564e919089bdb21bef90567c0e3ea5495&amp;postID=65722836f1dbb59a62a2411d&amp;postSlug=gen-z-is-the-dupe-generation-2023-12&amp;site=bi&amp;u=https%3A%2F%2Fwww.quince.com%2Fwomen%2Fwomen-s-washable-stretch-silk-tiered-maxi-dress%3Fcolor%3Dwine-tasting%26gender%3Dwomen%26tracker%3Dcollection_page__women%252Fdresses%252Fmaxi-dresses__Maxi%2520Dresses__6">tiered maxi dress</a> for $130 that closely resembles Anthropologie's $220 Somerset maxi dress.While Quince doesn't explicitly call out the brand names it mimics, it sometimes hints at its references on social media. The company called its $70 pair of <a target="_blank" href="https://www.instagram.com/reel/CvTTXxBJwvM/?utm_source=ig_web_copy_link&amp;igshid=MzRlODBiNWFlZA==">cork-sole sandals</a> "Barbie approved," referencing the Barbie movie's <a target="_blank" href="https://www.businessinsider.com/the-history-growth-of-birkenstock-german-shoe-brand-2023-8">Birkenstock</a> scene. Quince uses a manufacturer-to-customer model, similar to Shein's, though Antonieta Moreland, the head of brand at Quince, said the company is positioning itself as an anti-fast-fashion brand."There's a lot of places that make inexpensive things and for inexpensive prices, but not a lot of places are making very quality, high-end things for inexpensive prices," she said.Since Quince's model doesn't rely on holding inventory at distribution centers, it allows the company to react quickly to trends. For example, when Ugg's moccasin slippers began trending, Quince produced its own version ahead of the fall season.So should Ugg and other brands worry about companies like Quince? Probably not, Briggs said.Dupes are good for the brand doing the duping and the brand being duped. Brands that are frequently copied are more well-known and viewed more favorably by consumers on TikTok, Morning Consult found."Purchase consideration was higher for those brands among TikTok users, versus all US adults," Briggs said.Some brands have been able to shrug off duping or use it to their advantage. Take Lululemon's "<a target="_blank" href="https://www.tiktok.com/@la.dreaming/video/7230575449661820203?_r=1&amp;_t=8hzncjt30MV">dupe swap"</a> or the hair-care brand Olaplex using influencers to market a fake product called <a target="_blank" href="https://www.tiktok.com/@alysialoo/video/7282880089346362667?_r=1&amp;_t=8hzPzoknDsA">OlaDupé</a>. These moves likely didn't convert dupe shoppers but propped up their loyal customer base. "I think the dupe people are not Lululemon's market," Babb said. "I don't think they ever will be. So if you're Lululemon, what you're really trying to capitalize on is the buzz around leggings for your target audience."But it could eventually lead young shoppers on a path to purchase luxury items once they have the means, Briggs continued."Our data shows that there's little damage that's being done right now to either side," Briggs said. "So I don't think we're taking away from the luxury brand's bottom line in a massive way at the moment."Lin, the TikToker, agrees."The dupe is a good gateway to see if you like the product," she said. said. "Or if you think it's going to go out of style or you won't like it in a year, then a dupe is a more financially responsible choice to make."

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