Luxury fashion and beauty brands are moving towards a more authentic marketing strategy by involving employees in content creation. This shift, driven by consumer interest in brand transparency, highlights the importance of craftsmanship and community. Brands like Loewe and Lush have successfully utilized employee-generated content to connect with their audiences authentically, focusing on the stories behind the products. This trend counters traditional influencer marketing, offering a fresher, relatable perspective that resonates more with today's consumers who are eager for genuine connections with the brands they support.
"Craftsmanship, culture and community matter more. People don't just want to see the final product; they want to know who made it, how it's made and why it matters."
Collection
[
|
...
]