Leveraging behavioural and attitudinal data, we produce meaningful customer segments that provide deeper insights about the audiences that matter to your brand or product.
How Convosphere’s multilingual social listening can help your Fashion & Beauty brand
No industry is as trend sensitive as Fashion & Beauty and, due to the impact of mobile and social media, new ‘must-have’ styles and products emerge faster than ever. Consumers are continuously driving trends through Instagram, Pinterest, Weibo, TikTok and YouTube. To stay relevant, brands have no choice but to keep up with user-generated content and constantly re-inform and readjust their marketing and communication strategies.
Consumer behaviours and preferences
Reaching today’s savvy consumers is challenging and there’s no magic ‘one size fits all’ approach. Regardless of their industry, brands need to recognise that cultural differences and personal values shape consumer behaviours and preferences. Whether you’re looking to improve messaging resonance, reach a niche audience, manage brand reputation, prepare for international expansion or simply keep an eye on industry movements, social listening is key.
When browsing their social media feeds, consumers are constantly exposed to branded content and ads. Although the ultimate goal is to capture their attention and engage them, it’s important to remember that, with the click of a button, consumers can publicly share their feedback, whether favourable or unfavourable.
In Fashion, this means brands must tread carefully when, for example, highlighting their ethical manufacturing processes; consumers will be quick to investigate and hold them to account for any exaggerated or incorrect claims made.
Similarly, in Beauty, brands joining grassroot trends celebrating diversity risk alienating target groups who may dismiss slogans about “inclusiveness” as cynical attempts to piggyback on the movement.
However, with the right execution, messages such as these can engage target groups, and positively influence how they view the brand. To understand how to successfully reach their audience, brands need to stay attuned to consumers’ interactions and conversations online, paying particular attention to how and where they talk and who they engage with and follow.
Through our sophisticated in-house developed social listening methodologies, we are experts at generating the insights Fashion & Beauty brands need to keep one step ahead.
