Beyond the Runway: five trends shaping the future of influencer commerce

The luxury fashion and beauty industry is undergoing a profound transformation, driven by the rise of influencer commerce. As social media platforms evolve into dynamic shopping destinations, influencers have become more than tastemakers – they are shaping consumer behaviour, driving purchase decisions and co-creating brand narratives.

During key moments like London Fashion Week, conversations extend far beyond the runway, amplified by digital creators who connect with highly engaged audiences. The global fashion influencer market, valued at $6.82 billion, is expected to grow by 38% by 2030, with the luxury sector playing an increasingly significant role.

Our playbook, developed in collaboration with Ogilvy and The Goat Agency, explores how luxury brands can harness the power of influencer marketing to engage digitally-savvy consumers. A YouGov survey of 2,000 UK shoppers reveals that 27% of fashion and beauty consumers who follow influencers have purchased luxury items directly through platforms like TikTok and Instagram – proving that social commerce isn’t just for mass-market brands.

Key trends shaping influencer commerce in luxury

• Authenticity as currency – Today’s luxury consumers demand genuine connections. In-depth product reviews and user-generated content drive trust and sales.
• Shared values matter – 39% of shoppers consider an influencer’s social and political stance before purchasing, making values alignment critical for brands.
• The power of micro-influencers – 24% of consumers trust micro-influencers more than larger creators, valuing their niche expertise and strong engagement.
• Seamless social commerce – Consumers expect frictionless shopping experiences, making integrated ecommerce tools essential for luxury brands.
• Influencers as creative partners – Beyond promotion, influencers play a vital role in brand storytelling, creating content that resonates with modern audiences.

How brands can win in influencer commerce

While luxury brands are at the forefront of this shift, these insights offer valuable lessons for brands in all sectors looking to engage consumers through influencers effectively. Download the playbook now for actionable strategies.

To explore their influencer marketing and commerce offerings, and see recent work, visit Ogilvy and The Goat Agency.