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BizReport : Blogs & Content archives : April 05, 2016

Parents turning to trend-setting bloggers, vloggers for children's fashion

Recent reports reveal that celebrity endorsements are not the powerful persuaders of purchase decisions once imagined. Instead, online influencers such as bloggers, vloggers, and even Instagrammers are the ones turning heads and, as Rakuten Marketing has found, that is even true when it comes to children's fashion.

by Helen Leggatt

Almost a third (30%) of the 2,000 UK parents with children under the age of 12 surveyed by Rakuten Marketing said they are willing to spend more on clothing for their child if it had been endorsed by an online influencer such as a blogger, vlogger, or Instagrammer. In fact, nearly a quarter (23%) said they trust such online influencers most highly.

The reports comes hot on the heels of others that reveal Millennials are more likely to purchase a product in-store if it is endorsed by a non-celebrity blogger and beauty bloggers, and not the makeup artists behind cosmetic brands, are the main influencers in the market.

"As the influence of bloggers, vloggers and Instagrammers grows, and plays an increasingly important role in the decision making purchase of parents, children's fashion brands are increasingly partnering with these influential users to front marketing campaigns and promote products or exclusive content," says Nick Fletcher, director of multichannel at Rakuten Marketing. "Our research shows that parents are willing to spend more in order to emulate the styles of these trusted voices."

Rakuten's research found that, with the children of celebrities hitting hitting the limelight, they, too, are influencing parents' purchasing decisions. A quarter (27%) of parents said they have bought an item after seeing a celebrity's child wearing it, while one in 10 said they trust famous ambassadors most.

According to Fletcher, "harnessing the influence of social media stars and endorsements by the children of celebrities cannot be underrated. In 2016 and beyond, brands must build partnerships with influencers, through affiliate and other marketing channels, to raise brand awareness and drive sales."

Image via Shutterstock

Tags: bloggers, blogging, children, clothing, fashion, Instagram, online influencers, retail, vloggers

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