Lingerie & the power of social proof
Although social proof is essential for all fashion and lifestyle niches, it’s especially important for lingerie. Never is fit, comfort or quality more important than when buying lingerie, but you’re limited with what you can try on and return. So it’s no surprise that customers tend to stick to the brand they know and love when buying lingerie online.
The main barrier to conversion for online lingerie brands is the lack of confidence customers have that the products will fit their unique shape. Every woman out there will have bought dozens of bras and pairs of underwear over the years, only to find the fit completely wrong. When a customer finds something that fits, they’re often reluctant to move away from that brand.
The most effective way to disrupt this mindset and sway customers to your website is to offer them proof. Specifically, social proof.
Over recent years, social platforms, review iPaaS Vendors sites and online publications have helped smaller and growing lingerie brands move into the spotlight. By changing perceptions, reducing the taboo and increasing brand awareness, platforms like Instagram have helped make room for lesser-known underwear brands. This is a kind of social proof that businesses can utilise to reduce that initial buyer hesitation and attract new customers.
What is social proof?
Social proof is an industry buzzword that’s gained popularity following the rise of ‘influencer marketing’. Originally coined by Dr Robert Cialdini back in the 80s, the term social proof describes the influence that other people, both online and in person, have on our own actions. If someone you know or admire is doing something or buying something, then it must be a good idea.
According to HubSpot, there are five different types of social proof, each with the power to increase brand awareness, reduce buyer hesitation and improve your conversions.
1. Expert social proof
Expert social proof describes the influence that a credible expert or authority has in your industry. For example, if a prominent fashion blogger, magazine editor or designer recommends a certain brand of lingerie, it’s likely that the brand will see an increase in their sales.
How you can use it
First off, it’s important to identify what kind of lingerie brand you are. Are you high-fashion or budget? Plus-size or all sizes? Sleek and sexy or subtle and refined? Think about your target audience, and then think of what kind of publications and experts they’ll be following. If you’re high-fashion, you’ll want to shoot for places like Vogue, Marie Claire and GQ. If you’re more high-street, aim for publications like Who What Wear, Look and Refinery29.
Next, reach out to these experts. Contact as many people as you possibly can within your industry niche. Whether it’s a prominent fashion blogger, an editor or a model, get in touch and tell them about your brand. Explain who you are, what you sell and what makes your lingerie unique. Send free samples and follow up. Eventually, someone will give you a mention.
Once your brand has been mentioned by an expert, you can start including “as seen in” media logos on your site and social channels. These logos help reassure potential customers of your brand’s quality.