First Choice on borrowing fashion’s ‘shop the look’ model to engage Gen Z travellers
Inspired by the fashion industry’s success with social shopping, First Choice launched an influencer marketing campaign to entice the next generation of holiday-goers.
Social commerce in fashion is big business. Some 52.4% of global online fashion shoppers now use Instagram to make purchases, according to RetailX’s Global Fashion 2023 report. And it makes sense – shoppable content and the option to check out directly within an app make it very easy to be inspired by an influencer and then click through to make a purchase.
It’s a different story in travel though. While consumers have been inspired by travel content influencers on social media for a long time, the consumer journey to purchase has not been as simple. Often this is because purchases require a number of elements like flights and hotels, plus travel purchases tend to require more consideration and cost more.
