UGC, Influencers & The Trust Economy: What’s Next for Fashion & Beauty Marketing

Episode notes

Social Commerce is more than a buzzword - it’s reshaping the way brands interact with their communities. At its heart lies a powerful trio: user-generated content, creator marketing, and trust. From early innovations in Southeast Asia to Livestreaming for TikTok Shop across Europe & The Americas, it’s clear: the brands that thrive today meet their customers where they are and involve them on their terms. In the last of our live recordings from the Social Commerce Summit: Autumn Edition, Paul welcomes Cathriona Nolan (ex-SVP of Marketing, Brand & eCommerce @ Pomelo Fashion) and Yoann Chipotel (Partner @ Emplifi) to explore how Social Commerce drives Brand Advocacy. With Cathriona’s hands-on experience in building omnichannel, influencer-loved brands, and Yoann’s expertise in leveraging community content for global giants like Nike and H&M, this episode is packed with actionable insights for brand builders. Hit play to learn: Leverage UGC as Authentic Brand Currency: Cat shares how Pomelo’s “Pomelo Girls” activations transformed everyday customers into Advocates. By encouraging content creation, their voices were socially amplified - leading to more trust, and more sales.

• Cannes Lions CMO on Community, Advocacy & What Actually Moves Revenue63 / 100
• Is The Creator Economy Broken? ft. Manuel Albuquerque63 / 100
• How Grace Andrews Builds A Content Strategy In 5 Steps64 / 100
• Building TRIP: How a Challenger Brand Conquered the Wellness Drinks Market 65 / 100
• Is your brand engineered for advocacy? | The Advocacy Maturity Model63 / 100