Think Tank: Why Authenticity Matters for Female Shoppers

In the age of fashion-forward social media, there is no denying that visual content has a profound impact on today’s shoppers. Fashion brands have thrived on visual-centric platforms and with this explosion of engagement, brands must pay special attention to audiences and determine the types of content that attract — and repel — shoppers.

And as women have emerged as a powerful demographic on social, they’ve made their preferences clear — Photoshopped models and staged photo shoots no longer resonate.

In the last year, there’s been a cry for authenticity across marketing channels. This past winter…

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