Category
Business
Autumn Teasers
Trend cluster
Category
Livestream
Retail
Fashion and beauty brands offer livestream shopping experiences.
3.9
Trend score
Trend
What is the Livestream Retail trend?
Livestream Retail: With livestreaming being popular across a wide range of apps, fashion and beauty brands are increasingly using livestreaming as a way to market their clothes and beauty products, while simultaneously having customers buy them.
Insight
The consumer insight behind the Livestream Retail trend
Branded, celebrity, or influencer-featuring livestreams have sway among Gen Z and young Millennials in-particular, with livestreaming being perceived as more authentic and less edited than other forms of marketing. For brands, using this authenticity helps them build campaigns that offer immediate returns, while connecting them with their target audiences.
Trend themes
Themes within the Livestream Retail trend
Three behaviours holding the trend together01
Livestream Retail
Livestreaming is gaining popularity across a wide range of apps to market fashion and beauty brands products while offering immediate returns to the brands and connecting with their target audiences.
02
Nostalgic Shopping Livestreams
Brands using nostalgia, particularly of the early 2000s, in their livestream campaigns specifically target Millennial and Gen Z consumers.
03
Live Lifestyle Shopping Apps
'Livestream Shopping' is a brand new feature that combines the social functionality of live events with a shopping experience, allowing users to connect with brands and industry experts while discovering new products.
Industry implications
What the Livestream Retail trend means for industry
Where the trend changes the playbookFor
Beauty Industry
Using livestream programs can be a vehicle for ingredient safety education, tip-sharing and promotion of performance skincare products by luxury beauty brands on e-commerce platforms.
For
Fashion Industry
Livestreaming helps brands to build campaigns that offer immediate returns, while connecting them with their target audiences, including celebrities or influencer-backed events.
For
E-commerce Industry
Live Shopping features are being integrated into social shopping platforms as a way for professional streamers to help customers connect with key influencers and gain easy access to products.
Workshop question
How could your brand leverage livestream retail?
Trend signals
Trend signals for Livestream Retail
Trend score 3.9 out of 10, from popularity 56%, activity 46%, freshness 15%.
Popularity56%
Activity46%
Freshness15%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Livestream Retail trend
5 featured examples from Jul 10, 2021 to Apr 4, 2023CategoryFashion
Nostalgic Shopping Livestreams
NYX Cosmetics Hosted a Throwback Event Live on Triller
Livestream shopping and marketing campaigns featuring retro beauty trends and icons could invigorate consumer interest and sales in the cosmetics industry, particularly among youn…
CategoryBusiness
Experiential Shopping Platforms
sune Shares a Fun and Engaging Way for Gen Z to Shop
Experiential shopping platforms are transforming the e-commerce industry by creating innovative ways for consumers to interact with brands and products in a more engaging and ente…
CategoryBusiness
Luxury Beauty Retail Livestreams
Amala Beauty Launches Interactive Shopping Events on Tmall Global
Luxury beauty brands will continue to explore new digital marketing channels, such as live stream commerce, to reach consumers and boost brand awareness.
CategoryBusiness
Live Lifestyle Shopping Apps
Verishop Has Launched 'Livestream Shopping' Feature for iOS App
Verishop's new livestream shopping feature is designed to complement their existing e-commerce platform.
CategoryFashion
Livestream Beauty Shopping Series
Klarna and Beautycounter Launched the Better Beauty Livestream
Offering educational and interactive beauty content provides a unique customer experience and increases loyalty and satisfaction in the industry.
