Obviously User Generated Content is multi-functionally applicable to almost any industry and it is not strictly reserved for fashion. However these two do make a perfect match and it seems that this love story is just the beginning of a long lasting relationship.

The list of benefits that accompany UGC is long (we all know that Millennials trust UGC over owned content and so on and so forth),but the power of UGC goes way beyond social marketing strategies and campaigns…

The fashion industry is a great example to prove to critics that UGC can do more for your brand than simply pamper your customers. Global brands such as H&M, Urban Outfitters or Lululemon have all run successful UGC campaigns which have actually led to conversions and therefore increased sales.

But you don’t have to be a global player to run a successful UGC campaign. Especially smaller fashion brands that don’t have that much content can benefit from UGC if they can motivate their customers to share their photos on social media. It is undeniable that Instagram works particularly well for B2C businesses, brands that make their Instagram shoppable are very likely to reach larger audiences and at the end of the day they will sell more products.

But why does UGC work so particular well for fashion brands?

Lookbooks are great and we all love to look at beautiful models but to be honest I’m 5’3” – it is obvious that a pair of Zara pants (presented on a girl who is 5’8”) won’t look the same on me! As customers, especially when shopping online, we need someone who looks more like us (at least when it comes to height and size) to get a proper idea and to avoid disappointment.

Besides fashion can be interpreted very differently. The way a brand suggests you should wear a certain piece is not necessarily the way you or I would combine it. It just comes to show that there are a million different styles – and fashion always relies on personal interpretation. I think what many brands love about UGC is that it simply shows and celebrates the diversity of fashion.

3 brands that successfully incorporated UGC as part of their social strategy:


ASOS being one of the leading e-commerce businesses for fashion (BTW if you have ever wondered the abbreviation stands for As Seen On Screen!) has always relied on the visual component. The idea behind ASOS was to sell clothes and accessories that were seen on celebrities.

UGC implemented on ASOS's website
Source: Screenshot ASOS

Today, ASOS very successfully includes customers into their social strategy, by asking people to use the hashtag #AsSeenOnMe. Each day the best outfits are featured on the website, offering customers inspiration and celebrating the diversity of fashion.

lala Berlin

Fashion label lala Berlin proves that you don’t need 300 stores around the planet to conquer the world. When Leyla Piedyesh started out in 2004 with her first knitwear collection no one expected that lala Berlin would become one of Germany’s leading fashion brands.

UGC implemented on lala Berlin's website
Source: Screenshot lala Berlin

Today, lala Berlin is celebrated by international stars, bloggers and influencers alike. Obviously, the brand still produces professional photos which are used in the lookbook. However, by combining BGC with UGC lala Berlin was able to extend the amount of content which is being created and besides has given the brand additional credit in a sense of social proof and clearly celebrating the diversity of #lalagirls beyond the borders of Berlin.

Michal Kors

Michael Kors being a luxury design brand for handbags and watches started its long-term social campaign in 2013. By asking customers to share the hashtag #WhatsInYourKors and show the things on Instagram that they were carrying around in their handbags.

UGC implemented on Michael Kors' Website
Source: Screenshot Artifacia Blog

Despite the fact that this was a very private request – and you would think that people might not want to show what was happening inside their handbags – the campaign was very successful and created a lot of engagement. Existing customers were more than happy to share their content on Instagram. This way the brand was not only creating engagement but also gaining insight and entering a dialogue with customers to meet their needs.

About Anthea Bruger

Anthea was part of the squarelovin team from 2018 to 2019. In addition to her marketing management studies at the Northern Business School, she supported the marketing team, in content creation as an expert for all things Instagram.

More about Anthea Bruger