US: Abercrombie & Fitch unveils celebrity-designed line: Do people trust celebrity recommendations?

American clothing retailer Abercrombie & Fitch has collaborated with influencer and TV personality Tia Booth to launch a co-designed collection which is available to consumers in North America and Europe. The new line retails between $30 - $110.

We explore YouGov data to analyze whether Abercrombie & Fitch’s current customers really take to influencer or celebrity-recommended products.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 62% of Abercrombie & Fitch’s consumers agree with the statement that they “trust products recommended by celebrities or influencers.” By comparison, 23% of the general US population agrees with the statement.

While 26% of Abercrombie & Fitch shoppers disagree with the statement that they “trust products recommended by celebrities or influencers”, a greater proportion (62%) of the general American population disagrees with the statement as well.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Taylor Friehl on Unsplash