Fashion is the category where the most UGC is bought in Spain and the most is wasted. The reason is simple: many brands order pretty videos when what sells is the information.
What actually converts
| Element | Why it converts |
|---|---|
| The try on | The garment worn, moving, on the real body of the person wearing it. By far the best performing format. |
| Honesty about sizing | "I am one metre sixty five and I wear a medium, it fits loose." That sentence reduces returns and raises conversion at the same time. |
| Three ways to style the same piece | It demonstrates versatility and justifies the price. |
| The fabric in close up | How it drapes, how the seam looks, whether it is see through. It is what the customer cannot assess from a photo. |
| The expectation versus reality comparison | How it looks on the site against how it looks worn. It sounds risky and converts very well. |
Which creators to hire
Different bodies. It is the decision that most affects the result and the one most brands avoid.
If your sizing runs from small to double extra large, you need creators in at least three different sizes. A customer who does not see their body in your content assumes the garment is not for them.
Look for people who resemble your customer in age and context too, not only young models in bright flats.
The brief that produces good material
Include: the creator's measurements and the size they receive, the usage context, three suggested hooks, and a list of details that must be shown, such as the zip, the lining or the real length.
And always ask for movement. A still garment says nothing; walking, sitting or climbing stairs, it says everything.
The Spanish calendar
The sales rule everything. January and July concentrate most of the conversion, and creative is ordered four to six weeks ahead.
Add Black Friday, the Christmas and Kings campaign, and the spring weddings and communions, which in Spain drive a volume many foreign brands underestimate.
How many pieces to buy
For paid media, a minimum of six different creators with three hooks each. In fashion, variety of bodies and styles is the variable that moves the result most.
Where to go next
In fashion, honest information beats perfect aesthetics. Our complete UGC guide for brands explains the rest of the process.
