Platforms designed around peer involvement are integrating this concept into their systems. Botsman notes, “Platforms like Depop illustrate how fashion discovery is now influenced by peer preferences and seller reputation, while Strava transforms workouts, routes, and recommendations into community-shared signals. For those offering recommendations, sharing their favorites is also a way to showcase their taste and identity.”
Simultaneously, AI is becoming an integral part of the discovery process. While some consumers feel at ease consulting tools like ChatGPT for product suggestions, this trend doesn’t reduce the significance of reviews. In fact, it enhances their importance: Large Language Models (LLMs) rely on aggregated online opinions when presenting products, meaning today’s consumer reviews may impact not only other buyers but also the algorithms directing them.
Community, not campaigns
Traditionally, trust was built from the top down, through authority figures like advertisers, celebrities, and experts. Now, it is formed horizontally, through peer networks and shared experiences.
For brands, this represents a deeper transformation than merely adopting user-generated content (UGC). Botsman states, “The most valuable brand asset today is not reach but recommendation.” She believes brands that consistently engage in communities and discussions, rather than just through campaigns, are best positioned to earn trust.
This involves viewing reviews as an integral part of the product experience, not just an afterthought. For instance, Alo Yoga incorporates reviews directly into its e-commerce platform. Product pages prominently display star ratings and written customer feedback, while bestseller filters and “most loved” tags guide shoppers to items with strong peer validation.
Summer Nacewicz, EVP of marketing and creative at Alo, explains, “Customer reviews are incredibly important to Alo’s growth because they build trust on a large scale, especially as we continue to expand globally. We incorporate insights from customer reviews into a feedback loop closely monitored across design, merchandising, and buying. Recurring themes around fit, fabrication, and performance guide future development — for instance, consistent requests for additional inseam lengths led to more options in key trouser styles.”
Other brands are experimenting with similar strategies in more explicit ways. Glossier, for example, based much of its early growth on user feedback loops, encouraging customers to review products and shape launches based on community input. The London-based label Peachy Den adopts a similar strategy with a “close friends” community, inviting dedicated customers to review upcoming product launches and provide input before release.
As the number of influencers paid to promote or review products online increases, the question of authenticity becomes more pressing, highlighting the importance of transparency in building trust. For the beauty marketplace Lookfantastic, clarity in review systems is crucial. Billie Faricy-Hyett, chief buying officer, states that the retailer has “partnered with Bazaar Voice to enhance our offering, providing clarity on whether reviews are from verified purchasers, incentivized reviews, reviews syndicated from other websites, or non-verified reviews. This enhanced clarity regarding the origin of reviews boosts our customers’ confidence in the quality and credibility of the reviews on our site.”
