The BoF-McKinsey State of Fashion 2024 Consumer Survey found that 68 percent of respondents were unhappy about the high volume of sponsored content on social media platforms and 65 percent were turning less to fashion influencers than a few years ago. Young consumers are becoming particularly adept at tuning out the noise.
The changing dynamics are reflected in where users spend their time online. TikTok, often regarded as a platform that promotes authenticity, has taken the lead among some user groups.
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