Harnessing Your Community: The Power Of UGC In E-Commerce Visual Strategy

Kirrin Finch, a queer-owned fashion brand, leverages user-generated content to drive visibility, foster connection, and boost conversions in their e-commerce strategy. In this talk, Doreen Pierre, Director of Content and Social Strategy, revealed how spotlighting community members on product pages and celebrating stories—from real weddings to corporate leaders—across marketing channels creates a compelling visual identity. Gain actionable insights into leveraging UGC across email, web, and social media to build an authentic, inclusive e-commerce brand that resonates deeply with your audience.