Social media influencers have worked in partnership with the fashion industry for the past 10 years rangeing from social media marketing (predominantly through Instagram but now including TikTok) having a significant role in crafting the brand story.
Influencer marketing is a highly effective channel in building brand trust, growing Brand recognition in key market segments and driving sales. According to reports, 78% of fashion brands work with influencers already or plan to do so in the near future.
The selection of influencers follows the same process as the brand development of a fashion brand. They must align with the brand positioning and target market.
In the fast fashion segment, authenticity is key. Consumers want the influencer to be ‘just like them’ as they are given a glimpse into their world and taught how to style garments and coordinate with other items.
For luxury fashion, aspiration is key. Purchasers are wanting to ‘elevate’ their lives through association with a luxury brand. Influencers in this segment need to project an aspirational, luxury lifestyle.
Nano and Micro Influencers with fewer followers but higher engagement are becoming increasingly popular in niche markets where reach is not as significant as sales. Determining ROI from influencer marketing is still a work in progress as the measurement of influencer marketing and translation to actual sales is ongoing. The Influencer campaign ‘Asos Insiders’ explores opportunities brands have to drive sales with different influencers. The campaign has been running for many years and shares favourite fashion and beauty products on the site. While the different influencers incorporate finds into their Instagram feeds, the MIV (Media Impact Value) can be attributed to which influencers resonate best with the Asos audience.
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