The Rise of Influencer Marketing in Fashion
It seems like everyone who is anyone uses social media nowadays. In case you haven’t heard, Instagram broke 600 million users recently. The increase in social media usage by kids and adults alike has also led to a significant increase in the prevalence of influencer marketing. According to a recent survey conducted by acorninfluence.com 84% of marketers have intentions to engage in an influencer campaign during 2017. Influencer marketing is especially popular among those in the fashion world. According to eConsultancy, over 60% of fashion brands having intentions to participate in at least one influencer campaign this year, and 21% planning to do so in the future. Something interesting about influencer marketing is how brands have managed to grow themselves based off of just a single product being worn by a single influencer.
Fashion-nova, a website-based brand with few storefronts has become vastly popular after having their products promoted on the Instagram of reality TV star and one of the most followed individuals on Instagram, Kylie Jenner. All she did was wear a pair of jeans from the company, and make it known where she bought the jeans. Is this whole influencer marketing thing ACTUALLY effective? Well, Fashionnova does have over 7.7 million Instagram followers, so probably. A slightly different version of taking advantage of influencer marketing can be seen in tactics employed by Pretty Little Thing, another website-heavy brand. Instead of using celebrities to advertise their products, they observe what products celebrities are wearing, and then come up with a similar product. They then gain customers because they have provided a more affordable version of what a customer’s favorite celebrity is wearing.