The arrival of social media has greatly changed how products are promoted in the fashion industry. Today, influencer marketing is one of the main strategies used by fashion brands. It allows them to connect with their desired target consumers in more engaging ways.
Many fashion brands now understand that partnering with influencers is one of the most efficient ways to reach their desired target consumers. As influencers are public figures who successfully built communities of their own who trust them.
Through social media platforms, influencers act as opinion leaders. On average, one out of three Canadians follows at least one influencer, and about 73% change their opinion based on their recommendations. This is done through branded content that aims to engage audiences emotionally. The interest generated then leads to the product’s introduction which will encourage consumer purchase.
Turning followers into customers
Today, influencers such as Kendall Jenner or Bella Hadid are responsible for many fashion trends. A simple social media post can make an outfit go viral, inspiring followers to buy the same fashion pieces as their favorite influencers. For example, fashion content like OOTD (Outfit Of The Day) which shares outfit inspirations, styling advice, and product recommendations, creates real value. This results in the consumer perceiving the content as opinion-based rather than promotional or sponsored.
Furthermore, social media platforms like Instagram and TikTok are ideal for this type of content, as they are highly visual. Fashion influencers often have a greater persuasive power over consumers. They go further than traditional channels by showing how they wear certain fashion pieces and by interacting directly with the audience. This trend is emphasised with the rise of lifestyle influencers, who demonstrate how the products are integral parts of their daily routines.
In addition, micro influencers tend to create stronger links with their fanbase, appearing more reliable to consumers due to the higher perceived proximity with their followers. Consumers are invited to make quick purchases directly on Instagram. Since the arrival of Instagram Checkout in the US (March 2019), and now in 76 other countries, customers can directly purchase items on the platform by clicking on links. Once the items are purchased, the tab closes and the consumer is directly back on their Instagram feed. This direct customer relationship allows brands to quickly expand and reach consumers that they wouldn’t have access through traditional channels.
From Ownership to Experience: a new way to consume
Not only has influencer marketing changed the way fashion brands promote and sell their products, but it has also changed how products are consumed. According to Howard Ruben, this is especially true for luxury fashion brands. In fact, millennials and Gen Z customers often value experiences more than material possessions. Many influencers borrow luxury fashion items to showcase them and take pictures, as symbols more than to prove that they can afford them.
This need to always have something new to share has pushed these young consumers to change their approach to high-end fashion items. They do not necessarily need to own an expensive piece anymore to feel and signal status, instead, they just want to access and use it when desired.
Influencer trends fuel fast fashion production
So far, we have discussed how powerful the collaboration between fashion brands and influencers can be, but there are also indirect effects of this kind of marketing. Several, growing, ultra-fast-fashion brands like Shein or Temu, use trending influencer outfits, to replicate the pieces and sell them for a fraction of their price. Some pieces are ready to be sold online just two weeks after the appearance of an online trend.
Several influencers have spoken up about this issue, like Kim Kardashian, who is known for borrowing designer clothes for events such as the red carpet.
“It’s devastating to see these fashion companies rip off designs that have taken the blood, sweat and tears of true designers who have put their all into their own original ideas,” said Kim Kardashian in a Twitter post.
To conclude, influencer marketing has become a powerful tool for fashion brands. It helps them reach their desired target audience by using the consumer’s loyalty to the influencers they follow. However, digital marketers have to keep in mind that, in order to fully leverage its potential, they have to carefully choose which influencers to collaborate with and develop a deep understanding of their target audience.
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