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The downsides of using influencer marketing in the fashion industry

Influencer marketing in the fashion industry

Influencer marketing
The huge number of different fashion brands, makes it hard for companies to reach the customers. Using influencer marketing in the fashion industry has therefore become increasingly popular, as it helps them to stand out from competitors. Influencers are used as spokespersons, or their looks are used to promote fashion brands. Influencers contribute to companies reaching for a broader audience, by gaining attention on social media. Furthermore the use of influencers helps the companies to quickly build up a customer base, based on the influencers follower base. A typical example of influencer marketing in the fashion industry is when Kate Moss was wearing the Wellington Boots Hunters, and the sale increased by 88%.

However, there are also disadvantages by using influencer marketing in the fashion industry. Since there are difficulties to control a person and their behavior. For instance if the person ends up in a scandal and loses their credibility and trust. Moreover as the influencers are constantly connected on social media, they are scrutinized in every step they take and even a minor mistakes might turn out wrong. If a company identifies too strongly with a person, there is a risk that the brand will become vulnerable and may be in danger.

Influencer marketing in the fashion industry can be linked to the expression “attitude towards the ad model”. Which means that the consumer is exposed to fashion advertising and campaigns. This leads to various emotions, previous knowledge, and opinions that consumers have towards the influencer. When a consumer associates a brand to a famous person too vigorously, the consumer automatically draws a negative connection between the person and the brand –  if the influencer gets “cancelled.” Although consumers are tolerant when it comes to celebrities, it is easier than ever to get “cancelled”. Which means stop giving support to the person, as their follower base no longer respects and trusts their collaborations.

In summary, companies that are using influencer marketing in the fashion industry should try to keep their brand and their collaborations with influencers as separate entities. This would make the brand less vulnerable, in cases where the influencer no longer is relevant or has lost their trust from their follower base.




Schiffman, L.G., Kanuk, L.L. & Hansen, H. (2012) Consumer Behaviour: A European.Outlook. London: Pearson. (Shiffman, 2012, chap. 12)

Newbold. A. (2021)”The Most Popular Wellington Boots Are Naturally Kate Moss’s Favourites”: Vouge Magazine

Baker. S. (2021) “The Pros and Cons of Influencer Marketing: An Honest Look”



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