The shift from physical to digital has been an omnipresent phenomenon, brought to the forefront particularly so post-pandemic. While billboards, magazine spreads, celebrity endorsements, and similar marketing vehicles were the only tried and tested avenues for fashion brands to catch consumer attention, they came with a hefty investment. However with the advent of numerous social media platforms and shifting consumption patterns, consumers don’t need to look any further than their mobile screens for the latest trends and style inspirations.
As millennial audiences lived and breathed social media, influencer marketing took wings and ultimately became the dedicated marketing channel of choice for most. Brands across categories, from luxury labels to fast-fashion e-commerce players are now leveraging influencers and their established fanbase to endorse their latest promotional campaigns, get people talking about their new launches, showcase lookbooks, and more. As per the latest reports, the global fashion influencer marketing market size is poised to expand at a (CAGR) of 35.7% between 2020 to 2027.
So as a marketer if you are wondering whether adopting influencer marketing strategies would help your fashion brand, the answer is a resounding YES!
What are the different Influencer categories?
Depending on the follower count, Influencers can be segmented into the following categories:
Mega influencers: Such influencers usually have above 500k followers. They have an assorted audience and can provide maximum reach
Macro influencers: The follower count is between 100k and 500k. Such influencers are ideal for targeting a broad demographic
Micro-influencers: The follower count is between 10k to 100k. Such influencers tend to focus on a particular niche and cater to a specific kind of audience
Nano influencers: The follower count is between 1k to 10k, but they can get a higher level of engagement due to the close relationship with the audience. However, the reach can be on the lower end
How can Fashion brands leverage Influencer Marketing?
Be in with the time
Before adopting influencer outreach, staying abreast with current industry trends and best practices are a must! Understanding the pulse of the target audience will help you craft influencer marketing campaigns that resonate and drive tangible results.
Some of the existing trends shaping the fashion industry are-
✓ Gender fluidity
✓ Diversity and size inclusion
✓ Ethical sustainability in buying behavior
✓ Athleisure & Selfcare
Additionally, social media trends and habits are constantly changing. While crafting influencer strategies, it is important that marketers incorporate trending content formats, use the right social media placements and thread the right brand messaging in their campaigns to connect with their target audiences.
Let UGC do the talking
User-generated content or UGC is any form of content that is created by people and not brands. For effective brand-influencer collaborations, marketers must explore UGC style content in their campaign creative. This is because most social media users connect better with influencers who can provide a genuine review/feedback instead of a scripted sales pitch. Your influencer campaigns should strive to achieve at least one of the following goals- educate, entertain or persuade.
Finally, avoid hard selling and instead try storytelling to paint the picture of a lifestyle that your audiences will be able to embody, once they start using your brand.
These UGC style creator content can further be repurposed and used on your official social media handles and as digital ads for Instagram, Facebook, YouTube and so on.
Partner with the right people
The steps to choosing an influencer are very important, one that ultimately impacts the success factor for any influencer marketing campaign. Marketers must make sure that the influencers they pick have good metrics and are the right fit for their campaign objective. These include engagement rates, reach, audience demographics, content quality, post frequency etc to name a few. By working with the right fashion influencers, you can achieve highly-targeted website traffic and app instals from audiences that have an actual purchase intent.
Experiment with different social media features
Social media platforms are in a constant race to bring out new tools and features to help businesses connect with their audiences in more seamless and intuitive ways. You too can blend in such functionalities when crafting your campaign creative. Use AR filters, branded hashtags, online polls and Q&A, live streams, social media takeovers and more to target internet-savvy customers for greater engagement.
Needless to say, Influencers are revolutionising the fashion retail market in more ways than one, which is why it is crucial for brands looking at hypergrowth to enlist and collaborate with content creators.
Got some catching up to do? Let Kofluence help you make your goals a reality!
- Find the right influencer profiles with our extensive database of more than 70k+ fashion, beauty and lifestyle profiles
- Deep Category Expertise and industry knowledge.
- Campaign Creatives that leverage the latest social media trends, woven around your particular brand messaging
- Streamlined workflows for activating influencer marketing at scale
- Data-driven Insights for better ROI, and more
If you found this blog to be helpful browse through our website for other blogs on similar topics or get in touch with us for your next influencer marketing campaign!