Fashion and apparel has always been, and will always be a highly visual and creative industry. From magazine covers to runways, fashion designers have always used the wow factor to engage and entertain viewers and to inspire them to purchase their designs. As social media grew in popularity, many designers (both world famous and local) began to curate their presents online And take advantage of the endless tools given by these platforms to take their brands and designs to the next level.
Social media platforms are constantly improving their algorithms, layouts and functionality to stay relevant and keep users engaged, and users of the app are evolving with it. Users who know how to work the platform particularly well often become influencers within their space through their creativity and innovative content. Many of these influencers in the fashion space amass a large following and begin monetizing that attention. And the fashion industry is no stranger to utilizing these influencers to get their products and brand-name out in front of their audiences. Here are some of the top reasons why influencer marketing can be highly effective for fashion brands-
Influencers make your brand more human.
We tend to follow people we like or admire online. Many influencers have a very distinct personality and style that attracts their followers. If you choose the right influencer, they can really bring your brand and products to life. Influencers are a great way to build visibility online and trust with your audience and their creativity through photo and video can really help customers envision themselves in the same outfit or accessory.
According to the Influencer Marketing Report in 2019, almost 25% of all sponsored posts on Instagram were related to Fashion. If you are a brand that is just launching, influencer marketing can be a more cost-effective way of reaching your audience. Instead of running a pay per click ad, brands can engage different influencers who have a strong following to promote their products. In return consumers are more likely to Social Media platforms have expanded the tools that brands can use to promote their clothing and accessories to consumers. You can link to an online store, a Shopify account, Etsy, you name it. It has increasingly become a popular avenue for brands to direct consumers to their online stores, if not a second “shop” itself.
Picking a Platform
When thinking of influencer marketing, Instagram is the first platform that comes to mind. But it’s always helpful to remember that platforms such as Pinterest, YouTube, and Facebook all still have very strong media and influencer presence on it. Many influencers also host their own blogs outside of social media, so when deciding which influencer to work with take a look at all the platforms they are active on and make sure they align with the platforms your audience is active on
Micro Influencers vs Macro Influencers
Picking the right Influencer for your company is a mix of art and science. Especially in fashion, the “art” portion of your decision making is paying attention to the aesthetic of your influencer. Does your company design bikinis and swimwear? Then you’re better off utilizing a california coastal influencer, rather than a midwest based one. The “science” behind your decision is a bit more straightforward. There is a misconception that all influencers online have hundreds of thousands of loyal followers. While many influencers do accrue a large audience, this does not always translate into high engagement. There are micro influencers out there (influencers who have under 20-80k followers) that yield some high results. These micro-influencers may have a niche audience, with a very specific taste or aesthetic. Think, Desert Goth. May be a style you personally have never heard of, but influencers like @lefawnhawk have amassed over 80k followers off this fashion and art aesthetic. These micro-influencers often have higher engagement and attention from their followers. Picking the correct influencer (or influencers) for your brand is critical in ensuring your marketing efforts will be successful obviously, so instead of looking solely at the amount of followers an Influencer has, make sure to check metrics like average impressions, engagements and shares as well.
Influencer Marketing at Scale
Once you decide if a macro or micro influencer is right for you, you’ll also have to decide how many influencers you want to work with. If you are just starting out as a mom and pop apparel shop, one or two influencers may be enough. But for companies with a global presence, or larger target audience you may end up working with dozens or hundred of influencers for new product launches, or expansion into new markets. Being able to manage influencers at a scale that large requires a robust resource that can keep track of metrics and collect data for you to ensure that your influencers are creating the correct content, and promoting it at the right time for you to see a large return on your influencer marketing investment.
We gave you a high level view in this article of what goes into picking an influencer for a Fashion brand, but there are many more factors to consider. It can be a daunting decision to dive into Influencer marketing at first, but at Lifo.ai our mission is to provide you with a software that can match you to your perfect team of influencers using AI driven technology, WE take the heavy lifting out of the research, management and data collection of utilizing Influencers. Start a conversation today, and see how Lifo.ai can help you get the most out of Influencer Marketing