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Influencer Marketing in the Fashion Industry

Influencer marketing is a long-standing tradition in the fashion industry, thanks to the opportunity it presents to a relatively low budget and a wide exposure. The role of new age cyberspace and social media is in itself changing. Search engines are mauled by endless algorithms, and their allured profit bent is further hindering the organic outreach and advancement of independent brands.

Influencer marketing is a matter of choice for brands looking for an alternative outreach. It is your brand’s ambassador carrying your message and influence to a whole new segment of people, reaching beyond the domain of traditional advertising.

What Is Influencer Marketing?

Influencer marketing can be seen as a tool to channel your marketing message to your audience in a relevant and effective way to get traction to your brand while implementing a positive brand image to convey. Often mistaken for digital marketing in its entirety, influencer marketing is a great way to get the word out on a personal level, which leads to better brand exposure. It empowers you to engage, build relationships, and meet your consumer’s needs in many creative ways beyond any traditional marketing perspective.

In essence, influencer marketing is a smart tactic aimed at achieving long term success in combination with a brand message and a well-thought-out content strategy helping businesses build trust and loyal followers across their particular sector. Whether you are a new startup or an old established brand, influencer marketing can have a huge potential impact on your success rate.

Why Influencer Marketing Has Such an Impact in the Fashion Industry?

As the crowded field of online marketing can get overwhelming for fashion brands, influencer marketing stands out to be quite a precious method to make your brand awareness. The simple reason being that it works. It has been proven that 74% of consumers are influenced by the recommendations of digital influencers in their purchasing decisions [1].

After all, it’s in human nature; people are going to be more willing to trust another human than a brand that’s there to try and sell them a product or a service, so it becomes important to communicate with them as a human, as opposed to as a brand. And that’s exactly what influencer marketing delivers! In fact, several studies highlight how Word-of-mouth marketing (WOMM) results in twice as many sales compared to paid campaigns. At the same time, those customers who have purchased a product or a service from your company through WOM are likely to stay loyal to your brand for a longer time. This again proves that influencer marketing isn’t just a random marketing tactic, but it is an important tool to keep in mind for sustainable growth.

Influencer marketing empowers your brand to build strong relationships with your consumer at a personal level, which often leads to repeat customers, greater engagement, and brand loyalty.

The Current State of the Influencer Marketing Landscape

Back in 2013-14, when Instagram was first growing in popularity, it was a “who you know” situation. If you were lucky enough to get featured on the “Featured” page, or have enough social media coverage, then there was a good chance that you could build up your Insta-Fame to where you could make money off of sponsored posts to the point where it could be considered an “Influencer” – someone who could make their living with “Social Media Influencer” as part of their job title.

However things today have changed dramatically, with Instagram’s algorithms and changes, it’s become increasingly hard to gain enough followers, page views, hashtags, and engagement to make any sort of money off of Instagram. As a matter of fact, many people get restricted by the Instagram Terms of Service (ToS) when it comes to sponsored posts.

Instagram isn’t the place it used to be, so now people are turning to other avenues such as YouTube, other social media platforms, or using Snapchat to make money. Instagram used to be the “Social Media Influencer” hub, but as the years have gone on and people find new and more lucrative platforms to make money on, that’s where they tend to divert their time and talent.

The True Value of Influencer Marketing

With 49% [2] consumers saying a trusted recommendation from a friend, family member, content creator – as someone that they enjoy their posts – has more impact in sales than any kind of paid campaigns, it sends a wave of doubt on the prospects of such services and surely delays the judgment of skeptics. In fact, Influencer Marketing is more efficient than traditional marketing because it involves a human-to-human interaction that effectively increases trust and credibility.

60% of consumers respond to recommendations from people they know and trust [3], while 6 in 10 of 18- to 24-year-olds rely on influencers they follow for style and beauty inspiration. With content marketing leading the way for most businesses in the fashion industry, influencer marketing is emerging as a legit and addictive method for both long- and short-term results.

With such an impact it not hard to imagine why 57% of fashion and beauty companies use influencer marketing [4] as a form of digital marketing to connect to their target audience and why 59% [5] of businesses and marketers are planning on increasing their budget over the next year.

In fact, according to Adweek total market value of influencer marketing is predicted to rise from $2 billion in 2017 to $10 billion in 2020 [6] – that’s an influx of more than 300% growth in a span of just a few years! Apart from making money and reaching out to a wider audience, it brings brands closer to consumers’ expectations.

Verdict

Together with seasoned personalities and established icons, new fashion influencers, and new ways of doing influencer marketing are helping out in diversifying the allure of the fashion industry. Influencer marketing is not young anymore, it’s been around for over a decade, and it might need a new outlook with a keen eye on the potential of it because apart from just plain images, people are creating a corporate identity, own fashion label or become brand ambassadors through social media.

The emergence of Instagram, Snapchat, Youtube, TikTok have been instrumental in bringing this concept to life – and these platforms have a great potential to become a reality. On the one hand, it bridges the gap between style, fashion, and lifestyle through virtual reality, while on the other hand, it creates a lot of jobs. It also opens up a huge opportunity for honest brands to thrive.

Although some can argue that influencer marketing is short-lived, a large portion of the modern population will always succumb to trends, giving way for change. And due to its close roots with social media as the core, the way it’s been perceived by a majority of the population makes it a part of the culture, personal looks, and habits.

Influencer marketing offers you the chance to tap a world of popular personalities who help tell your business story at a global level through engagement. It can offer the opportunity to make your business fiscally feasible and to be recognized for the relevance you bring too.

For more information about fashion influencer marketing branding and advertising we recommend looking this fashion influencer agency Fashion LMG. As leading fashion marketing agency Fashion LMG has a good understand of marketing and advertising in the fashion industry. You can find more resources and lear more about Fashion LMG at https://fashionlmg.com/