Having evolved over several centuries, the fashion industry is now worth billions of dollars. Social media and the advent of influencer marketing have been key factors in the fast development of the fashion business over the past decade.
Many people in today's digital savvy world look to their favorite fashion personalities and influencers for recommendations on what to buy, how to style themselves.
Fashion influencers are seen by companies as a way to market their fashion products/services as well as increase their number of customers. And there have been tremendous upheavals in the world of fashion over the course of the last ten years.
Hence, this article is your one-stop destination for learning about how fashion brands can do influencer marketing. But, first of all, let us understand the blending of influencer marketing and fashion industry.
Understanding Influencer Marketing In The Fashion Industry
Contents
In the fashion industry, influencer marketing refers to the practice of partnering with influential individuals, commonly known as fashion influencers, who have a significant following on social media platforms, blogs, or other digital channels. These influencers have established themselves as authoritative figures in the fashion world and have the power to sway consumer opinions and purchasing decisions.
In influencer marketing for the fashion industry, brands collaborate with fashion influencers to promote their products, increase brand awareness, and drive sales. Fashion influencers showcase the brand's clothing, accessories, or beauty products through various content formats such as sponsored posts, outfit inspiration, product reviews, fashion hauls, style guides, and collaborations.
Fashion influencers offer a unique advantage to brands by providing real-life demonstrations, styling tips, and showcasing the brand's products in their everyday lives. This approach allows consumers to envision themselves wearing or using the fashion brand's offerings, fostering a sense of trust and credibility. Additionally, influencers often engage in two-way communication with their followers, allowing for direct interaction, feedback, and the potential to create a community of loyal brand advocates.
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Influencer marketing is now more important than ever for fashion brands, both big and small. For instance, the apparel brand Zara skyrocketed to fame after it expanded the scope of its influencer marketing campaign. This has always been the approach that they use; in most cases, they work along with Instagram producers who have established a name for themselves among fashion-conscious customers. And pave their way! However, at this point in time, rather than concentrating their efforts solely on the most well-known influencers, they have launched a number of different campaigns. One of these campaigns is known as #iamdenim, which focused on smaller-scale influencers and their own take on Zara's denim clothing line. In this approach, the company demonstrated its inclusiveness and persuaded its audiences that everyone could be a trendsetter and a fashion trailblazer. |
There's always something fresh to try in the Fashion Market because styles and trends are always evolving. Social media has provided a platform from which even the most minor businesses may broadcast their most important marketing messages to the masses.
Fashion brands noticed an increase in the number of "Fashion Influencers" on social media and realized they could connect with their target audience through influencer marketing campaigns, thereby expanding their customer base and increasing profits. Because of extraordinary trust between the influencers and their audience they can set trends and influence consumers’ purchasing decisions.
The fashion influencer marketing area bridges the gap between the runway and mainstream culture in a way that traditional advertising channels like television and print media cannot. The rise in popularity of fashion creators can be attributed to the fact that they are simple to engage with and follow.
Consequently, marketers can utilize these vibrant communities that are already interested in the fashion; and establish a robust presence on social media to position their brand better. As a result, it should come as no surprise that the fashion industry has the most advanced influencer marketing. In 2019, its market cap was a staggering $1.5 billion, and analysts predicted that it will grow to $17.2 billion by 2027.
These influencers' loyal fan base makes it more probable that the audience will try a product or buy an item of apparel solely on the influencer's recommendation. Therefore, these style icons carry a lot of weight when it comes to making a purchase decision. In order to increase sales and connect with consumers they couldn't reach through conventional channels, several major players in the fashion business are seeking partnerships with influential figures from the online community.
Leveraging influencers in the fashion and lifestyle industries may seem simple at first glance, but in reality, it is rather complex. However, you can learn the fundamentals of influencer marketing in the fashion industry from the ground up in this blog post.
Here are a few ideas:
How to Use Fashion Influencers In Influencer Marketing?
Product Marketing:
If you want to run a successful fashion influencer campaign, the most common tactic is to offer influencers a discount on their next purchase or even a free product in exchange for them promoting your brand. After that, they will be able to style their own looks using your goods and publish those looks on their websites, social media accounts, stories, etc.
Use Affiliate Links To Boost Sales:
If you can convince significant people to advertise your upcoming sale on social media by showcasing some of their favourite things, then you will have a far better chance of making sales. If a fashion influencer is offered compensation for bringing in new customers through the use of an affiliate link, there is a greater likelihood that the influencer will promote your firm.
Exclusive Promotional Codes:
People are always looking for ways to save money, so offering exclusive promo codes to your most influential customers is a terrific way to boost sales and figure out who is sending you the most customers.
A fantastic alternative to the traditional sponsored post is the full-scale takeover of a social media platform. For example, a fashion creator can spend an entire day acting as your brand’s face on Instagram and generating content.
Engage And Personalize Your Brand Via Technology:
You may generate interest in your brand with cutting-edge technology in today's market. An example of a technology that can help your influencer marketing for your fashion brand’s efforts succeed is Augmented Reality (AR). Since Instagram lets anyone make their own AR filters, it's a simple yet powerful method to become recognized.
Top-tier fashion houses have been quick to adopt this lighthearted trend in an effort to liven up their digital presence, with Prada and Gucci being just two examples. Why not employ augmented reality to enhance your influencer marketing initiatives too?
- Construct an augmented reality filter that buyers can use to flaunt their new purchases.
- Incentivize customers to make an augmented reality filter for your items by hosting a contest.
- Put out media demonstrating to viewers how to use AR to accomplish a specific style.
- Activate your augmented reality filters and have your followers save, use, and tag you in their images (or utilize a dedicated hashtag).
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THE SAVORY BIT OF ADVICE: Think about equity and inclusiveness when selecting your influencer partners. To make sure your brand's messaging is relatable to a wide range of consumers, it's important to use influencers from a variety of demographics and physical appearances in each and every marketing campaign. |
Benefits of Influencer Marketing for Fashion Brands
1. Influencers Enhance Audience Understanding:
You can learn more about your fashion loving people by using an influencer marketing strategy. You may learn a lot about how people view your fashion product or brand based on how they react to your advertising. This information will also be useful in making improvements to your items that better meet the requirements of your target market.
2. Connects Customers To Your Brand:
When influential people post great things about a brand on social media, the audience for that brand may feel more compelled to invest in the brand. With the help of influential people, you will have a better chance of getting the message of your brand across and highlighting the distinctive selling points of your product. Fashion creators will also bring attention to the aspects of your brand that set it apart from the competition.
4. Influencers Create Demand For Your Product/Brand:
When people have a clear understanding of why they need a product or service, they are more likely to make a purchase decision. That demand can be stimulated by influential people in the fashion industry. The fashion influencer campaign you design will explain to consumers why they must have your wares. And this step is absolutely necessary for making sales.
5. It Gives You A Competitive Edge:
In order to be ahead of the competition in the fashion realm, influencer marketing is a must. Through this method of advertising, you can effectively present the benefits of your brand to potential customers, giving them a sense of why they should choose your fashion product over the competitors.
6. Allows Appropriate CTA Placement
You can direct the audience to take any action you desire towards your fashion brand with the help of influencers. The goal of this could be to raise awareness of an existing brand or to boost sales. Campaign objectives might be more effectively framed with the assistance of influencers.
Now that we understand why influencer marketing is so important in the fast-paced fashion and lifestyle industries, we can start brainstorming some influencer marketing campaign ideas and concepts.
Examples Of Influencer Marketing In The Fashion Industry
FabIndia x Komal Pandey:
FabIndia, a renowned Indian ethnic wear brand, partnered with Komal Pandey, a prominent fashion influencer known for her love for traditional Indian fashion. Komal Pandey showcased FabIndia's garments in her content, including styling tips, outfit ideas, and product reviews. The collaboration helped FabIndia connect with fashion enthusiasts interested in sustainable and ethnic fashion, strengthening the brand's positioning and increasing engagement.
AND x Kritika Khurana:
AND, a popular women's fashion brand in India, collaborated with Kritika Khurana, also known as ThatBohoGirl, a well-known fashion influencer. Kritika Khurana created captivating content featuring AND's trendy clothing and accessories, sharing fashion inspiration, outfit pairings, and behind-the-scenes glimpses of brand events. This partnership helped AND reach a larger audience, boost brand awareness, and drive traffic to their online and offline stores.
AJIO x Aashna Shroff:
AJIO, a fashion e-commerce platform, joined forces with Aashna Shroff, a popular fashion and lifestyle influencer. Aashna Shroff created diverse content showcasing AJIO's clothing range, including try-on hauls, styling challenges, and fashion tips. Through her relatable and engaging content, Aashna Shroff successfully increased AJIO's brand visibility, engage with her followers, and encouraged them to explore and purchase from the platform.
Bata x Kusha Kapila:
Bata, a renowned footwear brand, collaborated with Kusha Kapila, a popular comedian and fashion influencer. Kusha Kapila created humorous and relatable content incorporating Bata's footwear collection, showcasing their versatility, comfort, and style. The partnership allowed Bata to tap into Kusha Kapila's large following and leverage her comedic style to create buzz and increase brand recall among a younger audience.
CONCLUSION
Because of the cutthroat nature of the fashion industry today, marketing to fashion influencers is crucial. It's a great way to familiarize customers with your business, showcase your sense of style, and put them at ease while they're shopping with you.
If you want your influencer marketing for fashion brand’s effort to be more successful, focus on creating a community in specific subsets. You can use this method to identify the most dedicated followers. You may get some great ideas on how to make your influencer marketing efforts stand out by looking at what other sectors are doing in this area.
Make an effort not to let overthinking or the fear of making a mistake paralyse you. There has never been a better time to get started, so start your adventure in influencer marketing for your fashion brand today and reap the benefits for years to come! There has never been a better opportunity to get started.