In today’s era, where literally everything revolves around the internet, social media influencers have become the leading figures in the fashion industry, changing (literally reshaping) the way how brands connect with consumers. Influencer marketing, which involves collaborating with individuals that have strong social media presence with high amount of followers to promote services or products, has become a fruitful and valuable strategy for fashion brands. This tactic not only allows them to connect with their desired audience but also increases interaction with the brand; engagement has been insane if you look at social media posts. In this article Elegant Explores, we’ll dive into the growth of influencer marketing, how it altered the fashion industry and how influencers are changing the way how we view and interact with fashion.
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The Early Days of Influencer Marketing
Just so we make it clear, influencer marketing did not begin a decade or so ago, it began way way before the time of Instagram, or even social media. It actually goes back to the early days of celebrity endorsements.
Celebrity endorsements began centuries ago actually, sometime in the 1760’s and it had nothing to do with fashion. However, the concept of celebrity endorsement became more prominent and popular in 1965 when colour tv started. Television personalities and entertainers would promote or endorse a product or service on TV, and that is how influencer marketing began. Brands would partner with known and popular celebrities to promote their products so they could leverage the “stardom” power and influence of these figures to reach and connect to a wider audience. Although it worked, this type of influencer marketing was limited in terms of how far and how well it could reach its audience (viral and trending did not exist yet). As media evolved, so did influencer marketing, expanding its reach through global broadcasting and fashion magazines, thus allowing more people to access it.
The Rise of Social Media Influencers
Influencer marketing went through a massive (actually dramatic) transformation when social media platforms, such as Instagram, Youtube, and more recently TikTok arose. This surge brought the opportunity to diversify, in different regions and market. (Such a drastic growth that terms such as “viral”, “trending” and “breaking the internet” became common terms). Brands began to partner with individuals who had a large following on those platforms, thus creating the term: social media influencers. These influencers could be anyone, not necessary a celebrity that gained such popularity through the traditional way (e.g., movies, athleticism, etc.) which made them so authentic and relatable than the traditional celebrity, which in turn made them valuable partners for fashion brands.
The Impact of Influencers on Fashion Trends
By now it is undeniable that influencers are the main players in shaping fashion trends (literally the IT factor). Influencers are able to impact/influence their audience's purchasing decisions by highlighting and showcasing the latest styles and trends. Fashion brands are more and more collaborating with influencers (as they act as trendsetters in the industry) so they can promote their latest collections and also to reach a wider audience. If you think about it, the industry now needs influencers more than ever to get the business and trends going, or else it would collapse.
The Rise of Micro-Influencers
Another great leap in influencer marketing in the last few years (even more so since the pandemic) has been the emergence of micro-influencers. There are individuals who don’t have massive amount of followers on social media, unlike the macro-influencer, yet their audience is highly engaging (between 10k-100k followers). This smaller scale is often seen as more authentic and relatable content which renders them as more valuable and appealing to fashion brands that are looking to connect with niche audiences. As a result, brands are more and more looking for micro-influencers to partner with to offer more genuine and authentic marketing campaigns.
The Role of Short and Long-Form Videos
With the evolution of social media, the type and form of content has also shifted and diversified. Where one used to post a picture with a few hashtag and it would go viral within a matter of hours to days to now posting a video which is more interactive and can reach wider audience and go viral within a few minutes. The rise of TikTok was a game changer for world of content creation, especially during the lockdown. Those hours cramped at home got the creative juices flowing for many, resulting in efforts spent into creating and editing videos, which became a common form of media. In 2024, it seems like a lot more people are posting videos rather than images.
Influencers have adopted this type of content and now use short-form videos on platforms like Instagram Reels, TikTok and YouTube (either long-forms or Shorts), to showcase fashion trends and products. Through videos, influencers are able to provide more in-depth and detailed content to their audience and engage with them acutely.
Why Influencer Marketing Works in Fashion
Undoubtedly, in the fashion industry, trends are constantly changing and influencer marketing is definitely the most powerful tool for brands to remain relevant and still connect with consumers in real-time. Influencers, with their reach literally at the tip of their finger can define and establish what’s hot and not, have the ability to create content that not only brings more attention but also resonate with the audience. Their credibility with their following alongside their unique style and perspective allows them to showcase a product in a way that can feel more genuine and relatable, definitely not forced upon, blurring the lines between promotion and personal recommendation.
This authenticity and connection is the reason why influencer marketing is so vital in fashion. As opposed to traditional form of marketing, which could feel very impersonal, detached and general, campaigns led with influencers have more of a personal - human touch - that is perceived as trustworthy to consumers. This partnership with influencers that manifests the brands values’ provides a loyal and engaged audience to fashion labels, thus bringing more brand awareness and sales.
The Business of Being an Influencer
At the present time, fashion has evolved, turning passion to a lucrative profession. Their collaboration with brands not only provides them more recognition and coherence but it also brings them a substantial income through various streams, such as brand partnerships, sponsored content, and affiliate marketing. Some influencers also launched their own fashion lines or partnered up with brands to create exclusive collections. This is a guaranteed way of boosting sales for the brand, as well as credibility and recognition for the influencer while offering unique products to their loyal followers, further solidifying their effect and influence in the industry.
However, while the influencer marketing grew around the industry, so did the competition. Influencers are grappling for more recognition and attentions as social media platforms are literally flooding with content, standing out and staying relevant has become increasingly challenging. As for brands, they’re becoming more and more selective, to carefully choose an influencer whose values and aesthetics aligns with them. They're also looking for the most effective (sometime also cost-effective) influencers to work with, as influencer marketing can get expensive (hence the scale of nano-influencers, micro-influencers and macro-influencers). This dynamic has fostered a mutually beneficial relationship, requiring influencers and brands to consistently innovate and work together to engage and retain their audience.
The Future of Influencer Marketing in Fashion
As we look into the future, it is pretty evident that influencer marketing is here to stay and will continue to be a major player shaping the fashion industry. Brand will have to keep up with social media changes and come up with unique ways to connect with influencers and their followers. As for influencers, they will need to stay update with trends and constantly keep creating content to stay relevant and influential. Now and tomorrow, more than ever, creativity needs to tapped into and unleashed to reach new heights.
In conclusion, influencer marketing is an essential part of the fashion industry, changing how brands connect with consumers and how they view and interact with fashion. As social media continues to evolve, so will the role of influencers, solidifying them as powerful figure in the world of fashion.
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Through this guide, we have explored the growth of influencer marketing in the fashion industry, how it began with celebrities and shifted in this era to social media influencers.
We have also discussed the impact influencer have on fashion trends as well as the rise of micro-influencer and why influencer marketing is probably one of the greatest marketing strategies in the fashion industry. We have also looked into “influencing” being a business and what it means for the future.
With influencers literally leading the fashion industry, brands will need to constantly switch their marketing strategies to stay relevant and engage with their audience. As for influencers, they’ll have to stay authentic and keep creating engaging content. Undoubtedly, fashion industry will continue to grow exponentially and influencer marketing will be a crucial strategy for brands to establish a connection with their consumers.
Talk soon, Digital Nesters.