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Influencer Marketing – The what and how

Influencer Marketing is a ‘form of marketing that focuses on specific key individuals rather than the target market as a whole‘ and aims to reach the target market through these selected individuals. An influencer is a spokesperson for your brand. You can have many spokespersons and your relationship to them can be temporary.

The importance of influencer marketing

Influencer Marketing allows you to have an ambassador for your brand, to give your product a voice and to reach a wide audience you would not have access to.
Even before the widespread use of social media, it was common to have a famous person stand in for your brand. Just think of advertisement campaigns for big sports brands or perfumes. It is always someone else, an influencer, vowing for the quality or the promise of the product. With new media what has changed is that the person vowing for the product does not have to be famous on a national level. Anybody can become an influencer in his or her area of expertise like healthy nutrition, fitness, decoration, fashion, using social media like Facebook, Instagram, Snapchat, Twitter & Co. There are so many different niches to create an audience for oneself and many different platforms on where to connect with brands who in turn wish to reach their audience concerned with these topics.
Influencer marketing, if done right, can have a great impact. Especially if you are a still unknown brand using influencer marketing can confer trust and strongly support your launch. Consumers look at other consumers for clues as to what to buy. Which brands are trending? Which new gadget is a must-have? Depending on your target market in terms of audience and country, there are wide variety of platforms that help you identify and connect with influencers. Of course, you can reach out individually to bloggers, vloggers or instagramers and offer each one a specific benefit for working with you. On a platform however you will find everything aggregated. You can access and compare different influencer profiles regarding their audience make-up, their reach and past campaigns.

Examples of influencer marketing in fashion

One of the hardest things of word-of-mouth marketing is the capacity to measure the impact. Just as with all efforts you do in public relations getting press mentions or whole articles about your brand it is hard to measure the success. And also to calculate how much you can put into these forms of marketing to grow your brand.

Probably the most famous and impressive example of the impact of a fashion influencer is The Blonde Salad. Chiara Ferragni’s artist name. The Italian law student started her fashion blog in 2009. She was quickly recognized for her style and capacity of detecting new trends. Chiara has won various recognitions and awards, published books and worked together with famous designers like Chanel, Louis Vuitton or Christian Dior. This year Pantene made her the global ambassador and international face for their fashion campaign. What started small only a few years ago has created a huge influence.

Instagram Chiara Ferragni
The Blonde Salad is definitely more than an exceptional case, yet influencer marketing can be used by all of us, even the smallest brands.

Have you tried it yourself? Have you featured the stories of your employees, have you connected with influencers in the children’s fashion market or have you reposted your customer’s pictures on social media been a good driver? Why don’t you give it a try?

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