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The Advent and growth of Fashion Influencers

Updated: Feb 13, 2023

What makes Influencer marketing so special? Why is this new kind of marketing has become a mandatory gate for any brand to flourish? Why and how did brands that works on selling shoes to education has not been left alone from this Marketing mantra?


Influencer marketing has become an indispensable part of today's marketing mania. For every 6.5$ cost of a product, 1$ goes into Influencer marketing.


But first, What is Influencer Marketing? & how is it anyways related to fashion & Designing field?


Starting as early as the 18th century, marketers have leveraged the power of influential people. Fashion Designers laying out their exquisite pieces on people who had an impact on the crowd made the style to long.


Fictional Characters Celebrity Endorsement Reality Tv shows to Influencer marketing a common thread that binds them all is the hidden marketing technique that builds a relationship with the consumer and influences their buying choices. From Santa Clause from a Coca-Cola banner ad after the great depression in the 1930's to KIm Kardashians, people knew them and wanted to hear from them.


Result?

People bought what was said !

Audrey Hepburn , a style icon in 60's influencing many through her style and Givenchy's design


“Why change? Everyone has his own style. When you have found it, you should stick to it.”

Audrey Hepburn


Audrey Hepburn , a moderately good ballet dancer and an above-average singer became a style icon in 50's thanks to Hubert de Givenchy.The fabulous little black sheath dress by Givenchy and Costume Designer Edith Head’s straight, black-cropped pants and boatneck top, worn with slip-on loafers, which were designed by none other than Salvatore Ferragamo. Hepburn became a style sensation by the start of 60's.


Time and by the world saw women and men from different domains carrying off ' their own' style and becoming a sensation with their styling. They influenced men & women equally. Women from various backgrounds such as Politics, humanitarian efforts,singer , songwriters etc were spotted and their styles copied by many. Popularity has been long associated with being closer to the personality. It's easier to convince a target audience if you hear the recommendation from someone you could associate yourself too.


Hence, with the tsunami of social media platforms flooding all over the internet, everyone wanted to share their own perspective in their own style relatable style. It did not just confine to the upper strata of celebrity worship to TV actors but trickled down to the masses where everyone is capable of becoming an influencer with their style of talking, dressing up , DIY's , traveling,explaining and becoming an advocate of any product across the globe that is meant to be sold , afterall.


Consistent authenticity has earned them the high level of trust and authority given to them by their followers even with the celebrities who were seen caked with makeup and masked with " No Real Life" editorials. A little peak -a boo into the artist's making technique, a brand's making, a political party's journey, the technique of applying a product is much relatable than a 30ft Huge banner ad across the highway.


What's more interesting?


  • Influencer marketing earns 11x the ROI of a standard digital campaign

  • 70% of teens trust influencers more than traditional celebrities

  • 74% of people use social media to discover products and make purchasing decisions

  • Global Web Index found that 40% of internet users use ad-blocking software, but visit their favorite influencers to look up recommendations

  • Brands like Amazon Fashion, NEXA, VIVO, Schwarzkopf Professional, Uber, Ambi Pur, Visa India and HDFC Bank, Indian Cancer Society, American Express, Goibibo require Influencers to market their products and services

  • Fashion related brands such as Ray-Ban, Louboutin, H&M, Maybelline, Designers such as Manish Malhotra, Shane & Peacock, Nykaa Man,The Body Shop, True Browns, and Frontier Raas collaborate with Top Indian Influencers


That's much of a universe on it's own! Every brand whether catering their clients with a product or a service required advertising. Every advertising is eligible for Influencer marketing. And the right influencer understands their followers, their niche and provides proper content in order to collaborate with the brands they wish to . Proper understanding of a platform (youtube, instagram , Facebook, tiktok, Snapchat, etc.) amalgamated with the proper delivery of content to the selected niche is all the play about.

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