Brands

Social media influencers are a major part of marketing strategies in 2020. Rebecca Minkoff* put social media influencers as the main face of the brand during a New York Fashion Week runway show, which featured names like Chriselle Lim and Arielle Charnas.

Data from influencer marketing platform 'MuseFind' show 92% of consumers trust an influencer's ad more than an ad or celebrity endorsement. As influencers have taken on a prominent role in how consumers view products, several brands have created platforms to create partnerships with influencers, tracking the success of the resulting campaign.

The distinction between influencer and brand is becoming increasingly less clear; influencers-like Michelle Phan and Zoella-are launching their own product lines, and brands are relying more on influencers for credibility among consumers.

"Influencer marketing is based on the economy of trust. What that means is, as a follower, I can just as easily unfollow an influencer as I can follow them.", said Jennifer Li**.

A documentary on 'In The Style' provides a glimpse inside the world of fast fashion and how the role social media influencers marketing skills have proved successful. 'In The Style' has a clear strategy of using influencers to drive sales through social media.

The main key points utilised by the brand 'In The Style' include, knowing your customer and the influencers that they follow and collaboration is very important.

Adam, the CEO of 'In the The Style' said "People want to look like celebrities. They want to look like influencers and if you get the right influencer attached to your brand for the right reason, it can be massive.". 'In The Style' collaborate with a range of different influencers to promote a range of different product ranges and appeal to a range of differ consumers.

Influencers know their audiences better than anyone, so brands have to work very closely with an influencer to properly provide then with the opportunity to input on the creative side of the shoot and designing to create much stronger results, and in turn lead to higher sale turnouts.

*a womenswear designer.

**of MuseFind

References: https://www.forbes.com/sites/deborahweinswig/2016/10/05/influencers-are-the-new-brands/#7d9547687919

https://seenconnects.com/insights/bbc-breaking-fashion-influencers/