When we talk about
fashion influencers in
this section we are referring to the term in regard to how it relates to
online marketing and social media.
With influencer marketing a focus is placed
on specific key individuals rather than the target market as a whole.
It identifies the individuals that have influence over potential
buyers, and arranges marketing activities around these particular
influencers. Value-added influencers may include journalists,
professors, industry analysts, professional advisers, and super trendy
fashionistas. When selecting an influencer to target for help with
your fashion business, you would want to find someone with an active
community of followers and a person that is capable of moving those
people to action.
fashion industry is seeing a major shift
in its inspiration for designs and trends, all thanks to social media
and blogging sites such as Facebook, Twitter, Instagram, Wordpress and
Tumblr. It is important for clothing companies to embrace social
media and learn how certain people can help promote various aspects of
What is an influencer?
A influencer is company or person that has a
strong potential to influence the thoughts or actions of another
company or person. In regard to clothing, it refers to someone
that is influential. They can probably effect the growth of a brand and
the purchase of clothes, footwear, accessories, etc.
These special people can
help fashion brands go viral or at least reach the people that
matter most to your marketing efforts.
What is influence?
Most discussion on the generic topic of social
influence centers on compliance and persuasion in a social environment.
Influence is often equated to advocacy, but may also be negative, and
is thus related to concepts of promoters and detractors. In other
words, people can influence others in a positive or a negative
For example, let’s say that Apparel Search is a
“influencer". If that were the case, we can either help promote
your fashion brand in a helpful manner by saying that your brand is
“absolutely amazing" and that we “highly recommend purchasing the
product". Or we can possibly write an article pointing out the
flaws in your product quality or color selection. Recommendations
on social media could potentially influence a consumers buying
Who are fashion influencers?
Unlike the tech industry, it is hard to determine
the most influential group of people in the apparel industry in regard
to social media. It is very possible that we in the garment
industry don’t have our own Guy Kawasaki, Rand Fishkin, Jeff Bezos,
Robert Scoble, Paul Buchheit, or Jeff Clavier.
Possibly Anna Wintour of Vogue, Glenda Bailey of
Harper's, Tim Gunn of Project Runway and obviously Taylor Swift because
she influences everything.
Is marketing with social media influencers a
This questions depends on the method in which you
obtain help from the influencer. For example, if they are helping
you promote your business for free, that is certainly a good thing.
If they are charging you compensation for their efforts, that is not as
helpful to your clothing business.
Using social media influencers in your marketing is
the practice of building relationships with the people who can build
relationships for you. Whether an influencer's audience is small or
large, an influencer can reach consumers via their blogs and social
networks that your brand may not be able to. Utilizing the reach
of another person may help you better market your own message.
In our opinion, it is good to use this form of
marketing in conjunction with other forms of marketing. Keep a
well-balanced plan to maximize impact.
How do you find fashion relevant social
You can use social media tools to find influencers
based on keywords or those that belong to specific industry verticals.
Obviously, if you are an emerging fashion designer wishing to market
your new brand to the USA fashion market, you don’t necessarily want to
be marketing with an influencer that has a strong following of botanists
that specialize in growing flowers in Ireland.
Web services can be used to crawl social media
sites for users that exert influence in their respective communities.
It may be wise to use software to help you find the best of the apparel
Sources of influencers can be varied. Marketers
traditionally target influencers that are easy to identify, such as
press, apparel industry analysts and high profile executives. The
fashion industry is also very keen on
Tips to finding the right people to market your
Top Fashion Influencers
20 Fashion Influencers 2015 (if they were good in 2015, they may
still be good)
You may also want to visit the
fashion blog to see how Apparel Search has helped many designers
and brand get their name out into the world.
Find many fashion influencers at the
Fashion Industry Network.
Are you a fashion influencer? Keep in mind
the status is not achieved by simply creating a style blog. Being
a fashion “blogger" is not the same thing as being a
Learn more about
fashion social media here in our terms section.
Social media has become a part of our globally connected world in
multiple ways, it is important that the apparel industry stay informed
and up to date with the latest trends in marketing and online media.
Who is the most important