Why a Fashion Brand Must Use Influencer Marketing
When the USA-based Fashion Nova, a small fashion brand, entered the market in 2006, nobody thought it would become a rage among fashion enthusiasts. In 2018, it became the most searched fashion brand on Google. And Instagram's top-performing fashion company. You must be wondering what made Fashion Nova a game-changer?
Influencer marketing — yes, influencers it is. The social media talent gave Fashion Nova higher exposure and user engagement than big brands like Zara and H&M. Today. Its online presence grows at 600% each year, with more than 3000 influencers promoting its clothing range.
Influencer marketing in the fashion industry has worked wonders for other brands like PrettyLittleThing, Booho, Asos, etc. Social media talents can impact the opinions or buying decisions of a brand's target audience, for they know how to make a product visually appealing and give a personalised feel.
Data shows that influencers account for 86% of the total earned media value for the top 30 fashion brands.
The Rise of Influencers, a detailed report by Fashion Beauty Monitor and Econsultancy on the role influencers play in fashion and beauty, shows that out of 348 fashion marketing specialists, 57% have built upon an influencer marketing strategy, while the additional 21% are mulling investing in it in the next year.