Influence strategy in the fashion world

What is influence strategy?

A strategy of influence consists of collaborating with influential personalities in the relevant field, in our case that of fashion, to promote products or services to a wider, targeted audience. This type of partnership enables fashion brands to gain visibility, notoriety and credibility with their audience.

The different types of fashion influencers

Influencers are generally classified according to their reach and the engagement they generate with their audience:

Macro-influencers": these people have a very large number of subscribers (several hundred thousand to several million) and a considerable ability to generate interactions. They are often approached by major brands for high-visibility partnerships.

Micro-influencers: these have a more modest subscriber base (between 10,000 and 100,000), but often enjoy a highly engaged and loyal following. They are particularly appreciated for their proximity to their audience, which facilitates the creation of authentic, personalized content.

Nano-influencers: these people have a limited community (less than 10,000 subscribers), but their voice is influential in a particular niche or with a local clientele. They enable brands to reach very specific segments or strengthen their presence in a given territory.

The benefits of integrating an influence strategy in the fashion industry

Implementing an influencer strategy offers many advantages for brands wishing to get noticed in the fashion industry:

1. Increase brand awareness and visibility

Collaborating with influencers can increase a brand's awareness and visibility, especially if it chooses to work with personalities whose image perfectly matches its identity. Thanks to their large numbers of followers, influencers can help improve brand recognition at national and international level.

2. Reach a targeted, committed audience

By carefully selecting the influencers with whom they wish to collaborate, brands can reach a specific audience. For example, certain personalities are favored by followers of ethical or sustainable trends, while others appeal more to an audience interested in luxury and exclusivity. So, a well-planned influencer strategy helps brands to reach their core target audience directly.

3. Reinforce brand credibility and trust

When influencers share their impressions of a brand's products or services, they generally affirm their sincerity, indicating that they would never recommend something that didn't match their beliefs. This authenticity goes a long way to reinforcing the brand's credibility with the influencer's audience. Consumers are more likely to believe and trust the opinions of these personalities, especially if they are particularly close to their audience.

A few examples of success stories in fashion thanks to influencer strategy

Many brands have made their mark in the fashion industry by leveraging partnerships with influencers:

The case of Daniel Wellington: the Swedish watch brand has achieved dazzling success by relying on an exceptional influencer strategy. By offering watches to influencers from a wide range of backgrounds, and offering them the chance to share their photos with a promo code, Daniel Wellington succeeded in reaching a wide and varied audience.

Glossier: this American cosmetics brand has established itself as an industry benchmark thanks to its massive presence on social networks. In particular, it has collaborated with beauty and fashion influencers to promote its products in an authentic, natural way.

In short, influencer strategy is becoming increasingly important in the fashion world, enabling brands to gain visibility and notoriety. A well thought-out collaboration is likely to generate fruitful results for all players in this creative and competitive world.