Why Fashion Brands should use Influencer Marketing?

                           Why Fashion Brands should use Influencer Marketing?

Remember the days, when no matter what a brand claimed, the final approval for a product came from your BFF or that fashion-savvy friend. Well, in today’s day and age this friend is a digital influencer. These influencers have more power to influence your buying patterns than the ad in a magazine. Today, if we think of it, ads are serving the purpose of awareness and influencers are serving the purpose of both, awareness and impact.
For a fashion brand to have a top of mind recall, its essential they get to the very intrinsic part of our life- our cellphones. They can reach this by collaborating with an influencer who fits the profile. It is very essential that the influencer they zero in on resonates with the brand ideology, to find that one, it is essential that the brand has their homework done properly.

Not many of us folks know who Swedish watchmaker Filip Tysander is, but all of us know of the eloquent Daniel Wellington watches, thanks to the numerous posts we have seen of people sporting the watches. Influencer Marketing is among the alternative methods to traditional marketing and advertising and it sure does pay off.

Influencer Marketing fits like a glove for Fashion Brands because, we all know jo dikhta hai,woh bikta hai! (what is out there, is what sells). Instagram is one of the most engaging platforms today and Instagram works on visuals. If we intend to buy a dress, we would love to see how it looks onto someone and what better than seeing it on someone you follow. And with the boomerang, rewind features one can also see the dress in motion.

Mega Influencers like Celebrity Influencers tend to be a costly deal for the brands, and the personal touch is usually missing. However, with micro influencers, since they are not so big, they are still a part of the public i.e. they still have the personal touch. If a follower messages regarding a query, micro influencers are highly likely to respond to most of them rather than simply posting about your product. This makes their audience a loyal one, thus maximizing the ROI(Return of Investment). Moreover, micro influencers are really affordable for the brand.

It is also essential that a fashion brand investigates and checks thoroughly before approaching that the followers of an influencer are genuine. At the same time, influencers meet other influencers at conferences, meetings, collaborations and when they tag them, they tend to share followers. The more the merrier for both the influencer and the brand. Also, it is also seen that at times influencers have a feed that is based on pastel colours, or is too colourful, or has hues of only one colour. Brands can target these guys too.
The brand can start by understanding the demographics and psychographics of their target audience, their buying patterns, see how an influencer fits the mosaic, use an influencer marketplace that helps you find and get access these influencers. Check their social media accounts, present a press kit, discuss the marketing goals, negotiate the economics and lock in the deal.

Brands like H&M, Guess, Nike, GAP, etc. all are into influencer marketing. It's one of the best ways to reach audiences other than having their own social media accounts.

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