Fashion influencer marketing is an effective business strategy used in the fashion business industry today. Consumer buying behavior patterns are highly influenced by these promotional activities. Collaborations with fashion influencers have emerged as a key marketing strategy. Fashion influencer marketing is done via social networking sites to reach a large number of customers. Fashion brands are approaching influencers with a huge following to push their brands to the potential customer associated with the fashion products.
The technological disruptions in marketing campaigns and strategies are significantly inducing companies to invest heavily in marketing campaigns to get the expected return on investment. It is the key reason for the growth of the global fashion influencer marketing market. Influencer marketing helps fashion brands to promote their products to a wider audience in several innovative ways to attract audiences and add value to their brand. In addition, the growing penetration of social media platforms globally is another key reason for incrementing the adoption of influence marketing strategy in the fashion industry.
Also, the high penetration rates of smartphones and the establishment of high connectivity networks along with low internet prices in several developing countries like India, France, Poland, and Italy will also encourage people to use data services, which subsequently resulted in high traffic on the social media platforms like Instagram, WhatsApp, and several others. Millennials are highly adopting all the available social media platforms to explore the services offered by them. Apart from millennials, the middle age and geriatric population are also exploring entertainment on several social media platforms. Social media channels have become the most sought-after channel to promote fashion products. User’s rates of engagement are really high with their choice of influencer via direct message, comments, and polls. Influencers convey insights regarding the demands of customers to the brands. For instance, Mark and Spencer’s group adopted influencer marketing strategies in their business which help them create buzz & awareness and spike the demand for its skincare and bath range products. Their clothing segment was in people’s minds for a very long time.
The global fashion influencer marketing market can be segmented into fashion, influencers, and regions.
By fashion, the market can be segmented into jewelry & accessories, apparel, beauty & cosmetics, and others. The beauty & cosmetics segment accounts for the largest share in the global fashion influencer marketing market.
By influencer, the market can be segmented into nano influencers, micro-influencers, macro influencers, and mega influences. The nano influencer segment dominates the global fashion influencer marketing market.
North America accounts for the largest share in the global fashion influencer marketing market as it is the hub of the fashion industry. The high usage of social media platforms along with robust internet connections in the region will accentuate the growth of the global fashion influencer marketing market.
Europe is expected to be the fastest-growing region in the global fashion influencer marketing market due to the presence of several fashion brands in the region.
Some of the significant players in the global fashion influencer marketing market are Klear, IZEA, InfluencerDB, HYPR Brands, and AspireIQ. To cite, Launchmetrics in July 2019 introduced Insights100, an interactive microsite to offer brands and agencies access to an effective marketing campaign.