Influencer: Catalysts of Trend and Buzz
Influencer are individuals with a significant online following who have the power to sway opinions and drive consumer behaviour. They often collaborate with fashion retailers to showcase and promote products through sponsored posts, reviews and styled content. Influencer can be macro, micro, or nano, depending on the size of their audience.
These collaborations inject a sense of authenticity into a brand's image, as influencer are perceived as relatable figures rather than traditional advertising. The fashion retail planning process involves identifying influencers whose style aligns with the brand's ethos, negotiating partnerships and strategically integrating influencer content into marketing campaigns.