The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
More than a decade after the launch of Instagram, influencer marketing has evolved from a cottage industry into a global juggernaut. In a sense, fashion and beauty brands are just beginning to understand how best to use creators to sell their products. Spending on influencer marketing is expected to top $4 billion in 2022 in the US alone, according to eMarketer. The explosive growth of this market isn’t without its growing pains, which include costlier endeavours and moving goalposts.
The question is no longer about whether a brand should get into influencer marketing. Rather, it’s how to most effectively reach their target audience with influencer marketing.
As the space has matured, some challenges, such as finding the right influencers to pair with the right brand, have receded. Others, such as inaccurate performance metrics, have stubbornly persisted. At the same time, the landscape has changed dramatically, with a constantly shifting array of talent and the rise of TikTok as arguably the first true challenger to Instagram for fashion’s marketing dollars. Meanwhile, changes to privacy regulations and norms will impact marketers’ ability to track consumers effectively.
This case study seeks to educate readers on topics ranging from platform usage, talent scouting and relationship building, contract negotiations, content strategy, campaign execution and measurement. The guidance focuses on influencer marketing in the US and Europe, as well as in China, where differing cultural norms impact the way talent and brands work together. BoF spoke with experts from influencer marketing agencies, talent firms, fashion and beauty brands, creators and platforms to understand the challenges they are facing and how they are innovating for the future.
Click below to read the case study now.
Target, Maybelline and others have been caught in an anti-trans backlash. How they respond could shape perception around their brands. That, plus what else to watch for in the coming week.
Expanding overseas is one of several ways the New York-based brand is looking to keep up momentum, three years after its ‘nap dress’ went viral.
BoF Careers provides essential sector insights for fashion PR & communications professionals this month, to help you decode fashion’s creative landscape.
As global travel continues its post-pandemic recovery, BoF Insights explains how hotels and resorts are helping luxury brands from Bulgari to Gucci stay close to their customers, even when they’re on the road.