Apparel November 2019 Apparel November 2019 issue | Page 73

NEW AVENUES
and share. Aspects like authenticity, likeability,
and trustworthiness are their commodities,
which, once fostered, are put up to be leased to
big brands.
The relationship between brands and
influencers is oftentimes hidden and subtle.
The core reason behind influencers’ fame is
usually their independence and individuality,
which can hardly be claimed when being funded
by a corporation. This is why most influencers
indirectly promote retail brands. The challenge
here is self-evident; for major brands, this can
prove difficult to quantify and measure, since
there are no name-drops, coupon codes or direct
recommendations. And while the cost benefit of
these deals is currently in favour of the brands,
it can easily change if the influencer’s promotion
rates go up or if their own celebrity is tarnished.
VALUABLE BUT NOT INDISPENSABLE
Overall, social media influencers are an essential
marketing channel for most apparel and retail
brands, but they are only a small part of the larger
picture. Most consumers on these platforms are
cash-poor and credit-rich, which is ideal for retail
shopping, but this limits their potential lifetime
value. In this respect, social media influencers are
best used, not by major brands that can generate
more engagement using traditional marketing, but
by new, smaller brands, who are still beginning to
connect with their core audience.
THE CORE REASON BEHIND
INFLUENCERS’ FAME IS
USUALLY THEIR INDEPENDENCE
AND INDIVIDUALITY, WHICH
CAN HARDLY BE CLAIMED
WHEN BEING FUNDED BY A
CORPORATION.
By identifying a core, limited audience within
the social media-user community, companies can
get a greater bang for their buck by using social
media influencers. This channel of promotion is
a minor priority for major, international brands,
which focus on a wider consumer base. In
any regard, the phenomenon of social media
influencing is only just reaching maturity and
will soon show its long-term merit. Until then,
major apparel brands can afford to spend their
marketing money in this space with little risk.
APPAREL
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November 2019
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71