Influencer marketing, what is it?

2024 offers a challenging market. Respond with this strategy.

The arrival of new generations who become potential customers and decision makers regarding the products or services you offer in fashion surely invites you to ask yourself if your sales and communication actions are correct.

If this is your case, welcome to this space that aims to sow concern and give you a push to explore different marketing actions to benefit your business or project.

On this occasion, we will talk about influencer marketing . What is it? We can define it as the strategy that allows a brand to connect with its target audience through influential people.

Influencers, as these profiles are known, are part of daily life, especially in digital environments, which have allowed for immediacy, proximity and interaction.

This last point is the most relevant aspect of influencer marketing. The interaction linked to the trust that a person inspires in dozens, hundreds or thousands of people. Influencers generate content that ends up engaging specific audiences who - perhaps - are interested in your value proposition within the fashion industry.

That said, the importance of collaborating with these influential figures is increasing. Of course, it is more than valid to question the true impact that these characters have on their followers, since it is not a guarantee that the return on investment will translate into sales or positioning for your project or objective.

Something important to note is that in recent years, the idea that an influencer is a person related to the world of entertainment or similar sectors has been left behind. Thanks to social media, ordinary people have risen to fame in unique segments, and fashion is not far behind.

Nowadays we find influencers in clothing, footwear, accessories, jewelry and much more.

The recommendation? Before creating a collaboration, find out in detail about your influencer. Don't see them as a savior, they are actually a complement to your company's other marketing and sales strategies; bet on artificial intelligence, it has become a powerful tool for content creators and don't forget that from your own platforms, your company can (and should) also generate long-term relationships with its followers/buyers.