As the pandemic is majorly impacting the lives of people across the globe. The COVID-19 has caused the cancellation or postponing of many significant events, and travelling is restricted, people are working remotely. According to a recent Econsultancy survey, 55 percent of UK marketers and 57 percent in North America are delaying product and service launches, with the majority of respondents claiming marketing budget commitments are under review.
Fashion Influencers are making the most of the pandemic
Influencers make money through paid assignments like event appearances, product promotion, sponsored trips, and other awareness-raising activities for the fashion brands. But as the manufacturers and retailers are tightening their budgets over coronavirus fears, influencers are facing an uncertain future. With brand deals postponed or canceled due to current circumstances, macro-influencers, such as Caroline Daur, Doina Ciobanu, Yoyo Cao, and Xenia Adonts, are trying to find their ground in this new reality. Despite these business disruptions, social media personalities aren’t going to be wiped out. According to Hilary Williams, senior vice president of talent at Digital Brand Architects (DBA), the influencers she represents are seeing 20 to 50 percent higher views on their content.
Since the outbreak of the COVID-19, these influencers are staying home, which increases the online traffic from homebound audiences. Thus, resulting in the opening of new opportunities, because they have more time on their hands to create small-scale content. It is the situation of “survival of the fittest” as the change in trend comes at the time when the power of traditional influencer marketing is dropping. Those who can dare to stand out are the ones who can also offer behind-the-scenes skills to brands, such as photography and styling. Brands will get the most out of partnerships with influencers who are polymaths that provide a broader skillset.
Here are some of the ways through which Fashion influencers are marking their presence:
• Time for Experiments
This is the time when the influencers should not move away from their audiences; instead, they should lean in. With word of mouth on social media driving purchase decisions, influencer marketing economy, which accounts for an $8 billion, is unlikely to disappear. Recently, Aimee Song, founder of the famous account Song of Style, has 5.5 million followers on Instagram. She uses these platforms to diversify her content and share her full lifestyle. Pivoting from fashion-only material to share recipes on YouTube.
Caroline Daur has 2.3 million followers on Instagram and works with luxury brands, including Fendi, Dior, and Valentino. She has pivoted from sharing street style images on corner blocks to posting regular workout videos on Instagram and YouTube. While talking to Vogue, she said, “This is the time to try out new activities that I don’t usually have the time for. It has definitely led to a closer relationship with my followers as everyone is in the same situation.”
• CGI Models Provide an Alternative to Brands
CGI models can provide alternative solutions at a time when influencers aren’t able to leave their homes. Jennifer Powell, the founder of influencer management and brand-building agency, which nurtures six-figure brand collaborations for clients like We Wore What’s Danielle Bernstein (2.3 million followers on Instagram) and Julie Sariñana of Sincerely Jules (5.5 million followers) also seconds this notion. According to her, “What I’m seeing is cancellations of trips but the rise of new digital activations and content creation campaigns.” One of her clients is Cameron-James Wilson, founder of Shudu Gram, a CGI avatar with almost 200,000 followers on Instagram.
To sum it up, the change in the way fashion influencers would work has changed drastically, and this would bring a lasting impression on their industry. They would be challenged to expand their cross-category content, and those who would add value to this ecosystem will thrive. iDesigniBuy is a fashion tech company that offers customization solutions that help those fashion influencers who strongly believe in fashion sustainability and inspire brands and their followers. With our customization solutions like apparel design software you can reach your customers who want to experiment with style while sitting at home.
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