Retailers partner with lifestyle bloggers to curate collections
Implications - An increasing number of retail institutions are partnering with online influencers to curate fast fashion collections that transcend traditional demographics. An intriguing way for brands to cultivate organic product awareness, such partnerships benefit the blog star through mainstream exposure, while simultaneously offering traditional retail institutions an opportunity to cultivate buzz online. Such innovative partnerships speak to the crossover marketing power of online influencers in a traditional retail setting, as well as the need for established retail brands to pursue innovation in areas important to consumers, such as Internet culture.
Workshop Question - What influences are your consumers impacted by and how can you incorporate those into your branding or marketing?
Trend Themes
1. Influencer Collaborations - As retail brands struggle with newer ways of marketing, they are increasingly collaborating with online influencers to curate fashion collections that appeal to younger audiences, thereby benefitting from their already established trust and fan base.
2. Niche Fashion for Diverse Audiences - Lifestyle bloggers, while boosting a particular social or cultural aspect on their platforms, tend to cater to audiences who have been largely ignored by mainstream fashion, creating a new market opportunity for brands that pursue these niches.
3. Athleisure and Streetwear - Fitness-oriented lifestyle bloggers are increasingly partnering with fashion brands to design athleisure and streetwear apparel that serves the dual purpose of outfitting consumers for active lifestyle, and offering a stylish option for everyday use, thereby bridging the gap between style and comfort.
Industry Implications
1. Fashion Retail - As an industry that is rapidly evolving, retail brands are partnering with social media influencers to explore new ways of marketing that will resonate with younger, social media-savvy customer base.
2. Fashion Blogging - With social media and online shopping experience exploding, fashion blogging is cultivating an entirely new market niche that fashion brands are making strides to embrace.
3. Latino Influencer Marketing - Hispanic audiences continue to be overlooked by mainstream fashion, with the advent of social media influencers, brands stand to access and benefit from diverse audiences by collaborating with influencers who champion their cause.
5 Featured, 40 Examples:
397,754 Total Clicks
Date Range:
Apr 15 — Nov 15
Trending:
Average
Consumer Insight Topics:
