2024 Fashion Mantra
Innovation in Influencer Marketing
While influencer marketing is undergoing an increasingly evolutionary process in the fashion world, the results we encounter with Business of Fashion's 2024 State of Fashion Survey reveal a striking fact. The decline in engagement rates on Instagram reveals consumers' fatigue with traditional influencer marketing. But in this changing landscape, the emergence of a new generation of creative personalities creates new opportunities for marketers.
Based on BoF-McKinsey's consumer-focused survey results, we find that consumers prefer originality, fun, and relatable personalities. With the decline of Instagram, platforms like TikTok are coming to the fore, which shows us that fashion marketers should be looking for new strategies and collaborations.
Unlike traditional influencers, the new generation of creative personalities are able to impress audiences with quirkiness, humor and vulnerability. Names like Alix Earle, Madeline Argy and Sabrina Bahsoon are gaining millions of followers with their unconventional and personal approaches. This reflects consumers' desire to connect with creators who are not just looking for a "like" but also enjoy being themselves.
Fashion brands are going beyond traditional influencer collaborations and establishing in-depth partnerships with new generation creative personalities. Luxury brands such as Loro Piana and Audemars Piguet go beyond using profiles like Gstaad Guy as brand ambassadors and invite them to events, dress them and integrate them with the brand identity. This opens the door to long-term, interactive relationships rather than just a product launch.
These changes in consumer habits require new ways of thinking and creative approaches. TikTok's success has to do with the platform's emphasis on its content algorithm and metrics that show whether users are returning. Therefore, fashion marketers must focus on original and creative campaigns, create “actionable entertainment” that aligns with TikTok’s recommendations, and give creators creative control to create their own worlds.
In this evolutionary process, my view on the new face of influencer marketing is that consumers' search for authenticity, entertainment and relatability is a call for brands. Influencers who go beyond the traditional and create personal and entertaining content allow brands to establish deeper connections with consumers. In this changing landscape, it is inevitable for brands to adopt an innovative and sophisticated approach and make a fresh start with eye-catching campaigns and interactive collaborations. Influencer marketing will continue to play an important role in the fashion world in 2024, intertwined with originality and creativity.
Innovation in Influencer Marketing
While influencer marketing is undergoing an increasingly evolutionary process in the fashion world, the results we encounter with Business of Fashion's 2024 State of Fashion Survey reveal a striking fact. The decline in engagement rates on Instagram reveals consumers' fatigue with traditional influencer marketing. But in this changing landscape, the emergence of a new generation of creative personalities creates new opportunities for marketers.
Based on BoF-McKinsey's consumer-focused survey results, we find that consumers prefer originality, fun, and relatable personalities. With the decline of Instagram, platforms like TikTok are coming to the fore, which shows us that fashion marketers should be looking for new strategies and collaborations.
Unlike traditional influencers, the new generation of creative personalities are able to impress audiences with quirkiness, humor and vulnerability. Names like Alix Earle, Madeline Argy and Sabrina Bahsoon are gaining millions of followers with their unconventional and personal approaches. This reflects consumers' desire to connect with creators who are not just looking for a "like" but also enjoy being themselves.
Fashion brands are going beyond traditional influencer collaborations and establishing in-depth partnerships with new generation creative personalities. Luxury brands such as Loro Piana and Audemars Piguet go beyond using profiles like Gstaad Guy as brand ambassadors and invite them to events, dress them and integrate them with the brand identity. This opens the door to long-term, interactive relationships rather than just a product launch.
These changes in consumer habits require new ways of thinking and creative approaches. TikTok's success has to do with the platform's emphasis on its content algorithm and metrics that show whether users are returning. Therefore, fashion marketers must focus on original and creative campaigns, create “actionable entertainment” that aligns with TikTok’s recommendations, and give creators creative control to create their own worlds.
In this evolutionary process, my view on the new face of influencer marketing is that consumers' search for authenticity, entertainment and relatability is a call for brands. Influencers who go beyond the traditional and create personal and entertaining content allow brands to establish deeper connections with consumers. In this changing landscape, it is inevitable for brands to adopt an innovative and sophisticated approach and make a fresh start with eye-catching campaigns and interactive collaborations. Influencer marketing will continue to play an important role in the fashion world in 2024, intertwined with originality and creativity.