Influencer marketing is an extremely effective way for fashion brands to gain exposure, increase followers and bring in potential new customers. So, what exactly is influencer marketing? According to NeoReach, “Influencer marketing consists of brands developing relationships with key individuals to promote their brand message.”
These key individuals have developed a large online presence and have the capability to sway the opinions of their audience and the actions they take. Collaborating with influencers is a powerful strategy for fashion brands to include in their marketing strategy, as this creates an authentic user experience that helps build brand trust.
According to an influencer marketing report from TapInfluence, “The return on investment for influencer marketing is 11x higher than traditional advertising.” There’s no question influencer marketing is an effective tool if you’re doing it right.
Here are some helpful tips to guide your collaboration with fashion influencers:
Do Your Research
It’s important to consider a few pieces of information before you agree to collaborate with a fashion influencer. Ask yourself these questions before you commit to a collaboration request or reach out to a fashion influencer:
- Does this influencer’s audience resonate with your ideal customer audience?
- Is this influencer actively engaging with their followers?
- Does your fashion line fit the influencer’s clothing style?
- Is this influencer posting content that is relevant to your fashion brand?
If the answer to all of these questions is “yes,” then go for it! It’s important to make sure the fashion influencers you collaborate with are legitimate, relevant and trustworthy. Take the time to evaluate the users who follow and engage with the fashion influencer. Just because an influencer has a massive following doesn’t mean those particular followers fit your ideal customer audience. Quantity does not equal quality when it comes to influencer marketing.
Once you’ve done your research and discovered an influencer you’d like to collaborate with, it’s crucial to build a relationship before making a pitch. Take it slow and start by engaging with the influencer’s content. Whether it’s commenting on their blog posts, Instagram photos, or YouTube videos, it’s important for the fashion influencer to know you are following and reading their content.
Ecomdash said it best: “By regularly interacting with their content, you’re helping them; an influencer who’s serious about their job takes notice of their top supporters.” Once you’ve built that rapport, it’s a great idea to send the influencer a free gift. It’s the perfect way to open up a conversation.
Exchange Product for Influencer Services
Before pitching a trade, consider what your fashion brand goals and objectives are to help set the foundation of your conversation. Once you’ve established your brand motive, come up with a personalized offer that’s catered to the fashion influencer’s interests and overall value. Every fashion influencer has different requirements and expectations, so understanding what those regulations are before developing the offer is vital.
More established influencers may require a payment on top of the free deliverables fashion brands send them to showcase via social media. Others may exchange their influencer services just for the fashion brand’s deliverables and no additional payment. The trade should be equal in value for both the influencer and your brand.
Once you have agreed on a fair exchange, consider these factors when preparing the deliverables:
- Allow the fashion influencer to pick out the clothing to showcase so it fits their style
- Make sure the items the influencer selects have plenty of inventory
- Make sure the clothing they are promoting is in season
Sign a Contract
Depending on the value of the trade, it’s a great idea to provide the influencer with a detailed contract. The contract should include a thorough explanation of what both parties can expect from both sides of the spectrum. Include a specific list of what you are sending the influencer, payment details, a list of influencer services they will provide (i.e., 2 Instagram posts, a blog, and a YouTube video review), the influencer’s timeline and what consequences each party will face if these requirements are not met.
Once the formal contract has been signed, it’s time to send the deliverables! Communicate often with the influencer to ensure they received the items and are satisfied with your services. And, of course, once the influencer has completed their part of the agreement, measure the performance. If your campaign was a success and ran smoothly, you now have the potential to collaborate again in the future!