As recent as this past February, influencers’ social media pages were full of imagery of global fashion weeks, giving eager followers behind-the-scenes looks and glimpses into exclusive after parties. Today, these same social media pages look quite different, reflecting instead on a longer period spent at home that spotlighted family members rather than designers or celebrity insiders.
Since becoming a staple in the fashion industry, influencers have also been a continued access point for brands to reach wide audiences. And early reports stated that although influencer marketing would change during the pandemic it could prove to be extremely powerful amid the crisis. According to Influence Central, since the onset of COVID-19, 64 percent of consumers are doing all clothing and apparel shopping online and thus causing direct impact on how brands and the influencers they work with will engage followers and drive shopper marketing.
“The influencers aren’t the only player that should be pivoting strategy in this post-COVID-19 environment,” said Stacy DeBroff, chief executive officer of Influence Central. “From a marketing perspective, fashion brands need to shift from traditional advertising and catalogue marketing to invest in social media marketing and influencer engagements. This creates a new type of opportunity for brands collaborating with fashion influencers in social media campaigns. Social media platforms from Instagram to Pinterest have introduced myriad ways to shop from online pictures and influencer content. With online products accessible, consumers have an avenue to purchase themselves in the moment and