FROM CANCELLED TO CULTURED:
IMPACT OF INFLUENCER MARKETING IN WOMEN'S FASHION
FROM CANCELLED TO CULTURED:
IMPACT OF INFLUENCER MARKETING IN WOMEN'S FASHION
Image from: Adobe Stock
This website presents an original research project on social media influencers in the women's fashion industry, focusing specifically on influencers who produce content on Instagram and TikTok. This study includes a discussion of fashion advertising, the rise of influencers, consumer preferences and brand representation in relation to brand image and awareness. This site also presents original research through semi-structured interviews - outlining the methodology, key findings and limitations to further the research of this newer phenomenon of influencers in fashion marketing. Additional information comparing influencers on TikTok and Instagram is also provided for readers to understand the cultures and qualities of each platform.
Images from: Fashion Week Daily, Neal Schaffer, Upfluence, Qoints
Through semi-structured interviews, participants illustrated the ways that they perceive fashion influencers and brands that use them. Participants were also asked about their purchase intentions triggered from fashion influencer content, to help researchers better understand how fashion marketers can effectively incorporate influencers into their marketing schemes. Participants were encouraged to go as in-depth as possible about their overall experience with social media influencers - the good, the bad and the ugly, making the results of this study rich and worth reading.
This research analyzed two specific social media platforms that are known household names: Instagram and TikTok. The preferred social media platforms from the new consumer generation, Generation Z. This study focused on how each individual platform can make a positive or negative difference for a brand with an analysis of influencers in general. The results identified many major themes including honesty, authenticity, cancel culture, compensation and more. Gen Zer's are picky about the brands they want to buy from, but they are willing to turn to influencers to learn about a brand or a product. That is, if the influencer communicates the message effectively.
Find out more about this research by starting with a review of existing literature: