“The customer is the final filter. What survives the whole process is what people wear. I am not interested in making clothes that end up in some dirty and dusty museum”-Marc Jacobs.
In this time and age wherein traditional media and advertising are progressively becoming more obsolete, more and more brands have endeavored to rethink their marketing strategies.
This is especially true with fashion and style brands where most of their esteemed endorsers are celebrities or high profile personas. Unfortunately, relying on this single-stroke technique might do more harm than good. Sure, at one point it was a reliable marketing scheme, but a large fraction of today’s consumer base which predominantly consists of millennials and younger generations, it is best to find a voice which their demographic can relate to. While celebrities and TV-ads are where it is at and maybe a good medium to kick off your business back in the day, if you wish to speak the language of your potential customers then you would need to take it to where most of them are—social media.
With the rise of social media, it was only inevitable for the fashion industry to start leveraging the marketing and numbers game through various influencers. Fashion influencers and bloggers are a diverse set, and they do not necessarily need to have fashion or style credentials to their name.
However, they do need to have a deep-seated interest in their particular niche which in this case would be fashion. Moreover, they need to develop an affinity with style insomuch that they eat, drink and breathe style and so long as you possess these, you do not even need to be an A-list celebrity just to be an influencer. In this regard, style influencing is not only reserved for the high-profile designers, celebrities or even to the fashion models. Today, even you can become an influencer provided that you consistently put out good content every single day, regularly engage with your followers and have a good number of followers to your name. It does not matter whether you are solely advertising for wholesale streetwear distributors, retail fashion brands or even high-fashion luxury brands, so long as you know how to even up the field. As an influencer, you are expected to have particular expertise that others do not possess. For purposes of this article, your expertise should be in fashion and style. These two are your main weapons in your arsenal which you should capitalize on. Remember, there are countless of style influencers just like you. So, ask yourself: What can I provide my followers that others cannot? What particular style do I have that is distinct and unique from others?
If you have been wondering how you can be a successful style influencer, here are some of the tips you can keep in mind:
1.) Find your niche
Before delving into the world of style influencing, you need to keep in mind that the world of fashion is expansive and diverse. You cannot realistically expect to be the jack of all trades and expect your followers to take you seriously. In this regard, you need to find a particular fashion and style niche which you believe yourself to be good at. It can be in the form of finding good fashion deals and bargain hunts or complementing outfits using thrift and luxury purchases. It can be anything so long as it is within the spectrum of style and fashion. While you are at that, make sure you have an affinity for it as well to ensure that your content would not sound forced and have a natural depth about them.
2.) Be an expert, with a twist
While we have previously stated that possessing credentials is not necessary when it comes to being an influencer, having the right expertise would not hurt. However, to ensure that you are not just doing what everyone else is, put a twist to it. One account that has ingeniously engendered this idea is an Instagram account with the handle Diet Prada. Basically, what the account does is hilariously call out the ridiculous style copycats within the fashion industry. Although the account is still in its incipiency stage, it quickly amassed an enormous following with experts going as far as to designating them the fashion police of Instagram. However, beyond that, you would notice how the owner strives to deliver riveting content each day. Remember, Instagram’s features run the gamut from simple posts to stories that disappear within twenty-four hours. Take advantage of that.
3.) Post like crazy
Unlike many other niches, fashion influencing requires you to post as much as you can insomuch that more is more. Remember, this is that one niche wherein the stakes are high which would consequently mean that the atmosphere is incredibly competitive considering that it is rife with style influencers. Failing to post content regularly puts you at risk of being irrelevant, so post as many riveting posts as you can in a day. You cannot take breaks as if you do; your posts would likely be buried underneath the countless posts and content from other style influencers like you. Ideally, you should post every single day (if not, more). Furthermore, as fashion and style are largely visual, you should find a platform where your photos can be readily seen such as Instagram. Complement this with regular Instagram stories which your followers can likely sift through every single day. With this in mind, it is imperative that you have the time and desire to really commit yourself to this perpetual posting strategy before even attempting to try it.
4.) Do not get discouraged
There is a very likely chance that you are not going to get it on your first try. Yes, you might just have a handful of followers and nothing more. Your posts might not even get the kind of traction you desire or one that would make it relevant enough to pique people’s interest. However, that is okay. Do not let those dwindling numbers put you down. In any case, you should not even try to focus on how many followers you have. Rather, you should steer your efforts and focus towards refining the way you create and curate your posts. Moreover, try to build a community of individuals who want to hear what you have to say, can identify with your style or at least love it and who can engage with you and your posts. If you still lack in that department, then it is highly suggested that you revisit your technique and fine tune it until such time that you can finally do better. Remember, the number of followers does not always matter. If you have people who already value what you have to say or how you style yourself, you have already won most of the battle.
If you are still concerned about growing your numbers, then grow your number of followers by collaborating with another influencer. In fact, the easiest and quickest way to grow your audience is to work with existing influencers who are already established in the field. In a sense, it is kind of riding on their fame wherein through a collaboration, their followers would discover you and in turn, would follow you as well. Remember that this strategy is as beneficial to established and seasoned influencers as it is to newbies. Newbies get the exposure they want while big influencers can promote what they wish and in turn, would get new followers as well. In this regard, big influencers should also make it a point to help influencers who are just starting out and make it worth their while.
Indeed, fashion and beauty are two of the rapidly growing influencer niche insomuch that making a name for yourself in the niche can be rather difficult seeing as how competitive it is. However, with passion, dedication and consistent hard work, you can have a unique voice in the niche. Always remember that you need to work on setting yourself apart constantly. Great content does not make the cut, make sure it is unique, authentic and identifiable to you. If you have what it takes, then you can be an excellent style influencer.