How Big and Small Fashion Labels Use Influencers to Drive Sales

As influencer marketing continues to evolve and mature, it is becoming more effective than ever before. Brands are utilizing data and engagement statistics, rather than simply relying on a large follower count, to find effective influencers and micro-influencers that are a perfect fit for their brand. From established fashion labels to smaller start-ups, there is an influencer for every brand. Larger brands often employ famous influencers to represent their brand – think Victoria’s Secret Angels – while smaller brands can use a variety of micro-influencers to create buzz about their line. These influencers can help drive sales and increase brand awareness, especially for fashion labels. Here’s how both big and small fashion labels are using influencers to drive sales:

The BIG Players

1. Revolve is a fashion retailer that has employed influencers in a trailblazing way. The company works with high-profile bloggers and fashion influencers (everyone from Kim Kardashian to Arielle Charnas). Not only do these influencers post about Revolve, but they also attend Revolve vacations and awards ceremonies to create a story around the brand. At their awards ceremony last year, Revolve co-founder, Michael Mente, thanked influencers for “speaking to” Revolve’s customers and allowing them to see the brand through their peers. October, WWD reported that up to “70 percent of current overall sales at Revolve.com are driven by an influencer. And based on projections that Revolve is on track to surpass $1 billion in retail sales this year, that means that content creators could be responsible for up to $700 million of this year’s revenue.” It’s easy to see that when it comes to influencers and creating experience, Revolve has it all figured out (ahem, take notes). 

   

2. Fashion Nova, an online retailer based in LA, works with countless insta-famous bloggers and celebs – we’re talking everyone from Kylie K. to Cardi B. – to grow their fast-fashion kingdom. Founder and CEO, Richard Saghian, says that the brand works with 3,000-5,000 influencers that create a “ripple effect.” We’re talking a pretty serious ripple effect: just three years after launching their online store, Fashion Nova reached 6 million Instagram followers. The brand also gets its customers involved in the social media craze, encouraging them to use #novababe for a chance to be featured on their website!

   

3. Brandy Melville’s influencer strategy is record breaking (not kidding!). In 2016, the brand’s Instagram account earned 9.3 million likes, the most recorded by the app at that time, largely thanks to its use of millennial influencers that embody the brand’s free-spirited vibe. Influencers post “lifestyle campaigns” to drive followers and sales for the brand. Their strategy has certainly set an impressive standard for Instagram influencers.

   

SMALL but MIGHTY

1. Monrow, an LA-based lifestyle brand, offers signature “supersoft” fabrics to create staple pieces ranging from tee-shirts to joggers. Though the brand has a relatively small following of 22k, Monrow engages users with #HeadtoToeMonrow and features countless micro-influencers on their page. These influencers post to promote the brand and Monrow typically re-posts their photos, highlighting the comfy clothes in use.

   

2. Alternative Apparel is a sustainably sourced label featuring tons of basics. They employ influencers to feature their brand in posts and then re-post these photos directly to their own page. Their “shoppable” Instagram page helps the smaller brand earn sales by quickly capturing customers’ attention!  

   

3. LNA Clothing produces everything from graphic tees to cashmere sweaters. The brand is gaining traction on social media thanks to the use of influencers posting looks in the label and the brand re-posting these looks. Influencers make this west-coast based clothing look effortlessly chic, helping to generate brand awareness and sales.  

   

To sum it all up…

Whether you’re a major player or just starting out, fashion labels can seriously boost sales and create brand awareness through the use of influencers. Larger brands tend to stick with celebrities and well-known bloggers while newer brands utilize micro-influencers on a smaller scale. Either way, using influencers to promote your collection and engaging customers with a hashtag has proven to be effective methods of digital marketing communication, just take it from these brands!

If you’re ready to take your brand to the next level by taking the plunge into the sphere of influencer marketing, LMS is here to help! Check out our blog or email us at imgame@wearelms.com for more helpful tips.