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Instagram - is it THE essential part to any fashion brands marketing strategy?!

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Instagram - is it THE essential part to any fashion brands marketing strategy?!

instagram fashion influencer marketing strategy

Instagram has quickly become an integral part of the social media strategy utilised by fashion brands. With its simplistic format, eye-catching photography and total creative freedom, it is a tool to showcase the best clothing pieces designers have to offer in an accessible and authentic way. But is its rapid growth and universality shifting the fashion industry from an art form that requires years to master to a free-for-all for all aspiring fashionistas?

Launched in 2010, Instagram now has over 800 million monthly users and appears to be growing at a rate that will see it hit 1 billion by the end of the year. Its global reach allows users to present trends in a saturated market without becoming repetitive, and the variation of posts enables individuals to create a brand identity that their followers can recognise. It's become increasingly obvious that for any brand to fully cement themselves as a key player in the world of fashion they require a strong presence on Instagram to drive of sales and overall brand awareness. Emphasis is placed on moments being 'Instagrammable' and brands take huge pride in creating an Instagram feed that not only looks beautiful but persuades the user to purchase their products over a competitors. 

Instagram has become a platform of opportunity with more and more homegrown brands using it as a place to generate attention - and income - from their products. Similarly, established brands are aware that it has a huge influence over consumer sales. Official Instagram figures indicated that 1 in 3 of its users has bought an item of clothing after discovering it on their feed. Using photoshoots and 'easy on the eye' flat lays to generate revenue is a tempting prospect for companies, who, when implementing an effective and strategised posting schedule, can add real value to their brand. Posting regularly, following trends and racking up the likes is a surefire way to convert posts into purchases. 

Using the application, fashion brands are easily able to connect with thousands of influencers who have a significant impact on their own followers' buying choices. Not only can the brand create a direct line between themselves and the consumer, but by paying influencers to promote their products, they're able to further increase their reach. There is concern within the fashion industry that Instagram is facilitating a new age of fashion branding where ever-changing trends are increasingly accessible and brand exposure makes way for cheaply made 'dupes'. It is, however, difficult to deny the opportunities the platform creates for brands to identify trends and meet consumer demands accordingly. 

A huge benefit of Instagram for fashion brands is the means of communication between them and their customers. Having a comments section allows for instant feedback on products, as well as customers being given an opportunity to seek customer service support. Building trust, particularly as a new brand, is vital in retaining customers and generating new sales, so this open line of communication seemingly adds to the customer experience. 

It's undeniable that Instagram has made a big impact on the fashion industry. Instagram brands might not be a sustainable alternative to traditionally marketed fashion labels, but creating your brand from your fingertips has certainly never been easier. 

influencer marketing strategy

https://www.sociallypowerfulmedia.com/influencer-marketing-blog/instagram-fashion-influencer-marketing-strategy-for-brands

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"We’ve seen so many people classing themselves as ‘influencers’ and trying to build a career from it for the wrong reasons"

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"We’ve seen so many people classing themselves as ‘influencers’ and trying to build a career from it for the wrong reasons"

Today, we caught up with Charlie and Lauren, originally from the UK, but now living life on the road, sharing their adventures with their ever growing and evolving audience. We discuss important topics within influencer marketing and where they want to take their career! Check out the blog below!

 
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Could you tell us a little bit about your background and how you started to build a following?

What a lot of people don’t know, is that Wanderers & Warriors actually began as a clothing brand…

After arriving home from our separate travels, we found ourselves brainstorming ideas of how we could create something of our own. Something that we’d be both proud of and passionate about…oh, and of course it had to be travel related. So after a lot of late nights and screwed up pieces of paper, Wanderers & Warriors clothing was born.

Our platform grew and our sales increased and before we knew it, it was time for us to pack back up and head out again. As much as it was exciting to be getting back on the road, it was a bittersweet feeling knowing we’d have to close the store temporarily.

So on 1st June 2017 we switched the store to our own personal adventures and the rest is history…

Is this something you do full-time?

 Yes, we know work online full time through our blog and social media platforms.

What sort of content do you create and what content works best with your audience?

Our content is based on us travelling as a couple, so whether its tours, destinations or cute photos that is what we aim for.

What would you define Influencer Marketing as?

For us, influencer marketing is using our knowledge of what people will like and advertising to them in an honest and trustworthy way.

What brands have you worked with so far? How was it?

We’ve worked with the big brands such as Daniel Wellington and Cluse to smaller companies such as Cordalife and local t-shirt brands. We love building up a relationship with a company that believes in us and that we’re passionate about! For us, our main importance is to stay true and only market products that we would use ourselves.

How do you think Influencer Marketing will evolve over the next 12 months?

Who knows. This social media run world is changing every day but what’s interesting is seeing careers appear that weren’t known of years ago. Now the big companies are employing talents through social media and recognising them for their hard work and skills which is good to see.

How has the Influencer world evolved since you began?

For us, even just in the last year, we’ve seen so many people classing themselves as ‘influencers’ and trying to build a career from it for the wrong reasons. Becoming an influencer should come as a by-product of doing something you love and are passionate about.

How do you feel brands are working with Influencers?

 A lot of brands do a great job or working with influencers and making it a mutually beneficial experience. It seems to be getting a lot more recognised as a legit way of advertising!

Have you seen any brands that you feel are doing great work with Influencers?

A lot of the female fashion brands seem to be doing the best jobs of using larger influencers to their benefits. Companies such as Spell Byron Bay and Faithfull The Brand are forever popping up in our feeds being represented by travel influencers which makes sense.

Do you use any software to help create content?

We live on Lightroom. Lauren spends hours editing photos to get the best colours, lighting and to make sure our photos inspire and impact our followers.

How do you balance your online life with offline?

 We’ve managed to schedule work time and play time pretty well now. For us going out and shooting content is the fun part then we edit the same day and plan our posts ahead so we don’t have to work constantly.

Which influencers inspire you and look up to?

 Of course in the travel industry Jack Morris (@doyoutravel) and Lauren Bullen (@gypsea_lust) are the top guys that I’m sure every travel influencer looks up to. They paved the way for influencers like ourselves to realise what’s possible.

If you could work with any brand, who would that be?

For Lauren, it would have to be Peppermayo or Asos and for Charlie probably like a Topman or Urban Outfitters.

Tell us something about you that people might not know?

Haha ok, so Lauren only has one Kidney! And Charlie was born on narrowboat! How’s that?

What’s your favourite social platform and why?

It has to be Instagram. Instagram is our baby and the platform that’s given us the opportunities plus it just seems so sleek and easy to use. Everyone we see in public is always scrolling Insta.

Where do you want to take your career as an Influencer?

For us, of course, we have huge ambitions to take over the world but realistically as long as we can continue to travel the world together, that’s all we really want from life.

 

 

 

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"I didn’t know anyone in the city and was curious to learn more about my surroundings" - Samantha Russell

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"I didn’t know anyone in the city and was curious to learn more about my surroundings" - Samantha Russell

Today we caught up with Samantha Russell, an Influencer from the USA who's now living in London. Samantha's predominantly on Instagram and began creating content when she first moved to London two years ago and is known for her distinct and colourful style! Check out what she had to say about growing her following and the Influencer Marketing industry below!

 
Sam Russell.jpg
 

Tell us about you, your background and how you came to start on social media?

My start on Instagram was somewhat an accident! When I moved to London 2 years ago I didn’t know anyone in the city and was curious to learn more about my surroundings. I started following London geotags and hashtags on Instagram as a way to learn about cool spots around London, and eventually, I went to visit them and snap my own photos. Before I knew it, my account had grown and evolved into what it is today.

Tell us about what you do on your social channels? 

My Instagram account focuses on fun photography, vibrant colors, travel and style! I have a full-time corporate job in London, but my Instagram page focuses on my passions in my personal life.

Sum up your what you do in 5 words?

Travel in style and colour!

What social channel are you most passionate about and why?

Instagram is where you can find me! I like connecting with people and seeing how they turn ideas into photos. It’s a new form of art and I enjoy getting creative with it!

How often do you post and update your audience? What content works best for you?

I post about 4-5 times a week. I don’t want to inundate my audience with too many posts, but I also want to continuously provide interesting, bold, and new content. It seems vibrant posts of me in interesting locations are the most liked!

When did you first start seeing you were building a following? How quickly have you grown your following?

When I first moved to London, I was using Instagram as a general user, and only had 500 followers! When I started spending more time in the app and experimenting with my own photos and editing skills, I quickly saw a response. I’ve grown to over 60k followers in just under 2 years.

How do you stand out on social media? What makes you different?

I try to keep Instagram fun and am not pressured to be like everyone else. So many fashion/travel influencers have beautiful photos, but many of them seem the same to me (the same Lightroom filters, the same pose, the same comments...) I am not afraid to take risks and be BOLD in my photography, which is what I think makes me stand out! When people see a colourful, fun, stylish photo, I want them to automatically associate it with me and my personality ☺

What does your typical day look like?

I’m a working girl! But I still make time for my followers. On my commute into the office I usually respond to comments from the previous day, and interact with other users on the platform. I’ll also take 30 min or so during lunch, and then again when I leave the office. On the weekends I am exploring new places and taking more awesome photos!

Are you friends with other influencers?

Yes! Instagram has been a great way to connect with other influencers and make new friends in a new city! It’s also a great way to learn from others and be exposed to other view points and ideas.

Which influencers do you admire? Why?

@Dashleyworldtour – A fun travel couple I met while travelling! We’ve stayed in touch and I love their creative approach to photography.

@Leahshoup – She seems to connect well with her followers and is very active!

@this.is.the.milk – Beautiful photography and captions that make me laugh out loud! She’s passionate about Spain and travel and you can easily see that from her IG and her blog.

@theblondiewanderer – An Argentine abroad who takes stunning photos! She connects well with her followers and has really developed a micro community.

What are your ambitions with social media? Where do you want to take it?

I hope to cross 100k+ and be able to reach more people! I want to inspire people to be happy in whatever lifestyle they choose, and that travel doesn’t have to be out of reach. I’m all about happy vibes and just hope I can bring a smile to people’s faces on a regular basis ☺

What do you enjoy most about social media?

Connecting with people! That is the ultimate goal of social media, isn’t it? Staying connected no matter where you are in the world.

How do you think brands are working with influencers at the moment?

I think brands have realized that in order to capture the attention of people nowadays, they need to get on your phone! That’s why so many brands have turned to influencer marketing and why I think it’s working so well. I think this trend will only continue to grow.

What brands have you worked with? 

Daniel Wellington

Ace Hotel New Orleans

Sunnylife

Bubbleology

Pure Boats Amsterdam

Travelling to Portugal

Tiare Hawaii

BallieBallerson

Do you use any tools to help you with your content? 

The photoshop apps are my best friend! Lightroom and Photoshop Fix are two of my favourites, along with Snapseed.

What’s the piece of content you’ve created you’re most proud of? Why? 

https://www.instagram.com/p/Bc5B3RbHFhI/

I believe this photo perfectly embodies ME – fun, stylish, colourful and HAPPY! That’s the feeling I hope to instil in my followers with every post.

What do you see as the future for Influencer Marketing? How will it evolve?

I think brands will greatly increase their influencer marketing campaigns. That also means that the competition among influencers will become harder and will force influencers to stay on top of their content.

Where can people follow you? 

Please follow me on Instagram @thecolorsofsam! >> https://www.instagram.com/thecolorsofsam/


 

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Lucy and Lentils - "I love the Instagram community - you meet, so many like-minded people"

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Lucy and Lentils - "I love the Instagram community - you meet, so many like-minded people"

Today, we caught up with Influencer and blogger, Lucy and Lentils. Lucy's background and how she started, was all down to the food she was eating and not being excited by what she saw on the plate. She felt unhealthy, sluggish and lathargic, she knew she had to make a change. We explored her background in detail and found out her ambitions for the future!

 

 
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Tell us about you, your background and how you came to start on social media?

I started my Instagram channel @lucy_and_lentils whilst studying Interior Architecture at university. I initially started it, in the hope to become more inspired in the kitchen and eat a better-rounded diet.

Tell us about what you do on your social channels? 

My social channels and blog are all recipe creations that I have concocted in my kitchen after work or at weekends. I try to inspire people to be more confident in the kitchen and show that delicious meals don’t always require excellent culinary skills.

I have a degree in Interior Architecture, however, have focused my work on creating content for an interior design company.

Sum up your what you do in 5 words?

Create tasty, plant-based food!

What social channel are you most passionate about and why?

I love the Instagram community because you ‘meet’ so many like-minded people with a love for good food. From starting my channel I frequently meet with other foodies across the country which is always fun – picture man vs. food kind of vibe with Instagram too.

How often do you post and update your audience? What content works best for you?

I try to post each day on Instagram, Twitter and Facebook to show different recipe ideas. I find my lunch box posts always get a great reaction as people love inspiration to spice up your lunch box.

When did you first start seeing you were building a following? How quickly have you grown your following?

It has been a fairly steady process. Between studying at university, having a full-time job as an interior designer and then a content creator, I have always used my social media channels as a hobby and a creative outlet.

I remember when the Instagram algorithm worked in our favour and jumped 10,000 followers in one week!

How do you stand out on social media? What makes you different?

It’s so hard to stand out on social media due to trends being followed by so many other people. Something I aim to do, is have a very real and honest approach to cooking. Instead of preaching about superfoods and getting a little carried away with certain diet types, I try to keep a very real and honest review about my day / food. I think social media can make certain people feel alienated or alone, whereas I try to show the very normal side to my life as well as the cool projects I get to work on.

What does your typical day look like?

I usually bike to work to start at 7.30am so I can get home, run to the gym then spend the evening creating new recipes, sharing content or carrying out freelance work for companies. It’s a very hectic schedule but it’s fun!

Are you friends with other influencers?

Yes, I have met up with foodies frequently in London which is always lovely, such as @rebelrecipes, @shisodelicious @bettinas_kitchen @HoneyandRoots, and @foodbymaria.

I have also got a lovely group of blogger and influencer friends based around Nottingham (my current home) which is always fun to have a catch-up and see what everyone is producing from all walks of life.

Which influencers do you admire? Why? 

There are many influencers that I admire for many different reasons, whether that is because of their charitable work, raising awareness for plastic free options, or creating absolutely amazing content. People like Gaz Oakley from @avantgardevegan are always inspiring to see such a business-driven approach to their social media channels.

What are your ambitions with social media? Where do you want to take it?

I would love to have my own café somewhere, potentially a cookbook and eventually work somewhere like Waitrose Magazine, recipe creating and photographing. It was looking at the Waitrose food magazines that inspired me to try and better my photography skills so it would be a beautiful circle to eventually find my career there.

What do you enjoy most about social media?

Engaging with people and seeing people recreate my recipes. It is the most humbling experience to receive a photo of someone trying one of my creations and to hear how easy it was to make.

What do you think of using social media for good-cause? 

I think it’s really important to use the tool to promote local business and charities. I always try and take at least one post a week to discuss an issue that matters to me – such as reducing plastic waste and leaving tips on how to do so.

How do you think brands are working with influencers at the moment?

I have been very lucky in the projects I have worked on, mainly due to the ability to be creative and in style with my ethos and message I try to shout about.  If I am promoting a specific product, I try to incorporate it into a recipe that people would want to recreate, making sure I’m not simply placing a random product throughout my feed.

If I’m working with a brand, it is really important that the content has relevance to my audience and doesn’t stand out like a sore thumb as a rather obvious product placement, which let’s face it, never has the desired effect.

I for one am a little fed up of seeing very beautiful people standing with some kind of diet tablet and demanding you go out and buy a lifetime supply to help you look like them, (I say with tongue and cheek of course) but the main message is people are tired of seeing shameless ads that have no real relevance to your usual content.

What brands have you worked with? 

I have been lucky to work with a range of fantastic companies and brands. I have been lucky to work with a range of fantastic companies and brands. The most exciting one was definitely Waitrose #ChristmasTogether campaign, as I used to flick through their magazines and recipe cards looking for inspiration, so to be asked to create something for them was so humbling.

I have worked with Tesco, MonBento, Organic UK, Heinz, Nuttvia, The Last Straw Campaign, Flora, Mornflake, and Love Raw to name a few – all lovely projects.

 

Tesco Projects: http://lucyandlentils.co.uk/tag/tesco/

 

Nuttvia Chocolate Banana Bread http://lucyandlentils.co.uk/banana-and-chocolate-marble-bread/

 

Heinz Lazy Weekday Recipe Video: http://bit.ly/2m0MHno

 

Waitrose Project: http://www.waitrose.com/content/waitrose/en/home/recipes/recipe_directory/l/lucy-and-lentilswinterspicedbutternutsquashtart.html

 

MonBento Project: https://www.instagram.com/p/BeTl5KZD5Kr/?taken-by=lucy_and_lentils
 

Do you use any tools to help you with your content? 

I have recently found apps that help you see what your page will look like before posting. You can also draft what you want to say – which is always helpful when you’ve realised you haven’t posted any content for the day and are desperately trying to think of something profound to say!

There are loads of free apps for this such as UNUM which is great.

As for editing, I am a very lazy Instagrammer, as I use the app to edit most of my content. A favourite with food bloggers is definitely LightRoom due to the vast array of presets you can create to help your page feel established and from the same palette of tones.

What’s the piece of content you’ve created you’re most proud of? Why? 

The most exciting one was definitely Waitrose #ChristmasTogether campaign, as I used to flick through their magazines and recipe cards looking for inspiration, so to be asked to create something for them was so humbling. I created a spiced butternut tart topped with pomegranate jewels, brussels sprouts leaves and pistachios.

Where can people follow you? 

Instagram: @lucy_and_lentils

Twitter: @LucyandLentils

Facebook: @LucyandLentils

Youtube: https://www.youtube.com/channel/UCgFYGFtHW9alyzItE0Qa3mQ

Website: www.lucyandlentils.co.uk

 

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Vicky Fleetwood - England World Cup WINNER!

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Vicky Fleetwood - England World Cup WINNER!

We caught up with Vicky Fleetwood, a Professional Rugby Player, who won the Rugby World Cup with England, she now has 65 International Caps! Vicky saw her following begin to rocket around the same time as major tournaments. Let's see what she had to say and how Influencer Marketing is now involved in her life!

 
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Tell us about you, your background and how you came to start on social media?

I’m a professional rugby player and qualified personal trainer. I started on social media to engage with fans about the game, but I also use my personal training and gym expertise to post about my own training. I like to follow other fitness and nutrition experts in order to broaden my knowledge. 

Tell us about what you do on your social channels? 

Most of my content is gym or rugby based, but I also have a few beauty or physique posts. Whilst sport is important to me, I’m also a big fan of beauty and lifestyle. How I look and feel is just as important to me as how I play. most of the time I am a sweaty mess- but hopefully I’m doing it in style!

Sum up your what you do in 5 words?

Rugby, fitness, strength, empowerment, individuality. 

What social channel are you most passionate about and why?

Instagram because a picture (or video) says a thousand words. 

How often do you post and update your audience? What content works best for you?

I use stories most days, but like to post around once a week. My posts tend to be thought through, and as I don’t really like a cluttered timeline myself, that’s then reflected in how often I post. 

When did you first start seeing you were building a following? How quickly have you grown your following? 

My core following has always been rugby fans, this started on twitter and then has translated onto Instagram. Around major rugby tournaments, I saw followers increase. I’ve grown my following over a year and a half and like to engage with the ones that send questions. 

How do you stand out on social media? What makes you different? 

I’m not just a fitness and gym influencer, I’m a full-time athlete and have lots to show and empower women with- around rugby and being strong etc 

What does your typical day look like? 

I have an early start- 5.40 get up, because I live in London, and training takes place 1 hour 30 away. We have 2-3 sessions per day ranging from rugby through to weights or fitness etc 

Are you friends with other influencers?

A lot of my colleagues are influencers in the sporting world- however, not many of them are as active on Instagram. They mainly use Twitter. 

Which influencers do you admire? Why?  

@zannavandijk- she’s made fitness accessible to all and talks about vegan eating and inspiring other women. @thetinytank- she doesn’t take herself too seriously has shown her transformation over the years and is now at a happy medium. @aliceliveing started with nutrition and has recently turned to fitness. She knows she’s not the best in this field and talks about always wanting to learn and help others.

What are your ambitions with social media? Where do you want to take it? 

I’d like to grow my following and be able to use my expertise in the fitness and rugby world to inspire others 

What do you enjoy most about social media?

You can say quite a lot with just a picture or video, lots of people can relate to stuff and you can follow people that are like-minded and get inspiration every day

What do you think of using social media for good-cause? 

I think that it’s great because you can reach an audience at scale immediately.  

How do you think brands are working with influencers at the moment? 

Using influencers to show how their product looks/ can be used and what they think of it. I think it works quite well because often you want to have the same things as people that you look up to. 

What brands have you worked with? 

Canterbury https://instagram.com/p/BbpfqeThbBI/

Holland and Barrett https://instagram.com/p/BbhUr9eh3kq/

Smugglettes https://instagram.com/p/BZB047XloIy/

SlayerLayer  https://instagram.com/p/BMbppiPjIpr/

Band together app https://instagram.com/p/Baj-URThnN_/

MyProtein https://instagram.com/p/BQp6VBklDKd/

Do you use any tools to help you with your content? 

Pic collage 

Hyperlapse 

VidStitch 

iMovie 

What’s the piece of content you’ve created you’re most proud of? Why? 

https://instagram.com/p/Bcc2Nc3B0-n/

I’m really proud of this video because it’s had a lot of views, and lots of people have said that they’ve been inspired or can relate to it. 

What do you see as the future for Influencer Marketing? How will it evolve? 

I think things will become less about trying to hit numbers and more about the quality of user-engagement. People love talking about YouTube views but how many are completed or make an action off the back of it?

Where can people follow you?

Instagram @vickyfleetwood_

Twitter @vickyfleetwood 

 

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