3 Fashion Brands Succeeding with Influencer Marketing

With loyal followers and strong conversion rates, fashion bloggers have become some of the most successful examples of influencer marketing. Brands that have recognized the value of working with bloggers have therefore enjoyed great success for both their image and their bottom line.

Here are three fashion brands that are getting it right with their influencer marketing strategies:  

Nasty Gal:  With 1.7 million Instagram followers and more than 600,000 mentions of the #GIRLBOSS hashtag inspired by founder Sophia Amoruso’s best-selling book, Nasty Gal has become a social media force among fashion enthusiasts. Utilizing Shopping Links to directly reach bloggers for collaborations, the brand has tapped wide-ranging influencers to promote the independent spirit that has defined the brand since its grassroots beginnings. Nasty Gal also rewards social media mentions with liberal ‘likes’ and comments, a modern-day take on one of Amoruso’s original strategies. “When I wasn’t out sourcing new merchandise, I was at home, adding friends on MySpace,” the Nasty Gal CEO writes in her book.

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Free People: Balancing influencer marketing with a strong editorial marketing campaign, Free People puts as much emphasis on producing content for its own channels as it does tapping into the audiences of bloggers, which has fueled its attractiveness to influencers. Each of its channels, including “inspiration blog” Bldg 25 and a popular Tumblr feed, has its own ‘look’ and messaging. This is part of the brand’s appeal, says digital marketing expert Jed Wexler, who founded content strategy firm 818 Agency after a career in fashion marketing. “They format their content properly for each different channel,” he explains. “One size does not fit all, and customers know that.” The multi-tiered approach has drawn influencers ranging from husband-and-wife team @newdarlings to model @anja_konstantinova, each with more than 44k followers. 

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Lancôme: Brands have long discovered the value of contests, and social media has made them all the more trackable. “Using a hashtag pertaining to your contest will make it easy for you to collect photos from your followers,” notes Fast Company editor Rachel Gillet in a recent article for the magazine.

Brands still debating the value of contests can look no further than Lancome’s #bareselfie campaign to see the potential benefits. The 2013 Instagram contest, which encouraged women to post photos sans makeup as part of a promotion for the launch of its DreamTone, drew more than 500 photos in two months, generating 50% of initial sales for the product, according to Gillet’s article.

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