Influencer marketing in the fashion business

Due to the rapid growth of social media, brands have switched their marketing from outbound to inbound marketing, with a goal to engage their customers more by creating value and adding two-way communication. Inbound marketing has given birth to a fairly new way of marketing called, influencer marketing. By using influencers with the right target market for a brand, influencers can help adding brand value and brand awareness for a brand. The aim of this case study is to understand how traditional marketing differs from influencer marketing, how has influencer marketing developed to its current form and most importantly, how the case company Calzedonia S.p.A Group, uses in-fluencer marketing as a part of their marketing tactic. Multiple sources were used to examine the case company the Calzedonia S.p.A Group and one of their main influencers, Chiara Ferragni, by using literature, web and academic sources. This thesis and its summary gives a comprehensive idea about the usage of influencer marketing in the current fashion business