Influencer Marketing in the Fashion Industry : The advantages and disadvantages of influencer marketing in fashion promotion

The premise of the thesis came from observing fashion marketing and associated industry trends and activities. The aim of the thesis was to explore and determine how influencer marketing has evolved, what the foundational cornerstones of the industry are, and to determine whether using it brings more positive or negative effects. In recent years, influencer marketing has become a key talking point in terms of marketing tools as it has grown tremendously, with marketers continuing to see positive outcomes from it. Studies, papers on the subject, books and other relevant research material were used in order to build a picture of the current situation regarding influencer marketing and how it works in today’s fashion environment. Descriptive research was used to interview key players to gain more knowledge and points of view on influencer marketing. Three people were interviewed that work in the industry and were asked questions on how influencer marketing comes across in their own work as well as how they see it evolving in the future. The research concluded that marketers are more than willing to continue using influencer marketing, with it being seen as effective by most marketers. By combining the brand’s and the influencer’s audiences a brand can have a wide reach to consumers it might not reach by its own. Evidence has shown that brands that previously have only worked with models are starting to open doors to the possibility of working with influencers. Their effectiveness on buying behaviour is recognised and utilized through different campaigns. Authenticity and oversaturation are recognized as critical challenges that influencer marketing faces. As opportunities arise for influencers, it is important to focus on who your audience is and who are the consumers the brand focuses on