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As we move into a new shoulder season, folks in the Northern Hemisphere are putting together fall fits, while people in the Southern Hemisphere are breaking out their swimwear. Consumers everywhere may be looking to stock up their seasonal wardrobes—and with that come new opportunities to be swayed on what clothes to buy. Enter the influencer. |
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Those flat rates can mean big bucks—to the tune of four or five figures, even for influencers without global recognition. (Celebrities can charge up to six figures or more.)
Many countries, including China, India, the United Kingdom, and the United States, require influencers to indicate when they are trying to influence you. But studies have found that sponsorship disclosures reduce engagement , and social-media sites are still chock full of advertisements masquerading as organic content —much of which ends up on the feeds of people Gen Z or younger.
Other research has found that a sponsorship disclosure at the start or alongside content negatively affected how consumers felt about the featured product, while a disclosure at the end of a post had neutral or no effect—no surprise that those “clearly labeled” disclosures are often just “#ad” labels slipped in at the end of a post.
Still, this kind of marketing can be a score for brands, influencers, and buyers alike. For example, research by McKinsey’s Neira Hajro , Klemens Hjartar , Paul Jenkins , and Benjamim Vieira shows that finding products—especially clothing—that fit particular needs is a major concern for 23 percent of consumers.
If you’re a young consumer, a popular strategy is to follow clothing influencers who have measurements similar to yours. If they look great in something, you probably will too—which can help soothe the perennial no-changing-room challenge of digital shopping and encourage you to buy.
Smart marketing is crucial at a time when many people are tightening their belts—for example, more than three-quarters of Gen Zers have adjusted their spending as a result of inflation. What’s more, brand loyalty is already on the decline. Looking toward the future, people are becoming more comfortable with the seamless integration of different tech uses across their online presence as part of a move into the metaverse . How will you be shopping? |
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