The Power of Influencers


Social media has disrupted many traditional business models of marketing and welcomed a new space for entrepreneurs to hold influencer positions. Influencers can be bloggers, celebrities, models and people of influence with major followings on social media. For many years, brands have worked with models and celebrities for their Ad campaigns, featured in magazines such as Vogue and billboards.

Brands now have social media channels to include in their marketing campaigns. However, as each social channel matures, placing the right content to engage an audience has become crucial and also pricey when using influencers.

Although the retail business has not necessarily been booming this year, we are tracking a few that are creating a comeback and we account some of their success to their influencer strategy. With a study we recently conducted, we noticed brands currently seeing an uptick in sales and rising in popularity, are using both high-profile celebrities and blogger influencers to tap into their audience.

The brands who notably had a balanced mix were Tommy Hilfiger, Calvin Klein (NYSE:PVH), Puma (ETR:PUM), Adidas (ETR:ADS), American Eagle (NYSE:AEO), Urban Outfitters(NYSE:URBN), Coach (COH) and Michael Kors (KORS).

These brands and retailers have marketing strategies that create a story that is delivered and developed through social media to their target audience.

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