Influencer Marketing for Fashion Brands

Influencer marketing in fashion has been around for ages – it just looked a little different back then.

Thousands of women started wearing a little black dress to channel their inner Audrey Hepburn. Icons like Princess Diana inspired a generation of women to embrace a more casual, relatable look. Suddenly, pairing a blazer with jeans or rocking a chunky sweater with biker shorts was okay. James Dean made the white t-shirt and jeans combo cool.

With social media, this influence can be created by one, allowing diverse voices to shape the fashion industry. Collaborating with these influencers is no longer a nice-to-have for fashion brands – it's a necessity.

👗 Why is influencer marketing impactful for fashion brands?

Influencer marketing is one of the most effective strategies for fashion brands. It's a strategy that seamlessly aligns with the industry's core characteristics, making it one of the most effective ways to reach its target audience and increase sales.

Visual appeal

Fashion is inherently visual and aesthetically driven. We're drawn to beautiful clothes, stunning accessories, and eye-catching styles. This visual appeal suits Instagram and TikTok, where influencers thrive.Imagine scrolling through your feed and seeing a gorgeous outfit worn by your favorite influencer. It instantly captures your attention and makes you want to know more about the brand behind it.

Contrast this with influencer marketing for a pet food brand. It's not exactly visually captivating. You might have amazing pet food, but it's hard to make kibbles or raw meat glamorous on social media.

Trend driven

Fashion is trend-driven. It's ever-evolving and adapts to new styles, preferences, and cultural influences.Influencers, on the other hand, are always looking for fresh content, fresh looks, and new information to stay relevant among their audience.

That's why when new styles emerge every season, influencers are often the first to showcase these trends. They're the trendsetters, the ones who make a style go viral. This is why fashion brands are always keen to partner with influencers – they help keep the brand relevant and in demand.Most DTC products, like furniture or earplugs, are not as trend-sensitive as fashion. While there may be innovations and new releases, they don't have the same rapid trend cycles that drive influencer marketing in fashion.

Aspirational nature

As social creatures, we want to fit in with people around us, while simultaneously craving attention and recognition. Fashion, and by extension, fashion influencer marketing, taps into these deeply rooted human instincts.

People often want to 'shop the look' shared by influencers.

By getting inspired by the fashion influencers’ style choices, we feel like we're part of a tribe – a group of people who share similar tastes and values. Influencers have a unique lifestyle and personality that their followers admire and want to emulate.

By partnering with influencers, fashion brands can tap into that aspirational quality and show how their products fit into a desirable way of life.

🤳 Step 1 — Find the right fashion influencers

When trying to find the perfect influencer for your brand, look beyond just the number of followers they have. Instead, focus on how well they fit your brand's values and goals.

• Start by thinking about what kind of person would be the best match for promoting your products. Look for influencers who create content related to your industry and appeal to the same type of people you want to reach.
• Pay attention to the quality of their posts and videos. Do they create interesting, engaging content that makes you want to keep watching? The best influencers know how to grab people's attention, keep them hooked, and naturally encourage them to check out their recommended products.
• Look at the influencer's fans. Read the comments to see if they connect with their followers. Generic comments or the overuse of emojis in comments are not good signs of engaged followers.Comments should be like the ones in the post below —

Once you have a clear idea of your ideal influencer, it's time to search for them.

Here are two effective methods to find the right influencers for your brand.

Check your customer base

First, check your existing customer base. Some of your customers might already be posting about your brand or products on social media without any prompting. Look through your customer list and social media mentions to identify them.

When you find potential influencers among your customers, review their profiles. They could be great partners if they have at least 5,000 followers and their posts receive good engagement (likes, comments, and shares).

The advantage of working with customers who already love your brand is that you don't need to convince them of your product's value or quality. They're already fans! This can lead to a smoother partnership and more genuine, trustworthy endorsements.

Hashtag research

Influencers often use specific hashtags related to their niche or content themes. Searching these hashtags can help you find potential partners with an audience relevant to your products.

Keep these tips in mind:

• Think beyond basic, fashion-related hashtags. If you sell sustainable swimwear, search for hashtags like #ecofashion or #consciousfashion and #sustainableswimwear to find influencers passionate about sustainability.
• Use niche-specific hashtags instead of broad, generic ones to find influencers who specialize in your area.

For example, if you're a vintage-inspired dress brand, #fashion is a broad hashtag for you. It has ~1 billion posts.

Whereas a niche hashtag #vintagedresses has less than 500K posts. It will be easier to find your ideal influencer with this niche hashtag.

Start by finding around 20 influencers through hashtag searches and follow them. Then, check the recommended profiles Instagram suggests based on your recent follows. Some of these profiles might also be a good fit for your program, so add them to your list. By doing this, you should be able to create a list of 50 fashion influencers.

With SARAL you can find any kind of beauty influencer on the planet. Easily.

Input the type of influencer you're looking for, such as "vintage fashion enthusiast" or "streetwear trendsetter," and SARAL will quickly sort through a vast array of influencer profiles. In just a few clicks, you'll have a curated list of influencers who match your criteria, all saved in one easy-to-manage list – no more juggling multiple spreadsheets!

This way, you can ditch the messy spreadsheets and adopt a tidy, easy-to-use system.

We also have an 'in bio' feature.

For example, if you're looking for influencers focusing on high-end luxury fashion, they might have hashtags like #luxuryfashion, #designerclothing, or #hautecouture in their bio. Simply toggle on the relevant hashtags, and you'll get a targeted list of creators your competitors might miss.

Try SARAL's free Chrome extension to vet the influencers — whether they have enough engagement and 'die-hard fans' who listen to them. It allows you to see influencer's stats and even predict a fair fee.

💬 Step 2 — Reach out to influencers

Once you've put together a list of potential influencers, it's time to reach out and make a connection.

There are two main ways to contact influencers: email and direct messages (DMs). The approach you choose should depend on the influencer's follower count.

• Influencers with less than 10,000 followers:  DMs are the way to go. These influencers are more likely to see and respond to a direct message.
• Influencers with over 10,000 followers: Their DMs might be flooded with messages. Email is more likely to be noticed and stand out.

When you send your first email, make sure to:

1. Introduce yourself and your brand in a friendly, personable way
2. Show that you've taken the time to check out their content and appreciate what they do
3. Explain why you think your products would be a perfect fit for their audience
4. Let them know you're interested in collaborating and invite them to discuss further

Use the email and DM templates provided below in your outreach. Don't be afraid to put your own spin on them to match your brand's unique voice and style.

Email 1 — Day 1

Hey [Influencer's First Name],
‍
I'm [Your Name] from [Fashion Brand Name]. We absolutely love your fashion content especially how you [specific compliment about their style/aesthetic].
‍
Our [Product/Collection] would be perfect for your audience, given our shared love for [shared value, e.g., bold colors, vintage-inspired looks].
‍
I'd love to discuss a potential collaboration. Let me know what you think, and we can chat more!
‍
Best,[Your Name][Your Role] at [Fashion Brand Name]

DM 1 — Day 6

If you haven't heard back from an influencer after 6 days, send this DM. The intention is to ensure they received your email and to reiterate your interest in working together. This message also provides an alternative way to reach out, in case the influencer is more responsive on social media.

Hey [Influencer's First Name],
‍
Is [influencer.email] the best way to reach you about a potential collaboration with [Fashion Brand Name]?I sent you an email, but I wanted to connect here too.We're really excited about the idea of working with you!Talk soon, [Your Name]

Email 3 — Day 8

If the influencer hasn't responded to your initial email or DM after 8 days, send this follow-up email. The purpose is to gently remind them of your collaboration idea, emphasize the alignment between your brand and their content, and show your enthusiasm for working together.

Subject: Still obsessing over our potential fashion collab! 💃
‍
Hey [Influencer's First Name],Hope you've been having a fabulous week! I just wanted to remind you [mention a quality] and engaging content perfectly align with our [Brand name] values and aesthetic. We'd love to collaborate with you to showcase our latest collection to your followers.Plus, we think you'd rock our pieces too.Let me know if you're up for a collab or if the timing isn't quite right.

Cheers,[Your Name]

Comment 1 — Day 8 or 9

Around the same time as Email 3, leave a comment on one of the influencer's recent posts. This comment should be relevant to their content and include a brief mention of your collaboration idea. The idea is to catch their attention in case the DM and emails were missed.

[Custom line related to their fashion post]
P.S. Did you get a chance to check out our collab idea? Would love to chat more about it!

SARAL makes the follow-up process a breeze by letting you schedule your messages in advance. The platform automatically sends them out at the times you choose, so you don't have to keep track of everything manually.

If an influencer responds, SARAL is smart enough to pause any scheduled follow-ups so you don't accidentally send them a message when you're already chatting. It's a super helpful tool for staying organized and on top of your influencer outreach.

🎁 Step 3 — Onboard influencers as ambassadors

When onboarding fashion influencers as ambassadors, the goal is to create a seamless and exciting experience that makes them feel like an integral part of your brand's story.

Here are four key steps to effectively onboard influencers and set the stage for a successful partnership:

1 — Curate a stylish and on-brand product selection

Choose pieces from your collection that represent the best of your brand and align with the influencer's personal style. This thoughtful curation shows that you value their unique aesthetic and have taken the time to select items that will resonate with both the influencer and their audience.

Here are some examples of 'Instagram-worthy' packaging from fashion brands —

When sending products, ensure the packaging looks great and reflects your brand's quality and style. Create an exciting unboxing experience. Include a lookbook or styling guide to show how the pieces can be worn, giving the influencer ideas for their content.

2 — Add a personal touch with a handwritten note and custom discount code

Include a handwritten note that welcomes the influencer to your brand and highlights what you admire about their fashion sense and content. This personal touch goes a long way in building a genuine connection and making the influencer feel appreciated.

Include a custom discount code exclusively for the influencer's followers. This gives their audience an extra push to buy your clothes if they've been on the fence. It also lets you track the sales generated from each influencer because their discount codes will be unique.

Here's how Pura Vida uses this influencer marketing strategy:

3 — Provide a brand and style guide for cohesive content creation

While you want influencers to bring their unique perspective and creativity to the partnership, ensuring that their content aligns with your brand's overall aesthetic and values is essential.

Create a guide that outlines your brand's key visual elements, such as color palette, typography, and any specific imagery or messaging you'd like to be incorporated.

Share insights into your target audience, including their demographics, preferences, and the type of content they love. This helps influencers create relatable content that resonates with their audience, increasing the chances it will go viral.

4 — Host an event, or a session exclusively with your influencers

Invite your new influencer ambassadors to a gathering where they can learn more about your brand. Share your brand's story, mission, and values, and give them a behind-the-scenes look at your design process and inspiration.

For example, Revolve hosts three major events annually— Revolve Awards, Revolve Festival & Revolve Travel. Each event is meant exclusively for top ambassadors or invitees of ambassadors.

Show them the pieces they'll promote, highlighting fabric and design and sharing some styling tips. Encourage influencers to ask questions and share their ideas.

The goal here is to create a strong foundation for your influencer partnerships. It will help influencers create content that resonates with your target audience and drives sales for your brand.

📈 Step 4 — Track posts and performance

Unlike traditional advertising, where metrics are straightforward, influencer marketing's impact can be harder to quantify.

Traditional ads often focus on clear metrics like clicks and conversions. With influencer marketing, it's essential to consider how people see your brand, the unique content created, and whether more people are talking about it. These insights can reveal the true value of your influencer campaigns.

Ask influencers for stats

Most social media platforms provide analytics that gives insights into a post’s performance, such as reach, likes, comments, and shares. Ask influencers to share these analytics for posts related to your campaign.

Look at the bigger picture

Don't focus solely on immediate sales. Influencer marketing can enhance brand discovery and influence purchase decisions over time. People might see an influencer's post, recognize your brand later in different contexts, and eventually make a purchase. This long-term impact is valuable, even if not directly attributable to a single influencer.

Assess how your brand’s perception has shifted since working with influencers. Are people talking more about your brand? Notice the creative content that influencers are producing.

Use SARAL’s Social Listening

SARAL’s social listening feature helps you track brand mentions to see if there's an increase in discussions about your brand. This can provide a broader understanding of your campaign's impact beyond simple metrics.

Detailed performance reports

SARAL’s detailed performance reports provide clarity and focus, helping you understand the overall impact of your influencer marketing efforts without getting overwhelmed by numbers.

🤝 Step 5 — Build long-term relationships with your ambassadors

When you establish long-term relationships with influencers, they regularly showcase and endorse your brand to their followers. Over time, as the influencer continues to express genuine support for your brand, their audience—which already trusts the influencer's opinions and recommendations—also develops a sense of trust in your brand.

Building long-term relationships can also be more cost-effective than constantly seeking new influencers for short-term promotions. Long-term partners may offer better rates for ongoing collaborations, providing more value for your investment.

Here are some practical ideas to build and maintain these valuable relationships, specifically tailored for fashion brands:

1. Early access to new collections: Give influencers early access to your latest fashion collections before they launch to the public. This makes them feel valued and part of an exclusive group, allowing them to share the newest trends with their followers first.
2. Collaborative fashion projects: Propose collaborative fashion projects, such as co-branded photoshoots or social media takeovers, allowing influencers to showcase their unique style while promoting your brand. Utilizing an ERP for professional services can streamline project management, budgeting, and resource allocation in collaborative projects.
3. Feature influencer style: Regularly feature influencer-created fashion content on your brand's platforms, giving them credit and exposure to your audience. This can include your website's Instagram takeovers, blog features, or highlight reels.

Here's an example of Urban Outfitters sharing posts on their social media from their influencers

Here's an example of a shoe brand asking a creator if they can re-share their content on their account:

1. Fashion mentorship opportunities: Create mentorship opportunities where influencers can learn from seasoned fashion professionals in your network. This could include tips on styling, fashion business management, or creative content production.
2. Share tools: Share licenses or subscriptions for useful tools that help influencers in their fashion content creation or business operations. This could include access to professional photo editing software, fashion design tools, or social media management platforms.
3. Invite to fashion events: Invite influencers to exclusive fashion events, product launches, or industry meetups where they can connect with others in the field. This increases their exposure and provides new collaboration opportunities.
4. Regular check-ins: Have regular check-ins that go beyond business or campaign updates. Show interest in their personal or professional well-being, achievements, and challenges, fostering a deeper connection.

For example, the founders at Pura Vida invested in building relationships early on. They spend time interacting with their posts. In an interview with Yotpo, Griffin says that the text messages on his phone are 50% influencers and 50% regular friends.

"I can personally say that I’ve met 90% of our influencers in person and have either gotten food with them, been traveling with them, or done something where it’s not just about a photo or a handshake." ~ Griffin Thall, CEO of Pure Vida Bracelets

This led to the growth of their Instagram account to 2.1M, and brand mentions pretty quickly.

1. Personalized gifts: Send personalized gifts on special occasions like birthdays, anniversaries, or after completing a big project. This shows appreciation for their efforts and personal milestones and strengthens your relationship.

⭐ "But..We don’t have enough resources to manage an influencer marketing campaign effectively"

Managing an influencer marketing campaign can indeed seem daunting, especially if your resources are limited. This concern is common among many brands considering influencer marketing.

That's exactly where SARAL can help.

With SARAL you can find, contact, manage, and track influencers and user-generated content (UGC) all under one roof. It allows you to build a full-stack influencer marketing program without the hassle of juggling multiple tools because you can:

• Find influencers in bulk, automate personalized emails, ship products, and track sales effortlessly.
• Automate your ambassador program for continuous and consistent promotion.
• Built-in affiliate tracking saves you from needing a separate tool.
• Manage your influencer relationships efficiently and effectively.
• Monitor and analyze online conversations about your brand.
• Get detailed performance reports to understand the impact of your campaigns.

💫 Loved by hundreds of ecommerce brands, SARAL helps you reduce customer acquisition costs, build loyal and vocal customers, and create a strong community of influencers around your brand.

Claim your free access and see why so many brands trust SARAL to power their influencer marketing efforts. With no contracts and the option to cancel anytime, there's no reason not to give it a shot.