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Influencer Marketing: An ever-changing industry that is here to stay

Influencer Marketing: An ever-changing industry that is here to stay

Influencer Marketing: An ever-changing industry that is here to stay

As social media becomes more rooted in people’s lives and takes on other functional roles beyond communication, the aspect of what an influencer means is set to grow. Influencers will become key intermediates, connecting brands with consumers on social media in resonating, authentic ways that can deliver in returns as e-commerce and social media blend together. It is an industry that is just as changeable as it is a given in brands marketing mix these days. The definitions and trends of how to utilize this force is a necessity if a brand wants to stay relevant and connected in the future. 

Today, the word ‘influencer’ is a term widely spoken about and generally tends to be misunderstood. According to the Cambridge Dictionary the word influencer has two different definitions. The first is the origin of the word, and explains that a person of influence is someone that can affect or change the way other people behave. The second definition is the occupation most of us associate the word with, a person that is paid by a company to show and describe its product or services on social media, encouraging other people to buy them.

An influencer, aka a creative, content creator and entrepreneur, is a person with the skill and knowledge of creating content that can affect people’s behavior. I would say something like: Though some may not understand the phenomenon of influencer marketing, brand ambassadors have been proven to benefit said brands by working alongside professional creatives with entrepreneurial drive, loyalty and of course, influence. By 2022, influencer marketing is expected to rise from $8 billion in 2019 to a $15 billion market, writes Business Insider Intelligence, based on Mediakix Data. Collaborating with an influencer is also a way for brands to establish new trends, which you can read more about in our previous DNA of trends article.

The ideas “reach” or “niche” are two factors to consider when deciding on what influencer to work with. Before making that decision, a brand needs to find out who their audience is, where they rank on socials and what aligning values are key drivers in the future partnership. Those components will determine if it is a successful collaboration or not. We at VOCAST have gathered ongoing and future trends when it comes to influencer marketing, that was embarking before the pandemic and also the changes that have been made in the light of Covid-19.

Vocabulary

 

Nano-Influencer
A niche influencer that could have less than 1,000 followers

Micro-Influencer
An influencer with a following from 3,000 – 100,000

Macro-Influencer
An influencer with a following from 100,000 and more

Collaboration
The action of working with someone to produce something, a partnership

Engagement rate
A metric that measures the level of engagement that a piece of created content receives from an audience (likes, comments, shares) 

Authentic
Of undisputed origin and not a copy; genuine. The
quality of being real or true

CGI
Computer-Generated Imagery 

Niche
Interesting to, aimed at, or affecting only a small number of people

Alignment
An agreement between a group of people who want to work together because of shared interests

Spotted trends before Covid-19


Nano-influencers with professional access and passionate artistic skills

In the beginning of the influencer boom, a large following was the most important factor, but today the market is saturated and filled with paid, fake followers which has led to distrust from followers towards influencers with big numbers. Then, brands turned their attention to micro-influencers that have about 3,000 to 100,000 followers. As the request for authenticity got stronger, the new person holding influence is the Nano-influencer, which could have a following of fewer than 1,000 people. This genre of influencer has a high impact on their community, has a strong recommendation power and generally has a higher engagement rate on Instagram (7,2%) than micro and macro-influencers. 

But why is that? According to Influencer Marketing Hub, it’s important to select an influencer that operates in the same social space as your audience as well as having the same values and culture, preferably with an expert position in their niche field. Some nano-influencers are industry professionals who just share what they actually work with and use the products in a genuine environment that is expert-approved. This is common in the field like cosmetics, athletics and interior design, says Amine Rahal, guest writer at Forbes. Kati Chirakorn at Vogue Business writes about the up and coming influencer-editor, who are editors working at popular magazines and have a big network and followers, consisting of both retailers and customers. 

The other side of nano-influencers are passionate and skilled people. To work with people with a passion like stylists, photographers, designers, sculptors, dancers, writers and musicians helps brands tap into micro-cultures where the person is an advocate with their own values, creating out of pure passion and interest. It is important to have the common niche audience align with both the brand narrative and the influencer narrative for a powerful and value-adding effect. 


New deals that are data-driven

Partnerships between a creator and a brand will see more pay per performance-based deals in 2020 like pay-per-click, pay-per-sale or pay-per-view according to Forbes Agency Council. With this data-driven approach, metrics will have a bigger impact on the decision-making process when it comes to starting a new partnership with a content creator or signing a long-term contract. Since brands spend a lot of their budget on influencer marketing, they need to validate what they get for their money hence data is a new focal point, for both parts. With this trend bort parts need to practice transparency and be honest about the goal or expectation when it comes to engagement, reach or ROI.


Expanding platforms 

According to Ismael El Qudsi, CEO at Social Publi, a leading influencer platform in 25 countries, Instagram is the biggest platform for influencer marketing today. Based on a study, 75% of 2,500 influencers ranked the channel as the top platform to carry out their business on. But with a younger generation leading the way on social media, new channels like TikTok and Twitch are emerging. Brands need to know where their audience spends time and who they look to for influence when it comes to promoting new products.


From looking to listening

Since a profile online has about 2,7 seconds to grab someone’s attention, immediate attention through video is crucial for getting a message across. Facebook Live, IGTV and Youtube are all visual tools that have proven to be successful for both influencers and brands and by 2021 video will represent 80% of all internet traffic, compared to 67% in 2016. Video includes the best out of two worlds for maximized storytelling, audio and moving imagery.

Audio and specifically podcasts is another niche market that is increasing in popularity and expanding its user base. With a podcast, the brand or influencer comes closer to their audience and communicates in a less formal way which breaks down barriers and a deeper relationship is established. 27% of all Americans, that is 73 million people, listen to podcasts monthly, with 85% of them finishing or almost finishing each episode. They are a great communication tool for a brand to highlight features, success stories and the brand’s benefit’s by collaborating with a niche podcaster.


Virtual influencers

Lindsay Dodgson at the Insider says it is still a bit uncertain where this trend will go, but along with technology like AI, people are fascinated by so-called 3D art CGI influencers. This is a form of futuristic influencer marketing that brands should consider. These influencers are fiction and computer-generated personas who have realistic characteristics and personalities of humans. Brands and individuals with a skilled mind for technology are behind these creations and they are the ones managing their partnerships with brands and Instagram accounts. Two CGI influencers to have a look at are Lil Miquela (2,3 M followers) who attends red carpets and has collaborated with Prada and Shudu (201K followers) who was the first digital supermodel. 


Co-creators and communication experts

The influencer market has matured over the years and has equipped experienced storytellers and communicators who know how to engage an audience in a genuine and personal fashion. Ismael El Qudsi explains that the role of the classical influencer is evolving from a “pose as a salesperson with a product” partnership,to being an actively important associate in consulting and shaping campaigns as a co-creator alongside the brand. “Since they are social media experts this can help support brands in strategically navigate their social channels and engagement”, further explains El Qudsi. 

Another expert in the field is the platform, Instagram. They’ve been a part of creating and shaping the influencer market as it is today. Instagram’s new “Branded Content Ads tool” allows a business to “share their story from a creator’s point of view and use the authentic content in their ads”. This means that a brand can share and promote a creator’s post in stories and peoples’ feed as an ad, reaching beyond the creator’s own followers. This will give Instagram an even more important role as a third party in the relationship brand-creator.

Spotted trends in effect of
Covid-19


From employee to brand ambassador

This trend was spotted even before the outbreak of covid-19 but escalated during the pandemic. Employees on all levels are hidden in-house experts and a loyal asset in troubling times. It has also been shown that there is 8 times the engagement on the content featuring and created by employees shared on brand channels than other posts. Featuring employees gives a behind the scene affect that aligns with the transparency approach requested by consumers. GANNI is a brand utilizing this by featuring its staff wearing favourite pieces and utilising #GANNIWFH. By showing that the product is suitable for the current situation, the employees become ambassadors and a familiar face to the brand’s audience. This also builds on the image of being transparent. 

The realization of long-term partnerships

Forbes Agency Council talks about brands realising that short-term partnerships won’t get them the same kind of advocacy and trust-building that a long-term partnership with the right influencer will generate. This has proven very true in a season of crises like covid-19 placed the world in. A brand that could benefit from these partnerships is the Danish fashion brand Stine Goya. The brand has built a house of Goya-friends over the years, and in a reality where social distancing is dictating content creation, a brand with a lot of loyal friends does not struggle as much as a brand without. Stine Goya received a lot of support on social media and had a full house of loyal friends to help them create interesting and authentic content to share during these uncertain times.  

A is for Authenticity

While having brand employees and collaborating partners stuck at home with no place to go, the only thing to do was to open the lens to influencers homes, press “live” and make the private and sacred place called home, public. This has shown a new side of influencers when their followers have been invited into the bathroom for a sheet-mask session, the living-room for a 15-minute workout or the kitchen, making food together but apart. 

The classic influencer lifestyle with sponsored travels and sparkling events haven’t just been canceled, it has become irrelevant in the light of an ongoing pandemic. This “naked” and forced approach has sparked creativity for both brands and influencers and has led the way to more authentic partnerships being sealed. A match between brand and creator, made as a mutual adoration of each other’s skills, designs and talents. A close and organic relationship can help and works as a safety net that “can drive conversion even when ads aren’t running as normal” – says Kaleigh Moore at Vogue Business.

Industry perspective 

 

 

Eleonora Milella
@eleonoramilella
Micro-influencer from Turin, Italy.
Digital content creator.
Does collaborations with several Italian fashion and beauty brands

 

 

 

 

 

Victoria Bond
@victoriabond007
London based Make-Up Artist.
Industry professional.
Have been featured in British Vogue, Elle, L’Officiel

 

 

 

Have you noticed any changes in how brands approach you in the last couple of years?

 

Eleonora: “The most evident difference in fashion brands’ approach to us content creators, is undoubtedly linked with the authenticity and spontaneity of the content creation process: Brands are no longer giving guidelines, but instead leave it to the creators to express and narrate the stories in the way he/she thinks is best. It’s precisely based on these ways of being and communicating that brands choose who to work with on social media.”

Victoria:My relationships with brands tend to be organic. I will have worked with them for many years as a makeup artist and built up a strong relationship. I have noticed that more brands want authenticity and industry professionals. I think this is because the general public are realising that influencers are paid to say they like a product so don’t feel it’s genuine. Obviously this isn’t always the case but does tend to be the norm.”

 

When you create content for brands on social media, have you experienced a shift in audience engagement?

 

Eleonora: Linking back to the answer of the previous question, my followers have never asked me to change: I’ve chosen to gradually adopt a less “polished” approach to content, such as more authentic photos with imperfections, which then have received appreciation. In this way, I insert a product in an authentic context linked to everyday life. I think this approach has reached a peak now “thanks” to the times that we’re living: we found ourselves stuck in our homes without seeing the world that surrounds us, still having to use our minds to create. And what better location to narrate our everyday lives than our houses?!”

Victoria: “I think it’s harder to engage an audience. Instagram has a tendency to tinker with algorithms although if I’m honest I don’t know what that means. I just know it’s hard to get content seen to a wider audience. Any content I do create is purely because I think the products are great and I want to share the love/knowledge. I don’t receive any payments for this only products which are for my kit. Any products I recommend are tried and tested first on multiple people so I know it works!”

 

What does the future hold for you? Are you optimistic about what the influencer industry has to hold for creatives and artists?

 

Eleonora: “In the future I hope to continue to work in this industry, I find it stimulating and full of challenges. I’m optimistic because I believe there is always room for creativity and communication. We all want to feel inspired and inspire, and this industry allows us to do so.”

 

Victoria: “I think it might be the return of the expert rising like a Phoenix from the fire. A lot of professional Makeup Artists have been ignored or overlooked by some brands in favour of ‘influencers’ without a professional background. Although I definitely think there’s room for everyone as I do understand that an non expert can speak to people too. I just worry that their content can be technically incorrect and can lead to worrying trends. They also put on far too much makeup which is really misleading to the average woman looking for advice!”

 

Say whatever you want, influencer marketing is a creative asset for brands that’s here to stay. The role, format and expression, as we know it, will change as technology, social media platforms and the audiences’ demands and values evolve. But, the benefits from having a communicative expert and a friendly face connected to your brand will build vital interacting relationships. Consider digging into up and coming nano-influencers, videos on TikTok and long-term creative partnerships to stay up to date and relevant with future marketing initiatives. 

 

Image credit: Unsplash

 

 

Josefine is the Swedish Fashion & Design Researcher at VOCAST. When not working Josefine can be found studying design technology at KEA, dancing to Abba music, or practicing the art of creativity. 

 

 

Our lifestyle researchers constantly create and update curated lists with handpicked media, experts and high profile contacts from the fashion, home interior and lifestyle industries in 10 different markets. We provide contacts from Denmark, Sweden, Norway, The UK, The US, France, Germany, The Netherlands, Belgium and Italy.

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Rise of the Plantfluencer: Bringing the Great Outdoors Home

The urban jungle trend has been around for some years now, but the confinement due to the recent pandemic has brought people closer to their leafy friends than ever. To help interior and lifestyle brands find their green fingers: A brief introduction to the plantfluencer phenomenon and how they’re bringing the great outdoors home.

In times of social distancing and home confinement, the balcony has taken centre stage. We all remember the viral videos of Italian and Spanish neighbours joining voices on the few square metres of outdoor space they were allowed to frequent during the toughest phase of the Covid-19 related lockdown. Whether one has a garden, terrace, balcony or just a simple window: People have started bringing the outdoors indoors, swapping their social life for a life with plants.

Trends come and go, but some really grow on us. So we reached out to Lina Juvens, researcher with the Belgian trend research and marketing agency Trendwolves, to find out just how relevant the urban jungle trend is. Who are the plantfluencers and how can interior and lifestyle brands benefit from engaging with them?

Urban Jungle Trend

“The urban jungle trend has been around for a while and has its roots in the city where people living in small spaces were looking for quiet and peaceful retreats. They ended up creating those spaces in their own homes”, explains Lina

Back in 2017, The New York Times writes, almost a quarter of the American houseplant shoppers were between 18 and 34 years old. “Part of this millennial indoor generation that is home in vibrant but often polluted cities, was also attracted by the air-purifying qualities of plants, following the advice of a NASA report”, Lina adds. The space agency actually conducted its ‘Interior Landscape Plants for Indoor Air Pollution Abatement’ study in 1989, but the green trend picked up and dusted it off decades later to find out about the clean air benefits of the Peace lily and the Florist’s chrysanthemum.

Plantfluencer Phenomenon

One can trace back the revival of the houseplant to around 2014, when social media channel Instagram had truly taken off as a hub for millennial home décor inspiration. Friends Igor Josifovic and Judith de Graaff  are some of today’s biggest plantfluencers. Their @urbanjungleblog started as a monthly green thumb section on their interior website in September 2013, but grew out to be a true Urban Jungle Bloggers™ community with over a million followers, its own trending #urbanjunglebloggers and selling books like Plant Tribe: Living Happily Ever After With Plants at Urban Outfitters.

The plant boutique The Sill is just as successful. Funded by a 12,000 dollar Kickstarter campaign, Eliza Blank started her current global plant brand from her New York apartment as an online concept in 2012, The New York Times writes. Now, it offers online workshops, hosts other community events such as cocktail parties, sells all sorts of trendy plant gear, totes and tees included.

Other plant influencers followed similar paths. Darryl Cheng from Toronto, Canada is the green creative mastermind behind @houseplantjournal and the author of The New Plant Parent. Alana Langan and Jacqui Vidal launched their botanical wares studio Ivy Muse in Australia back in 2014 which commits to, as they write on their website, ‘enhancing wellbeing through the use of plants’. One can do so in style, as they too released a book titled Plant Style. Last but not least, Londoner Emma Sibley had a passion for gardening, but no green space in the UK capital and so started her London Terrariums in 2014. The renaissance of houseplants gave her startup the perfect boost and her Little Book of House Plants and Other Greenery has become a guide to many.

A Plant Lifestyle

Compared to 2016, in 2019 US house plant sales had increased by 50 percent according to the National Gardening Association. The plantfluencer phenomenon was born, bringing the plant lifestyle to the millennial masses who choose to become ‘plant parents’ to their ‘plant babies’. Not only do they hord houseplants and book deals, but totes, tees, and home interior accessory collections too. 

The urban jungle trend brings a new boho vibe to home décor and anything that matches green leaves goes: tapestry, printed textiles, vases, pottery, macramé hangers, and wicker chairs. Interior design brands expand their annual outdoor furniture collections with accessories that cater to the plant lifestyle, like Yves Klein Blue and millennial pink planters (in fact, artist Lotte van Baalen founded @plantsonpink, a whole account dedicated to leafy green and millennial pink combos from around the world), brass watering cans and brilliant plant stands and shelves that bring the plant #shelfie to new heights – literally. It is safe to say that these leafy friends have overshadowed the previous green lover of the gram: the avocado brunch.

Green Escape

“However, where the trend was initially popular with interior design lovers, the current Covid-19 crisis has definitely led to a broader audience. Most people have been forced to spend more time at home which makes us more aware of our living space. We have the urge to make that space more comfortable and inviting and the home has become a place to escape the everyday craziness and insecurity more than ever”, says Lina.

In Belgium, where citizens could hardly leave the house if not for essentials like grocery shopping, the government went as far as to open garden centres alongside supermarkets. Several online plant retailers have seen the pandemic cause a sales boom, and local businesses say they ramped up their deliveries.

Plant Pandemic

In the US, in a matter of two days back in March, online sales jumped 25 percent, as ABC News reported. Online grocery shopping was the main driver, but a rise in sales of homeware contributed to the increase too. Unfortunately, a global brand like The Sill that was born online and noted a 5 million dollar revenue in 2018 with 70 percent of its sales coming from online purchases, is not the norm. “Garden centres and furniture designers may have been the categories that were the least prepared for a near-total switch to e-commerce, but these recent developments might just be the push they needed for digital innovation and realising this growth potential”, Lina says. We already touched on the urgency of digitalisation in the fashion industry in a previous article, but it is clear that other categories like home interior would benefit from such innovative solutions too.

Whether the pandemic will have a lasting impact on people’s growing love for houseplants is but the question. “Big trends are born from big events, like what happened with the important American trends post 9/11. Now, we will speak of the post Covid-19 trends in the consumer world. However, it is too early to say what those exact shifts will be”, Lina concludes. “Will this crisis be long and deep enough to sustainably integrate these new habits? Or will we just return to our old ones?” As we previously wrote in our DNA of Trends article: Brands need to keep their finger on the pulse of societal developments in order to evolve. Read more about the world of trends and how to implement change here.

 

Photo credits: Unsplash.

Wided is the Lifestyle Researcher for the Belgian and Dutch markets at VOCAST. She’s a Belgian editor and author with a background in journalism. In London, she established a career in digital marketing for fashion and interior design brands. When she’s not working or studying for her Master’s, you’ll find her in front of a canvas, paint brushes in hand.

 

 

Embracing the green lifestyle, our researchers have handpicked plantfluencers, experts and media with green fingers as well as a passion for sustainable living for seasonal home interior lists in Denmark, France, Germany, The US, The UK, The Netherlands, Belgium and Sweden.

Find them in our database and ready to use for your press send-outs.

 

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The DNA of Trends: Where Do Trends Originate And How Long Do They Last?

The DNA of Trends: Where Do Trends Originate And How Long Do They Last?

The DNA of Trends: Where Do Trends Originate And How Long Do They Last?

What is trending in 2020? Fashion Weeks in Paris, Milan and New York? European Championships in football, the Olympics? No. Today, one of the most searched topics on Google is “how to make a face mask”.
From one day to another, a global health crisis can impact our lives in a way we would have never expected. Things that we thought would never happen can all of a sudden become a reality. For design brands this means one thing: they constantly have to act on current developments. But, how can they implement, or even forecast, those changes in our society? Here is an insight into the world of trends.

The fact that the athleisure trend has established itself as a comfortable, but fashionable style is not new. But, when designers and fashion brands began to work on their Spring Summer 2020 collections, they could have never predicted that a pandemic would be making the WFH (working from home) outfit the fashion trend of this season. Women are dressing in comfortable, baggy sweatpants paired with chic blazers and men with home-made “stay at home” buzzcuts. American Vogue has even established the WFH Style to inspire its readers with various quarantine outfits of its editors and to give advice on where to buy stylish face masks.

“A Trend Spreads Like A Virus”

In times like these, the impact of trends on our society, our world, is more present than ever before. Every day, new happenings that influence our daily lives lead to more (or less) creative and innovative ideas related to people and businesses and one thing is clear: trends have the power to let us focus on the perception of “here and now”.

But, what exactly is in the DNA of trends? Where are they born? How are they implemented and when are they over? We have spoken with two trend consultants, Anja Bisgaard Gade and Christiane Varga, about everything you need to know about trends – especially in the lifestyle industry.

 

What is a trend?

Anja Bisgaard Gade: “A trend is the beginning of a new direction, taking a turn or a twirl or a twist to something that already exists. It starts something new and then over time, will become more normal before something else will become a trend.

What is the origin of a trend?

Christiane Varga: That something becomes mainstream and reaches its so-called tipping point has something to do with when and where it happens, also socio-historical wise. A trend originates in a specific context and then it almost spreads like a virus.”

How fast do trends fade?

Gade: I always distinguish between trend and style: what is a trend and what is more of a stylish look? There will be trends that emerge, such as athleisure or sports influence, that are going to stay for a long time because they have such specific characteristics that people will have a preference to buy it. That also has something to do with the more overarching societal direction, that we are looking for more comfort. We have a more high-paced daily life and are becoming more informal. Athleisure, however, is not a trend anymore. It is a style.


Varga:
Today, trends are going viral very quickly due to social media. There are fashion and product trends that are associated with a lot of hype. They appear quickly, but are also replaced very soon by another one. There are socio-cultural trends that question how society is changing, and then there are mega trends, such as individualisation or urbanisation. All those trends have something to do with each other, but the mega trends are the most durable, they will last between 30 to 50 years.

Who sets trends?

Gade: There is no one who has to decide that something is a trend, that is simply just something that happens. If you only have one person wearing a specific kind of shirt, you cannot say that you have a trend. You need to have consensus and you need to have several touch points to where this trend is allocated, where it has been seen or where it happens. It needs to be more without being too much. There are two ways to look at a trend, you either think: “oh, here is business”, or you consider it as purely inspirational.” 


Varga: “In large corporations, there are trend scouts who deliberately deal with trend issues. These people also try to set trends themselves. They get inspired by others and are asking themselves what is happening in the world and what they can adapt from other industries. Logically, a large global corporation has more opportunities and power to place trends consciously.”

How do fashion trends emerge?

Gade: Before the internet and social media, we had an Avantgarde, where super high-profiled brands from the fashion cities of London, Milan, New York and Paris were coming out with the new season at their haute couture shows before those collections would trickle down to the more mainstream perspective. That is where trends began. Today, you have to look both at the Avantgarde in fashion and on the streets at micro influences.” 


Varga:
A trend in the fashion industry is what established people say, such as the fashion trend researcher Lidewij Edelkoort who expresses her opinion over and over again. These are conscious things that are announced regularly. On the other hand, there are also trends that appear all of a sudden, that no one can really explain. It just happens.

____

Meet the Experts

Christiane Varga

 

Christiane Varga is a trend consultant at Zukunftsinstitut, the German institute for researching future trends. She hosts workshops as well as lectures and provides different methods and concepts for companies in the area of trend forecasting.

 

 

Anja Gade


Anja Bisgaard Gade
is a lifestyle trend researcher and developer from Denmark. For more than 20 years, she has observed and analyzed trends within the retail and fashion industry. In 2014, Gade founded her own trend consultancy, SPOTT. “It is a huge, complex trend world – and the difficulty is navigating through those trends,” she says.

 

 

Fast Facts:

  • “Fashion Week 2020”, “Paris Fashion Week 2020” and “Fashion 2020” are the most used keywords on Google related to fashion within the last 12 months.
  • In general, one of the most popular hashtags on Instagram is #fashion with more than 793 million posts worldwide. Other hashtags are #style (461 million), #fashionblogger (115 million) and #fashiontrends (4.4 million).
  • Influencers have become more relevant than ever, especially in the digital way of promoting trends. In general, business are making between 5 and 6.5 US-dollars for every dollar they spend on influencer marketing.


The Digital Trend Influence

When it comes to setting trends, the emergence of digitalisation plays an important role. Everything today happens online in shares, clicks and posts. It happens so quickly that everyday there is something new that is trending, that is the main topic of conversation.

Being an influencer in this online world is its own discipline, a 24/7-job. To be a successful influencer, you have to establish a huge fan-base. You need to know how to put things together in a creative way and how to communicate to people, so that they follow your lead. You must be a social media expert. 

Using influencers as ambassadors is, therefore, a great potential for brands – especially when it comes to establishing trends. Fashion brands can profit from established influencers who promote their products and set new trends with them.


Fashion Influencers You Must Know

Do you know Caro Daur, Emili Sindlev and Helen Owen? They are some of the most influential personalities in the global fashion world. E-meet them here.

 

Caro Daur@carodaur

Caro Daur is probably the most well-known fashion blogger from Germany. She has already collaborated with high-end brands, such as Dolce & Gabanna, Fendi, Dior and Valentino for global campaigns, and has been featured for her fashion savvy street style in Vogue, Elle, Harper’s Bazar, InStyle and Grazia.
____
Website: carodaur.com
2.3 million Instagram followers

Credit: Instagram

 

Emili Sindlev

@emilisindlev

As the hottest style icon in Denmark, Emili Sindlev is a world-known fashion influencer and stylist. She is one of the main front-runners in transforming Scandinavian style into being more playful, colorful and daring.

____

409k Instagram followers

 

Credit: Instagram

 

Helen Owen


@helenowen

Helen Owen is an LA-based model and a social media favorite. She sees herself as a travelling creative and works as an influencer, model, blogger and designer.
____

Website: helen-owen.com
1.6 million Instagram followers

 

Credit: Instagram


What Are The Up-Coming Trends
?

Christiane Varga:This decade will be a lot about climate, ecology and neo-ecology, which is always somehow reflected in fashion. Sustainable fashion will definitely be a topic, but more in a way that it differentiates itself from its staid eco-image, and will become cooler and more exciting. I am convinced that an even greater awareness of fair fashion will be established.

Anja Gade:Trends like sustainability, space sports and heritage will merge into new variations and combinations. We do not necessarily change the colors overall, but we bring new things that are put together. Things change a little bit over time. So you do not even notice it that much, you feel that something is standing still.”


The Impact of Trends 

Trends alway occur at a certain time and in a certain place, driven by specific events and reflected in different areas, such as in fashion. We express and communicate something with what we are wearing, regardless of what it is we are communicating.

Alternatively, fashion is also a product in the lifestyle world, something that we touch and have in connection with our body. Fashion can be superficial, yet it is also deeply meaningful because it is linked to our core identity. It is what we put on the surface – and that is where the difficult choices come, when we stand in front of our wardrobe. 

Change is the core DNA of trends. As consumers, we have the urgency to buy new things and we become bored if things are the same all the time. The message is clear: there is a strong potential for brands to act on trends and digitalisation offers new ways to support that.

 

annika

Annika is the German Lifestyle Researcher at VOCAST. She is responsible for the fashion, design, as well as interior research for the DACH market.
When not working for VOCAST, Annika can be found on the field hockey pitch or on her bike in the luxurious cycle streets of Copenhagen.

 

Our lifestyle researchers constantly create and update curated lists with handpicked media, experts and high profile contacts from the fashion, home interior and lifestyle industries in 10 different markets. We provide contacts from Denmark, Sweden, Norway, The UK, The US, France, Germany, The Netherlands, Belgium and Italy.

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