New York Fashion Week officially kicks off this week with over 130 shows on the schedule. Each year, the presence of influencers at the biggest shows increases. This may be in part due to the influx of bloggers, but it is also likely due to the significance brands find in having social media influencers attend their events. Influencers are able to provide a front row perspective of all of the action, shared directly with their followers. With Instagram updates favoring live and real-time photo and video sharing, followers from any part of the world are able to tune in and experience the excitement of Fashion Week.
According to a survey by Trendalytics, 87% of brands reported to have received more buzz from influencers than from the brand’s personal social media profiles. Both up-and-coming and well established brands benefit from inviting influencers to their shows, as influencers are skilled at capturing an event with their own personal and unique points of view. With live video, stories, and multiple-image posts, influencers can showcase Fashion Week shows and events in an extensive and detailed manner and are even able to make the most exclusive shows accessible to their followers. When influencers express positive feedback about a show, their followers may be inclined to visit the brand’s profile, with a higher chance of following the brand due to the trust the follower has in the influencer’s taste.
It is safe to say that Instagram has slowly developed into a “go-to” app for the latest fashion trends and styling inspiration. And Fashion Week offers ample opportunity for content creation, brand, and even influencer discovery. With heavy media attention placed on Fashion Week events, both attendees and showcasing brands are strategically focused on creating aesthetic spaces that will engage audiences, both online and in-person. Now more than ever it is important to incorporate social media influencers into Fashion Week marketing strategies to generate maximum buzz, in addition to traditional media coverage at shows. Influencers are able to tap into more diverse and overall wider audiences than traditional media outlets, thus increasing the reach of brands’ marketing efforts.