Social media stardom- the influence of influencers on the modern day…
Social media stardom- the influence of influencers on the modern day fashion industry.
Sponsorship & Brand Endorsement
Influencers who form partnerships with brands- are the ambassadors responsible for the ethics and mistakes of the brand? What about the brand, are they responsible for the mistakes of the influencer?
Versace and Yagnmi (Brand ambassador for China)
Versace recently released a t-shirt that caused great controversy within its Chinese customers, listing Hong Kong as its own country. Brand ambassador Yangmi cut all ties from the brand immediately- saying that she refused to partner with a brand that disregarded their Chinese customers.
This was very highly praised by Chinese customers, and despite Versace releasing an apology statement, many of them still are boycotting the brand. Is it the responsibility of an influencer to break ties if it goes against their personal beliefs and values?
James Charles and Morphe
Earlier in 2019, James Charles was involved in a scandal with fellow influencer Tati Westbrook, where she and other beauty influencers accused the 19 year old of sexually harassing and blackmailing straight men into sexual relations. James Charles, a long term ambassador of Morphe was kept on as a partner, with his products and discount codes still working.
Many fans were upset that James Charles was not dropped as a Morphe partner, should the company have cut ties with him? Or was it the correct thing for them to not involve personal drama within a business relationship?
Can sponsored posts be trusted? Or are we living in an age where no reviews are honest?
Australian Youtube Prettypastelplease has worked in the Australian retail marketing industry, and explains that the average cost for an influencer to do one sponsored post in Australia is $60,000. Even more it they are willing to give a negative review to a competitor. With laws not in place as they are in the US to let us know a post is sponsored, can anything that an influencer endorses be trusted? How many 'genuine' reviews are paid promotions?
Has social media made online influencers (eg instagram models) the most important resource in terms of trend forecasting and product development?
Fashion Nova, a brand that is famous for its cheap fast fashion that recreates looks from famous influencers (eg Kylie Jenner and her 21st birthday dress) re-creates popular garments on social media within a matter of days. Is this the future of fashion?
Is brand identity less important than looking like your favourite influencer in the current fashion industry?
Purely an American/European priority? Or is it changing the fashion industry worldwide?
Is the quick turnover and PD required to mimic garments so quickly integral for businesses to succeed? Is it the most important to be the first person to have the newest style on offer?
Morality- is this legal? Or ethical?
Do influencers own their style? Or does it belong to the designer of the garments? Can we steal their style as a brand?
Are influencers their own brand? Do they have intellectual property over themselves?
Can they sue if they are unhappy with how their style is being used as inspiration?
Kim Kardashian sued Missguided for using her name (and subsequently her branding) to sell their replica of her dress
Many influencers are coming out with their own brands that are becoming key competitors in the fashion and beauty industry.
Is this the future of the fashion industry? Is the face worth more than the branding when it comes to brand loyalty?
Kylie Jenner was named by Forbes Magazine the youngest self made billionaire in 2018, thanks to her brand Kylie Cosmetics.
Emma Chamberlain, a youtuber who gained a great deal of fame due to relatable videos started her own brand in 2018 called 'HIGHKEY' which sold out in a matter of minutes
People were very disappointed in her one size system as it wasn't inclusive for all sizes and not being able to ship worldwide, only to America- despite this the brand is still very successful to this day. Do influencers not have to obey the rules?