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E E D PTI A Trendsetting Entrepreneur and Fashion Influencer
Booming
FASHION Influencers
to watch in 2021
October ISSUE-04
Behold, the Age of Fashion Influencers!
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n today’s modern era, the fashion industry is no longer confined to magazines or newspapers editors. Bloggers and fashion influencers are now increasingly taking their spot at the centre stage. Fashion influencers are playing a major part in creating awareness among the audience about the emergence of latest fashion trends and products. The leading players in this arena are educating the audience about different fashion brands and are also running active brand promotions on their blogs, social media pages, other such platforms. You may have noticed
Editor’s Note that in most of the fashion shows that are taking place today, the front rows are usually filled by influencers, journalists, stylists, celebrities, and so on.
objectives to their target audience. The omnipresent online and social media platforms have played a major role in connecting fashion influencers and brands to the audience.
Many influencers do not have their own websites or blogs. They are popular on different social media platforms. There, they showcase their work in front of the huge number of followers that they have. These influencers collaborate with leading fashion labels and brands and create content for those brands.
Once, these impactful fashion influencers connect with their followers, they easily convert their decisions in favour of the brands they endorse. These fashion influencers are enhancing the widespread and popularity of any brand. They are assisting top fashion brands to connect effectively with their followers, which, in turn, increases the chances of more exposure and the opportunity to turn prospects into confirmed customers.
Owing to their ability to interact with and influence the audience, they can successfully convince them to opt for or purchase products and services of the brands that they endorse. With these endorsements, these influencers also avail of various advantages such as attending fashion shows, parties, events, and exclusive trips. Moreover, influencers also wear products of their endorsed brands in these events and promote the same content in social media. With social media at its peak, people’s purchasing decisions are heavily influenced by other people’s purchasing decisions. Nowadays, people rely more on recommendations from their peers and renowned personalities before purchasing any product or service. This is where the leading influencers play their part. With their endorsements, they influence the purchase decisions of their supporters or followers. When a follower gets recommendation of a product or service from any influencer, they are more likely to buy that service or product. With the help of these leading fashion influencers, many fashion brands are successfully forwarding their brand’s
The prominent fashion influencers are ensuring that the brands that they endorse earn total profits and gain more customers with the passage of time. With the objective of highlighting the most impressive fashion influencers who are taking the fashion industry to the next level, we present to you the issue, The 10 Most Booming Fashion Influencers to Watch in 2021. To know more about these leading influencers, browse through the pages. Happy reading!
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Ananda Kamal Das ananda@insightssuccess.com
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EEPTI DChandak A Trendsetting Entrepreneur and Fashion Influencer
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A r t i c l e s Making the difference
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The Future of Fashion with Virtual and Augmented Reality
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Trend Setters Impact of Fashion Influencers on the Fashion Industry
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Jheal Shah
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Redefining the Fashion Industry with the Rental Business
Mitesh Patel A Seasoned Fashion Influencer Driven to Make a Difference
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Neha Kabra
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An Entrepreneurial Fashion Designer Driven to Make a Difference
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10 Influencers
to watch in 2021
Name of the Personality
Brief
Akshay Tholia
Deepti is a lifestyle content creator who works with the fashion, tourism, beauty, and entertainment industry
Deepti Chandak
Jheal is a forever curious serial entrepreneur with a demonstrated history of working across several industries
Jheal Shah
Maheka Mirpuri wears many hats – fashion designer, jewellery designer, fitness enthusiast, themed event planner and designer, and a passionate philanthropist
Maheka Mirpuri
Mitesh Patel, the Founder of Foreverkm is a powerful influencer and has collaborated with big brands over the globe
Mitesh Patel
Neha Kabra is the Founder of Maati, the renowned fashion brand
Neha Kabra
Noha Nabil is a unique personality who has instilled authenticity within every medium she tackles
Noha Nabil
Riya Jain is a social media influencer and blogger renowned for her fashion and lifestyle blogs
Riya Jain
Sarah and Sandeep Gonsalves are focused on reconstructing traditional designer clothing, while providing it with a modern touch
Sarah and Sandeep
Shantanu and Nikhil are trusted names in the fashion industry, who are transfroming it with their dedicated endeavours
Shantanu and Nikhil
Shantanu and Nikhil are trusted names in the fashion industry, who are transfroming it with their dedicated endeavours
E E D PTI Chandak A Trendsetting Entrepreneur and Fashion Influencer
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Deepti is one of the pioneers in social media influencing, having started it way back in 2012
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W
hat is fashion? Fashion is the balance of comfort & style that makes one unique. Fashion keeps track of the transformation in the political and historical moments of life. It is
escapism, which changes our identity and looks along with the shifting times. It took aeons to change the traditional attitude towards the fashion industry. It was the 20th century that created a
revolution and expanded the fashion industry worldwide. From the royal attires of the medieval period to the modern designer’s clothes, fashion renovated the attitude towards our appearance. In today’s world, the fashion industry is one of the most reputed sectors and many fashion influencers are expanding its boundaries with their unique styles. Deepti Chandak – a smart, confident, and self-made woman – is one of the prominent names on that list. Deepti is a lifestyle content creator who works with the fashion, tourism, beauty, and entertainment industry. Deepti’s attire is a manifestation of her personality & character. Fashion is an inherent part of her daily life, and she combines the classic styles with a modern edge. Unfolding the Journey Deepti is an inspiring individual & her life is filled with enthralling experiences. She has significant influence in the international realm too. Applauded by celebrities and giant brands, she quickly became a wellknown personality for fashion advice. Deepti said, “To be honest, I wasn’t a fashion person. I was more into tees and denim until college. Fashion happened when I was employed in the luxury/fashion industry as a media manager in Dubai.” Her boss, Karima Liusie, was her mentor and she inspired Deepti a lot. With great fashion sense and style, Karima’s presence had a vibrant vibe. Deepti learned a lot from her about fashion and also how to conduct one's life with dignity and poise. Deepti has interviewed various celebrities for her
The 10 Most Booming Fashion Influencers to watch in 2021
Deepti was one of the pioneers in social media influencer, having started it way back in 2012. She won several accolades for her excellence. She has over 14 years of work experience in luxury fashion. She has worked with Al Tayer group for over 9 years with various brands like Gucci, Dolce & Gabbana, BVLGARI, Al Tayer Motors, Jimmy Choo, Harvey Nichols, Bloomingdales to name a few. She has worked on the successful launch of Bloomingdale’s Dubai and Kuwait and OUNASS Dubai and KSA. She has worked with brands like Samsung Arabia, Amazon, The Dubai Mall, Emaar, Dubai Tourism (DTCM), Dubai Food Festival, Address Hotels, Spain Tourism, Mauritius Tourism, Zurich Tourism, Noon.com, Sivvi.com, Al Jaber Optical, Malabar Gold & Diamonds, and many more. She was featured in the advertising campaign for Emaar at The Dubai Mall Screens, Reel Cinemas, and Emirates In-flight Entertainment. Deepti specialises in offline (print, cinema, radio, OOH events) and digital media (display ads, content creation, social media, and influencer marketing). She has very good relations with the key publishers in the market. She has also done various event collaborations with top media houses.
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Deepti is overjoyed with the experience and thinks that the journey has been great so far, and she is still learning and focusing on the vision that she had envisaged for the magazine
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social channel. Deepti said, “The experience has been wonderful and interacting with the brands has given me a lot of confidence. Being close to well-known personalities also helps me understand how they handle pressure, and their happening lives also add zest to my life.”
blogging career has helped her rediscover her inner qualities that define her personality. Today she is regarded as a trends-enthusiast, and nothing makes her happier than receiving messages from her followers for sharing positivity in their lives through her words. Blogging is her passion, and she loves it. Pandemic Days and The Inception of Luxpresso The Covid-19 pandemic has changed everything as it affected travelling and a lot of her projects got held up. So Deepti focused a lot on her health in the last year. She spent over a month in Rishikesh completing the training course of a Yoga teacher. She realized fashion cannot be a priority in these times when people are stuck at home trying to survive. But her passion didn’t allow her to merely sit and watch the world through the windows.
JiveWithDeepti: The Success Story of a Blogger Deepti was very enthusiastic to explore her views on topics like travel, lifestyle, fashion, and food. This enthusiasm led her to develop her blog ‘JiveWithDeepti’ in Dubai, in 2012. The international blogger shared her experiences from the Middle East region in her blog. But the story was not only limited to the gulf region. She has also explored the beauty of different locations across the world such as – the vintage streets of Europe, the serene shores of Mauritius, the majestic skyscrapers of Dubai, and many more. Today Deepti is a well-known influencer in Dubai and
India with over 450,000 followers on Instagram at ww.instagram.com/jivewithdeepti. According to Deepti, when it comes to social media, consistency is really the key. She said, “I have been focused since I started in 2012. I have shared my journey with my followers, and they have loved my work. It has encouraged me to keep moving forward. It feels wonderful to gain appreciation and it makes my work more fun.” Deepti also showcased Indian culture through her blog and today she is a well-known social influencer in India as well as in the Middle East. Her
When the world was stuck in lockdown, and people generally felt miserable, Deepti pushed herself to use her time wisely & worked on starting her dream magazine – Luxpresso. It’s a definitive guide to the luxury lifestyle in the world with features on fashion, people, design, accessories, travel, arts and culture, home, beauty, auto, and weddings. Team Luxpresso seeks to cover everything that defines luxury living with a focus on global trends. Deepti is overjoyed with the experience and thinks that the journey has been great until now. She is currently focusing on the vision that she had envisaged for the magazine and has faced many challenges since the inception of the magazine. The main challenge was to establish
The Luxpresso is a medium through which Deepti shows her take of the luxury industry. She is hopeful that people will like her version and appreciate the hard work that goes into making her magazine successful. All her accomplishments can be credited to her strong self-belief and her neverending zest for achieving more. She aspires to reach her potential and experience all facets of life. Shining Feathers in Her Cap Apart from winning the hearts of her readers, Deepti won a ‘Best Asian Blogger 2013 Masala Award’. She was nominated for the same in 2014 and 2015, highlighting her successful influence in blogging. She was also nominated for the ‘Best Female Personality’ at Ahlan People's Choice Awards, UAE 2014. She was nominated twice for the award – ‘Best Blog’ at the Ahlan People’s Choice Awards, UAE for years 2015 and 2016. Also, she was nominated for ‘Best Female Personality’ at Ahlan People’s Choice Awards, UAE in 2014. Another nomination was for ‘Lifestyle Social Media Star of the Year’, for the Stylist Magazine UAE Social Media Awards 2016 and 2017. These accolades demonstrate her excellence and the milestones she achieved. The Success Mantra Deepti shares her secret for success – “There is no free lunch in this world. And behind every successful
endeavour there is a lot of hard work. So be ready to work hard. You will be discouraged or feel demotivated at various steps during this journey, but never give up. Be smart, consistent, and relevant. Find out what your audience wants and work around it. Be patient and you will be successful. Most importantly believe in yourself and the universe will guide you.”
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Team Luxpresso seek to cover everything that defines luxury living with an international flavor
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Luxpresso in a very competitive market. It is still a work in progress and would be early to consider it a success.
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One should choose one’s own passion as their career
Mitesh Patel
A Seasoned Fashion Influencer Driven to Make a Difference
T
he Indian fashion industry is evolving with leaps and bounds. It is witnessing the incorporation of cutting-edge technologies and innovative techniques to ensure the delivery of better products. With the objective of creating a unique and lasting style statement many fashion influencers are emerging to take the centre stage.
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The 10 Most Booming Fashion Influencers to watch in 2021
They create fashion content and possess the ability to influence the opinion and purchase behaviour of the audience with their recommendations. These influencers are endorsed by renowned brands. Accordingly, they attend fashion shows, parties, designer dinners, exclusive trips, and social media, to promote the fashion products.
One such renowned personality in the fashion industry who is making massive impact is none other than Mitesh Patel, the Founder of Foreverkm. Also renowned as 'Meet Poser,' he has a fan following of more than 1,66,000 people on Instagram. He is a powerful influencer and has collaborated with big brands over the globe.
Fashion influencers are identified as new celebrity endorsements. However, they have closer relationships with their audience than traditional celebrities. They interact with their audiences across multiple platforms and channels through photos, videos, stories, live sessions, and so on. This creates a form of closeness between the influencers and their audience or followers.
A Transformational Journey
Through influencer marketing, fashion brands take advantage of the reach and positive reputation of the influencers. They help in spreading the messages of any brand, create awareness, create a positive image of any brand, and increase sales by tagging fashion brands in their posts. The top fashion influencers play an important part in ensuring the success of any brand. At times, they act as the official face of any brand, which in turn, creates a sense of identity among the customers, and is beneficial for any brand.
Mr. Mitesh is a believer in choosing one's own passion. He is of the opinion that focusing on one's passion and transforming that passion into a profession can be challenging. However, if one puts their heart and soul into the task, then no force can stop them from being successful. Similar things also happened to Mr. Mitesh, who decided to transform social media from merely a source of entertainment and leisure into a successful career. Mr. Mitesh started his journey as an influencer in 2015 by using social media as a creative outlet. He used this platform to share about his fashion inspiration on a day-to-day basis. Mr. Mitesh has keen eyes for detail and the ability to catch up with trends. This eventually led him to be discovered by many fashion fanatics and brands alike. Since then, he has been working hard to bring forth the best fashion content.
A Prominent Name in the Fashion Industry Born and brought up in Gujrat, Mr. Mitesh is an allrounder and one of the top fashion influencers. He is a businessman by profession and also works as a full-time employee in a company. Mr. Mitesh also writes influential and creative blogs. He is a hard-working personality, and over the years, he has worked as a photographer and has also mastered all the skills required to be a fashion influencer. Furthermore, for the period of 3 years and 6 months, he observed and analysed the algorithm of Instagram, which helped him succeed in an impressive manner, as till now he has endorsed over 500 brands.
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I believe in providing tips and techniques of fashion to my audience
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Mr. Mitesh is considered as one of the top three influencers and focuses on the content that delivers knowledge to his audience. He has an impressive fan following because his content concentrates on brands, the minute details of the outfits, clothing, which can be worn in different seasons, the new trends of fashion in men's lifestyle, videos of different hairstyles. Overall, he believes in providing tips
If you put your heart and soul into the task, then no force can stop you from being successful
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and techniques of fashion to his audience. Owing to his passion, Mr. Mitesh is not only able to inspire and influence the audience, but also earn a handsome amount Rs 50,000-60,000 every month including brand endorsements. Over the span of four years, he has been successfully taking his career to newer heights through his dedicated endeavours.
The
Future
Fashion
Virtual Augmented Reality with
and
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he term fashion has always been known as mutable. It is an industry with the latest trends, ideas, innovations and bringing a fresh wave of collection for all seasons. The fashion industry is not only transforming but setting up a new gear with diversified technology and exploring the changing trends of the customers and their demands. With the ongoing and changing mindset of the customers, the fashion industry has drastically fulfilled the requirements in every way possible and keeping the customers loyal with their specific brands. On the bright side, the fashion industry is an industry of experience, selling dreams, and creating stories. Since many customers refer to try on before buying, they also look forward towards a social experience with their looks and their personalized fashion
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Making the difference
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sense. The use of emerging trends of technology like Virtual Reality (VR) and Augmented Reality (AR) is creating a new scenario in the fashion industry. VR and AR are making the shopping experience more enjoyable and social-media worthy. AR with its real-life augmented environment and VR, being a reality simulator is saving customers’ time through an effortless selection process. Customers can experience a new model of the fashion industry indulged with technologies and the engagement of the customers and the brands is increasing to a greater extent. The data in the reports made by experts indicate 66 per cent of the customers are interested in using AR while shopping. As this engagement is increasing, the fashion brands are expecting to increase their sales and as well as earn brand loyalty from their customers. AR and VR are making customers effortless and better with a wide range of opportunities like introducing new virtual trail rooms, indicating ‘try before you buy.’ An additional advantage of these technologies is ‘try on without taking off and these are acting as game-changing factors in terms of saving the customers’ time efficiently and providing huge options to try on new products effortlessly and conveniently. Brands have found a new way to promote their products through social media applications and mobile applications, where customers can try on their products, without stepping inside of a fashion store. These practices are making brands more interactive with customers and enhancing their experience of window shopping.
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If we are looking at VR, the main point of VR is to design a new place for us while we are not making a single step. However, fashions brands are using VR for increasing interaction with their audience with this innovative technology. Fashion brands have created integrated software for their fashion shows and new product launches. With the VR headsets and this software combined, one can get an absolute realistic sensation of being present at the venue and experience the most fabulous shows of all time. At the same time, the use of VR is not limited to this but also, one can step into the showroom of a leading brand and explore their collection. As a result, customers are getting with the brand and its products. AR and VR are driving the fashion industry and introducing it with the developments and advantages like: 1. Increase customer engagement When the companies are using VR technology for their branding or launch events, they can target customers, all over the globe. This way the company can highlight their products and customers can notice and have a look around towards the company background and note some outfits. With this accessibility, brands can increase their presence, and this can result in a better sales number, eventually. 2. Reducing advertising costs When brands are displaying their products, they can provide try-on to
their customers by creating a virtual platform with actively using AR and VR. The applications which are powered by AR and VR can create a virtual shopping experience by which the customer can buy the products, no matter wherever they are. This way, the company can create their advertising platforms, where customers engage in their product launch and are most likely to buy from these applications instantly. 3. Fashion brands can fascinate their audience Another aspect is the novelty that VR and AR bring to the fashion industry. Each fashion brand that is using these platforms is displaying its products in exceptionally innovative ways. This boosts the engagement between the brands and customers, and customers are most likely to develop an interest in the products which the company has displayed uniquely. This will lead the customer to experience rich and fascinating ways to explore other products of the same brand.
The new beginnings These visible changes in the fashion industry are something people never expected. With new developments and innovations, technology is introducing new engaging methods and in the next few years when it is technology driving these changes, we can surely expect, ‘sky is the limit.’
The 10 Most Booming Fashion Influencers to watch in 2021
Neha Kabra An Entrepreneurial Fashion Designer Driven to Make a Difference
T
he Indian fashion industry is growing significantly with time. Technological advancements have also played a significant part in taking the industry to the next level. Many leading fashion brands are competing to assert their dominance in the market. From this perspective, these top brands are always on the lookout for impressive fashion influencers who have tremendous power over their audience. These influencers endorse different fashion brands and convince the audience to purchase fashion products and merchandise through marketing campaigns. They play an important role in enhancing the popularity of any fashion brand in the market.
One such celebrated personality who has established herself in the fashion industry is none other than Neha Kabra, the Founder of Maati, the renowned fashion brand. She has always been driven by the urge for creation. This understanding, along with sourcing responsibly from nature, is what shaped the journey for Neha and Maati, which was indeed accompanied by tremendous ups and downs. However, the brand’s journey has been beautiful and memorable. Neha’s Source of Inspiration The urge for creation is what drew Neha towards the fashion industry. However, what caught her attention was to make every day count. “If we can revolutionise everyday fashion, it is more fun than just having that one glam piece,” she states. While growing up, Neha was inspired by various subcultural fashions that would make do with every little thing they had and made a statement out of it. She was motivated by African subcultures, Indian subcultures, personalities such as David Bowie, Rihana, Anaita Shroff. However, later on, Diya Mirza and her values inspired Neha to push her limits and accomplish more.
Only if you believe and trust in what you are doing, you will be able to keep doing it 24 | August 2021
Maati focuses on sourcing responsibly from nature and to reduce wastage
Beginning of the Journey Neha always had the intention of doing something with design. Accordingly, she studied at Raffles Mumbai while pursuing a course as a fashion designer. Subsequently, she worked with other designers who went to Mumbai and also got an opportunity to work at Lakme. After completing her design course, Neha moved on to London and pursued a course in pattern cutting from central St. Martin, where she learnt the technicalities of fashion. Right from her college days, Neha has been driven to do something in the field of fashion in her own right. Before going to London, Neha carried out deep research and came up with the idea of sustainability in fashion and to establish Maati. Opinions about the Industry Neha believes that fashion is a challenging industry to thrive in and survive. However, she felt that the covid-19 pandemic and lockdowns made people more aware of the local markets, homegrown brands. It also helped in the whole mindset shift towards ethical fashion. Hence, Neha thinks that the effect has been positive. Although the sales and the market took a hit with the competition around, it has definitely improved.
Neha Kabra Founder
Sustainability is not an option but probably the only way of moving forward
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Major Achievements
It is always good to be a part of the change
Neha believes that her biggest contribution to the fashion industry would be just the thought and concept of not living up to the two seasons’ timelines. This has helped her to introduce herself to the concept of seasonless and genderless fashion. Throughout her journey of trailblazing the fashion industry, Neha got an opportunity to be a Ted-x speaker and got a chance to speak about slow fashion. The Secret Sauce of Success
About Maati Speaking about Maati, Neha opines, “We are a small homegrown label working with different villages all over India. We have worked with weavers of Bengal to Kutch. Indian textiles as well as craftsmanship is something that always leaves me mesmerised.” She adds, “We have made only a few collections to provide for everyday Indian fashion by amalgamating Indian craftsmanship. Currently, we are working on a project of making T-shirts from handloom cotton as it is widely used and could be gamechanging in the industry along with focusing on upcycling of rugs for one-of-a-kind jackets”. These jackets are made out of heavily embroidered discarded rugs, making them even more beautiful. They are worn by Masoom Minavala and are very popular in festivals too. Overcoming Challenges for Better Outcomes According to Neha, the ideology behind Maati is to source responsibly from nature and make sure it creates bare minimum wastage and carbon footprint in the process while lasting long enough. However, if mixed with earth, it shall dispose of quickly without leaving any remains. In order to achieve this, and sustain the same results over time, a lot of complex challenges have to be overcome. She believes that sometimes the solution is readily available, but the means to apply the solution are not. Earlier, in India, eco-friendly fashion was not popular. However, people have become aware now because it is trending on the internet and has gained popularity. But, it is important for them to know that every action has a reaction that generations to come may have to pay. Neha expresses, “Sustainability is not an option but probably the only way of moving forward. This concept is something I have learnt over the years and have adapted to my lifestyle. Once you adapt, you do start making a difference”.
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Neha believes that the biggest secret to success is consistency. She believes that one should have their ups and downs but should be consistent at their work. “The bad days will lead to the good days but be at it,” states Neha. She also says that one should be to be true to their nature. “Only if you believe and trust in what you are doing you will be able to keep doing it,” she expresses. Neha believes that it is always good to be a part of the change, especially in this era where everything is super quick and attainable from wherever one is. The Future Horizon Regarding the future, Neha states that she wants Maati to educate more and more people in the country and abroad about quality and sustainability. She also intends to set up her own production house to engage people to work in selfsustaining clusters. This would also help talented individuals to learn, adopt techniques, and pass on knowledge along the way.
Trend Setters
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Impact
of
Fashion
Influencers
Fashion
on the
Industry W
hen it comes to fast-changing trends and the impact of influencers on the industry, the fashion industry stands a mile apart from the other industries. Social media with its wide connection has set the standards high for the industry. Along with that, the influencers now have a huge impact on the sales and working of the fashion industry. It is in human nature to rely on others while making a purchasing decision. However, when there are more than required options, and brands spend lakhs of rupees on advertisements, customers naturally turn to fashion influencers before making a purchasing decision.
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With the fast-changing trends that define the fashion around us, it becomes quite hard to keep up with the changing trends. So, how is the fashion industry managing to keep up with the trend in the market? Let’s find that out along with the influence of fashion influencers on the fashion industry. Enhancing the customer needs One of the toughest tasks that companies have to face is to identify and serve the customers with exactly what they need. Earlier, the choice in the fashion industry was limited. Today, the scenario is the opposite. The customer today has the choice to choose from a wide range of options. However, the sort of irritating marketing strategies has given rise to fashion influencers, who today enhance the needs of the customers has become an essential part of their marketing campaigns. Social media has been a mirror for the fashion industry and the fashion influencers are the object placed in the mirror. The fashion industry has been using influencers for the promotion of its products for years. Moreover, the rise of social media and having special influencers just for fashion have made it easier for companies to target and increase sales. Setting trends and increasing sales The fashion industry is so versatile and flexible that every day there is a new trend in the market. Now, since there are a number of fashion influencers, different brands approach different influencers. This allows the influencers to set trends in the market, which
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changes with the change in influencers. This has directly or indirectly helped the industry to increase its sales. The fashion industry is quite huge with several products and customers to target. This strategy of targeting influencers and capitalizing over a particular segment of the market has helped the industry to increase its sales. Even influencers are responsible to set a trend in the market. Social media has given them the freedom as well as the key to set trends by themselves in the market. Though when a lot of trends sets up in the market, it quite becomes hard for the industries to keep up with the trend. So, let’s find out how the fashion industry keeps up with the market needs. Keeping with the trend When there are so many trends, trending in the market, even as a whole industry it becomes hard to keep up with the latest trend. Well, the problem doesn’t stop there, the quickness that social media has provided; gives rise to a new trend when the current trend doesn’t entirely die out. So, how do influencers help the fashion industry to keep up with the trend and how the trend pattern has affected the supply chain in the fashion industry? The fashion industry giants have divided their market with customer preferences. Even the companies who collaborate with fashion influencers choose and target a particular type of customer in the market. This helps the companies to divide and target the customer more efficiently. As the saying goes, ‘someone’s curse is
another man’s blessing’ similarly, the quickness of the trend is kind of a sales stopper for the current trendsetters, while it presents as an opportunity for other competitors. Fashion industries have an excellent win-win situation, which is hardly seen in any industry. This also helps the industry to keep up with the supply chain of different companies, by not only satisfying their target audience but also being ready for the next trend before it already starts. Reviews and a personal relationship Most fashion influencers apart from collaborating with the brands for setting trends do something that defines them. These fashion influencers often review different dresses and stylish clothes by different brands and give their honest opinion about them. This is important for the brands as well as a customer because the reviews show the brands the mirror about the improvements in the product. From the customer point of view, these reviews and honestly help them in maintaining the personal touch that many brands miss. This is the impact of fashion influencers on the fashion industry in today’s world. It might seem numbed due to the heavy advertised of the brands which are often ignored. But this is one of such industries which creates a win-win situation for everyone.
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