For many fashion brand, influencer marketing is at the fore-front of advertising campaigns. Naturally, in fashion any additional visual advertising is welcome and encouraged. However, choosing the right influencers to work with, and having assurance of the outcome are two crucial aspects of this tool. These two characteristics can be monitored by agencies or specialists who know these influencers and have worked with them in the past. Indeed the process of selecting the influencer for a fashion brand is threefold: aesthetics/creativity — associations/standards — followers/audience.
In other words, the influencer will be evaluated based on his or her feed’s aesthetic, on his or her other brand associations (fashion or not), and his or her followers (in terms of age, ethnicity, background and location).
This evaluation will allow the brand to access the added-value it will gain, regarding creative assets around the new campaign, the standard of the asset based on who else has trusted them, and the new audience they will reach.