Meta Description: Influencer marketing holds a special place in digital marketing. Indian fashion brands can tap this to promote their brands and products in specific targeted markets.
Influencer marketing is a digital marketing tool that plays a significant role in any digital marketing strategy for the fashion industry in India. It involves a collaboration between people or organisations with a vast number of followers and brands who seek to leverage these followers to promote and sell products and services.
Influencers who have followers ranging from a few thousand to a few million produce engaging and useful content and upload it on their social media pages and blogs. By collaborating with brands, influencers can use brand products creatively and engagingly in their content. It will help these products to be known among the followers, many of whom may want to buy and use them.
This potential has immense value as influencers can have followers among all types of markets — niche, luxury, affordable, and others. Brands can choose appropriate influencers according to their target audience to promote their products.
According to a study, the influencer marketing sector is expected to grow at a compound annual growth rate (CAGR) of 18% to reach INR 3,375 crore by 2026. India’s fashion retail sector is expected to grow by a CAGR of 12.65% to surpass $125 billion in 2030. Also, the number of active internet users is expected to cross the 900 million mark by 2025.
All these factors indicate that both influencer marketing and the Indian fashion industry stand to benefit from each other.
How Influencer Marketing Can Help Fashion Industry
Influencer marketing can help fashion brands to introduce their products to new audiences. Influencers can introduce these products and engage with them through their content. Here are some key benefits of using influencer marketing for the Indian fashion industry.
Brand Awareness: Fashion influencers can help brands introduce their products to new audiences. As every influencer has followers in specific niches, their products find enhanced visibility across the internet when brands collaborate with these influencers. It helps set the trend in favour of the products.
Product Launches: When brands want to launch new products, they take various digital marketing measures to do so. These include paid online ads, social media campaigns, and blogs. By collaborating with influencers, fashion brands can introduce their products to followers.
Styling Tips and Tutorials: Influencers work through online content that may include videos and blogs. They often provide analytical views, merits, and shortcomings about the products they review. They also offer fashion tips and tutorials through their content. When promoted by influencers, new product launches can get noticed by new audiences, who may be inspired to buy and use the products.
Exclusive Collaborations: As influencers increasingly take the entrepreneurial route, brands can collaborate with them through exclusive deals. Some fashion influencers have their own products. Brands can collaborate to get their products endorsed by influencers and marketed and sold from their platforms.
How Fashion Brands Can Use Influencer Marketing
Fashion brands can use influencer marketing in several ways. Here are a few of them:
Product Marketing: Brands can offer discounts or even give their product samples for free to influencers to include them in the content that influencers create and publish on social media and blogs. It will allow influencers to showcase your products in innovative ways, making new audiences like them.
Use Affiliate Links: Brands can also give influencers affiliate links to promote and sell their products. Influencers earn affiliate commissions as a reward for their help and collaboration. Affiliate marketing is one of the most familiar and effective digital marketing tools for the Fashion Industry in India. It’s a win-win for both brands and influencers as both stand to earn when someone buys the products using an affiliate link.
Exclusive Promotional Codes: This is another innovative digital marketing tool for promoting and marketing products. Fashion industry brands in India can collaborate with influencers and give them codes to be used by their followers to receive discounts or rewards on purchasing the products.
Social Media Takeover: Influencers can allow fashion industry brands to take over their social media accounts for a period during which brands can promote their products in their own innovative ways. Brands benefit from the large audience of influencers’ followers.
Benefits of Influencer Marketing for Indian Fashion Industry
Indian fashion brands can use influencer marketing to build trust, add a personal touch to their offerings, and grow themselves.
Instead of forced endorsements, influencers genuinely incorporate your brand products into their lifestyle and create innovative and authentic content.
One of the key benefits of influencer marketing in India’s fashion industry is the ability to track and measure results. As with most other digital marketing tools, you can track the results from influencer collaborations.
Here are some other benefits:
Massive Social Media Presence: Social media is a vast world with players like Facebook, Instagram, YouTube, TikTok, and X. Influencers primarily work through social media, where their content generates followers. Influencers, therefore, have a much deeper understanding of social media. Indian fashion brands can leverage this to promote their products across the vast expanse of social media.
Trust and Authenticity: Influencers hold sway with their followers, who admire and like their respective influencers. It creates trust and authenticity about what influencers promote. Followers look up to them to suggest the right fashion styles for specific situations. Overall, the engagement is characterised by personal touch, trust and authenticity that fashion brands can hardly resist.
Targeted Rach: The most crucial aspect of working with influencers is their targeted reach. Brands look to position themselves among the target audience. For this, they need to position themselves appropriately in the market. Influencers work with specific age or interest groups with a deeper understanding of their niche. It helps fashion brands to target appropriate markets with efficiency.
Final Thoughts
Influencer marketing is a key digital marketing tool that works just as well with the Indian fashion industry. Many Indian fashion brands have used influencer marketing to promote their products among new audiences and drive sales. However, the industry is growing rapidly, creating opportunities for influencers and brands.
Modified is a full-stack digital marketing agency. Fashion brands in India can work with Modified to meet their influencer marketing needs. It offers digital marketing solutions in business areas including education, fashion & retail, real estate, non-profit, hospitality, and healthcare.