Often times, it's an influencer the retailer has already worked with on the marketing side, which makes the relationship more organic:
Author:Dhani MauPublish date:Jul 20, 2018A question that I, and probably a lot of people working in fashion, get asked a lot is some version of: "How long is this whole influencer thing going to last?" or, "Are these people still going to be posting selfies when they're 45?" "What happens when Instagram goes away or changes its algorithm?"
"We recognized the positive response from customers [to these collaborations] and were deliberate in seeking out similar collaborations with influencers our customers know and love," says Tricia Smith, Nordstrom's EVP and GMM for Women's Apparel, who brought up the Kate Moss/Topshop collaboration and Beyoncé's Ivy Park line as other early successful examples of selling influencer- and celebrity-driven product.
Related ArticlesJulia Engel, the Blogger Behind Gal Meets Glam, Launches Her Own Fashion LineHow Instagram Helped to Turn So Many Bloggers Into Swimwear DesignersWhy Brands Like Madewell and Reformation Are Driving Growth for Nordstrom Nordstrom isn't the only legacy retailer that has stocked influencer brands of late. Barneys, which also hopped on the influencer collaboration train pretty early with the likes of Yasmin Sewell and Russell Westbrook, made influencer-designed products an integral part of the lineup at its experiential The Drop event last month in Los Angeles.
Obviously, an influencer's personal social media engagement is a huge part of what makes these brands successful and attractive to retailers like Nordstrom, and not only because it's an easy platform on which to promote the line. "Through social sharing and polls on influencers' platforms, we've been able to receive real-time feedback on the design process, inviting them to be a part of the fashion journey in a way that has never been done before," says Smith.
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