The role of influencers in marketing fashion epq

 Secondary research:

 Instagram has acted as a tool for fashion brands crafting media strategies for the past decade. The image-focused app has allowed brands to curate a polished feed of high fashion content, such that you would see on a billboard or in a magazine. TikTok is the latest app to become intriguing to fashion brands who are learning how they can utilise the platform.High-street fashion brands such as Pretty Little Thing, Boohoo, and Asos, who excel in influencer marketing, are already building up quite a following on TikTok. These brands choose to collaborate with influencers that have followers with budgets that reflect the cost of their product. 

If the consumer is loyal to an influencer or brand that they follow, it is likely that the price point of the item being marketed will not bear a great impact on whether the consumer decides to purchase. As an example, social media influencer, and ex Love Island contestant Molly-Mae Hague is a brand ambassador for high-street brand Pretty Little Thing, therefore her content is heavily sponsored by the brand. On the other hand, Molly-Mae often shares posts featuring designer garments from brands like Louis Vuitton and Balenciaga. With an Instagram following of 5.1 million, it is likely that she has followers with budgets at either end of the scale. Therefore, larger influencers do have the potential to successfully promote both high-end and high-street goods to their following.