Advantages and Disadvantages for Brands of Using Social Media Influencers

Social media influencers are now a significant part of the fashion industry landscape. In this chapter, Cattaneo and Sun consider influencers’ relationships with their audiences and how this affects consumer sentiment towards the brands they promote. An emerging market perspective is included, focusing on the role of influencers in China and India. The authors also address examples of unsuccessful influencer marketing strategies, where influencers have failed to deliver the expected benefits or negatively affected a brand’s reputation. Finally, two interviews are presented with representatives of brands who have made use of influencers. Alessandro Fragiacomo of Ogilvy UK discusses the evolution and impact of influencers on luxury fashion brands, while designer Joanna Lyle describes her selection criteria and relationships with influencers.