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Lipsy: 'Harness the power of micro-influencers'

Lipsy brand media director Dahlia Shaffer discussed the potential of micro-influencers at today’s Drapers Digital Festival. 

How would you define a micro-influencer? 

It is an up-and-coming influencer who doesn’t have a major following.

How have you seen the rise of influencers change the fashion industry during your career? How big has the impact been?

It’s been huge. About two years ago, I thought the bubble was going to burst, but it hasn’t and it doesn’t look like it’s going to. More and more people are following them and younger generations are linking in. It will only continue to grow because as today’s micro-influencers get more followers, it will [give rise to] new micro-influencers.

What are the advantages of working with smaller influencers over those with larger audiences? 

Fashion brands and retailers love it because its essentially a form of free advertising. Consumers trust the influencers compared with a paid advert. [The influencers] are able to style it up with their own designs, and that’s what people like.

How much power do micro-influencers have over the fashion industry? 

There are two reasons to work with influencers. One is to gain their following and the other is to use their image with your following. Micro-influencers won’t grow your following compared with someone with 1 million followers, but we like working with them because of the quality of their content.



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