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Be they bloggers, vloggers or Snapchat stars, digital influencers hold an increasingly large sway over fashion world. Big names such as Tanya Burr (3.6 million YouTube subscribers) and Zoella (11 million) are dictating tastes and style.
This year, retailers really began to catch on, featuring key influencers in their ad campaigns or collaborating with them on projects. John Lewis partnered with influencer Jim Chapman (2.5m+ YouTube subscribers) on an edit of their men’s collection and Amazon Fashion launched a campaign featuring bloggers including Susie Lau (Susie Bubble: 317,000 Instagram followers) and Chiara Ferragni (pictured, 7.3 million).
Some say they are losing steam, but influencers influencers are fast becoming powerful players in the industry, as brands seek to tap into their huge followings and generation Z audiences.