Analysis of the effectiveness of influencer marketing in the fashion industry

Abstract

Introduction: Influencer marketing has been configured as a relevant communication strategy for many organisations and the fashion sector has not been left out, so this research has as its main objective to analyse the effectiveness that this type of action has for these companies, and more specifically, in the field of collaborations with microinfluencers. Methodology: A mixed methodology has been implemented, combining in-depth interviews with industry professionals and fashion microinfluencers with a consumer survey. Results: Microinfluencers play a key role in the promotion of fashion, generating content characterised by its authenticity and which achieves a notable connection, improving purchase preference. Discussion: Microinfluencers are valuable partners for fashion brands in creating genuine and relevant content. Careful selection of these content creators maximises the impact of these strategies. Conclusions: Microinfluencers are a very effective alternative for fashion brand communication, due to their ability to build trust and reach specific targets, extending the reach of campaigns.