Influencers on an expansion drive

Credibility is the key word for influencers’ success. If you accept their love of fashion or enjoyment you believe in their recommendations too. It’s no wonder, then, that influencers can have a measurable influence on clothing sales or restaurant bookings. They are now making targeted use of this for their own products as well. Whether it's fashion, beauty, jewellery, interior design, books or food concepts – influencers start their second business with their own product line.

Design collaborations, too, are becoming increasingly popular. Together with an established brand influencers use the two well-known names to further promote a new product. In the process the brands benefit from the blogger’s digital reach.

This can also represent an opportunity for retailers: if most influencer brands are marketed via digital channels, new products from popular influencers mean just as important a win for stationary retail and can draw in an entirely new target audience. The SHOW&ORDER Influencer Roadshow shows successful examples of these sorts of collaborations. Chiara Ferragni, for example, from The Blonde Salad, who has participated in numerous collaborations with hip brands, such as with shoe brand Superga, thereby helping them to significantly boost sales. Or Jessie Weiß from Journelles, who has been offering convincing fashion, beauty and interior design tips since 2007 through her various blogs. In 2015 she launched her own fashion brand, Jouur. The brains behind the Dandy Diary blog have also developed their offering successfully: they have been running a vegan diner since April 2016. Successful author Marlene Sørensen not only shares her inspiration on her blog Spruced Fashion; she also writes books on the subject. Her book Stilvoll is definitely worth a read.

The Influencer Roadshow will take place between 16-18 January 2018 on the 5th floor of the KÜHLHAUS.