What potential does influencer marketing hold? How important is it in the marketing mix of fashion companies? Under the direction of Prof. Dr. Stefan Maser, Macromedia held a Fashion symposium with guests from adidas, Gerhard Rösch, Bungalow, and Jung von Matt.
The rise of social media as a main communication tool for businesses has churned out a new set of job profiles. This not only includes social media managers and marketing strategists, but the ever growing popular ‘influencer’, a person/profile on a social networking channel that has established strong credibility in a certain industry and has a large audience. Influencers have become a vital part of the fashion industry, but what potential still lies behind influencer marketing- and for whom? What is the significance of influencers as media professionals?
With around 50 attendees on Macromedia’s Stuttgart Campus, fashion industry experts weighed in their answers to these questions at the Fashion Symposium:
Mrs. Melanie Müller, HR Manager at Gerhard Rösch GmbH in Tübingen, addressed trends in social media marketing for the. She is no stranger to working with social media channels for indirect and direct corporate communications and has a role managing the companies Instagram account.
Louisa von Reumont, Senior Strategy Consultant at Jung von Matt / SPORTS in Hamburg spoke from the point of view of a consulting agency. For their line of work, it is important to know where the success of influencers comes from and what this means for cooperation and advertising deals with companies.
Brand and Account Marketing Manager at adidas AG (Herzogenaurach), Philip Schniedermeier, discussed the adidas brand strategy of authenticity. He addressed how the company implements influencer marketing and showed practical examples of connecting with their customers through social media.
Owner of Bungalow GmbH & Co KG in Stuttgart, Uwe Maier, like his fellow guest speakers, agreed that influencer marketing is an important part of the fashion industry. He added that influencers have a large sway over the public’s attitude towards a brand. As his company focuses on sustainability and fair manufacturing, he says, “You have to stand for something.” He makes sure that he reflects these values in the company’s online identity.
Michelle Habig, a Macromedia student on the Stuttgart Campus, and a micro-influencer on the subject of fashion, took the side of influencers in the discussion. Her Instagram account, @michellehabig, has just over 8,000 followers. She already has had a few smaller advertising deals with jewelry brands, but said it’s important for her to stay authentic and real.