“The influencers aren’t the only player that should be pivoting strategy in this post-COVID-19 environment.'
As recent as this past February, influencers’ social media pages were full of imagery of global fashion weeks, giving eager followers behind-the-scenes looks and glimpses into exclusive after parties. Today, these same social media pages look quite different, reflecting instead on a longer period spent at home that spotlighted family members rather than designers or celebrity insiders.
Engagement on sponsored content is up, as social media users are left to their mobile devices while self-quarantining. Shutterstock / Elena Rostunova In fact, due to the current economy, a recent consumer survey by Influence Central found only 12 percent of consumers are willing to pay for a brand-name label and 90 percent of respondents shared they are purchasing generic items. The company noted this “directly impacts fashion labels who have relied on brand name recognition to drive consumer recognition, purchase and loyalty.
“Values are always important, but have become explicitly so during the past few months,” said Mair. “First the coronavirus crisis and then the tragic killing of George Floyd. It’s not enough to hold values implicitly now. We have a responsibility to be explicit about what matters to us, to take action to protect others both from the virus and racism. Influencers need to show their values not only by what they say, but also by what they do and the brands they wear.
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