The Influencer Effect: Unveiling the Impact of Fashion Influencers on Trends, Consumer Behaviour, and Collaborations with Brands

Influencer marketing is a highly impactful marketing method for brands to connect with their audience. According to the Influencer Marketing Benchmark Report 2023, the influencer marketing industry is expected to reach about US$ 21.1 billion by the end of 2023.

Therefore, it is wise to pursue a Bachelor of Design course from a premier educational institute like Manipal University Jaipur and become a fashion influencer, fashion blogger etc. It will open a sea of opportunities with excellent perks. Keep scrolling to know more about the programme.

Today we will explore the influencer effect on consumer behaviour, collaboration with brands and evolving trends. Let us begin.

The Fashion Influencer Effect on Consumer Behaviour and Brand Image

The fashion influencer effect refers to the impact and influence generated by fashion influencers through content creation on their personal pages and channels on social media platforms like Instagram, Facebook, YouTube etc. The relationship between the fashion industry and influencers affects consumer behaviour, trends, and brand collaborations.

Trend Formation

Fashion influencers contribute significantly towards trend formation. People love to follow their favourite fashion influencers. When they see any fashion accessories, products, etc., promoted by a fashion influencer/blogger, they are likely to follow that and make it trending.

Some of the prominent fashion trends in 2023, influenced by fashion influencers, are:

Fashion brands embrace traditional craftsmanship and promote their products through fashion influencers and bloggers.

Inclusive sizing for different body types and sizes

Handwoven fabrics with embroidery designs, beads and more

A blend of Western outfits with traditional accessories like jhumkas, handball, clutches, etc

Eco-friendly and sustainable fashion

Manipal University Jaipur, the top BDes college in India, offers the industry’s best fashion design program that grooms to become industry trendsetters with a keen eye on developments.

Analysing Consumer Behaviour

We referred to a research article published in the Academy of Marketing Studies Journal by Ketan Dhillon- National Institute of Fashion Technology, Panchkula, Haryana. Here are key findings about the influence of fashion influencers and bloggers on consumer behaviour.

The sample size for the survey was 500 people who actively follow social media influencers and fashion bloggers. The participants were asked how fashion influencers affect their shopping decisions, fashion preferences, and brand perception.

75% of the respondents said they purchased a fashion product after seeing it on their favourite fashion influencer’s page, channel, or blog.

These pages improve fashion awareness. People like, follow, share, and engage with these posts, videos, etc. People also like personal life videos shared by influencers and feel connected with the fashion influencer.

70% of people said they came to know about new brands and products on an influencer’s page or blog. It significantly alters their fashion taste and preference.

People look up to fashion influencers and bloggers for advice and suggestions on fashion, trends, and more.

The research found the vital role of fashion influencers in shaping consumers’ behaviour towards fashion. And it should be an essential part of companies’ marketing and advertising mix for impressive growth in business, product launches, new announcements, and more.

Explore Bachelor of Design in Fashion at MUJ and how fashion blogging and influencers affect consumer behaviour through experiential activities.

Assessing Brand Collaborations

We have explored the significant impact of fashion influencers and bloggers on consumer behaviour and trends. It shows the importance of collaborating with fashion bloggers and influencers in marketing strategies for the fashion industry on different social media sites such as LinkedIn, Twitter, Snapchat, Instagram, YouTube, blogs, Facebook, and others.

Brands should evaluate effective partnerships with fashion bloggers and influencers to improve brand awareness, brand building, and more.

Enrol at Manipal University Jaipur for a BDes in Fashion Design and get an opportunity to intern at leading fashion houses and attend interactive sessions with fashion industry leaders through guest lectures, workshops, etc.

Top 10 Fashion Influencers in India 2023

Rohit Zinjurke

Komal Pandey

Sejal Kumar

Masoom Minawala Mehta

Be Ghent

Hunk Harsh

Prerna Chhabra

Niki Mehra Madan

Siddharth Batra

Usaamah Siddique

BDes in Fashion Design at Manipal University Jaipur

Bachelor of Design Course

It is a 4-year Degree program that offers a research and development-based market-oriented demanding career in the field of fashion. Development of a distinctive qualitative individual style in designing with innovation, understanding of the market/client, skill development and technical know-how are the critical points of the program. The highlighting feature is industrial internship opportunities with renowned Designers, Brands, Design & Export houses, as well as Entrepreneurs.

Program Highlights

Industry-experienced faculty from premier institutions

Advanced laboratories with world-class facilities

Opportunities to interact with renowned professionals

Opportunities to participate in combined studio work/field work/research work in collaboration with frontline institutions at the national and international levels

Visual aids/site visits/field work/industrial training are essential to the curriculum.

Group assignment to inculcate team spirit in budding design professionals and thus make them aware of the working methodology of a design unit

Open forums and group discussions to equip students with the concept of sharing their viewpoints and being open to other’s feedback

Conclusion

Influencer marketing is an excellent tool to raise awareness, brand building, and improve conversions. Public and private organisations leverage the fan following of fashion influencers and bloggers to boost their brand presence. Manipal University Jaipur teaches all the intricacies of the fashion industry and prepares you to become a fashion influencer, blogger and other career avenues in the fashion industry. Explore fees and placements at MUJ and apply now for the Bachelor of Design course.

Reference List

https://www.abacademies.org/articles/the-influence-of-fashion-bloggers-and-influencers-on-consumer-behavior-examination-of-the-impact-that-fashion-bloggers-and-influen-15884.html#:~:text=75%25%20of%20respondents%20said%20that,bloggers%20and%20influencers%20raises%20brand

https://digitalscholar.in/fashion-influencers-on-instagram-in-india/