ESSAY BRIEF 2: “INFLUENCER MARKETING”
Caption: TikTok’s Highest-Earning Influencers 2020 (left to right: Josh Richards; Lauren Grey; Dixie D’Amelio; Charli D’Amelio; Addison Rae Easterling)
Through social media and realtime campaigns, KOLs (Key Opinion Leaders), celebrity brand ambassadors and/or talent-related endorsements are of great importance to fashion brands. Digital influencers have proved to have real-time, direct, rapid and interactive two-way communication with followers. Detail the argument for fashion brands using influencers to endorse their brands and recommend how this strategy might be considered appropriate for targeting new customers or new directions for a brand. Use specific examples of individuals and brands in discussion. Reflect on what could be threats or a downside to this marketing strategy.
YOUR ESSAY WILL BE MARKED ON THE FOLLOWING CRITERIA
A1: Demonstrate you have understood the strategic workings of the international fashion marketplace and connections and practices regarding your choice of ways to consider how to implement relevant and realistic marketing strategies.
A2: Demonstrate you have understood how organisations realise and operate marketing strategies in the 21st century bringing in global contextual forces, geo-political, economic, social, technological, environmental and ethical issues.
B5: Ensure you have evaluated, and used critical thinking and analysis of your organisation within your essay to align with relevant theories and concepts and/or new hypotheses when dealing with uncertainty and complexity in light of emerging cultures or systems and the ensuing climate crises.