When Gigi Hadid launched her own Tommy Hilfiger collection, Caro Daur launched her first MAC-lipstick and Farina Opoku promoted her own NA-KD-Collection all their followers went wild. Partnering with Influencers to launch personalised product lines or collections seems to be the new trend. And it works!
Cooperation’s like these have customers running to stores, product selling out within hours of being put on the shelves and social media exploding with consumers posting their newly acquired items.
It starts with the very principle influencer marketing is based on. To be called an Influencer means you have an audience which looks up to you, values your opinion and in many cases will take that opinion into account for their own purchases. This comes from the fact that influencers are individuals, meaning they have their own style and way of communicating which makes them very relatable as opposed to the rather un personal “entities” which brands represent.
It is this personal connection that drives the amazing results some brands get by partnering with influencers. All of a sudden the brand is positioned and seen from a completely different perspective, because if the influencer I follow likes it, then it must be something good, right?
One-off cooperations are great but we have realised we can get far more value out of a lont-term cooperation with the Influencer. (DESIDERIUS)
By partnering with the influencer to co-design a product line the brand gets incredibly valuable feedback on what will work for their audience (which is in the end their target customer).
In addition, there is nothing more personal for the influencer than to be able to promote their own products to their audience. By designing their own product or collection the influencer’s style and brand’s target are 100% aligned, meaning the influencer will be able to fully commit to promoting the product over longer periods of time.
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NYC! SUPRISE! The final stop of the #TOMMYxGIGI #TogetherTour is TODAY .... the first 100 fans to get to the @tommyhilfiger WATCH COUNTER at @Macys Herald Square NYC will get a meet & greet wristband! Gigi is so excited to see you (around 6pm)!!! ❤️ #tommyhilfigerwatches
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