To build deeper, more authentic relationships with consumers, brands like Claire's and Pacsun are launching their own communities of creators to help create content, provide product inspiration, and advise on marketing campaigns.
“Brands are looking to go beyond social posts and deepen their relationships with influencers and creators,” said Keith Bendes, vice president of strategy and partnerships at influencer marketing firm Linqia. “This includes creative consulting, product testing, sourcing industry insights, and more.”
Young at heart: Alongside the spring collection, Claire's launched The Collab, a group of rotating Zalphas generation (born on the cusp of 2015). generation z and alpha generation) Who influences Claire's content, communications and activations.
- The first members of the collaboration range from 7-year-old Ayla Palmer, creator and designer of the AY fashion line, to 17-year-old Kaylee Foxhoven, a youth soccer player.
- Throughout the year, members of The Collaboration help Clare style photo shoots, create content, host events, and share stories, each bringing their own talents to the table.
- For example, up-and-coming fashion designer Ashlyn So wears her designs in campaign photos, and Pad Project co-founder and Academy Award-winning documentary producer Maggie Sophie Brown appears behind the scenes. Contributed to the photography and film.
Get creative: Pacsun launches The Pacsun Collective, inviting the brand's community of content creators, photographers, videographers, stylists, designers, musicians and digital artists to join the creative process and help create campaigns and products. Ta.
- The group worked with Pacsun's in-house creative team to help co-create the retailer's Spring/Summer 2024 campaign.
- The group will also collaborate on co-creating store windows, events and social media content.
- “Social is the main catalyst for culture these days, and culture determines brand relevance,” Bendes says. “So brands are quickly realizing that the people who understand social best are their most valuable resource, which is why partnerships like this are happening.”
Next phase: These new creator-led groups are influencer marketing Bendes said it's evolving as brands realize the different ways they can leverage creators.
“Many brands create different ‘buckets’ for creators to live within. Some brands prioritize reach as a distribution channel, while others consider content skills to create as an alternative, and some brands are prioritizing it as a consultancy, taking into account their understanding of the category and core consumers.”
Bendes believes this trend will accelerate next year as brands strengthen their creator-focused strategies.
- More than half (51%) of U.S. brands and agencies will have some or very strong focus on creator/influencer advertising and partnerships in 2024, according to a November 2023 report from the Interactive Advertising Bureau (IAB). He said he would put it.
- Also according to the IAB, 44% of US advertisers expect to increase their investment in creator content in 2024.
Collaborating with creators can be especially helpful for brands that want to connect with younger consumers and stay on trend.
- According to a January 2024 YouGov survey, more than half (52%) of U.S. adults ages 18 to 28 say their purchasing decisions are influenced some or very often by social media influencers. ing.
- According to Nfinite's November 2023 data, 31% of Gen Z consumers in the US say they participate in influencer marketing/brand collaborations at least once a week.
- “These groups are providing brands with an efficient way to learn about cultural trends, especially when it comes to beauty and fashion,” said Christina Lawrence, executive vice president of content and consumer experience at marketing agency Razorfish. “There is,” he said. She said: “We now have a mechanism in place that allows us to be more predictive and listen to key consumers in the field.”
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