The Growth of Fashion Creators and 3 Ways they Impact the Industry
It is estimated that by 2026, the size of the Indian fashion market will grow to a $106 billion industry. A primary reason for this growth can be attributed to a growing tribe of fashion influencers who are setting the bar high for the aspirational youth of this country. From luxury brands, and fast fashion giants, to homegrown labels, everyone understands this change all too well.
As per a recent report, the influencer marketing budget increased by 40% in 2021 and by the end of 2022, many brands, including fashion labels would have spent a staggering 1,300 crore on it.
Fashion influencers send out very customized messages and it often stems from their personal reasoning and ethos. This resonates quite well with the end consumer who is looking for true value and authenticity. It’s safe to say that the creator economy is not just booming, but it will also pave the way for how brands think, operate and deliver. Here’s how!
Compelling Storytelling Impacts Customer Decision
As opposed to age-old celebrity endorsements, where the face of the brand speaks briefly about the product, influencer endorsement is accompanied by compelling story-telling. In the field of fashion- styling tips, quality of the garment, and online representation versus the actual feel of the apparel are common content themes influencers put out.
There are enough studies to support that the end customers trust the reviews of social media influencers over celebrities as it is more insightful, detailed and genuine. Social influencers speak from their heart and constantly update their social media pages with good and visually stimulating content to retain and grow their followers.
These straight-from-the-heart reviews do impact buying decisions of the customers. For instance, last year the much anticipated Kylie Jenner swim line received massive backlash from customers and influencers alike due to the product's poor quality material and sloppy design. Soon after, the social media star stopped promoting the line on Instagram and has not reprised the collection since. It is also being speculated that Jenner is working to improve the swim line and may relaunch it in the future.
Growth of Conscious Fashion
Conscious or sustainable fashion is an umbrella term used for the production, consumption and disposition of textiles or a garment in a way that is ecologically friendly and ethically sourced. Meaning that all activities involved in the production of the end product should not only have any negative effect on the environment but also encompass social justice and integrity.
However, these are not new concepts and activists and ecologists have been talking about them right from the early 1980’s and 90’s. To a large extent, US-based social media influencers like Aditi Mayer @aditimayer, Shannon @shannondoots and many more like them have brought the dialogue of conscious fashion to the mainstream. Today customers are interested to know how a garment or apparel is sourced before buying the product.
In India, there are a host of fashion influencers who live and breathe sustainable fashion. This change has prompted celebrity designers like Ankita Dogre to launch their sustainable fashion brand called “Grassroot”. Doodlage and Liva are other fashion homegrown brands that are reigning high on sustainable fashion.
The conscious fashion market is also expected to grow $10.28 billion in 2026 with an annual growth rate of 8%. Many fast fashion names like H&M, Zara, Asos, Forever 21 and the like are jumping on the bandwagon of green fashion. This is rather paradoxical, but indicative that brands are listening.
Small City, Big Dreams
The Urban and not-so-urban divide has become an imminent part of the influencer marketing ecosystem. At the nascent stage of its development, most influencers hailed from metro cities like Delhi, Mumbai or Bangalore. However, in recent times the barriers are breaking. In the last 3-4 years, there is a growing number of influencers from small towns in remote areas of the country.
Neel ranaut sarkar, who goes by the hashtag #VillageFashionInfluencer took the internet by storm with his eclectic sartorial taste. Just like him, there are many social media influencers across small villages and towns in India who are making a big impact in their communities and regions. Several big brands have already realized their potential and joined hands with them, many more will work with them in the future.
Being a fashion influencer is more than just looking good and stylish. Although those aspects are a big part of the game, influencers across India and the world are giving more meaning to fashion.
Many are activists who are talking about women’s rights, the environment, equal pay rights and much more. They are calling a spade a spade, prompting brands to listen. But most importantly, it is enabling young Indians to pursue their dreams, irrespective of their region, gender, sexuality or social status. This is a big Win! Brands can certainly put out and strong and well-thought-out message to their audience through these influencers, with the help of galleri5 Creator Stack!