In today’s digital age, influencer marketing has become an integral part of any fashion brand’s marketing strategy. The fashion industry is highly competitive and ever-evolving, and influencer marketing can help brands stand out, build trust, and drive sales.
In this post, we will focus on how Indian ethnic fasion brands can unlock the power of influencer marketing to ensure their success in today’s market.
The Indian Ethnic Fashion Industry
The Indian ethnic fashion market is growing at an unprecedented rate. According to a recent report, the Indian ethnic wear market is expected to reach $22.8 billion by 2023. With a large population and a rich cultural heritage, India offers a vast market for ethnic fashion brands. However, the industry also faces its fair share of challenges. From reaching the right audience to building a strong brand identity, Indian ethnic fashion brands have their work cut out for them.
Influencer marketing can help Indian ethnic fashion brands overcome these challenges and succeed in today’s market. Influencer marketing is all about leveraging the power of social media influencers to promote your brand and reach your target audience. Influencers have a large and engaged following, and their endorsement can help increase brand awareness, drive sales, and build trust among consumers.
One of the key benefits of influencer marketing is its ability to reach a targeted audience. Indian ethnic fashion brands can collaborate with influencers who have a large following within their target market. This allows the brand to reach the right audience, at the right time, with the right message.
Example
Let’s take a look at some successful influencer marketing campaigns for Indian ethnic fashion brands. One example is the campaign run by Indian ethnic wear brand, Manyavar. The brand collaborated with popular Bollywood actor, Varun Dhawan, to launch their new collection. The campaign was a huge success, with the brand seeing a significant increase in sales and brand awareness.
Another example is the influencer marketing campaign run by Indian ethnic wear brand, Utsav Fashion. The brand collaborated with popular fashion influencers, such as Aashna Shroff and Anushka Reddy, to showcase their latest collection. The campaign was a huge success, with the brand seeing a significant increase in sales and brand awareness.
Best practices for identifying and working with influencers in the Indian ethnic fashion industry
1.Relevance
Identify influencers who have a genuine interest in your brand and its products. For example, if your brand specializes in traditional Indian ethnic wear, look for influencers who frequently post about traditional Indian fashion and have a strong interest in it. This will help ensure that the content they create for your brand will be authentic and engaging for their followers.
2.Reach and Engagement
Look for influencers who have a large and engaged following within your target market. For example, if your target market is women between the ages of 25-35 in India, look for influencers who have a large following in this demographic and high engagement on their posts. This will help you reach a wider audience and increase your chances of success.
3.Authenticity
Look for influencers who have an authentic following and engagement on their profiles. For example, check for influencers who have a high percentage of real followers rather than fake followers. This will help you ensure that their followers are genuine and not fake and the engagement on their posts is authentic.
4.Brand fit
Identify influencers whose personal brand aligns with your brand values and message. For example, if your brand is focused on sustainable and eco-friendly fashion, look for influencers who align with this message and have a similar brand identity. This will help ensure that your message is delivered in the right way, and the audience will be more likely to connect with it.
5.Audience demographics
Look for influencers whose audience demographics align with your target audience. For example, if your target audience is primarily based in India, look for influencers with a strong following in India to ensure you reach the right people.
6.Collaboration history
Research the influencer’s collaboration history and look for brands or campaigns they have worked on in the past that are similar to your own. For example, if you are looking for an influencer to work on a traditional Indian ethnic wear campaign, look for influencers who have worked with similar brands in the past and have a good track record.
7.Legal and Compliance
Make sure the influencer is following the guidelines and regulations set by the government and social media platforms. For example, in India influencer need to disclose sponsored content, so it’s important to make sure the influencer you are working with is following these guidelines to avoid any legal issues.
8.ROI
Look for influencers who have a proven track record of delivering results. For example, look for influencers who have a history of driving sales or increasing brand awareness for other brands they have worked with. This will help you maximize your return on investment.
9.Creativity
Look for influencers who have a unique and creative approach to content creation. For example, influencers who have a strong visual aesthetic or those who use new and emerging technologies like AR and VR to create engaging content.
10.Niche expertise
Identify influencers who have niche expertise in a specific area related to your brand. For example, if your brand specializes in luxury Indian ethnic wear, look for influencers who have a strong understanding of the luxury fashion industry and can provide valuable insights and advice.
11.Influencer’s own audience’s behavior
Look for influencers whose audience is actively engaged and interacts with the influencer. For example, influencers whose audience frequently leaves comments and asks questions on their posts. This can indicate that the audience is invested in the influencer’s content and more likely to engage with your brand as well.
12.Multilingual Influencers
Identify influencers who can speak more than one language. For example, if your target audience is primarily based in India, look for influencers who are fluent in multiple Indian languages such as Hindi, Bengali, and Tamil. This will be particularly useful if your target audience is multilingual and you want to reach them in their preferred language.
13.Influencer’s Community Building
Look for influencers who have a strong community building skills. Influencers who have successful community building abilities can help create a loyal customer base and drive repeat business for your brand. For example, look for influencers who have built a loyal following on social media, host regular events and engage with their followers regularly. They can use this skill to build a loyal community for your brand as well.
14.Seasonal Influencers
Identify influencers who have a strong following and engagement during specific seasons. For example, if your brand specializes in Indian ethnic wear, you can look for influencers who have a strong following during the wedding season. This will help you reach your target audience at the right time and increase your chances of success.
Measuring the Success of Influencer Marketing for Indian Ethnic Fashion Brands
Besides the commonly tracked metrics, such as Sales (number of products sold, the revenue generated, and the return on investment etc.), brands should also look at the following metrics-
1.Brand awareness
One of the key metrics for measuring the success of influencer marketing campaigns is brand awareness. Indian ethnic fashion brands should track brand awareness before and after the influencer campaign to measure the impact of the campaign on brand awareness. This can be done by tracking the number of brand mentions, the number of website visits, and the number of social media followers.
2.Engagement
Another important metric for measuring the success of influencer marketing campaigns is engagement. Indian ethnic fashion brands should track engagement before and after the influencer campaign to measure the impact of the campaign on engagement. This can be done by tracking the number of likes, comments, shares, and views on social media posts.
3.Social media sentiment
Indian ethnic fashion brands should track the sentiment of social media posts before and after the influencer campaign to measure the impact of the campaign on the brand’s reputation. This can be done by using sentiment analysis tools to analyze social media posts and identify the overall sentiment towards the brand.
4.Multi-channel Engagement
Brands should track engagement across multiple channels before and after the influencer campaign to measure the impact of the campaign on multi-channel engagement. For example, track engagement on social media, website, email, and other digital channels.
5.Influencer’s own audience’s behavior
Another important metrics to be tracked is the behavior of the influencer’s own audience before and after the campaign to measure the impact of the campaign on the influencer’s audience. For example, track the number of comments, shares, and views on the influencer’s posts before and after the campaign to see if there is any change in engagement.
In conclusion, influencer marketing can be a powerful tool for Indian ethnic fashion brands looking to succeed in today’s market. By leveraging the power of social media influencers, brands can increase brand awareness, drive sales, and build trust among consumers. By identifying and working with the right influencers, and setting clear goals and objectives, Indian ethnic fashion brands can maximize the impact of their influencer marketing campaigns.
Influ-Empire has a huge database of Influencers that will be perfect for Indian ethnic brands. Feel free to contact us for more info.