A Study on Influencer Marketing Impact on Fashion Garments
*Dr P. Yadaiah
Associate Professor, CSI Institute of PG Studies, Secunderabad
Abstract:
The modern marketing era spreading its wings into so many directions by crossing traditional channels to ultra-modern channels. In this journey digital marketing paly a vital role to impact product sales and change buyer behavior. The digital marketing also has its own self defined wings like Influencer marketing via short term videos and reels to explain product features in short videos to change buyer mind set. The essence of influencer marketing transforms passive viewers into engaged consumers, making it a vital, data-driven strategy for boosting branded garment sales and cultivating brand loyalty. influencers have emerged as powerful forces in setting trends, endorsing brands, and influencing consumer behaviour. They have dismantled traditional boundaries, transforming the way brands engage with their audiences. Fashion is one of the industries that has most fully embraced influencer marketing, and for good reason. The inherently visual nature of fashion aligns perfectly with platforms where aesthetics and imagery reign supreme. Instagram has long been a hub for fashion creators, while newer platforms like TikTok and YouTube are rapidly growing, offering creators additional avenues to showcase their style and insights through video content. Fashion enthusiasts are increasingly seeking shopping inspiration on social media, where creator and celebrity endorsements significantly impact their buying decisions. Nearly 29.5% use these platforms to discover items, making them 70% more likely to rely on these platforms for shopping inspiration. The present paper focusing on influencer impact on branded garments with reference to influencer originality, size and gender of influencer and level of customer engagement was tested with a sample of 100 social media activist to measure influencer impact on buying behaviour.
Keywords: Social Media, Brand Power, Celebrity Fame, Sales Volume
