On 9/25/17, influencer Arielle Charnas of @SomethingNavy released her first clothing collection with department store Nordstrom. The pieces (which ranged in clothing, shoes and accessories) were supposed to be available at 9AM EST. After some technical difficulties, the collection was released at 12PM EST. According to Arielle’s husband, Brandon Charnas (@bcharnas), the collection was sold out at 1pm EST.
Rachel Strugatz of WWD discusses influencer marketing in her piece, Digital Download: The Power of Influencer Referrals. According to Strugatz, four out of every five of Nordstrom.com’s mobile web visits come from referral traffic driven by an influencer. Brands have made it easier and easier to shop with tools like rewardStyle and LIKEtoKNOW.it where consumers can easily purchase what they’re seeing on Instagram by simply ‘swiping up.’ With every ‘swipe up,’ influencers make $ and with every swipe that leads to shoppers entering their apple ID to pay (or simply placing their thumb on the home button), they make even more $$$.
Fashion influencers are driving sales like crazy. Chriselle Lim is behind the blog, Thechrisellefactor.com, which is the fourth highest traffic driver in e-commerce — reportedly on track to hit $1 billion in retail sales this year, Strugatz writes:
“Influencers don’t only show off their Gucci loafers and Celine bags, but they let followers into their personal lives which creates a connection with their audience. Charnas posts photos of her adorable toddler, Ruby, daily while Laura Eurdolian not only shares stories of herself opening beauty packages but she also recently showcased her best friend’s wedding, where she was the best man. Strategic moves of letting people into their everyday, personal lives somehow works – and consumers follow, like, comment, DM and just like that become obsessed.”
I’m guilty of it too. Following Arielle Charnas on IG stories is my favorite past time and with her growing number of followers and brand collaborations, we (the audience) are not going anywhere, at least not anytime soon.
Posted by Lana