The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
LONDON, United Kingdom — Not all that long ago, many brands viewed using Instagram influencers to promote a new fashion line or attend a product launch event as a promising experiment. A new survey finds the marketing technique has hit the mainstream.
Launchmetrics aims to serve as a one-stop shop for brands and agencies wanting a 360-degree view of the relationship, from the identification of influencers to the ROI of a campaign. In November 2017 the company acquired Style Coalition, an online influencer management platform that specialises in branded content campaigns, by connecting brands with influencers. The company is launching "Influencers by Launchmetrics," a tool for brands to identify and work with influencers, as well as measure the impact of campaigns. While influencer campaigns are becoming widespread, no standard exists to operate or track their success. As such, a platform that serves as a middleman between brands and influencers may be key to developing marketing budgets further.
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