Influencers news and archive

Zara creates its 'casita' and launches 'The Fold-er': an editorial section with influencers and trendsetters

Madrid – Zara has launched a new initiative. As part of its strategy to continuously offer “the best possible experience for our customers,” in the words of Óscar García Maceiras, chief executive officer of Inditex, the Spanish fashion multinational's flagship chain has just launched “The Fold-er”. This is a new section on its online platforms,...

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Business

Influencers as KPIs: In 2026, brands will demand marketing, not promises

Influencer marketing in Europe is currently in a consolidation phase. According to the latest report from Kolsquare, the sector has moved beyond its experimental stage and has now become a fundamental tool in marketing strategy. Today, companies no longer collaborate with content creators merely to “be present” on social media; they now seek...

Fashion

UK shoppers buying luxury fashion directly through social media

Over a quarter of UK shoppers buy luxury fashion and beauty items directly through social media, even though the luxury goods sector is traditionally associated with exclusive, in-person retail experiences. According to the WPP survey of 2,000 consumers conducted by YouGov, 27 percent of UK fashion and beauty shoppers who follow influencers have...

Fashion

Luxury influencers vanish from Chinese social media in wealth crackdown

Chinese social media censors have blocked multiple influencers known for showing off their lavish lifestyles after an official campaign to curb displays of ostentatious wealth online was announced. The Douyin account of Wang Hongquan, a content creator who amassed more than four million followers with videos showing off designer outfits,...

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Fashion

FW24 Fashion Month’s top influencers include K-pop stars

As previously reported by FashionUnited, according to a report put together by image agency Karla Otto in collaboration with Lefty, the FW24 ready-to-wear runway collections generated an earned media value (EMV) of more than 527.5 million dollars. In the report, the two agencies published the results following their analysis of Instagram posts...

Fashion

Social media drives Gen Z shopping habits

LTK, the creator-guided shopping platform, has revealed that influencers are driving the majority of Gen Z’s shopping decisions, with 79 percent stating that their shopping originates from social media. According to LTK’s latest ‘Gen Z Shopping Study,’ social commerce has a major impact on Gen Z shopping behaviours, both online and in-store,...

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Fashion

Influencers can help people switch to sustainable living

Research from Unilever suggests that social media influencers can have a positive impact on consumer behaviour, especially when it comes to sustainability. Unilever partnered with a cohort of eco-conscious influencers and behavioural scientists to examine the role of influencer content in impacting sustainable choices. In partnership with the...

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Fashion

Sustainable influencers take on fast fashion

Paris, France - Sustainable influencer Masego Morgan was shocked when a fast fashion giant offered her 1,000 dollars (about 811 pounds) for a single social media post to promote its brand. Not only had the South African social media star never been offered that kind of money, the company represents exactly what she is against: overconsumption of...

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Business

YouTube creators can now monetise revenue via short-form video

It may have been a long time coming, but YouTube will officially let creators monetise ad revenue on its short-form video making platform, Shorts, from February. Shorts is the short-form section of the video-sharing website YouTube, hosting content much like YouTube's primary service but in a vertical format with a maximum length of 60 seconds....

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Fashion

Is New York Fashion Week making a comeback?

Before COVID-19 plagued the world and threw a wrench in our lives, Fashion Month proceeded as per usual. There was the usual run of shows, the celebratory after-parties, and a nearly endless pool of social media content. New York Fashion Weeklong had the honor of kicking off the inaugural Fashion Month, but in the years before COVID-19,...

Fashion

Pinterest launches first UK Creator Fund for under-represented creators

Social media network Pinterest has launched its Creator Fund in the UK to elevate under-represented creators, following the successful launch in the US last year. The Creator Fund aims to reduce barriers of entry for creators from historically marginalised communities, including Black, LGBTQIA+, Asian, Indigenous people, as well as people with...

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People

Chinese influencer dubbed 'livestream queen' hit with record fine

The social media accounts of an influencer known as China's 'livestreaming queen' disappeared on Tuesday, after she was ordered to pay a record 200 million dollar fine for tax evasion. Huang Wei, known by her username Viya, is one of China's most prominent livestreamers in an e-commerce sector that has accelerated its rapid growth despite the...