Category
Lifestyle
Assisted Choices
Trend cluster
Category
Informed
Influencer
Fashion bloggers identify blind spots within mainstream fashion.
3.6
Trend score
Trend
What is the Informed Influencer trend?
Informed Influencer: Younger, digitally-savvy generations are often more likely to turn to social influencers for advice than to conventional celebrities or mainstream media. These Internet personalities appeal to Millennials and Gen Z not only because they are more relatable, but also because they use their social platforms to confront issues of under-representation or ethics in the fashion industry. This progression speaks to the democratizing force of Internet culture across industries.
Trend themes
Themes within the Informed Influencer trend
Three behaviours holding the trend together01
Influencer democratization
The rise of social influencers confronting issues of under-representation or ethics in fashion industries appeals to younger, digitally-savvy generation who look for relatable advice from unconventional celebrity sources.
02
Personalized beauty blogs
The rise of natural hair and modest fashion bloggers among African-American millennials provides an accessible platform for sharing information and advice on beauty, style, and hair care that caters to a previously underserved demographic.
03
Inclusive marketing
The emergence of unapologetic underwear campaigns that showcase beauty diversity and the success of African youth media platforms that reach the largest segment of African millennials demonstrate that brands can successfully cater to diverse populations with personalized, relatable content.
Industry implications
What the Informed Influencer trend means for industry
Where the trend changes the playbookFor
Fashion industry
Offering personalized fashion pieces to all body types enable designers to reach out to a previously underserved group of consumers.
For
Beauty industry
Innovative beauty bloggers who offer accessible and personalized beauty tips and advice can enhance the already-saturated beauty industry with a new, inclusive consumer base.
For
Marketing industry
Marketing campaigns can reach diverse populations with personalized, inclusive marketing strategies that showcase diverse beauty and culture.
Workshop question
How can your brand tap into influencer culture?
Trend signals
Trend signals for Informed Influencer
Trend score 3.6 out of 10, from popularity 55%, activity 45%, freshness 8%.
Popularity55%
Activity45%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Informed Influencer trend
6 featured examples from Apr 8, 2015 to Apr 27, 2016CategoryFashion
Curvy Blogger Collections
The Nadia Aboulhosn x Boohoo Capsule Collection is Fierce
Companies can create more inclusive clothing lines by featuring diverse body types and providing a range of sizes, like Nadia Aboulhosn's capsule collection.
CategoryFashion
Modest Fashion Bloggers
The 'Haute Muslimah' Provides Fashion Advice for Modest Women
Fashion retailers can create modest fashion lines that cater to the needs of Muslim women and other modest dressers, leveraging the growing interest in modest fashion bloggers.
CategoryPop Culture
Natural Hair Beauty Bloggers
This YouTube Blogger Provides Tips for Natural Hair Care
Manufacturing companies can capitalize on the demand for natural, low-maintenance beauty products by developing new, innovative products that cater to this market.
CategoryPop Culture
African Youth Media Platforms
OMG Digital Describes Itself as the BuzzFeed for Africa
Media companies can seize the opportunity to provide tailored and engaging content to African millennials, capturing market share and growing their user base.
CategoryMarketing
Unapologetic Underwear Campaigns
The Latest Aerie Commercial Features Model Barbie Ferreira
The fashion industry is ripe for disruption as more consumers demand diversity in their representation, embracing varied body types and styles.
CategoryFashion
Plus-Size Vintage Bloggers
This Blogger Helps Plus-Size Women Find Stylish Vintage Clothing
Fashion retailers can leverage the growing influence of plus size bloggers and offer a wider range of sizes and styles, including vintage clothing.
