Why Is ‘Influencer’ Still a Dirty Word?

Influencer marketing has become a significant aspect of the fashion industry, with social media influencers commanding larger partnerships than ever before. However, the role of influencers has evolved, and they now operate under different rules compared to their predecessors. This development has made influencer marketing more intricate, as the number of creators has increased, consumers have become more skeptical of overt advertisements, and platforms like Substack have gained prominence.

To maintain their competitive edge, fashion brands must adapt their strategies in response to these changes. As influencer marketing becomes increasingly crucial and creators demand higher compensation, brands face the challenge of sifting through a growing volume of data to make informed investment decisions in their influencer campaigns. Diana Pearl, Senior News and Features Editor at The Business of Fashion, based in New York, drives BoF's marketing and media coverage.