Influencer Marketing: Internship, fashion and COVID-19 by Evi

About IMA and my internship  For a couple of months now, I have been an intern at Influencer Marketing Agency (IMA) and I would happily share some interesting facts about the company and influencer marketing in the fashion industry and in times of COVID-19.  Let me first introduce IMA as a company. IMA is the pioneer of the influencer marketing movement. It all started with Maddie Raedts and Emilie Tabor setting up a fashion blog. Soon they realized how powerful so-called influencers could be and that is how IMA came to exist: A full service agency for brands who wish to communicate through world’s most powerful bloggers, vloggers and social media influencers.  Influencer marketing is super relevant in the fashion industry. As a matter of fact, #fashion is the most popular hashtag on Instagram. IMA collaborates with big brands such as Tommy Hilfiger, Zalando and Armani Exchange. If you would like to view the Tommy Hilfiger IMA case study click this link: https://www.youtube.com/watch?v=aMHLp0tug0Q&t=30s.   Influencer marketing in times of COVID-19 There have been some interesting shifts in influencer marketing during COVID-19. Amongst others, there is a shift from luxury to health, wellness and mindfulness. Before COVID-19, influencer marketing, in the fashion industry especially, was mostly about luxury. Not surprisingly, influencers sharing comfort and luxury products, is not appreciated in the hard times we find ourselves in now. Therefore, there is a significant change in content. Content is more focused on people’s well-being, both physical and mental. Fashion and beauty influencers also collaborate with governments and health institutions now, to get the word out about social distancing and safety. An example is Chiara Ferragni who partnered with Oreo to make a clothing line. The famous influencer donated 100% of the proceeds to help fight against COVID-19. Like almost every other industry, the influencer marketing industry is hit by the virus. Events attracting influencers, such as Coachella or every other influencer trip obviously is cancelled. Especially travel influencers have to be creative and find new topics to post about. Nevertheless, influencer marketing can be even more important during Corona, as people now have turn to influencers for inspirational content. People are using social media more than ever to look up home recipes, home workouts and online shops. Some people even wonder if influencer marketing might be changed forever due to Corona. It is always important for influencers to be as authentic as possible, but in a recession or after it is even more essential for influencers to be trustworthy and show empathy.  If you have any questions about IMA, influencer marketing or my internship, do not hesitate to contact me: evivdzanden@outlook.com