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Influencers Are the Retailers of the 2020s
TikTok, Depop, and Instagram have created a new kind of fashion influencer: the vintage micro-curator. Their power lies not in designing clothes, but in storytelling — spinning historical context, designer lore, and aesthetic moodboards into content gold. This type of content is coming along leaps and bounds, and there’s real value in this narrativ... See more
The future of fashion shopping online is where content, community, and (re)commerce collide. Younger consumers are looking for a safe, “third space” online to express their authentic style and to shop cute clothes from trusted peers.
Danielle Vermeer • Goodwill Hunting #21: joining a startup
The archetypal influencer produces life-style porn of one form or another, playing up the aspirational glamour of their own home or meals or vacations. The new wave of curators is more outward-looking, borrowing from the influencer’s playbook and piggybacking on social media’s intimate interaction with followers in order to address a body of cultur... See more
🛟✨The Nexialist #0177
Meanwhile, the more recent rise of social media — plus digital publishing and the continued growth of e-commerce — has given brands strong incentives and tools to build direct relationships with their clientele, skipping the retail middlemen and keeping the rest of their margin.
Dan Frommer • The end of Need Supply
Indeed, in the increasingly commercialized, social media-focused, and sprawling internet environment of the early 2010s, the notion of “digital influence” became an efficient means of identifying people’s value: amid the immense noise of social media content, who should be singled out as worth listening to, what should they say to obtain and mainta
... See moreEmily Hund • The Influencer Industry: The Quest for Authenticity on Social Media
In the Influencer 2.0 era, anyone will be able to launch a brand.