Business | Under the influence

The business of influencing is not frivolous. It’s serious

Influencers are becoming brand ambassadors—even for the poshest of brands

Apr 2nd 2022|Paris

LUXURY BRANDS used to speak in monologues. News about their latest collections flowed one way—from the boardroom, via billboards and editorial spreads in glossy magazines, to the buyer. In the age of social media, the buyers are talking back. One group, in particular, is getting through to fashion bosses: influencers. These individuals have won large followings by reviewing, advertising and occasionally panning an assortment of wares. Their fame stems not from non-digital pursuits, as was the case with the A-list stars who used to dominate the ranks of brand ambassadors, but from savvy use of Instagram, Snapchat or TikTok. Their posts seem frivolous. Their business isn’t.

This article appeared in the Business section of the print edition under the headline “The rise of the influencer economy”