Fashion Business Context | A Change in Advertising in the Mass Market: The Rise of the Influencers

This report will investigate how advertising has changed in recent years due to the rise of social media influencers and what this means for the fashion industry, focusing on the mass market sector, which will be defined, key players outlines and analysed through the use of market mapping, PESTLE and Portes Five Forces. Three brand case studies using social media influencers for advertisement or collaborations with influencers will be presented, in order to look at the immediate effects on sales and how important the choice of influencer is for the brand. The effects on the consumer and the issues this form of advertising can create will be investigated in order to analyse this form of advertising effectively. Recommendations for the future of the sector will be made and solutions will be suggested for the issues around the topic.