Google Trends reveals that Bondi Sands’ brand familiarity has dramatically increased over the past three years, despite little physical representation in retail stores. Australian self-tanning brand Bondi Sands is sold only in select US retail stores, yet its products have achieved familiarity in regions where it has no physical presence at all, thanks to influencer content in key markets. The influencers generated 79 total Instagram posts, generating more than 55,000 likes and giving the brand a total potential reach of 2.7 million potential customers.Įmerging brands are seeing similar success with influencers. M&S engaged Shopping Links to create the guest list, which featured leading influencers Bec Judd, Nadia Fairfax and Kate Waterhouse, as well as 49 fashion bloggers and social influencers with strong followings in M&S’ key markets. The brand launchd with an influencer event that allowed key fashion and lifestyle bloggers to personally meet with key figures from M&S, learn the brand history, and see new products. The iconic British retailer has no brick-and-mortar presence in Australia, yet its brand awareness, customer loyalty and revenues have steadily grown since launching a dedicated eCommerce website in 2016.
Now, thanks in large part to influencer relationships, brands are grabbing market share on the strength of their online presence alone, even in competitive categories like department stores. Breaking into a new region once meant hiring a team of real estate experts and a local PR team. The trend toward eCommerce is leveling the playing field for brands looking to enter global markets. Going global? eCommerce Levels the Playing Field As brands move away from establishing a physical presence in their target markets, influencers have become vital brand ambassadors, creating the buy-in local consumers need to engage with an overseas brand entering the market.
In the US, online apparel and accessories sales are already outpacing sales made in stores. Global fashion eCommerce sales are expected to reach an astounding $713 billion USD by 2022, up from $418 billion, even as in-store purchases decline. Subscribe to our industry newsletter for the latest influencer marketing trends, collaboration ideas, and up-and-coming bloggers.Īs retail brands close their brick-and-mortar stores at record rates, commerce is rapidly becoming simply “eCommerce” – particularly for fashion brands.
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