The battle of The Fashion Retail Giants to Capture Millennials: Examples from Boohoo, H&M, New Look, Asos and Primark 

Key Weapon for Battle – INFLUENCERS

The clue is in the name: essentially, they are individuals who have the ability to influence the opinions or buying decisions of your target audience, largely thanks to their social media following Simpson (2015).

According Trammell & Keshelashvili (2005), influencers influence by impression management tactics and self-presentation. In addition, this idea holds central from everything that happens after that. They use their personal attributes to engage with consumers which increases their followings due to the interest created. Each influencer has a different type of appeal whether it be inspirational, analyst, activists etc. Many industries have seen the positive impact that they can have on their brand. The fashion industry, is a sector that have really capitalised on the use of influencer marketing. Boohoo Influencer Example – Jordyn Woods

Source: The battle of The Fashion Retail Giants to Capture Millennials: Examples from Boohoo, H&M, New Look, Asos and Primark | it382

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