#E36 – INFLUENCER MARKETING FOR FASHION BRANDS W/ PHOEBE LOCKE @FARFETCH

Many still associate influencer marketing with fast fashion, but as the channel has evolved we have seen that it is actually a strong platform for a wide range of products. Ultimately, it all comes down to where your target audience can be reached and how they want to be communicated with – and that’s true regardless of whether you’re promoting fast fashion, social causes, or – as we’re going to talk about in this episode – the high-end fashion segment.

To unpack this with us, we have Phoebe Locke in the studio. Phoebe is an Influencer Marketing Executive at FARFETCH, the world’s leading retail platform for the luxury fashion industry. In this episode, Phoebe shares her thoughts on the role of influencer marketing in today’s competitive retail landscape, and offers insights into the ways she thinks influencer marketing differs in the luxury sector compared to fast-fashion.

We’ll be talking about:

• Why the fashion industry needs to change their perception of influencer marketing
• The case for a long-term approach to influencer marketing
• What brands should consider to appeal to the Gen Z audience