The booming business of influencers in India's fashion e-commerce

The Indian e-commerce market is witnessing a gold rush, and social media influencers are at the forefront. Influencer marketing is on an all time high with brands collaborating to increase their reach among consumers across cities. Brands leverage the influencer's credibility and reliability to promote products.

What’s more fashion/apparel/lifestyle influencers don't just sell clothes; they sell a lifestyle. They curate an aspirational image that resonates with their audience, influencing their purchasing decisions. A Kofluence ‘Influencer Marketing Report 2024’ states e-commerce leads influencer marketing spending at 27 per cent, highlighting its effectiveness in driving sales and brand awareness. “Influencer marketing is no longer a 'nice to have' but a 'must-have' for brands in the Indian e-commerce space," says Ritesh Ujjwal, Co-founder, Kofluence

How it works

Influencer marketing hinges on collaborations between brands and social media personalities who have established trust and a loyal following within a specific niche. These influencers leverage their influence to promote products or services to their audience, often through product reviews, tutorials, or lifestyle content. E-commerce platforms like Myntra and Nykaa frequently partner fashion bloggers and stylists, while homegrown brands collaborate with YouTubers showcasing outfit ideas and hauls. Often, influencers create discount codes or unique URLs, allowing them to track the impact of their promotions and brands to measure campaign effectiveness. This can take various forms:

Product placements: Influencers showcase fashion items through photos, videos, or live streams.

Reviews and recommendations: Influencers share honest opinions about products, building trust with their audience.

Discount codes: Influencers offer exclusive discount codes to their followers, incentivizing purchases.

Influencers play a multi-faceted role. They act as creators, crafting engaging content that resonates with their audience. They are also curators, shaping trends and purchase decisions. Most importantly, they are trusted sources, offering authentic recommendations that hold more weight than traditional advertising for today's brand-wary consumers.

The scope and potential are vast. Fashion micro-influencers with engaged communities of 10,000-50,000 followers can drive significant sales for niche brands. A recent report by Ficci-EY says, India's influencer marketing industry is expected to reach Rs 34 billion by 2026, highlighting its immense potential.

The global scenario vs India

While influencer marketing is a global phenomenon, India presents a unique picture. The sheer volume of creators nearly 2.5-3.5 million and internet users makes the market highly competitive. Additionally, the rise of regional languages and platforms like ShareChat caters to a diverse audience with specific cultural nuances.

While the core concept remains the same, influencer marketing in India has its unique characteristics. In India micro-influencers reign supreme. Indian brands often find greater success partnering micro-influencers who have a highly engaged and niche audience. Also, Indian consumers value authenticity, and influencers who come across as genuine resonate better. With a diverse linguistic landscape, brands are increasingly leveraging regional influencers to target specific demographics. For example, Beauty e-commerce giant Nykaa partnered fashion influencer Komal Pandey to launch her co-created clothing line. The campaign leveraged Pandey's strong brand association and loyal following to drive sales. Similarly, Myntra collaborated with influencer Sakshi Sindwani to promote 'Dress Up For Less' campaign. Sindwani's relatable style and budget-conscious approach resonated with Myntra's target audience.

The true impact of influencer marketing can be challenging to quantify. However, several studies suggest a positive correlation between influencer campaigns and sales. A study by Influencer Marketing Hub found influencer marketing delivers an average ROI of $5.20 for every $1 spent. Brands are increasingly employing sophisticated tracking mechanisms to measure the effectiveness of their influencer campaigns.

Indeed, the influencer economy in India's fashion e-commerce is a win-win. Brands leverage targeted marketing, while influencers build careers and monetize their content. As the e-commerce market continues to flourish, influencer marketing is poised to be a key driver of growth and innovation.