How valuable is influence? Modern marketeers are continually grappling with how to use ‘influence’ and where to put their time, focus and investment. ‘Influence’ is nothing new, but, thanks to social media, it has become the Holy Grail of marketing as traditional channels have declined. While measured in followers, engagement etc. the ultimate measurement is sales. And volumes speak volumes for the majority of brands.

Left - Super-influencer Kendall Jenner was made Creative Director of designer multi-brand site FWRD

Brands have partnered and collaborated with influential people for many years, but, in order for them to be more invested, many brands are now appointing influencers as  ‘Creative Directors’ or inviting them in as shareholders or investors. This creates longer term relationships and exclusive parties both invested in the success of the arrangement.

Recently in womenswear, PrettyLittleThing announced Love Island’s Molly-Mae Hague, while FRWD announced Kendall Jenner as Creative Directors.

Molly-Mae Hague, 22 years-old with 6 million followers on Instagram, found fame on the ITV dating show. In August, she was announced as UK and EU Creative Director as well as launching her first exclusively designed collection since her announcing new role.

She had previously worked with the brand as their UK Brand Ambassador ‘curating iconic edits’, BTS videos and podcast interviews. In her newly appointed role, the brand said Mae-Hague will take an active position in creatively directing upcoming campaigns for the brand and signing new faces within the UK and EU. Umar Kamani, CEO at PrettyLittleThing said, “This felt like a natural fit for us. Molly has been a huge part of our PrettyLittleThing journey.”

Amy Simon, Global Head of PR and VIP at PrettyLittleThing says, “We have been working with Molly for a few years, way back when she had a much smaller following and she has always been a supporter of the brand.

“We have followed Molly’s career and she was a no-brainer for us when it came to selecting our new Brand Ambassador for the UK. As our relationship has grown with Molly, her input into her shoots and creative has been amazing and she is the PLT customer. She knows what our PLT customer wants, so the choice to then take it a step further was for her to come on board as Creative Director.” says Simon.

Mae-Hague’s current role will be for one year and hopefully way beyond this says the brand.

“She will be meeting the teams at HQ regularly and working across ambassador shoots, seasonal campaigns, our Influencer Marketing strategies, showroom openings, YouTube and so much more. Her role as Creative Director goes beyond her previous Brand Ambassadorship.” says Simon.

Many people are quite sceptical and snobbish about influencers being appointed creative directors at brands. It could be viewed as a kick in the teeth for true designers and creatives, but on the other is this just a natural extension of the brand/influencer relationship?

“Influencers have been a huge part of the brand’s success since the beginning, and we work with influencers of a varied following across the globe.” says Simon.

“The influencer marketing team have great relationships with the ones that we work with and we know our audience relate to the Influencer. We regularly expand beyond just posts, we’ve had many successful edits, interviews for our podcast and collaborations across all our key markets.” she says.

In the US, luxury womenswear fashion destination FORWARD [FWRD], part of the REVOLVE Group has announced Kendall Jenner, 25, as the new Creative Director. Jenner has 192 million followers on Instagram.

“I grew up loving fashion and have been incredibly fortunate to work with some of the most brilliant people in this business. As FWRD’s Creative Director, I am excited to help curate the site’s offering with emerging designers and brands.” said Jenner on her appointment.

The multi-brand site says, as the new Creative Director, Jenner will be in charge of the look and feel of the site, curation of brands sold, monthly edits of must-have trends, styles, and looks, as well as marketing ideas, brand partnerships and brand activations. Jenner kicked off her new role during New York Fashion Week this month.

“Kendall as the Creative Director for FWRD is the perfect choice as we continue to invest in the next generation luxury consumer. We have always had an extreme admiration for Kendall’s style, creativity, and overall exquisite taste. Her multifaceted experience in the fashion industry and the vision she has outlined for the FWRD business has the potential to transform our business and the luxury business as a whole.” Michael Mente, Co-CEO and Co-Founder REVOLVE Group, Inc.

Revolve Group (RVLV) says it ‘is the next-generation fashion retailer for Millennial and Generation Z consumers’ with two sites REVOLVE and FORWARD. REVOLVE offers a more affordable assortment of premium female apparel and footwear, accessories, and beauty products from emerging established and owned brands. At FORWARD, they ‘offer a highly curated assortment of iconic and emerging luxury brands’.

Kendall and Mae-Hague are the same age as the target customer for both of these brands.

Manchester based, In The Style, actively works with influencers to create collections and the influencer gets a cut of sales so has a vested interest in the success.

It’s interesting that they would choose to be so deeply embedded with one brand as it would preclude them (dependent on the contract) of taking money from others, so they deals would have to be favourable. On the flip side for consumers, are they really still mindlessly following what celebrities do? How much longer is that going to last?

Right - Sports stars are the ultimate influencers in menswear - AMC clothing from Castore with tennis player, Andy Murray

Over in menswear, it is sports stars, and more specifically footballers, who wield the greatest influence. Remember how David Beckham wearing that Superdry jacket catapulted the brand? Product placement on influential friends of friends of the brands can really kick start brands, particularly sportswear.

Two such British success stories are Castore and Bee Inspired. Brothers Tom and Phil Beahon, who both came from professional sporting backgrounds, founded Castore with a mission to deliver the ‘lightest, most durable, highest performing sportswear in the market’ and, since its launch in 2015, the digitally native business model has grown rapidly and now sells in more than 50 countries around the world. In 2019, British tennis star, Andy Murray, become a shareholder in the business and took on the role of board advisor, as part of its ongoing long-term partnership. His AMC range of sportswear under the Castore umbrella was recently seen on 2021 US Open champion Emma Raducanu’s coaching staff. Castore recently launched a collection with Olympic and Strictly Come Dancing swimmer Adam Peaty and are forecasting to turnover £14m this year.

In 2013 professional footballers Steven Robb and Mark Corcoran hung up their boots and were inspired to embark on a journey to change the landscape of streetwear. They launched Bee Inspired. Gifting their footballer friends and being featured on their subsequent social media channels helped the Glasgow based brand to grow extremely quickly. Lionel Messi (269 million Instagram followers), Luis Suarez and Philippe Coutinho have all worn Bee Inspired. They recently launched womenswear.

The sports shoe brand, On, an investment from Swiss tennis star Roger Federer, is eyeing a valuation of more than $6 billion in a U.S. initial public offering (IPO), a recent regulatory filing showed. On was founded in 2010 by running enthusiasts Olivier Bernhard, David Allemann and Caspar Coppetti, with Federer investing an undisclosed sum in the company in 2019.

“When we spotted Roger wearing On shoes around the world, we just got in touch. Turns out, he has been an On fan for a while. Switzerland is relatively small and it wasn’t long before Roger was catching up with our senior leadership team over dinner.” says the brand. Asian private equity firm Hillhouse also owns a stake.

Long term collaborations often turn into these arrangements. Many sports starts with money to invest are looking for income into retirement.

Somebody like Lewis Hamilton, who recently took a table at the Met Gala for young designers, is showing a strong interest in fashion. His collaboration with Tommy Hilfiger started in 2018, with his latest collection being entirely vegan. It wouldn’t take a genius for somebody at PVH, Tommy Hilfiger’s parent company, to want to tie him in and his 24 million Instagram followers into a permanent and invested relationship like his own label. Something sustainable, possibly?

Not all influencer investments have worked out as well. Just look at Rhianna’s Fenty clothing line or David Beckham with Kent & Curwen, where there was a price disconnect between the product and the audience. Aspiration is one thing, being unaffordable is another. The super-influencer needs to feel like the customer, but they also need to produce something that people can afford.

Super-influencers know their value and in a world becoming immune to sponsored posts it requires brands to think deeper and bigger. Tying them into a proper contracts or investments, but also allowing them to create what they want and then promote it is a major attraction to brands. The super-influencers get a deeper financial, creative and more fulfilling relationship and the chance to be part of something that could be really big. Having both invested parties pulling in the same direction and making product for the same audience is the ultimate in influence. 

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When a mighty oak falls the sunlight blazes in. The resulting glade sees green shoots appear with all manner of species stimulated to grow and compete for this finite opportunity.  A metaphor for business, the British high-street has seen many old oaks fall over and die recently, and, with optimism, the light that this allows to shine into the market could make it a boom time for new independents to open. With people shopping more locally, wanting the opposite of chain stores and craving something different, it is predicted that we will see a flood of independent brands and stores grasping to fill this void.

Left - Image from @ollyrzysko Twitter documenting the new independent stores in Broadstairs

Andrew Goodacre, CEO of Bira (British Independent Retailers Association) says, “It is a fact that people who have lost jobs often look to start their own businesses.”

It is worth noting how much better the leaner, and more flexible independent businesses weathered the pandemic. Recent research from the Local Data Company, the UK's most accurate retail location data company, confirmed there were 31,405 openings of independent units in 2020. Though openings were outweighed by 32,847 closures and resulted in the independent market shrinking by -0.4% (-1,442 units), it compares much more favourably to the chain market which declined by -4.5%, almost 10,000 units.

“We have also seen a resurgence in people shopping locally and there has been a significant increase in service retailing – barbers, hairdressers, cafes, etc.” says Goodacre.

“Indies have a personality and connection with their local communities that cannot be matched by the large chains. This is a good time because more people are shopping locally and care more about their local economy.

“Shopping locally, away from the large city centres, has happened throughout the UK, including London, as the boroughs have prospered at the expense of those shops in the centre or near high volume commuter stations.” says Goodacre.

Olly Rzysko, Founder of Good Candles, recently charted the arrival of numerous new independent retailers in the seaside town of Broadstairs through his Twitter channel @ollyrzysko, “I saw a lot of new units opening up, stores that were previously closed or maybe very tired reinventing themselves.” he says.

“Some of what had been previously pretty dead spots of high street were coming alive with new spaces from Affinity Brewery, a new lifestyle store and one of the most successful stores upgrading to a bigger unit. There were at least 6 new stores and several new places to eat and drink in a tiny town.” says Rzysko.

Why do you think so many independents are opening right now? And why there?

“I think it’s a mix of relatively affordably retail property, a mindset from people that they want local stores and a growing population by the coast that are willing to spend money here.” he says. “E-commerce is amazing if you have a unique product or a specific proposition but a real store can be so versatile and be a hub for the community and the brand.

“Independents can offer some choice, curated choice. I love Selfridges and their curation of product but I can’t go every week. Having some stores locally that can bring together interesting products and in some cases more local ones is really powerful. We’ve had a year of ’buy local’ messaging and I do think people really do want to spend more near to home.” he says.

“A lot of people are going back to offices this year but for many of us that will prob be 3 days a week. That has some significant impact. City centres lose 20% of footfall for every day we work from home (eg 20% of the Mon-Fri traffic for each day), this traffic is now local to where the workers live. They still want to buy lunch or a birthday card or a bottle of wine, but the money will be spent nearer to home.

“It is much easier to change tactics when you’re one store in a small town, much harder when you have shareholders and growth targets.” he says.

To kick start retail after lockdown many within the retail industry were calling for a ‘Shop Out to Help Out’ scheme, urging the government to support the sector by offering customers 50% off the cost of goods at independent retailers up to a maximum price of £10. Positively, since then retail sales volumes grew sharply in April 2021 with a monthly increase of 9.2%, reflecting the effect of the easing of coronavirus restrictions according to the latest figures from the Office for National Statistics. Non-food stores provided the largest contribution to the monthly growth in April 2021 sales volumes, aided by strong increases of 69.4% and 25.3% in clothing stores and other non-food stores respectively.

Masato Jones is an independent fashion designer who has recently opened his first store in Leeds. Originally from Japan, he studied at Central St. Martins and  started his eponymous label in 2012. He was based in London.

“London is so expensive, and doing bespoke I need to be somewhere in a city.” he says. “London has become slightly too commercial and I found Leeds has a very individual style. I saw young people wearing quite a unique style.

Right - Durham

“It seems the north like my style, the south are very quiet, my first impression was go north. We looked at Manchester and Liverpool, but I like what is going on in Leeds.” he says.

Selling men’s and womenswear, the newly opened store is in Thornton Arcade, just around the corner from Louis Vuitton in the centre of Leeds. It has an atelier on the 1st floor, open for pattern cutting and garment making classes, all tutored by Jones. Speaking before the move, he said, “It is very difficult to survive here in London right now, especially if a small business. The Leeds arcade has all independent shops apart from Starbucks, and we will stock artists’ work as well.”

Independents' Day is the national campaign to celebrate and promote the UK's independent retailers on 4th July. It started out as a small idea in the North of England and has grown into a multi-award-winning worldwide movement. Independents' Day UK is a not-for-profit campaign that exists to support and promote independent retail businesses across the UK all year round, but with an annual focus on July 4th. On July 4th retailers get involved by running special events and promotions including themed window displays, high street festivities, discounts and offers.There is now a network of ‘Totally Locally Towns’ across the world, sharing ideas, working together and making a difference to their independent businesses.

Further north, the City of Durham Parish Council has launched ‘Indie Durham City’. Managed by Gateshead-based retail consultants CannyInsights.com. It has been running since May 2020 to support and promote independent shops, cafes, restaurants, bars and other businesses in Durham’s historic city centre.

Graham Soult, Retail Consultant at Canny Insights says, “Indie Durham City was created in response to the pandemic to support and promote independent businesses. I’m helping make them more digital, update their Google listings, Facebook etc. all with free support from me.”

By helping them digitally it has increased awareness of the physical place to draw shoppers in.

“Initially they were really cautious about using those channels, but they are embracing them a lot more, all sharing updates in a given location which makes it a destination place.” he says.

The city social media has amplified the message. “Facebook, Instagram, Twitter are really important in providing footfall, people will check you out beforehand. You get that verification, the retailers are telling me they came in today and said they saw me on Facebook.” he says.

“There has been a flurry of independents,” says Soult. “We saw this before Christmas when 5 new independents opened in that period, and there’s another 4 new independents in a 200 metres stretch in the city. There’s clearly an appetite.” he says.

“The smaller towns that already have a independent cohort already, those places are proving quote robust with people living close by.” says Soult.

"It’s the in-between towns, they aren’t top tier, nor small market towns, places like Warrington and Middlesborough, who have the biggest reinvention ahead of them.” he says. “Get all the key stakeholders, like the council and landlords all working together, and the places doing that have that energy all pushing in the right direction.” says Soult.

People are seeing more independents because they are spending more time in their locales. There’s also not as much pull from the city or shopping centres with the widespread and much publicised bankruptcies of huge retail chains. There’s something quite sad about city centres right now with empty shops and boarded up retail units. It’s currently cooler and more original shopping local and doing business directly with the owner. There’s also a need and desire to tap into their knowledge and expertise and have a human connection.

These independent businesses still need online and social media to drive people to their physical stores, and it works better collectively. It’s very much stronger together. But, they need to do more than simply exist. They are competing for the pounds in people’s pockets, and while they probably won’t be able to match online on price, they can compete on originality, convenience, service and, most importantly of all, that personal touch.

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The capitals of Europe were long destinations for foreign tourists, most notably Chinese and Arabic visitors, to fill their shiny Rimowa suitcases to bursting with luxury goods. Buying a new Hermès bag on the Rue du Faubourg Saint-Honoré or a bespoke suit on Savile Row felt more authentic and could seduce many an international visitor to spend, spend, spend. 

Left - Interior of LVMH duty-free travel division DFS's T Fondaco dei Tedeschi in Venice

David M Watts, Fashion Industry Advisor, says, “Given they (LVMH) have deep pockets it will be possible for them to refocus on local markets in Europe but not without its challenges given the continued state of lockdown all across the world. 

Right - Artist's impression of the new, yet to open La Samaritaine in Paris

People love good shops. It might not be cool to admit it, but watching the hordes of people flocking after each and every lockdown to their local high-street is testament to this being true. While online shopping has seen record growth over the past year, nearly £7 in every £10 is still spent offline. According to the UK Government’s Office of National Statistics internet sales as a percentage of total retail sales (ratio) (%) hit a record 36% in November 2020. Online had been growing steadily towards 20% of total retail sales, but, thanks to lockdowns and the COVID outbreak, it has leapt to above 30%. But, eventually the growth with slow and then will plateau. So, where is the optimism around physical retail? 

Left - Do we need a national campaign to remind people how good shops can be?