The way most people now look for inspiration ahead of the new year is by following the advice of fashion influencers. In fact, 92% of consumers trust an influencer more than a traditional advertising strategy or a generic celebrity endorsement. These statistics don’t lie and influencer marketing keeps changing fashion eCommerce and the way brands interact with their consumers, especially in one of the fashion centres of the world; London.

What is a fashion influencer?

They are someone who creates fashion based content, either through a blog or social media platform, who have the power to affect the purchasing decisions of others. This is because they have cultivated a relationship with their audience based around trust and authenticity that is incredibly difficult for a traditional company to do.

London is renowned for it’s fashion scene with many people who matter in the fashion industry having some level of influence in the city, whereby they will visit at least once a year to discover new collections, check out the high street scene during London Fashion Week, or generally just observe the trends that are happening.

With this in mind it’s important to understand why influencer marketing is important as well as who are the key names to partner with in order to generate a great ROI.

Benefits of Partnering with Fashion Influencers

Firstly, what are the benefits of influencer marketing? Developing a dedicated audience is certainly a challenge for any fashion brand and it can take months, even years to do organically. In this instance, influencer marketing offers a shortcut where you can get all the benefits without a great deal of risk, here’s why:

Building trust and authority for your brand

Customers are more likely to believe and influencer than the brand itself, so it’s worth beginning a partnership with an influencer and leaving brand advertising behind.

Excellent return on investment

Working with influencers is proven to be great value for money, especially when compared to other advertising activities. In fact, according to TapInfluence, influencer marketing content delivers 11 times higher ROI than traditional forms of digital marketing.

Content distribution

If you have a great story, video or image that you really wished reached more people, it would be worth sharing it with a relevant influencer to help promote it to a larger audience who may be interested in your product than just the general public.

Generating sales

From the moment your product or service is mentioned by an influencer, sales generation starts immediately. New research found that 40% of people say they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter or Youtube. For better results reach out to relevant influencers who are active on multiple channels and established in the fashion industry.

UK Influencers 2021

Influence marketing has continued its rapid rise as well as its integration into wider marketing strategies. This is especially the case with London based influencers who have cultivated an audience who trust their opinions far more than other traditional marketing strategies such as TV ads. While the fashion industry has traditionally been dominated by female figures, there are now many male influencers to watch in 2021 who can help to promote your brand to a wider audience. With that in mind, here are some of the top London based influencers to follow in the fashion industry for the coming year:

Hannah Crosskey @hannahcrosskey Followers: 131.5k

Renowned for a minimalist style that prefers simple colour choices and classical fashion aesthetics, Hannah Crosskey is perfect for brands who believe that less is more. Similar to other fashion influencers in London, she has utilised her platform to expand into other industries such as interior design and overall lifestyle as Crosskey is quickly becoming one of the most well-known influencers in the city.

Lucy Williams @lucywilliams02 Followers: 480k

Emphasising a global lifestyle with a heavy dose of wanderlust and FOMO, Lucy Williams is one of the biggest names in London. She has already partnered with many brands over the years to help promote their products as her incredibly large and loyal fanbase make her a perfect London based influencer to partner with.

Sometimes you’ve got to back yourself 🎀

A post shared by Lucy Williams (@lucywilliams02) on

Susie Lau @susiebubble Followers: 500k

A well recognised fashion influencer, Susie Lau has been at the top of the fashion industry for almost 15 years. Starting a blog back in 2006, she has risen to become one of the most renowned, trusted, and well-respected fashion bloggers and influencers. Susie Lau fully embraces social media and uses her platforms to publish her opinions on a wide range of topics, ideas, and trends with a devoted audience behind her.

Alex Stedman @thefrugality Followers: 260k

Alex Stedman’s handle says it all; she is concerned with affordable fashion that doesn't require a massive bank account to purchase. She connects with the people who are tired of scrolling through their feeds, staring at clothes they will never be able to afford. This makes her audience even more willing to listen to any of her advice or suggestions.

Tamara Kalinic @tamara Followers: 902k

Tamara initially moved to London from Serbia to study pharmacy and instead turned into one of the most influential people in London fashion. Now she has a blog where she focuses on a number of topics from daily experiences and providing beauty tips to showcasing her newest outfits. Tamara has also recently become recognised by the wider fashion scene where she won an award at the Elle Style Awards and was named “Influencer of the Year''.

Rowan Row @rowanrow Followers: 1.3m

Rowan Row’s influence is not just limited to Instagram. While he does have over a million followers on the app, he also has 800k subscribers to his personal YouTube account as people look to him for everything from male fashion, grooming, and fitness regiments. Rowan Row proves that fashion influencing is just as important for a male audience as it is for a female one.

Jim Chapman @jimchapman Followers: 1.9m

London based blogger and Instagrammer, Jim Chapman is a definitive name in the London fashion industry. Jim's following reaches nearly 2 million on Instagram and he was once voted GQ's best dressed man, however his platform goes beyond just fashion into lifestyle content as well. On his Instagram he features everything from everyday streetwear to red carpet glamour.

Oliver Proudlock @proudlock Followers: 694k

Famous for his time as a member of the Made in Chelsea cast, Oliver Proudlock has transitioned his standing into a key fashion influencer in the city. His style incorporates both classic London tailoring with modern streetwear as he has quickly become a regular on the London menswear scene from events to fashion weeks. He looks to stand out from the crowd from the crowd with bold colours blended with a heavy dollop of British eccentricity.

Camille Charrier @camillecharrier Followers: 964k

Originally from Paris, Camille moved to London to pursue a career in law and finance. However, she quickly transitioned into a fashion figure being heavily featured by VOGUE, ELLE, New York Times while collaborating with brands such as H&M, Chloe and Acne Studios.

Queen’s gambit enthusiast

A post shared by Camille Charriere (@camillecharriere) on

Natasha Ndlovu @natashandlovu Followers: 120k

Born in Zimbabwe, studied in Canada, now Natasha Ndlove is a key figure in the London fashion scene. She developed a following of the back of her fashion blog, Bissous, and recently founded Vintage Assembly. Here she regularly features pieces from around the world and repurposes them for the modern world.

Final Thoughts

With platforms like Facebook and Instagram, customers now can avoid brands and marketers altogether and go directly through influencers for all the information they need. With influencer marketing being brought to life, many fashion brands rely on influencers to help them reach a larger audience to build trust and authority with potential shoppers. Undoubtedly, this has become a new way of advertising as well as for spreading content online, with influencers now setting trends for millions of people, as opposed to just following them.

Now, thanks to these Instagram influencers and their top high street fashion blogs, you should know where to go for inspiration on what to wear, what’s currently trending on the busy fashion scene of London, and who might be a good advocate for your fashion brand.



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