Fashion Brand PR Agency – the importance of influencers

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Fashion Brand PR Agency – the importance of influencers

As an experienced fashion brand PR agency, VerriBerri know the importance of using influencers within your marketing strategy. We have over 12 years of experience working with influencers and have seen the benefits that this type of marketing has on fashion brands. It is almost impossible for brands to navigate a cut-throat industry without it. Influencer marketing creates a personalised side to your company that you can’t afford to miss, so why wait to start utilising it? 

Alongside PR and influencer marketing, we offer a range of digital marketing services that can benefit your fashion label including:

  • Social media management
  • Crisis management
  • Business development 
  • Graphic design – brand/rebranding and website design
  • SEO (search engine optimisation)

What is an influencer? 

Over recent years, social media has become a consistent factor of our daily lives. The last decade has been particularly important, with over 45% of the world’s population now active on some form of social platform. From these sites, a new term has risen – an influencer. Influencers are people that have amassed a reputation and a following on social media, usually focusing on a certain niche. They make regular posts onto their socials, whether that be TikTok, Instagram, or YouTube, and engage with their followers to build a community. Influencers do exactly what it says on the tin – they influence. 

What is influencer marketing?

Influencer marketing is a type of marketing and PR that involves using these influencers for endorsements and product mentions. With an already established audience at their fingertips, brands can directly market to their target audience. The idea behind using influencers to market products is that it builds trust in your brand by receiving endorsement from other trusted people. It also can increase your exposure, build engagement on your brands social media, and promises a high ROI if conducted correctly. 

Types of influencers 

There are a lot more layers to influencers than you might think. They can be separated by follower numbers, the level of influence they hold, what niches they target, which platforms they use, and the type of content that they produce. Here at our fashion brand PR agency, when we look to our established influencer contacts for your marketing, we will always choose the best fit for you. 


These are the smallest type of influencer you can find. Their follower count is usually low (less than 1000), but the followers they do have are active and engaging. These influencers tend to specialise in a certain niche. Using this type of influencer in your marketing can be highly lucrative if you fashion brand is focused on particular fashion niche that matches that of your chosen nano-influencers.


A micro-influencer is usually someone who specialises in a niche due to their knowledge in the area. They have a large social following (between 1000-40,000) 

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Influencers build up communities and trust which allows them to set trends and encourage their followers to buy the products they promote. Some may accept gifted products; however, others may only accept paid promotions and can be picky about who they work with. This is so they can ensure what they are promoting is appropriate for their audience. Micro-influencers are the most common type of influencers. Some have even gained levels of fame you would expect from a celebrity, especially from their younger generation audience who spend most of their time on the internet. 


This type of influencer is bigger than a macro-influencer but is more accessible for marketing than mega-influencer. With a follower count of between 40,000 and 1 million, this group consists of smaller celebrities and those who have worked their way up the influencer rankings. Those who have worked their way up and have a specified niche are likely to be more beneficial to the likes of our fashion brand PR agency when we’re looking to connect your brand with influencers. 

The Benefits of Using Influencers for Your Fashion Brand

Established Audience  

Using influencers allows you to have a direct connection with a designated target audience. Influencers also have a big number of followers so, even if you yourself don’t have a sizable following, you are guaranteed to reach a large number of people if you use influencers. For example, if your company are a gothic clothing brand and you reach out to a micro-influencer that posts within the goth aesthetic, it is likely their followers will enjoy the same sense of fashion and, when your brand is recommended by the influencer, they are more likely to purchase from you. 


Example Instagram image

Another benefit of influencer marketing is the accessibility. Traditional marketing is becoming a thing of the past, paving way for the new digital age. PR that includes influencers is perfect for reaching everyday people who use social media. Influencers are becoming more and more popular; you can’t scroll through your Instagram or TikTok feed without seeing someone promoting a product. It is a guaranteed way to ensure people are seeing your brand. 


Personal Touch

Influencers add a personal touch to your business. They also establish a level of trust between you and future consumers. This is great for brands because, to an audience, it doesn’t feel like you are trying to sell your product. Audiences don’t want to feel like they are being sold to. This creates a barrier between you and them. Influencer marketing removes this barrier.

Why use an agency? 

Our fashion brand PR agency know the industry, almost as well as you do. Our team have worked with multiple brands over the last decade to successfully market their products through influencer campaigns. The PR experts we have here at VerriBerri have an established range of influencer contacts that will suit which ever niche your fashion brand are targeting. 

Does VerriBerri seem like the right fit for you? If so, do not hesitate to get in touch with our team to start discussing your influencer PR marketing strategy today – we would love to hear from you!