Influencer-led fashion brands may be harder to execute than expected. Influencer marketing is changing, and while influencer fashion brands once seemed like an inevitable future, the model is facing challenges. The difficulties of running a brand, partnering with “old-school” manufacturers or retailers, and “corporate red tape” is proving too much for many creators—who already have social media as their full time job. Rather than “new, standable brands,” limited edition partnerships and capsules might be the kind of influencer and brand partnerships that young consumers can expect to see more of in the future. (Adweek)
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