Fashion
Fashion Nova reportedly spent $ 40 million on influencer marketing in 2019
In 2019, according to an overview of marketing dollars for the year, Fashion Nova spent over $ 40 million on "influencer marketing".
At the end of last month, Instascreener ran a piece highlighting the Influencer Marketing Report 2019, who noted that brands in 2019 spent a total of $ 1.9 billion in this marketing sector in the United States and Canada. An estimated $ 1.4 billion of this total has been used for Instagram purposes, with an estimate of $ 255 million spent by IG towards the reach of "fake followers".
For the influencer marketing specific ranking, Fashion Nova came in No. 1 of the year with the aforementioned $ 40 million figure. To put this into perspective, note that brand # 2 – Flat Tummy Co. – would have spent nearly $ 14 million. The top five are completed by Ciroc, Walmart and PrettyLittleThing.
The report also includes rankings for the "most fooled" brands, which saw Wines of Sicily at # 1 with 66% reach for fake audiences, and the Audi summary of the top 10 "most engaging" brands. For the full report, you know what to do.
As well explained in one Digiday January article this year, influencer-influenced "fraud" is again a problem on Instagram. The inherent problem, as experts have theorized, is that the measurability of the success of brand influence marketing remains primarily focused on engagement.
While the commitment should not be overlooked, these same experts recommend a broader, longer-term approach to marketing metrics as a path to greater accuracy.
Fashion Nova, meanwhile, has been the subject of controversy in the past due to a month of December report of New york times on underpaid factory workers, as well as Versace and Kim Kardashian's (among others) arguments that the company had wrested designs from its products.
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