Study: 86% of fashion influencers have purchased apparel based on recommendations from fellow influencers

June 05, 2019

MIAMI, June 5, 2019 - Leading global micro-influencer marketing platform,, today announced the release of the 2019 Global Fashion Influencer Study uncovering valuable insights and providing a closer look at one of the most popular and thriving verticals on social media and within the influencer community.

The study specifically sought to analyze content consumption habits, attitudes, and opinions and its implications in shaping the behavior and preferences of fashion’s new trendsetters and stylemakers as it relates to the discovery-to-purchase journey.

A total of 1,000 vetted fashion influencers registered on were surveyed and asked to share their unique perspectives as consumers, content creators and insiders with their fingers on the pulse of the fashion world’s ever-changing and fast-paced digital landscape. The findings reveal that:

Social media is fashion’s #1 resource and influence:

69% of influencers cite social media as their main influence when it comes to their fashion style, followed by brands (12%), websites (5%), and friends and family (4%). Traditional media such as magazines and TV programs are relegated to the last spots.

Instagram is the epicenter of fashion influencer marketing:

87% of influencers say Instagram is their favorite platform for fashion ideas and inspiration. Pinterest is second (7%) and 21 Buttons third (4%).

Influencer marketing is effective at driving fashion sales:

86% of respondents state that they have purchased apparel or fashion accessories after seeing them on a fellow influencer.

47% of influencers have spent $1-$50 on clothes or accessories after seeing them on an influencer. 33% have spent $50-$100 and 19.5% have spent more than $100.

Influencer marketing is helping to propel fashion’s next big evolution into social commerce:

Influencers tend to be early adopters of technology and social shopping is no different, especially on Instagram, where 42% of fashion influencers have already made a purchase.

Fashion influencers are powerful brand advocates who see their jobs as a way to express themselves and serve their community:

About half of influencers (52%) cite sharing their knowledge and love for fashion with their followers as the top reason why they like to work as influencers.

Fashion influencers see potential in influencer marketing:

22% want to be fulltime content creators and 21% aspire to launch their fashion brands in the future.

Data from the 2019 Global Fashion Influencer Study also indicates that contrary to the perception that openly identifying posts as sponsored content is likely to undermine the audience’s trust, consumer attitudes are largely unaffected by disclosing regulation. A whopping 81% of respondents stated they would buy a garment advertised with the hashtag #ad with 47% saying they are very likely to still make a purchase and 34% stating they are indifferent.

“Social media’s impact in informing what and how we shop is undeniable and as more consumers migrate into native mobile channels it is only natural that this influence will continue to become increasingly pronounced. There is no other industry where this is more evident and palpable than the fashion industry and influencers are at the forefront of this movement. As our study shows, social media content creators now outweigh traditional influences such as friends and family, magazines, and TV for fashion ideas and inspiration.  The challenge for marketers now lies in choosing the best representation for their brands to authentically speak and connect to their target audience in ways that engage and convert,” says Ismael El-Qudsi, CEO of

The study also dives into how influencers interact with fashion brands on social media.  Results show that they’re highly engaged with 60% of influencers following at least ten fashion brands on social media. Of these, 36% follow more than 20. The reasons as to why they follow brands are quite varied, including, to see special offers or discounts (33%), get ideas and inspiration for their outfits (29%), learn about new products when they launch (23%) and keep up to date with trends (15%).

When asked to share their top three favorite brands on social media, Zara, Adidas, and Nike lead the ranking as the most mentioned brands by influencers.

Download a free copy of the 2019 Global Fashion Influencer Study here.


Research was conducted by using an online questionnaire between March and April 2019. In total, 1,000 influencers from 38 countries responded.


About is an award-winning automated platform that connects marketers with micro-influencers across Facebook, Instagram, Twitter, YouTube, LinkedIn, and blogs.

Founded in Madrid, Spain in 2015, has consistently grown year-over-year positioning itself as one of the world leaders in micro-influencer marketing with more than 130,000 opt-in influencers in 35 countries and an audience that reaches over one billion people.

The platform enables brands to leverage the power of micro-influencers to deliver unprecedented levels of engagement and drive meaningful and authentic conversations on social media.  It delivers an end-to-end software solution to identify and connect with new influencers, communicate campaign asks, approve influencer content, distribute content across social media platforms and track the analytics in real time. For more information, visit or email [email protected].

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