A representative sample of 520 influencers working with high-street and luxury fashion brands on Instagram were used for this study covering data collected between 11 June – 11 July. Our experts have analyzed sponsored influencer posts on Instagram featuring 38 fashion brands spanning high-street retailers, DTC brands and designer labels to give insights into the state of influencer marketing in the fashion industry.
This report is powered by Upfluence software.
Introduction to the Fashion Industry
The eCommerce fashion industry will generate over $1.1 billion in sales of apparel by 2025 and continues to be a growing channel for the industry, with eCommerce sales vs offline sales predicted to rise from 21% of overall sales to 24% by 2023, taking into account the worldwide impact of the COVID-19 pandemic. The number of eCommerce users within the sector is expected to grow by more than 1 billion by 2024.
What is more, the eCommerce fashion industry is not only reserved for fast-fashion retail but is seeing more and more luxury brands embrace the channel. It’s forecast that by 2025, 20% of all personal luxury purchases will take place online. Brands such as Net-a-porter and Farfetch demonstrate how luxury fashion is taking the online marketplace by storm.
Average number of followers
This graph shows the average number of followers the influencers in our dataset have based on their category.
Average number of engagements
Top 5 high-street brands with the highest number of engagements for their influencer campaigns.
Top 5 luxury brands with the highest number of engagements for their influencer campaigns.
Average engagement rate
This graph shows that influencers working with luxury brands, have a higher engagement rate compared to those working with high-street brands.
Audience by country
Showcased below are the top 5 countries represented by the audience of influencers working with the following high-street brands: Aloyoga, Bershka and Nastygal; and these luxury brands: The Outnet, Gucci and DSW.
Alo Yoga influencers
38% of audience from other countries.
37% of audience from other countries.
22% of audience from other countries.
The Outnet influencers
44% of audience from other countries.
33% of audience from other countries.
23% of audience from other countries.
Audience by gender
The audience of fashion influencers working with both high-street and luxury brands is mostly female.
Influencers working with high-street brands
Influencers working with luxury brands
Audience by age
The highest represented age bracket for the audience of luxury fashion influencers is 18-24, showing a growing Gen Z audience for the sector. The highest represented age bracket for high-street fashion influencers is 25-34.
Age break-down of high-street influencer audience
Age break-down of luxury influencer audience
Number of sponsored posts
Influencers working with high-street brands, published far more sponsored posts than those working luxury fashion brands during this period.
Top high-street brands with the most sponsored posts
Top luxury brands with the most sponsored posts
We extracted the top 41 hashtags most used by influencers in the fashion industry, including branded hashtags and the most relevant keywords in the industry.