July 4, 2024

Fashion Brands That Collaborate with Small Influencers: A Growing Trend in the Industry

Tigran Chakhalyan

CEO and Co-founder

influencers creating content

The fashion industry has always been at the forefront of innovative marketing strategies, evolving from traditional print ads and high-profile endorsements to the dynamic, digital age of social media. In recent years, influencer marketing has surged as a powerful tool for individuals to make money as a fashion influencer, while pushing brands looking for influencers change their way of connecting with consumers. 

What was once dominated by celebrities and mega-influencers has shifted, giving rise to a new trend: brands looking for small influencers. These micro and nano-influencers, often with followers in the thousands rather than millions, offer a unique blend of authenticity and engagement that larger influencers sometimes lack. 

This article delves into this burgeoning trend, examining fashion brands that collaborate with small influencers, why they are increasingly choosing so, and the impact of these partnerships on the industry.

The Definition and Appeal of Small Influencers

Micro-influencers typically have a follower count ranging from 10,000 to 100,000, while nano-influencers have even smaller followings, often between 1,000 and 10,000. Unlike mega-influencers, who boast millions of followers, these small influencers maintain a more personal and intimate connection with their audience.

Differences Between Small Influencers and Mega-Influencers

The primary difference between small influencers and their mega counterparts lies in the scale and nature of their influence. Mega-influencers command large, diverse audiences and have a broad reach, often transcending geographic and demographic boundaries. In contrast, small influencers engage with a more targeted and specific audience, fostering closer, more genuine interactions.

The Appeal of Small Influencers to Fashion Brands

Brands that collaborate with small influencers look for unique advantages. These influencers offer cost-effective marketing solutions, enabling brands to allocate their budgets more strategically across multiple campaigns. Furthermore, their closer-knit communities provide brands with access to highly engaged and loyal followers.

Authenticity and Relatability

One of the key appeals of small influencers is their authenticity and relatability. They often share their personal lives and experiences in a way that resonates deeply with their followers. This authenticity fosters trust and credibility, making their endorsements and recommendations more persuasive and impactful, benefiting the aim of those online brands that are looking for ambassadors.

Higher Engagement Rates

Small influencers often enjoy higher engagement rates compared to their mega-influencer counterparts. Their followers are more likely to like, comment, and share their content, creating a more interactive and engaging experience. This is what attracts fashion brands that collaborate with small influencers - a higher level of engagement translates into greater visibility and effectiveness for brand campaigns for.


Niche Audiences

Small influencers typically cater to niche audiences with specific interests and preferences. This allows fashion brands to target their marketing efforts more precisely, reaching consumers who are genuinely interested in their products. By collaborating with influencers who align with their brand values and aesthetics, companies can cultivate a more dedicated and enthusiastic customer base.

Benefits for Fashion Brands

Brands that work with micro influencers get a cost-effective alternative to traditional advertising and partnerships with mega-influencers. These collaborations typically require lower financial investments, allowing fashion brands to stretch their marketing budgets further and engage in multiple campaigns simultaneously without sacrificing quality or impact.

Targeted Marketing Strategies

Small influencers often cater to highly specific and niche audiences, enabling fashion brands to implement targeted marketing strategies. Brands that work with micro influencers whose followers align closely with the brand's target demographic, ensure that their marketing efforts reach the most relevant and interested consumers, maximizing the effectiveness of their campaigns.

Enhanced Consumer Trust and Loyalty

The personal and authentic nature of small influencers fosters greater consumer trust and loyalty. Followers often perceive these influencers as relatable and trustworthy, valuing their opinions and recommendations. When a small influencer endorses a fashion brand, it can significantly enhance the brand's credibility and foster a deeper connection with consumers, translating into long-term loyalty.

Real and Authentic Content Creation

Small influencers excel at creating real and authentic content that resonates with their audiences. Unlike polished and highly produced content often associated with mega-influencers, small influencers' posts tend to be more genuine and relatable. This authenticity not only engages followers more effectively but also aligns with the growing consumer demand for transparency and authenticity in marketing. As a result, fashion brands benefit from content that feels organic and trustworthy, strengthening their brand image and appeal.

Here are 10 fashion brands that collaborate with small influencers:

  1. Banana Republic: This is one of the micro influencer brands that has had success with Instagram micro-influencers in the fashion and lifestyle space, reaching millions of consumers through targeted campaigns. 

Banana Republic has partnered with micro-influencers like @walkinwonderland

, a Los Angeles-based content creator with over 436,000 followers, who styled a casual summer outfit using Banana Republic pieces.

  1. Levi's: Levi's has a history of collaborating with smaller influencers, particularly for product launches and sustainability initiatives. They partner with lifestyle and fashion influencers whose values resonate with the brand. For their 2023 "Live in Levi's" campaign, they partnered with influencers like @thuymusic, a musician with over 300,000 followers, who showcased the versatility of Levi's jeans through different music-inspired looks.
  2. ASOS: Known for its diverse and trendy clothing, ASOS actively engages with small personal brands and influencers, providing them with the latest styles to showcase on social media platforms.
  3. Everlane: This sustainable fashion brand is known for its transparent practices and ethical production. They often collaborate with micro-influencers who align with their values and promote eco-conscious fashion. An example is their collaboration with @carolineebo, a fashion blogger with about 36000 followers, who showcased Everlane's transparent production practices and timeless wardrobe staples.
  4. Madewell: Madewell, a sister brand to J.Crew, is known for its classic yet trendy styles. They frequently partner with micro-influencers who showcase their clothing in a relatable and authentic way.
  5. Reformation: This sustainable brand uses recycled and eco-friendly materials to create on-trend pieces. They collaborate with micro-influencers who promote sustainability and ethical fashion practices. For instance, they collaborated with @jessicacurrie, a sustainable fashion advocate with over 1 million followers, who promoted Reformation's use of recycled materials and their commitment to ethical production.
  6. Mango: Surprisingly, this fast-fashion brand that also offers a wide variety of trendy styles at affordable prices is also one of the brands that work with micro-influencers. They partner with micro-influencers to reach a broad audience and showcase their latest collections. An example is their collaboration with @juliahobbs_, a fashion influencer with less than 100,000 followers, who styled a spring outfit using trendy Mango pieces. 
  7. Showpo: This Australian online retailer offers a wide variety of trendy and affordable clothing. They are known for collaborating with micro-influencers to promote their styles to a young and fashion-forward audience. An example is @genymaks, wearing a stunning Showpo black dress. 
  8. Réalisation: This Australian brand is known for its vintage-inspired and romantic styles. This is also one of the fashion brands that collaborate with small influencers who embody their brand aesthetic and create a dreamy and aspirational image. An example is their work with @doch_olega, a small influencer with 64,700 followers, who captures the dreamy and aspirational essence of the Réalisation brand

How To Sustainably Collaborate With Several Fashion Brands at a Time?

The explosion of micro-influencer collaborations in fashion presents a golden opportunity for fashionistas, but managing multiple brand partnerships can be a juggling act. This is where affiliate programs and platforms step in. 

HopShop is a user-friendly platform, gathering 600+ fashion brands that work with small influencers. The benefit is simple, yet empowering: effortlessly collaborating with several brands at once on a commission-based system. 

The AI technology automates the entire process, eliminating the need to manually establish individual brand partnerships, build and maintain a website, or upload and tag content. 

Unlike other platforms, where you struggle with manual uploads, limited similar product options, and outdated stock checks, HopShop takes care of everything. 

It automatically finds dozens of exact and similar products that are always shoppable and commissionable, ensuring you never miss out on earning potential.

Focus on your passion, create inspiring content, and build your personal brand as a fashion influencer, while HopShop finds brands that work with micro-influencers and handles the rest. This allows you to get commissions from fashion brands that collaborate with small influencers, efficiently manage collaborations, maximize your impact, and solidify your reputation as a fashion influencer.

Learn more about HopShop and its benefits!


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