Impact of Influencers: Driving Sales in the Fashion Industry (H&M)

This report examines the impact of influencers on sales within the fashion industry, focusing on H&M as a case study. It explores the growing importance of fashion influencers in the UK, how they operate to boost sales, and their future role. The research employs an interpretivism philosophy and qual...Read More

Research

Contents
INTRODUCTION...........................................................................................................................1
Aims/hypothesis..............................................................................................................................1
Research Aim:.............................................................................................................................1
Research Objectives:...................................................................................................................1
Methodology....................................................................................................................................1
Method.........................................................................................................................................1
Research philosophy..................................................................................................................1
Research design...........................................................................................................................2
Research method..........................................................................................................................2
Data Collection............................................................................................................................3
Sample.........................................................................................................................................3
Ethical considerations..................................................................................................................3
Result...............................................................................................................................................4
Discussion........................................................................................................................................4
Evaluation(including recommendations for future research)........................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Influencers currently have significant role in the marketing strategies of various companies.
Influencers can be described as people having various social followers on digital platforms like
Twitter, Instagram, and YouTube. In order to become an influencer, individual must have power
to influence the perception and viewpoint of others in some way. For this report, the undertaken
company is H&M which is leading and fastest growing fashion firm having headquarters is in
Sweden. The aim of the report is to focus on the role of influencers in increasing sales within the
fashion industry.
Aims/hypothesis
Research Aim:
‘To analyze the role of influencers in increasing sales within the fashion industry’.
Research Objectives:
● To understand who fashion influencers are.
● To analyze the growing importance of fashion influencers in UK
● To find out how fashion influencers work to increase the sales of fashion companies, and
● To assess the future of fashion influencers within fashion industry
Methodology
Method
Research philosophy
In the research process, research philosophy is an important part as it includes the set of
beliefs that are followed for the accumulation, interpretation, and analysis of data. There are
basically three types of philosophies i.e., positivism, realism, and interpretivism. Positivism
philosophy depends upon the scientific results which are drawn from the quantitative methods.
Plus, interpretivism philosophy depends upon subjective results generated from the observations
of respondents through qualitative methods. For this specific research, interpretivism research
philosophy is selected as this research philosophy is helpful in analyzing how influencers are
helpful in improving the sales of fashion companies based on the qualitative research. The study
is descriptive in nature so subjective philosophy is required to complete the research. The reason
for selecting interpretivism research philosophy is that the nature of this research philosophy is
1

systematic and objective in nature (Stainton, 2020). In addition to this, interpretivism research
philosophy focuses on subjective analysis of research problem in significant manner. So,
interpretivism research philosophy is selected to analyze the observations and collected
information from the cases and other academic data.
Research design
Based on information to complete the study, a qualitative research method is identified and
selected. Qualitative data such as information in journal articles, newspapers, official websites,
and other sources is used to improve the research findings. Further, qualitative research method
is used for conducting this study as this method is helpful in understanding how the collection of
various empirical materials such as case studies and individual experiences are helpful in
conducting the study in significant manner. In addition to this, the analyzed and interpreted data
from qualitative research method is also helpful in achieving a clear and better understanding
related to research questions. Apart from this, the descriptive research design is also considered
to gather significant data related to research problem. The reason of selecting this research
design is that this method is helpful in describing the phenomenon or situation in precise and
systematic manner. In this particular research, detailed and deep analysis is essential related to
the importance of influencers in improving the sales of fashion companies (Opie, 2019).
Research method
The aim of this research is to understand how influencers are helpful in increasing sales of
fashion companies in UK. Basically, there are two types of research methods including
qualitative method and quantitative method. For this specific study, qualitative research method
is used to gather significant data. The study is conducted using qualitative research for
understanding the types of influencers that are used by the fashion companies to increase sales.
Further, there are various methods in qualitative research i.e., case study, interviews, and
observations. This research is explorative in nature which is conducted to understand the impact
of influencers on increasing the sales of fashion companies so; the adopted strategy is qualitative
research method. In order to collect significant information related to research problems, various
sources like academic sources, journals, books, official website, newspaper, and magazines are
considered to achieve the desired results (Basias & Pollalis, 2018).
2

Data Collection
This is a crucial part of overall research process to gather significant information related to
the research problems. For this specific research, data collection process is done with the help of
various secondary sources like magazines, newspapers, official website, journals, books,
academic sources, and data provided by other organizations. This research is exploratory or
descriptive in nature that is helpful in understanding the impact of influencers on increasing the
sales of fashion companies. In order to verify this fact, information related to fashion companies
of UK is gathered from various sources. The primary data will be collected through the survey
designed so that the views of people can be collected. Basically, interpretivism approach is used
to complete the research so analysis of documents, unstructured observations, and systematic
collection of data are used to gather significant information related to impact of influencers
(Kumar, 2019). Information associated with fashion companies of UK will be gathered for this
particular study. For instance, annual reports of companies are helpful in conducting information
related to the influences used by them to increase sales. In addition to this, articles and journals
given by various authors and authenticated companies will be gathered and analysed for
collecting significant information. Through all these evidence, important data related to the
impact of influencers by fashion brands to increase the sales has been collected so that the study
can be completed in proper manner.
Sample
For conducting the research in significant manner, sample size for this particular research
is 25 in which information related to influencers and their impact on companies’ sales (Etikan &
Bala, 2017). The respondents for the survey have been selected through convenience sampling
method. The number of respondents will be 25 therefore, the sample size will be 25.
Ethical considerations
The research has been done with utmost sincerity. Everything in the report includingthe
findings, analysis, and data has been reported honestly. There is no made-updata in the research.
This research does not present any form of contradictory information. This research has been
conducted with full honesty and integrity. In addition to this, The research has been conducted
with competence as well as carefulness. The data has been properly analysed and examined and
all the reckless mistakes have been avoided. All the records of the data have been managed
carefully including the research, data gathering, research methodology, as well as others.
3

Result
The result of research indicates that, the influencers have significant impact on the buying
behaviour as well as it also helps to understand the decision making approach. Through such
study fashion industry is able to provide better services according to the demand. Furthermore,
the paper provides information about the changing environment which able organization to make
decision for sustainable growth. It has been identified that, blog influencers have greater impact
on the minds of customers as their review change perception or decision of audience. There has
been both negative and positive shift in fashion industry which directly impact on the sales of the
company. One of the positive aspect about social media is that, it appeal the global audience
through which company have increased the revenue in shorter time span. From the study it has
been analysed that, customers are more loyal towards influencers who decide the future sales of
fashion industry.
Discussion
Question 1: Do you buy products online?
Options Frequency
Yes 24
No 1
4

Interpretation – From the above graph, it can be stated that majority of the respondents,
i.e., 24 out of 25 respondents stated that they do buy products online. This is because they think
that better product quality is available online, there is a lot of variety and also, there are different
deals for different brands. Due to this, the respondents are attracted towards purchasing products
from different online websites. On the other hand, only one respondent stated that they do not
buy products online because they believed that the product quality might be low and the brands
can charge high price for the same.
Question 2: What is your age group?
Options Frequency
Below 18 years 1
18-25 Years 13
26-35 Years 10
36-45 Years 1
45 Years and above 0
Interpretation – From the above graph, it can be stated that out of the 25 respondents, only
1 respondent stated that they were below 18 years of age. 13 respondents stated that they
belonged to the age group of 18-25 years. 10 respondents stated that they belonged to the age
5

group of 26-35 years of age and this helped them to respond during the study in an effective
manner. on the other hand, 1 respondent stated that their age group was 36-45 years of age. But it
was observed that none of the respondents were in the age group of 45 years or above.
Question 3: From where do you mostly do online shopping?
Options Frequency
Websites 7
Social media websites 1
Mobile Applications 16
Others 1
Interpretation – From the above graph, it can be concluded that 7 respondents stated that
they shop from, online websites as they are convenient. On the other hand, 1 respondent stated
that they shop from social media websites such as Instagram and Facebook. 16 respondents out
of the remaining respondents stated that they use the mobile applications of various brands in
order to shop online. This is because they get an access to a variety of products as well as
services. this is also because they are able to compare the prices of different products. Lastly,
only one respondent stated that they use other mediums for online shopping.
6

Question 4: Do you know who fashion influencers are?
Options Frequency
Yes 21
No 4
Interpretation – From the graph, it can be interpreted that 21 respondents stated that they
were aware about who fashion influencers were as they have either watched their videos or
follow them online. On the other hand, the remaining 4 respondents did not know who fashion
influencers are as they did not have any social media accounts and neither they’d read about
them anywhere. Therefore, it be said that there is a significant level of awareness about fashion
influencers among people.
Question 5: Do you follow any of the fashion influencers?
Options Frequency
Yes 17
No 8
I don’t know 0
7

Interpretation – From the above graph, it can be concluded that out of 25 respondents, 17
respondents stated that they follow some of the famous fashion influencers on different social
media platforms such as Instagram, Facebook as well as Twitter because they find their content
to be relevant and interesting. They also felt that the content shared by the fashion influencers is
informative and has helped them enhance their personal styling. On the other hand, 8
respondents stated that they did not follow any of the fashion influencers online. Lastly, it was
found that none of the 25 respondents stated that they did not know if they followed any fashion
influencer or not.
Question 6: Do you adhere to the information they share?
Options Frequency
Yes 8
No 7
Can’t say 10
8

Interpretation – From the above graph, it can be stated that out of the 25 respondents, 8
respondents stated that they adhere to the information that the fashion influencers share on their
platform. On the other hand, it was observed that 7 of the remaining respondents stated that they
did not adhere to the information that is shared by the fashion influencers and that it is only a
good way of distracting themselves from their daily routine. Lastly, the remaining 10
respondents stated that they did not have any idea if they adhere to the information shared by the
influencers or not.
Question 7: How do you ascertain the validity of information they share?
Options Frequency
By developing trust 4
Checking reviews of product 15
I just buy products after checking the information shared by an
influence
2
Any other 4
9

Interpretation – From the above graph, it can be stated that 4 respondents stated that the
way in which they ascertain the validity of information the fashion influencers share is by
developing a trust on them. On the other hand, 15 respondents stated that they check the reviews
of the products for which the influencers share information. Out of the remaining respondents, it
was found that 2 respondents stated that they just buy the product after checking the information
that is shared by the fashion influencers. And lastly, 4 respondents stated that they ascertain
validity of the information in other ways.
Question 8: Do you think influencers are next generation marketing channel?
Options Frequency
Yes 12
No 3
Can’t say 10
10

Interpretation – From the above graph, it can be stated that out of the 25 respondents, 12
respondents stated that they think influencers are next generation marketing channel. This is
because the content that is created and information that is shared by the influencers is
relevant and honest. On the other hand, the remaining 3 respondents did not agree to this
while the 10 respondents stated that they were not certain if fashion influencers could be the
next generation marketing channels. Therefore, it was observed that there was a need to
determine if fashion influencers could really serve to be the marketing channels for the next
generation.
Question 9: How do you mostly get influenced to buy products?
Option Frequency
By viewing their advertisement on television 5
By checking their reviews after getting recommended through friends
or family
16
When influencers recommend the products 4
Any other 0
11

Interpretation – There can be various factors that can influence people to buy a product. It
can be stated by analysing the graph that out of 25 respondents, 5 stated that advertisements on
the television influence them to buy the products. 16 of the remaining respondents stated that
they go through the reviews of the products that are recommended by friends or family. The
remaining 4 respondents stated that they get influenced to buy a product because of the fashion
influencers recommending the same to them. It was observed that bone of the respondents stated
that there is any other factor that influences them to buy products.
Question 10: How important do you find influencers for marketing of fashion products?
Options Frequency
Very Important 2
Important 13
Neutral 9
Not important 0
Not at all important 1
12

Interpretation – It can be interpreted from the above graph that only 2 out of the 25
respondents stated that they believe that fashion influencers are very important for the marketing
of fashion products. On the other hand, it was found that 13 respondents stated that fashion
influencers are important while one of the respondents stated that they are not at all important for
the marketing of fashion products. It was also analysed that 9 respondents were neutral about this
fact whereas none of the respondents stated that fashion influencers are not important for
marketing and promoting fashion products among the customers.
Evaluation(including recommendations for future research)
It has been recommended to fashion industry such as H&M to focus on social media
platforms like blogs and Instagram as they have large customer base to offer product and service.
Quality content is crucial for the company as this provide useful message in a creative manner.
Regardless of influencer popularity the absence of good content may fail. Hence, this becomes
essential for the company to hire influencer which helps company to increase sales respectively.
The influencers have creative mind through which they are able to attract audience and develop
positive bond. The further suggestion to fashion industry is to focus on contest and giveaways as
in result it increase audience engagement as well as encourage company to explore different
ways to capture people attention. It is essential to make proper planning to promote products at
13

large scale. For example, if company wants to launch new purse in this scenario, management
can hire influencers as brand ambassador. Such strategy often increase sales and provide
sustainable business model.
It also suggested that, in the present market customer buying behaviour changes are per the
environment. This is vital for fashion industry to constantly take feedback from the loyal
customers and make changes in the product and services to gain trust. Apart from this,
collaborating with different bloggers is crucial as this leads to brand exposure and it also helps
company to generate high rate of return. The first step for the firm is to identify the influencer
who is willing to promote the product to its customers. Another strategy which can be used by
the company is to make marketing strategy on different social media platform like making short
clothing video or commercial video as to make aware about its new product. This is considered
as most effective way to capture large people of different age group. This is essential to focus on
existing customers by maintaining quality of the product and services. Apart from this, analysing
competitor’s strategy is also important as this provide better insight in take corrective action for
development and growth.
CONCLUSION
From the above stated report is has been concluded that, influencers have vital role in
fashion industry for increasing sales respectively. For the fashion companies in UK targeting
right audience is essential to develop brand image in the market. Apart from this, it manages to
provide better experience to their customer which leads to relation building for long duration.
The influencer has wider reach which assist company to expand its business in shorter time span.
They have ability to connect with the audience which raise brand awareness more effectively.
From the research, it has been analysed that, working with fashion influencers company can
reduce advertisement cost and drive followers towards the brand. Along with this, it also
increases the visibility to the brand at large scale which ultimately leads to profit. Collaboration
with the influencers fashion industry in UK can improve the quality of content which increase
brand loyalty among the customers.
14

REFERENCES
Books and Journal
Stainton, H., 2020. Positivism and Interpretivism: A Simple Explanation. Accessed on 17th May
2021 from https://tourismteacher.com/positivism-and-interpretivism-simple-explanation/
Stumpfegger, E., 2017. Qualitative Versus Quantitative Research. Accessed on 17th May 2021
from https://www.munich-business-school.de/insights/en/2017/qualitative-vs-
quantitative-
Sudha M. and Sheena K. 2017. Impact of Influencers in Consumer Decision Process: the Fashion
Industry. Journal of Indian Management, 14(3), pp.14-30.
Sudha, M. and Sheena, K., 2017. Impact of influencers in consumer decision process: the fashion
industry. SCMS Journal of Indian Management, 14(3), pp.14-30.
Tomovska, E., 2020. The role of Instagram influencers as a source of fashion
information. Tekstilna industrija, 68(4), pp.58-64.
Torres, P., Augusto, M. and Matos, M., 2019. Antecedents and outcomes of digital influencer
endorsement: An exploratory study. Psychology & Marketing, 36(12), pp.1267-1276.
Trivedi, J. and Sama, R., 2020. The effect of influencer marketing on consumers’ brand
admiration and online purchase intentions: An emerging market perspective. Journal of
Internet Commerce, 19(1), pp.103-124.
Trivedi, J.P., 2018. Measuring the comparative efficacy of an attractive celebrity influencer vis-
à-vis an expert influencer-a fashion industry perspective. International Journal of
Electronic Customer Relationship Management, 11(3), pp.256-271.
Vaismoradi, M. and Snelgrove, S., 2019. Theme in qualitative content analysis and thematic
analysis. Qualitative Social Research, 20 (3).
Xiao, M., Wang, R. and Chan-Olmsted, S., 2018. Factors affecting YouTube influencer
marketing credibility: a heuristic-systematic model. Journal of media business
studies, 15(3), pp.188-213.
Opie, C., 2019. Research approaches. Getting Started in Your Educational Research: Design,
Data Production and Analysis, p.137.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
15