1、Zoom on Social Media:Influencer Marketing&Fashion TrendsCredit:Nora JaloudHeuritech x Hivency1.Hivency Introduction2.Heuritech Introduction 3.Influencer Marketing&Consumer Insights4.FW21 Trend InsightsAgendaCredit:LoeweWhat is Hivency?Hivencys 360-degree solution enables brands to identify relevant

2、influencers and ambassadors,manage their collaborations,and generate and collect quality consumer reviews.2 offices:Paris(HQ),MadridA team of 100 talents,experts in data,machine learning,predictive algorithms and behavioural intelligenceA platform with a community of 90.000 micro influencers and 200

3、.000 nano influencers in 140 countriesOver 1,000 brands trust Hivency:LOral,Sephora,Promod.Credit:Maison KitsuneWhat is Heuritech?Heuritech offers brands data-driven fashion trend forecasting using advanced AI to translate pictures shared on social media.Our unique technology combines the science of

4、 AI and fashion.We analyze millions of pictures on social media to spot key trends worldwide with a 1 year forecast at a 90%precision rate.Brands can better anticipate demand,manage inventory,and produce more sustainably.Credit:House of SunnyInfluencer Marketing&Consumer InsightsCredit:Amanda SouzaH

5、euritech x HivencyInfluencer marketing is a marketing lever that consists of getting people talking about your brand and promoting what you sell through trusted influencers on social networks.Influencer marketing is a communication lever that keeps gaining momentum.If influence is useful for all ind

6、ustries and even if some have not started to use it,the fashion industry has nothing left to prove in this respect.It is one of the first to have chosen this powerful communication channel.Influencer MarketingInfluencers role in promoting future trendsPioneer brands in the fashion industry have alwa

7、ys communicated through affiliated personalities or celebrities,and more recently through influencers and brand ambassadors.Influencers popularity on social media allows brands to communicate their latest fashion launches.Fashion brands can,now more than ever,transmit their commitments and values th

8、rough this channel.Communicating through influencers allows these brands to stand out,make themselves known,make people talk about them.it also offers many other advantages yet to be exploited by the sector.To break out of the ordinary and innovate,there are three main trends emerging this year that

9、 may prove useful for fashion brands:Gathering consumer information on social networks thanks to influencers Co-creation with micro and nano-influencersLaunching consumer ratings campaignsIn-depth explanation from Hivency,a platform specializing in micro-influence and consumer reviews.Maisie William

10、sMargaret ZhangConsumer insightsIn addition,with a single contact point,marketers can obtain invaluable information about their consumers and adapt their communication accordingly.Take the example of a single photo:you can learn the location of the consumer,the date and time,but also elements such a

11、s his hobbies or clothing style.Brands can then adapt their products,as well as their communication strategy,according to their audience.Influencers are not only a tool for brands to create quality user generated content on social networks:they are also an often untapped resource for gathering consu

12、mer insights.No more need for polling institutes,everything you need to know can be found online.Social networks are a goldmine for getting to know your customers better,but also for discovering tomorrows fashion trends in advance.Indeed,some content creators are very innovative and brands can see w

13、hat works and what doesnt through them.During your influencer marketing campaigns,you should not hesitate to survey your influencers followers.How is this done?Connecting with them through stories or comments,to find out their views on the brand,its services or products.It is also possible to have t

14、hem preview your products for feedback.When the influencers with whom you collaborate are aligned with your target audience you can tap into an endless stream of information regarding their community,which will enable you to get to know your audience better,develop your brand and adopt a data-driven

15、 approach.SosanaLOILCo-CreationCo-creation is a powerful tool for brands that can help them achieve a wide variety of objectives:innovative new products,notoriety,a boost in sales,quality content,consumer insights When the influencer market was still a growing,immature ecosystem,co-creations mainly

16、took place between brands and macro-influencers.Nowadays,the influencer market is reaching a level of maturity and development that allows other formats of co-creation.It is the case of co-creation with nano-influencers.These small social media actors(their profiles have 5,000 followers or less)prov

17、e powerful allies when working towards certain objectives.Nano-influencers are very engaged consumers that regularly share their thoughts and opinions about brands on social media.They are an invaluable pool of insights and resources that can help a brand improve the launch of a product(by taking in

18、to account their expert feedback),survey the market to know what the expectations and needs are,participate in creating content and so much more.Co-creating with nano-influencers is an upcoming trend in 2021 and beyond that will help differentiate and attract customers to the brands that implement i

19、t.Iris LawProduct Reviews CampaignsRatings and reviews have become an essential part of the customer journey,be it through online shopping or when buying in-store.52%52%of french consumers consult reviews before buying a FASHION ITEM46%46%when it comes to a PURCHASE IN-STORE57.5%57.5%of french consu

20、mers consult online reviews before making aPURCHASE ONLINEProduct reviews campaigns are the most efficient option available for brands that want to leverage this tool and promote the quality of their products through truthful opinions.They consist in sending out a product for free to a selection of

21、customers in exchange for their honest opinion,which is to be expressed in the form of a review on a website of the brands choice.These campaigns allow the creation of in-depth reviews that go beyond a simple“Loved this product!”and really dive into the properties of the product and the testers expe

22、rience.Platforms such as Hivency take care of the logistics(sending the products,collecting the reviews,etc.),have a pool of experienced testers that can be filtered to match the brands needs,and allow the spread of reviews on more than one site,so the brand can fully benefit from its clients feedba

23、ck.Reviews are particularly important when it comes to brands in the fashion industry.They are decisive for buyers:a single negative review could dissuade them from purchasing if not balanced by a good number of positive feedback.Breda StudioSource:HIVENCYTrends and social media:A symbiotic relation

24、ship-By paying close attention to the most niche possible sources,trends can be detected before they catch on to the mainstream innovation diffusion theory can be applied to trends cycles-“Edgy”influencers,stylists are the innovators who are the first to adopt a seemingly niche trend-Niche sources d

25、o not only come from fashion:Its important to look to obscure/up and coming music,art,and films as well because this bleeds into the fashion industry-We select Instagram accounts of interesting profiles who are at various stages in the innovation curve-Edgy people are more the innovators and early a

26、dopters-Mainstream people fall towards the end of the graphGimaguasTrends and social media:A symbiotic relationship-Influencers with a large,often more“mainstream”following adopting formerly ultra-niche trends play an important role in the diffusion of a given trend-For example,when Kylie Jenner wea

27、rs a small“niche”brand,the style instantly becomes validated as a more mainstream trend+the brand gains significant publicity-Digital influencer Lil Miquela(3m followers)is another example of a digital persona who helps to propagate niche trends to a mainstream audience by wearing up and coming desi

28、gners-Brands either collaborating with or copying young creatives is another way in which niche trends catch onto the mainstream-Anna Sui collaborated with Anna Castellano(2.5k followers)for their FW 21 collection-Coperni collaborated with Alix Higgins(3.8k followers)for FW 21-Anna Sui collaborated

29、with Anna Castellano(2.5k followers)for their FW 21 collection FW21 Womenswear Fashion Trends:EU vs USCredit:Amanda SouzaHeuritech x HivencyHow do we build our trend analysis?Analysis scope:The selection of trends is based on the curation of trends spotted on social media.European and US womens tren

30、ds covering all consumer types.Data source:Instagram posts in Europe and the US.We analyzed millions of Instagram images to capture the dynamics of trends in the European and US markets.Analysis period:Forecast for Fall 2021 compared to Fall 2020Technology used:Heuritechs proprietary image recogniti

31、on technology which recognizes thousands of products and trends in images.Methodology of our trend analysisCalvin LuoConsumer Segmentation Most representative consumer segment,to understand what kind of consumers this trend is most appealing to,among our 3 panels EDGY,TRENDY&MAINSTREAMGrowth rate:Co

32、mpares the evolution of the visibility of the trend in Winter 20 with what we forecast for Winter 21Heuritechs Metrics guideTrend Cluster:characterizes the status of the trend for a given season,based on its growth and magnitude metrics.There are 6 clusters:FASHION BET Very visible trend with growin

33、g dynamics to bet onBOLD BET Less visible trend with growing dynamics on which you can can bet on taking higher riskMagnitude:Evaluates the forecasted visibility of the trend on social images on the season of interest,and therefore its level of potential market demand,on 5 levels:MICRO.SMALL,MEDIUM,

34、BIG,MASSIVESAFE BET High magnitude trend with stable dynamics to safely bet onSTEADY Low magnitude trend with stable dynamics that wont make any fuss LAST CALL High magnitude trend with decreasing dynamics that have still a business potentialMARK DOWN One shot trend which wont be carried over as the

35、y are decreasing and of low magnitude How do we build a trend diagnosis?We monitor the trends visibility ie the volume of posts in which our AI technology detected the trend.Crochet1678952.Jonathan Simkhai3.Mark Fast4.Batsheva5.Gabriela Hearst6.Batsheva7.Gabriela Hearst1.Miu Miu8.Jonathan Simkhai9.A

36、cne243Crochet1456732.Acne3.Jonathan Simkhai4.Anton Belinskiy5.Miu Miu6.Gabriela Hearst7.Batsheva1.Jonathan SimkhaiCrochet was a big hit this FW21 season as a byproduct of the DIY and craftcore movements weve noticed since the start of the pandemic.Crochet dresses were the most popular iteration,seen

37、 in the collections of Jonathan Simkhai and Anton Belinskiy,among others.Accessories such as balaclavas,shawls,and legwarmers were popular as well with designers like Miu Miu and Acne Studios.This Fall 21,crochet will be much more popular in the US than in Europe,but in both geographies the trend ma

38、intains a niche appeal among edgier consumers.2Magnitude SMALLSegmentation EDGY,TRENDY,MAINSTREAM+11%In Fall 21 vs.last yearMODERATELY INCREASINGBOLD BET inUSMagnitude SMALLSegmentation EDGY-4%In Fall 21 vs.last yearFLATSTEADY inEuropeCrochetMedium Orange1678952.Acne3.Kim Shui4.Ottolinger5.Raf Simon

39、s6.Kenzo7.Sportmax1.Ottolinger8.Roksanda9.Kenzo432Medium Orange1456732.16arlington3.Sportmax4.Kenzo5.Ami6.16arlington7.Blumarine1.Kim Shui8.Anton BelinskiyMedium orange popped up in many designers collections this season in many different forms.Kim Shui featured silk orange dresses,Ami went for stat

40、ement suits,Sportmax opted for a bodycon maxi skirt,and 16arlington chose a tailored chemise.Despite its salience on the runway,medium orange will slightly decrease in visibility in both Europe and the US this Fall 21 compared to last year.Designers can nonetheless count on their mainstream audience

41、 to keep the trend steady throughout the autumn season.2Magnitude SMALLSegmentation MAINSTREAM-9%In Fall 21 vs.last yearSLIGHTLY DECREASINGSTEADY inUSMagnitude SMALLSegmentation EDGY,MAINSTREAM-6%In Fall 21 vs.last yearSLIGHTLY DECREASINGSTEADY inEuropeMedium OrangeWhite Denim1678952.Auralee3.Anton

42、Belinskiy4.Daniel W Fletcher5.Givenchy6.Daniel W Fletcher7.Isabel Marant1.LRS8.Mark Fast9.Kimhekim432White Denim1456732.MM63.MSGM4.Givenchy5.LRS6.Daniel W Fletcher7.Auralee1.Isabel MarantWhite denim tends to be a statement piece for those who lean toward classic dressing,which helps to explain why s

43、o many simple,elegant designers included this fabric in their FW21 collections.White denim will be a major must-have in Europe this Fall 21 compared to Fall 20,with a strongly increasing growth rate and a universal consumer appeal.In the US,the trend will be a safe bet among edgy consumers,so design

44、ers here can focus on their more niche audiences come Fall.2Magnitude MEDIUMSegmentation EDGY+1%In Fall 21 vs.last yearFLATSAFE BET inUSMagnitude MEDIUMSegmentation EDGY,TRENDY,MAINSTREAM+21%In Fall 21 vs.last yearSTRONGLY INCREASINGFASHION BET inEuropeWhite DenimMidi Dresses1678952.16arlington3.Apu

45、jan4.Auralee5.16arlington6.Act N17.Adam Lippes1.16arlington8.Apujan9.Act N1432Midi Dresses1456732.Act N13.Adam Lippes4.Act N15.Apujan6.16arlington7.Apujan1.AuraleeAs a compromise between the boom in going-out wear and comfort dressing,midi dresses have made an entrance this FW21.Designers including

46、Auralee,Apujan,Act N1,and more all created different versions of the midi dresses,some more glamorous and some more loungewear.And with a massive market demand potential in both Europe and the US,this trend has a universal appeal for Fall 21.Midi dresses are a safe bet as theyll remain steady throug

47、hout the season.2Magnitude MASSIVESegmentation EDGY,TRENDY,MAINSTREAM1%In Fall 21 vs.last yearFLATSAFE BET inUSMagnitude MASSIVESegmentation EDGY,TRENDY,MAINSTREAM-2%In Fall 21 vs.last yearFLATSAFE BET inEuropeMidi DressesPink1678952.Fendi3.Annakiki4.Herms5.Chanel6.Christian Siriano7.Acne1.Ninamouna

48、h8.Isabel Sanchis9.Salvatore Ferragamo432Pink1456732.Chanel3.Marc Jacobs4.Isabel Sanchis5.Iceberg6.Dries Van Noten7.Altuzarra1.LRSAll shades of pink,from fuchsia to pastel,were spotted on the runways this season.LRS,Chanel,and Schiaparelli got adventurous with hot pink,while Ninamounah,Acne,and Herm

49、s kept it toned down with softer tones.Dresses were the most popular category for this color,and we can expect consumers in both Europe and the US to be wearing this trend come Fall 21.Pink is a safe bet in both geographies,appealing to all consumer segments,most likely due to its range in both tone

50、 and product.2SAFE BET inUSSAFE BET inEuropePinkSegmentation EDGY,TRENDY,MAINSTREAMSegmentation EDGY,TRENDY,MAINSTREAMMono Sleeves1678952.Anna Kiki3.Christian Siriano4.David Koma5.Dries Van Noten6.Christian Siriano7.Custo Barcelona1.Boyarovskaya8.Atlein9.Christian Siriano432Mono Sleeves1456732.David

51、 Koma3.Custo Barcelona4.Atlein5.Dries Van Noten6.David Koma7.Balmain1.Anna KikiMono sleeves were an unexpected trend this FW21,but we indeed noticed it all over the runways in all four Fashion Week cities.Anna Kiki opted for a glamorous,one-sleeved ballgown,David Koma got futuristic,and Dries Van No

52、ten gave us dance teacher looks.There was no one way the mono sleeve was iterated this season,as it appeared in different fabrics,colors,styles,and textures from a range of notably European designers.2Mono Sleeves1.Hivency carried out a survey in 2021 with more than 3,000 french consumers and tester

53、s to learn more about their purchasing habits,interactions with reviews and behavior on social media.According to this survey:-68%of consumers follow between 1 and 71 influencers on social media.-The main reason cited for following these profiles(46.6%)was to discover new products and be aware of of

54、fers.-85%of consumers have already made a purchase after seeing the post of an influencer.2.Bright colors and daring silhouettes will be major trends this Fall in Europe and the US3.Emerging trends are good indicators of mainstream trends later on4.Influencers and brands work together to both tell c

55、onsumers what they want and listen to consumer desiresKey Takeaways/Key Data PointsStella McCartneyActually,we didnt tell you everything.More trends are available for our clients,please get in touch at You can also subscribe to our newsletter to never miss our next reports or webinarsSubscribe to our newsletterTo get in touch with Hivency contact or Get in touch