Influencer marketing is crucial in the 21st-century fashion industry, as social media has reshaped the relationships between consumers and brands, with influencers becoming the bridge between the two. My research focuses on analyzing the marketing strategies of About You and Zalando and exploring the responses of Slovenian consumers to fashion influencers. In my master's thesis, I define and outline the role of influencers in shaping purchasing decisions and brand perception. The aim of the analysis was to assess the impact of influencer communication on consumer attitudes toward fashion brands and to identify the key characteristics of fashion brand marketing strategies. I found that authenticity and creativity are critical factors in the success of influencers in the fashion industry. Therefore, it follows that it is essential for fashion brands to choose influencers whose content aligns with their identity, as this contributes to the long-term increase in brand recognition and credibility.
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