When Brooklyn Beckham revealed on his Instagram feed that he would be
photographing Burberry's latest fragrance ad campaign, the outrage was
palpable.
--
Burberry boss Christopher Bailey suggested it might have been Brooklyn's
5.9 million Instagram followers, rather than his parents, that got him
the gig.
--
The influence of social media has also rapidly changed how models are chosen. Kendall Jenner, who shot to fame thanks to the Keeping Up with the Kardashians reality TV show, has been dubbed the "ultimate Instagirl" for her huge social media fan base: 48 million followers on Instagram and 15.3 million on Twitter.
It was probably this status as the most-followed model on Instagram, as much as her looks or talent, that scored her the top job as the face of cosmetics giant Estee Lauder, says Mr Galloway.
--
In some cases, not just the models but the entire backstage team - including the make-up artists, stylists and producers - are selected according to their influence on social media.
--
Online sales in 2014 accounted for just 6% of the $250bn global market for luxury goods, but they're growing at a much faster rate than shop sales, according to management consultancy McKinsey.
http://www.bbc.com/news/business-35483480
https://www.instagram.com/p/BBLB84LRJJJ/?taken-by=burberry
Inga kommentarer:
Skicka en kommentar