Influencer marketing, from Beckham to boohooMAN

influencer marketing

Recent collaborations prove the longevity of influencer marketing as a viable means of reaching your ideal consumer.

As Instagram continues to disrupt traditional models and methods of advertising and selling, influencer marketing is being embraced by brands as a way of converting those likes into sales.

Influencer marketing is continuing to mature and evolve, as reported in our WGSN Insight report, Influencer Marketing 3.0, and brands are continuing to get creative in their approach to working with the right influencers.

boohooMAN  is an example of this. The brand has continued to push boundaries and capitalise on opportunities in the influencer sphere as a means of bridging the gap between product and their core customer. We previously reported on the menswear online fashion brand being a serious market disruptor – and past celebrity partnerships have certainly shown a strong understanding of the Millennial consumer.


influencer marketing

Their recent collaboration with hip-hop artist French Montana is an extension of this – and is the company’s biggest global partnership to date. It’s one that will appeal to the brand’s key audience of young men heavily invested in celebrity culture, luxury and popular music genres, from hip-hop, to grime and RnB.

With a maximum price point of £60, the collection stays true to the brand’s ongoing values of creating affordable, trend-led fashion that’s accessible to everyone.

The collection was launched via an event in Los Angeles at Poppy for press, influencers and celebrities.

boohooMAN said that “taking note from the product aesthetic and French’s very own style, the event served as the ultimate VIP experience”, with boohooMAN CEO Samir Kamani stressing that Montana “directly appeals to [their] target audience”.

Similarly, Reebok hosted an intimate event late last week to launch its Reebok X Victoria Beckham collection, inspired by Reebok brand ambassador Shaquille O’Neal.

As well as appearing at the launch event, Beckham and O’Neal have publicised the collaboration heavily, from a ‘Late Late Show’ appearance to joint Instagram promotion.

It’s the most casual offering to come from Victoria Beckham to date and, although the bulk of the collection launches later this year, we don’t yet know whether there will be further collaboration. However, as the Adidas X Stella McCartney partnership proves, a collaboration between a high-fashion female designer and a pure sports brand can actually be a long-term success story.

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