1. Speed and high frequency are not always the ideal solution
When entering a new market, brands often choose maximum reach within a short period of time. But are they ready for it? And is it sustainable in the long term? The answer to both questions is often simple. No.
Without secured logistics and certainty that products will reach influencers’ followers on time, crisis communication begins before the campaign is even fully created.
Without clearly defined touchpoints and adjustments in the approach to influencer marketing, campaigns gradually become channels without performance. In the initial phase, a larger number of influencers and higher frequency can make sense. Over time, however, a more stable approach is to retain the best and most suitable creators for long term collaboration at a lower frequency.
Without precise preparation, including preparation for the influencers themselves, the timeline can shift by weeks. What is the size of the influencer? In retail, is the product stocked in the store the influencer is visiting? Do we cover multiple cities? Do we cover all customer typologies the product is intended for? Does the influencer order from their own account and get reimbursed afterwards, and do they know this in advance?
2. The marketing funnel does not have to start with awareness
The traditional marketing model awareness, consideration, conversion remains a guideline in many fashion campaigns, but it does not have to be a rule. For one client, we moved directly to conversions from the start. Seven countries, more than 350 influencers and nearly 10,000 deliverables. But conversions do not have to mean sales only. In the initial phase, the focus can be on app downloads or account creation, followed by tracking how users from individual influencers move across the ecommerce site and using the data to gradually shift toward sales performance.
3. Store visit equals higher campaign cost. CPM increases by approximately 25 percent
Influencers filming directly from a store add higher perceived value to a campaign, which is great because we want to showcase our beautiful stores. But this also means a higher cost per thousand impressions. Our data shows that the benchmark CPM for fashion campaigns including a store visit can be up to 25 percent higher than standard online content, even with similar performance. This uplift needs to be clearly communicated in the brief and during planning. If a store visit is part of the campaign, reflect this in the budget and in KPI setting with your agency, which we hope will be us.
4. Quality research is not a bonus. It is the foundation
If your campaign does not communicate just one product, you are often in a situation where you want to showcase collections for children, women and men. Add to that a wide selection for plus size influencers and you can easily end up with five different personas. This means diverse influencers. And ideally not all based in Prague. And not limited to Instagram only, but including TikTok as well. These are substantial requirements in terms of selection and influencer know how. We have it, and we managed this type of research within five days including confirmation of collaboration interest. This was the case, for example, with the C and A campaign. The full case study is available here.
5. Exclusivity with influencers often does not make sense
In fashion, it is completely natural for influencers to mix brands, just as real customers combine different clothing brands. Requiring exclusivity is often counterproductive and does not reflect the reality of modern fashion behavior. Honestly, who wears only one brand today? Unless you are Homer Simpson or Steve Jobs, mixing brands is completely natural.
Exclusivity on the posting day and possibly two to five days before or after, or during an ongoing boosting period, is of course standard.
6. Every market is different and brands must be able to read cultural differences
Our experience with fashion brands in the CEE region shows that a universal model simply does not work. The Czech market often requires a completely different strategy than other markets. Slovakia has a strong overlap with the Czech market, which can make it challenging to find exclusively Slovak influencers. Hungary is a highly efficient market with a large number of influencers and lower CPM compared to the Czech Republic. Italy, the country with the highest number of influencers per capita, is a strong example of why exclusivity in influencer marketing is losing relevance. In an extremely competitive environment, influencers naturally collaborate with multiple brands not because they want to break rules, but because it reflects market reality and consumer behavior. Data from 2025 shows that one quarter of beauty influencers in Italy promoted competing brands and 10 percent did so within the same period. For fashion brands, this is a clear signal that authenticity and relevance now outperform artificial exclusivity. Regional differences must be considered from the research phase to the design of the influencer pool.
7. Fashion competes not only with fashion, but also with second hand, slow fashion and fast fashion trends
Slow fashion has gained momentum in recent years. However, global statistics show that although Gen Z often declares interest in sustainable fashion and 62 to 73 percent say they are willing to pay more for it, actual purchasing behavior tells a different story. Up to 72 percent purchased fast fashion within the past year and 47 percent describe themselves as fast fashion addicts. Fashion influencer marketing today is not about selecting attractive faces. It is about strategy, research, logistics, the right KPI mix and a deep understanding of each market.
Want to see how these campaigns really work and what you can bring into your own marketing mix? Get in touch with us and we will tailor a campaign specifically for you. 🤝
