An Essay Redefining Influencer for the Post COVID-19 Market
I recently fell into a hole, so to speak. This proverbial online rabbit hole began on a blog I routinely follow and ended several URLs later on a GQ article. Each article referenced the next as I progressed down the line. They all detailed projections of the menswear market post-COVID-19. A consensus was reached as the articles fleshed out forecasts from each writer’s unique perspective. The common ground reached was that suiting is on its way back and American craftsmanship will grow along with it through startup brands. A sound argument was made that shoppers should focus on smaller brands, both new and heritage, which specialize in their respective fields. The prevailing mantra for buying menswear and goods should be quality over quantity. Every item should be considered for durability and longevity as well as aesthetic and comfort. Higher price points should be viewed as investments in pieces that will be cherished for a long time. In short: Fast Fashion and disposable goods have no place in the future of men’s style.
In the interest of transparency, I am obligated to note that these were not revelations to me but rather vindications of viewpoints I’ve held for some time. These writers are all trusted and respected names in the world of style journalism. My journey began on David Coggins’ blog The Contender and ended on a GQ article by Cam Wolf, by way of Michael Williams returning to The Continuous Lean. By the time I stepped out of the hole and back into reality I felt well affirmed in my shopping habits. That’s when it occurred to me that I had been influenced in the truest sense of the word. Three trusted writers influenced my opinion in a way that will continue to dictate my shopping habits.
This kind of influence is the desired effect all marketing teams look for when contracting Influencers to promote their brands. The problem is that the people who have come to be known as Influencers over the past decade seldom hold any real influence over shopping habits. The title of Influencer has become a blanket term for anyone with a broad audience. Individuals with large social media followings that otherwise don’t do anything of note have been lumped in with creatives and bonafide celebrities. The perception that followers, likes, and views translate into sales for a promoted brand has prevailed for the past decade. While this was true when social media began proliferating into every corner of society ten years ago, that simple translation did not last long for the fashion industry.