The holiday shopping season was in full swing in November, and clothing brands ranging from fast fashion to activewear vied for consumer attention amid the Black Friday rush. But in the world of influencer marketing, standing out takes more than a sale. Here’s how the top clothing brands won over fashion bloggers—and grew their Earned Media Value (EMV)—this month.
PrettyLittleThing, Puma Debut High-Profile Collaborations
What better way to stoke pre-holiday buzz than by dropping a fresh collection with an A-list collaborator? This month, PrettyLittleThing partnered with U.K. girl group Little Mix on a range of club-ready apparel, inspiring a flurry of #PLTxLittleMix content from the band members as well as the broader influencer community. Meanwhile, Puma threw a boxing-themed party in LA to celebrate the launch of its collaborative collection with Balmain, co-created by none other than supermodel Cara Delevingne. Thanks largely to Delevingne’s clout, the streetwear-inspired range propelled Puma into the Top 10.
Lingerie Brands Leverage Loyal Communities to Drive Growth
The weather might be getting colder, but this November, conversation around intimate apparel brands heated up. Following the controversial cancellation of its annual runway show, Victoria’s Secret saw abundant support from its squad of “Angels.” For instance, Kelsey Merritt and Josephine Skriver shared photos from past years’ shows and thanked the brand for including them in the storied event. And while the OG bra brand benefited from models’ loyalty, rising lingerie label Savage x Fenty tapped its first-ever family of official partners, which includes musicians, models, and bloggers, prompting enthusiastic thank-yous from these #SavageXAmbassador[s].
To read more about the influencer marketing strategies that spelled success for this month’s most popular clothing brands, download our November Apparel Tribe Top 10!