The influence of influencer marketing on shifting consumer trends: A study of a fashion label in Kano, Nigeria
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Background of the study
Influencer marketing has emerged as a potent tool for shaping consumer trends, particularly in the fast-paced fashion industry. In Kano, Nigeria, fashion labels increasingly collaborate with influencers to tap into evolving consumer preferences and drive brand perception. These collaborations allow brands to harness the influencer’s credibility and reach to introduce new trends, styles, and product innovations to a wide audience (Ibrahim, 2023). Influencer marketing can shift consumer trends by introducing fresh aesthetics and lifestyle choices that resonate with contemporary audiences. By aligning with influencers who reflect current cultural and social values, fashion labels can effectively influence purchasing behaviors and set new market trends. However, the dynamic nature of consumer behavior means that influencer campaigns must be agile and responsive to real-time feedback. Challenges such as maintaining authenticity, avoiding over-commercialization, and aligning influencer content with brand identity are critical to ensuring campaign success (Afolabi, 2024). This study examines how influencer marketing impacts shifting consumer trends for a fashion label in Kano, analyzing the interplay between influencer credibility, content strategies, and consumer response to drive trend adoption (Chinwe, 2025).
Statement of the problem
Fashion labels in Kano face challenges in leveraging influencer marketing to effectively shift consumer trends. Issues such as misaligned messaging, lack of authenticity, and rapidly changing consumer preferences can undermine campaign effectiveness and hinder trend adoption. This study seeks to understand the factors that contribute to or detract from successful influencer marketing campaigns and their ability to shape consumer trends, ultimately impacting brand performance (Ibrahim, 2023).
Objectives of the Study
To assess the impact of influencer marketing on consumer trends.
To identify challenges in influencer collaborations.
To propose strategies for enhancing campaign authenticity and effectiveness.
Research Questions
How does influencer marketing influence consumer trends?
What challenges affect its effectiveness?
How can fashion labels optimize influencer partnerships for trend adoption?
Significance of the study
This study offers critical insights into the role of influencer marketing in shaping consumer trends. Its findings will help fashion labels in Kano refine their influencer strategies to drive trend adoption and improve brand positioning. The research contributes to the academic discourse on digital marketing and provides actionable recommendations for enhancing campaign authenticity and effectiveness (Chinwe, 2025).
Scope and Limitations of the Study
This study is limited to examining the influence of influencer marketing on consumer trends for a fashion label in Kano, Nigeria.
Definitions of Terms
Influencer Marketing: The use of social media personalities to promote products.
Consumer Trends: Patterns in consumer behavior and preferences over time.
Fashion Label: A brand that designs and markets clothing and accessories.
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