Influence Marketing as a Tool for Promoting a Fashion Brand Using the Example of Lime, Love Republic and Pitkina

Influencer marketing is an effective tool for brand promotion in the modern world, especially in the fashion industry. This final qualifying work is devoted to the study of the use of influencer marketing in the promotion of fashion brands using the example of Lime, Love Republic and Pitkina. The purpose of the study is to identify the features and effectiveness of the use of influencer marketing in the context of these brands. The paper examines the theoretical basis of influencer marketing, its role in the modern communication strategy of brands, as well as the features of attracting and working with influencers. Next, an analysis of the use of influencer marketing by Lime, Love Republic and Pitkina brands, their strategies for cooperation with influencers, as well as an assessment of the results of this activity is carried out. The results of the study will reveal the main advantages and disadvantages of using influencer marketing in promoting fashion brands, as well as develop recommendations for optimizing the strategy of working with influencers to improve the effectiveness of marketing campaigns. The findings will be useful both for practitioners in the field of marketing and PR, as well as for researchers studying current trends in digital communications and the fashion industry.