At this point in time, the power of the fashion influencer is a vital form of brand marketing. Moreover, it accounts for 86 percent of the total earned media value for the top 30 fashion brands. Relationships that began as paid posts have now developed into multifaceted long-term partnerships—where the influencer is now the product collaborator. This past year alone, digital marketing strategists proved that accounts considered ‘micro’ were as profitable for fashion as the macro relationships. The reason being is that they standardly connect on a personal level with their fanbase, making their interactions more personable since they are perceived as popular peers. With an average of 85% higher engagement rate, it’s no wonder why influencers like Christian Garcia have cornered the market of fashion just by remaining active on social media.
Known for his positive personality as well as the use of colorful backgrounds, Christian has amassed 600,000+ followers on Instagram. This has allowed him to become the place for his friends to keep up with his fashion and beauty brand partnerships. His page even boasts the #ads and celebrity shout-outs from artists such as Megan Trainor and Bhad Bhabie.
My curiosity on the micro fashion network is why I spoke with Christian further to find out this lucrative business on Instagram works. More importantly, how fashion influencers can use this power in a positive social impactful way.
Joseph DeAcetis: What comes first to you: beauty or fashion?
Christian: Fashion; I love me some Calvin Klien but I can also go Cardi B and do Fashion Nova or Target.
Joseph DeAcetis: Where are you from? Was beauty or fashion a big market in your hometown?
Christian: I’m from San Luis Obispo, California – a small town in the middle of SF and LA. Fashion is such a rarity that I stood out for taking chances. Wearing items like ripped jean jackets or bright yellow blazers are not common in my town. I’m notably the first person to start changing the landscape for my generation there.
Joseph DeAcetis: How did you get into the entertainment industry?
Christian: When I was seven years old I marked on a show called el factor x the Mexico version of X factor. I didn’t make it through many rounds but I knew I was going to do something big.
Joseph DeAcetis: You’re a pretty prominent influencer on instagram, what’s a day in the life on social media like for you?
Christian: I’m pretty active so it could be anything from hanging out with friends and fellow influencers or me proudly showing off my shiny blazers in my stories (lol). I love beauty, so that’s a big part of my day too.
Joseph DeAcetis: In several media outlets, they’ve mentioned brand partners that you work with. Who’s your favorite and why?
Christian: I have so many! I love Fashion Nova; they have the best affordable clothing line aka for “looking iconic on a budget” like Cardi says. But don’t get me wrong, nothing tops Louis Vuitton.
Joseph DeAcetis: Do you have any collaborations emerging that you can talk about?
Christian: Yes I have a huge collaboration coming out very soon. It’s a huge brand collaboration. It’s my first this summer. I wish I can share more but stay tuned. I’ll be dropping hints on my IG soon.
Joseph DeAcetis: Under such a short amount of time, you have already become a recognizable entity in various markets including beauty, fashion and music … How do you determine the style or trends that you follow?
Christian: I honestly follow trends that I can feel my best in. I know that sounds cheesy but at the end of the day what makes you happy is what I’m all about.
Joseph DeAcetis: Who do you admire in the industry?
Christian: Jesus Christ above everything but if I have to pick someone it would be Demi Lovato, Chad Veach, Jeremy Scott.
Joseph DeAcetis: If there’s anything you can say to encourage young influencers, what would it be?
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Christian: At the end of the day don’t care what people say about you. They are just behind a screen wishing they were you. I always tell my fans pray and slay. Pray by working in silence and slay by showing your fruits in what you can achieve if you believe in yourself.
Joseph DeAcetis: You wear many hats. Do you consider yourself to be an entrepreneur?
Christian: I would say I’m curious I love adventuring in many projects and don’t want to be labeled just an “influencer” but someone who was able to achieve many things.
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