Let’s get something out of the way. Influencer Marketing is not a difficult to grasp marketing concept. It is basically like a sponsorship. You sponsor someone with a following on Instagram or YouTube (for example), in order to show and talk about your brand and its products to their followers. Rather than just producing an ad, the influencer talks or shows your product in an authentic way and thereby lends their credibility to your company brand.
Influencer marketing is at the forefront of many luxury companies’ marketing plans because it really is as close as you can get to translating your brand into the real world. Rather than a static, logo-driven and abstract thing, your brand can ‘become’ a person. This is of course why many luxury companies have historically used famous brand ambassadors.