Millennial minimalism may be in, but that doesn’t mean we’re done accessorizing. From Lack of Color’s festival-ready hats to Missoma’s edgy-yet-elegant jewelry, accessories are still the icing on top of any influencer getup, and accessories content is driving significant Earned Media Value (EMV). Here are four accessories brands that bloggers can’t stop talking about:
The Festival Girl: Lack of Color
Can’t pull off a fedora? Lack of Color might make you think again. The brand’s handmade hats starred at Coachella this year, with posts tagged #Coachella driving $611.4k EMV between January and April 2019. Lack of Color also scored consistent shout-outs from fashion bloggers, who featured its distinctive offerings in organic outfit content: #ltkit (like to know it) and #ootd (outfit of the day) powered $3.5M EMV and $1.2M EMV as the brand’s two highest-earning hashtags. In all, Lack of Color accrued $26.2M EMV across mentions from 964 influencers between January and April, enjoying a 13% year-over-year growth in EMV and a 41% YoY expansion in community size.
Source: @sarahjanebetts via Instagram
The Minimalist: Mejuri
Mejuri is basically the Glossier of jewelry. The rising brand—which offers “everyday fine jewelry”—has inspired a cult following with its quietly chic necklaces, earrings, and rings. From January to April 2019, Mejuri collected $6.6M EMV, up 27% from last year. The brand’s success was fueled in part by #MejuriPartner[s] like Laura Supnik, who featured Mejuri jewelry in their outfits, participated in promotional shoots, and offered discount codes for their followers. Mentions of #MejuriPartner drove $86.0k EMV. The brand also saw excitement around #InternationalWomensDay ($70.9k EMV) in March, when it gifted influencers jewelry to commemorate the holiday.
Source: @laurasupnik via Instagram
The Free Spirit: Missoma
Missoma’s jewelry—which ranges from Roman coin pendants to spiked chokers—somehow toes the line between trendy and timeless. Conversations about the brand revolved around its collaboration with fashion and travel blogger Lucy Williams, with mentions of #LucyWilliamsxMissoma collecting $172.7k EMV from January to April 2019. Missoma also stoked excitement at Coachella, when it tapped celebrities including model Shanina Shaik and actress Anne Winters to flaunt its offerings in outfit posts tagged #MissomaGirls ($185.2k EMV). Altogether, the brand accrued $6.2M EMV from January to April, boasting a 35% year-over-year growth.
The Romantic: Shinola
The Detroit-based watchmaker posted $1.2M EMV from January to April 2019, achieving a 40% year-over-year increase. Around Valentine’s Day, the brand tapped influencers including Debbie Lemonte to share heartfelt posts about gifting Shinola watches to their partners, tagging their content #ShinolaLoveLetters. The brand also featured in organic lifestyle posts from menswear bloggers, with #MensStyle and #MensFashion driving a respective $14.1k EMV and $12.9k EMV as two of Shinola’s top 10 hashtags.
Whether you’re a fiend for bling or prefer to stick to basics, these brands belong on your radar. To stay in the loop about other new developments in apparel and beauty, download our Tribe Top 10s.
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