Sign In

Hype Baes: Female Bloggers are Fueling Growth for These Streetwear Brands

Fashion
Screen Shot 2019-06-27 at 11.34.39 AM

The next generation of sneakerheads is female. As The Business of Fashion recently reported, the once male-dominated world of streetwear—with its roots in underground subcultures like skateboarding and hip hop—is increasingly ruled by women. Throughout 2019, two brands in particular, Fila and Sacai, have enjoyed sustained earned media value growth thanks in part to their robust communities of female bloggers. Here’s how both brands are stoking hype:

Fila Teams Up With Mercedes Varnado (and Benefits From Disruptor Buzz)

Does anyone have more street cred than Mercedes Varnado? In April, the professional wrestler (stage name: Sasha Banks) teamed up with Fila on a limited-edition version of the brand’s popular Disruptor sneaker as part of its #WrestleMania collaboration with WWE. Varnado teased the drop on her social channels, powering $238.0k EMV across 16 posts between January and May 2019 as one of Fila’s 10 highest-earning content creators. In all, mentions of “Sasha Banks” accrued $230.2k EMV, while #WrestleMania collected $314.0k EMV.

Additionally, Fila enjoyed widespread enthusiasm around the original Disruptor, with “Disruptor” netting $1.3M EMV. The sneaker featured in organic outfit content from streetwear enthusiasts like Kiera Please, while also scoring shout-outs from traditional lifestyle bloggers: the highest EMV-driving mention of “Disruptor” came from fashion YouTuber Ashley (bestdressed), who included the sneakers in her “Ultimate Guide to Closet Essentials” video. In all, Fila garnered $17.7M EMV from January to May 2019, up 26% from the previous year.

 

Screen Shot 2019-06-27 at 11.23.06 AMSource: @kieraplease via Instagram

 

Sacai Scores With Nike Collab

Japanese luxury brand Sacai stepped into the sneaker game in May, when it dropped a collaborative collection with Nike. The hotly anticipated range—featuring vintage Nike shoe styles “stacked” on top of one another—won attention from streetwear enthusiasts like Aleali May, who showcased several pairs in an Instagram from her trip to Shanghai with Sneaker Con. Aleali also demonstrated a broader affinity for the brand, sharing content from Sacai’s Fall 2019 Menswear show at January’s Paris Fashion Week and sporting the brand’s apparel in organic outfit posts. Altogether, the blogger generated $165.2k EMV across five pieces of content from January to May 2019 as one of Sacai’s 10 highest-earning ambassadors. The brand inspired $7.0M EMV over this time frame, a 152% surge from the previous year. Meanwhile, #Nike pulled in $362.0k EMV via 15 influencers as one of Sacai’s top three hashtags.

 

Screen Shot 2019-06-27 at 11.23.25 AMSource: @alealimay via Instagram

 

It’s no surprise that the face of streetwear is changing—constant, rapid evolution is built into the scene’s DNA. While no one knows what tomorrow’s cool kids will look like, right now, our money’s on women to run the streets.

To read more coverage of streetwear brands from Tribe Dynamics, download our special report on aesthetic communities!

READ AESTHETIC COMMUNITIES  AND THE BRANDS THEY CHAMPION

 

Read More

Related Articles

Inclusive Sizing is Spelling Success For These Fashion Brands

Fashion’s size-2-fits-all approach is so last season. Instead, brands are winning influencer acclaim with inclusive sizing and...

Fashion

Silk, Gardens, and Rainbows: The Brands and Looks Standing Out at Men’s Fashion Week

Men’s Fashion Week is underway in Milan, with luxury labels taking to the runways to show off their latest collections. Tribe...

Fashion

Kids These Days: Three Gen Z Influencers Shaping Fashion and Beauty

Everybody knows that Gen Z is a demographic they’ve got to reach, but fewer seem to know what Gen Z actually means. Often,...

Beauty Fashion

Ready to unlock your brand’s influencer marketing potential?

Tribe Dynamics provides iconic brands the full picture of their influencer marketing programs through industry-leading data and influencer marketing analytics solutions. We work with brands, retailers, and agencies across industries—from beauty to entertainment—so let’s get in touch to see if we’re the right fit for you!

“Working with Tribe Dynamics over the past 5+ years has been a true partnership in every sense of the word. The sophistication in their data is unmatched in the industry, and the level of insight in their analysis has become indispensable for any marketer in the beauty space today. They’re truly best-in-class.”

Mehdi Mehdi, Chief Digital Officer,
Rare Beauty

"Tribe Dynamics' influencer marketing platform provides a holistic view of our ambassadors as well as hard data that proves their importance to company leadership."

Joy Findeisen, Brand Relations and Digital PR Manager,
Benefit