The age of social media has completely changed the way brands manage their strategic approach to marketing and advertising. As social media becomes increasingly ubiquitious, the role of influencers - social celebrities who have a loyal following within a particular niche and can therefor affect their purchase decisions - becomes even stronger. By partnering with influencers, brands get access to entirely new audiences, build brand awareness, and generate sales.
Girls' apparel and accessories retailer, Garage, specializes in bringing effortlessly stylish clothing to girls in Canada, U.S., and abroad. The brand partnered with influencer and teen-icon, Sierra Furtado, to create an exclusive 20 piece collection sold online and at 70 of their store locations. To celebrate the launch of her collection, Sierra spent the day meeting and taking pictures with select fans at Glendale Galleria. The event was publicized to Sierra's 5 million YouTube and Instagram followers as well as Glendale Galleria's social following.