For brands, teaming up with influential Instagrammers is fast becoming a smart way to reach a fashion-savvy audience.
Last week, Lord & Taylor infiltrated Instagram feeds of thousands by asking 50 hand-picked bloggers to style a dress from its new Design Lab line, then share with their followers. And just like that, the colorful boho dress sold out, proving just how influential a team of bloggers can be when pushing a product.
But the campaign raised questions alongside sales dollars. Where was the disclosure? The slew of Instagram posts that showed the dress worn in different ways by different bloggers tagged Lord & Taylor’s Instagram account and mentioned the Design Lab but lacked specific transparency regarding the sponsorship.
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“It harms the relationship the creator has with the readers,” said Murphy. “Whenever something is posted, they’re going to question if it’s organic, and when that happens, this whole space starts to fall apart. It chips away at the very reason why it’s so effective.”
