By Christine Kearney, Partner and CEO at PH Digital
Fashion has always been a mirror of society, capturing its values, aspirations, and ever-changing rhythms.
But in today’s digital-first world, this mirror is refracted through the dynamic lens of social media, where influencers hold sway over trends, consumer choices, and even brand identities. In New Zealand’s thriving fashion scene, this digital evolution is not just a global phenomenon – it’s deeply personal, uniquely shaped by local values of authenticity, sustainability, and community.
As the CEO of PH Digital, I’ve had the privilege of working with some of New Zealand’s and Australia’s most iconic fashion and lifestyle brands, helping them transform digital challenges into growth opportunities. I’ve seen firsthand how the right strategy can turn niche fashion brands into market leaders with international appeal. For today’s consumers, who value authenticity, social proof, and convenience, brands must strike a delicate balance between artistry and precision – connecting emotionally while converting decisively.
As we celebrate the FNZ Power List 2024, spotlighting the most powerful influencers in New Zealand fashion, it’s the perfect time to reflect on the current state of digital strategy and where it’s heading in 2025. The rise of Key Opinion Leaders (KOLs) has redefined the playbook for brands. But this power doesn’t lie solely in the numbers. Instead, the true influence is in trust, resonance, and the ability to foster lasting connections in a saturated digital space.
2024: The Current Landscape
The Evolution of Influencer Marketing
The influencer marketing landscape has matured. High-profile endorsements and fleeting partnerships are out. Today, brands are increasingly prioritising micro and nano-influencers – creators with smaller but deeply engaged audiences who connect authentically with niche communities. These partnerships feel more personal, making them especially effective for boutique labels and local brands looking to build trust and foster meaningful relationships.
For PH Digital, campaigns involving micro-influencers have been a cornerstone of driving awareness and achieving measurable sales growth. At the same time, we’ve seen a shift towards longer-term collaborations. Rather than one-off posts, brands are co-creating sustained narratives with influencers to ensure consistent messaging and stronger alignment with their values. This evolution reflects the growing understanding that influence is a marathon, not a sprint
Social Commerce as a Gamechanger
One of the most significant shifts in 2024 has been the rise of social commerce. Platforms like TikTok, Instagram, and even YouTube have seamlessly integrated shopping experiences, allowing audiences to move from discovery to purchase in just a few clicks. Influencers have become the linchpins of this ecosystem, curating shoppable content that inspires and converts. For the fashion brands we work with, this convergence of entertainment and e-commerce has been a golden opportunity to create immersive, profitable campaigns that meet consumers where they already are.
Video Reigns Supreme
Video remains the undisputed king of content, but its dominance has taken new forms. From short-form videos on TikTok and Instagram Reels to interactive live-stream shopping events, video content is not only capturing attention but also driving meaningful engagement. It’s not about going viral; it’s about creating moments that matter, whether through behind-the-scenes glimpses, styling tips, or Q&A sessions with designers and influencers.
2025: Looking Ahead
The Shift to Personalisation
As privacy regulations tighten and third-party cookies become a thing of the past, the focus on personalisation will grow sharper. Brands will need to invest in first-party data and leverage tools like AI to craft hyper-targeted campaigns that feel tailored, not intrusive. Influencers will play a key role here, acting as trusted intermediaries who can deliver personalised recommendations in a way that feels natural and credible.
Value for Money Becomes a Priority
As the global cost-of-living crisis, inflation, and recession pressures continue into 2025, consumer priorities are shifting significantly. Sustainability, while still relevant, has taken a backseat as value for money becomes a top purchase driver. Influencers and KOLs will pivot their messaging to emphasise affordability, deals, and long-term value over premium or eco-conscious narratives. Brands that can offer stylish yet budget-friendly options are likely to resonate the most, leveraging influencers to highlight cost-effective choices without sacrificing quality.
Immersive Experiences Through Technology
Emerging technologies like augmented reality (AR) and virtual reality (VR) are set to transform how consumers interact with fashion. Imagine being able to ‘try on’ a dress virtually or walk through a brand’s collection in a digital showroom – all guided by your favourite influencer. These experiences are more than just flashy innovations; they’re ways to deepen connection and enhance the customer journey in an increasingly digital world.
Lessons for Fashion Brands
So, what does all this mean for brands? First and foremost, it’s a reminder that digital strategy is no longer optional – it’s foundational. But it’s not about chasing every trend or spreading your efforts too thin. The most successful brands will be those that adopt a holistic approach, integrating influencer partnerships, data-driven performance marketing, and innovative content strategies.
Take social commerce, for example. It’s not enough to simply create a TikTok Shop or invest in Instagram ads. The magic happens when these tools are paired with thoughtful, targeted campaigns that balance creativity with conversion-focused tactics. By refining campaign creative and optimising targeting strategies, we recently reduced one client’s cost-per-click from $5 to $1, which has significantly expanded their audience and continues to drive higher sales.
Similarly, while influencers can introduce your brand to new audiences, long-term growth relies on your ability to retain and nurture those customers through great products, strong messaging, and impeccable service.
The Power of Integration
One of the biggest mistakes I see brands make is treating digital channels as silos. Influencers, social ads, content creation, and analytics are often managed separately, resulting in fragmented campaigns that fail to deliver their full potential. The key to success lies in integration – using each tool not in isolation but as part of a larger, cohesive strategy.
At PH Digital, we’ve worked with brands across fashion, beauty, and lifestyle to build strategies that are as dynamic as the platforms they operate on. By combining the reach of influencer campaigns with the precision of performance marketing, we’ve helped businesses achieve outstanding, measurable results – whether that’s significantly reducing cost-per-click, boosting sales by 95% YoY, or creating meaningful brand moments that resonate with their audiences.
A Final Word
As we unveil the 2024 Power List, it’s clear that influence in fashion is about more than visibility. It’s about creating impact, shaping conversations, and fostering trust in a way that feels both authentic and aspirational. For brands, the challenge is to harness this power strategically, using it not just to capture attention but to build lasting connections.
The future of fashion influence lies at the intersection of creativity, technology, and human connection. By embracing this balance, New Zealand’s fashion industry can continue to punch well above its weight on the global stage.
Here’s to 2025 – a year of innovation, inspiration, and influence.