How to win the right friends – and influence the right people

This article seeks to shed light on the way in which younger consumers take inspiration and influence, arguing that creative collaboration with influencers retains the authenticity that brands need to convey.

How to win the right friends – and influence the right people

TNS

Younger audiences are choosing very different sources of inspiration and influence – and marketing strategies need to respond

At the recent Milan fashion show for Dolce & Gabbana, editors of long-established industry bibles like Voguefound themselves relegated to the second row. Most of the young people on the sought-after seats in front of them didn't work for major media brands or established fashion magazines; instead their influence comes from the number of people following them online. They were there because Dolce & Gabbana's key audiences...

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