Focus on the Influence strategy of the ready-to-wear brand Gémo with this interview with Axelle Marot. On the occasion of the seventh edition of WebCampDay , of which we were pleased to be a partner, we met Axelle Marot, who spoke at a round table on the issue of influence marketing in 2019. Social media manager and Influence for the ready-to-wear South Korea WhatsApp Number List Gémo, which belongs to the Eram group, she has been working for 3 to 4 years with influencers, with a stronger investment for 2 years. Her brilliant intervention made us want to know more about the strategy she has put in place. We have an objective and a three-level strategy, with nano, middle, and macro-influencers. For nano-influencers, we use the Octoly platform, which allows us to portage products and thus have visibility as a common thread on social networks.

It also offers us beautiful UGC (User Generated Content) on the hashtag #Gemo, which we can “regram” on our Instagram account and which serves our brand content strategy. Then, for middle-influencers, who are semi-pro or at the start of their professionalization, our approach is focused on their personality. For example, we offer them white cards so that they can offer their looks, so that they can appropriate our brand. They have already had the leisure to work on their personality and their image with their community, so they bring us a fashion guarantee and a new look at our collections. We sometimes suffer from a somewhat “dated” image that does not correspond to what we do. These collaborations serve our transition to becoming a fashion brand. Finally, we are active with macro-influencers.

How Do You Define Your Strategy With Influencers

We work in particular with Lalaa Misakon co-creation. Projects of this type are much larger and operate over the long term. We had him come to Saint-Pierre-Montlimart, in the 49, to collaborate with our model makers and our stylists. She brings her mood board and her ideas and together we define products, materials, styles… Lalaa Misaki is a plus size blogger, so we created a plus size collection that really took into account the issues, issues and expectations of this market, while maintaining a very strong fashion aspect. As a fashion influencer, she has a very good, very beautiful, very fashionable account, that’s really what interested us about her. This has enabled us to better understand the expectations and to gain skills in our products. What can influencers bring you in this type of co-creation process? We like to rely on these co-creations to respond to a specific problem


To look for bloggers to bring us knowledge that we lack, so that we can improve our products. This was the case on the plus size with Lalaa Misaki. We also collaborated with YouTuber Sweetie on the issue of small sizes. We worked together on a collection of feminine and fashionable shoes that started at 35. People exchange a lot with influencers, they will talk to them about the problems they encounter, their needs, what they find or cannot find in stores… They will have a lot more trouble having this exchange with a brand because they see us as an entity and not as a person. If they do not give themselves up to us, they nonetheless expect answers to their desires, because it is our job to give them to them. But even with testing and surveys, we won’t get the same quality

The Question That Everyone Is Asking Is That Of The Roi

Of feedback that a human-to-human exchange can offer through an influencer. It is therefore also this wealth of information that we seek through our influencer relationships. The question that everyone is asking is that of the ROI … Regarding the budgets granted, we learn by walking. We are testing, and the professionalization of influencers is pushing prices to be rationalized. They begin to have a real knowledge of their worth. Today, influencer collaborations are much more framed. French legislation has been updated on these new professions, which makes it possible to better contractualize these services. Regarding the ROI, it really depends on the objectives. There are KPIs that are really purely business. There are also the more classic KPIs related to social media. What contribution to the level of followers? What engagement rate? What traffic on the site?

How many new customers? Good reporting must be able to mix these different data. It is also necessary to differentiate the classic influence (nano or middle) from the macro-influence. On the latter, we have much stronger markers, especially in the case of co-creation, where we can follow the sales volumes, the collection flow rate, the average basket… to compare them with our traditional data. The figures are very telling and allow us to be able to quantify and qualify the performance of an influencer collaboration. What will tomorrow be like in terms of influence, especially at Gémo? One of the major challenges of tomorrow will be to find tools that will be able to help the traceability of the purchasing journey and the measurement of the real impact of omnichannel influencers. Currently, in-store purchases following an influencer action

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