Wearisma x Walpole launch ‘The State of British Luxury Influence’
After the success of the 2018 Walpole British Luxury Awards, the UK luxury sector assembled again this week for the launch of ‘The State of British Luxury Influence’ White Paper – a joint publication by Wearisma and Walpole. The first in a series of White Papers from Wearisma, this co-venture delivered a wealth of actionable insights that illustrated the landscape of British Luxury Influencer Marketing for 2019 and beyond.
Hosted at the Marriott Hotel County Hall, guests from brands including Manolo Blahnik, Michael Kors and Aspinal of London heard from Wearisma’s founder and CEO Jenny Tsai who presented the paper’s main findings. The paper’s thought-provoking analyses includes a global comparison of the success of influencer marketing in both fast fashion and luxury, and revealed UK influencers’ audiences engaged more with content featuring British brands.
Wearisma’s Influencer Index, which lists the top ten most mentioned brands by UK luxury influencers revealed Gucci as the overall victor. However, Charlotte Tilbury, Burberry and Selfridges were Walpole’s most-mentioned members in both volume (mentions) and value (engagements) metrics.
The presentation was followed with a panel discussion on Wearisma’s One’s to Watch’: four influencer personas you should be working with in 2019: ‘The Industry Insiders’, ‘The Artist’, ‘The Sustainable Champions’ and ‘The Baby Boomers’. Chaired by Walpole’s Charlotte Keesing, the panel discussion included Amabile Guglielmino, Senior Brand Manager at Royal Salute; Emma Allam, Communications Director at The Savoy; blogger and founder of Liberty London Girl, Sasha Wilkins; and Jenny Tsai.
To read these insights for yourself, please click here to download your copy of ‘The State of British Luxury Influence’ paper.