In yesterday’s post, we explored the challenges influencers face when stepping into the world of fashion production.

The rise of social media scrutiny has made it increasingly difficult for brands to cut corners without being called out. From the use of subpar fabrics that fail to meet the expectations of consumers to glaring issues in garment construction that compromise quality, the margin for error has drastically narrowed.

Today’s consumers are highly informed and vocal, leveraging platforms like TikTok and Instagram to spotlight every misstep. This heightened accountability means that influencers transitioning into fashion entrepreneurship must navigate a fine line between meeting their audience’s high standards and managing the inherent complexities of production.

It’s no longer enough to simply launch a brand; ensuring quality, transparency, and ethical practices are key to maintaining trust and credibility in the ever-watchful eyes of their followers.

Should Influencers Be Held Accountable When Production Goes Sideways?

Absolutely, they should. When influencers decide to step into the world of fashion entrepreneurship, they are taking on the responsibilities of running a business. This includes owning up to production errors and ensuring the quality of their products meets the expectations of their customers. After all, this is their brand, their vision, and their reputation on the line.

As a product development manager, I can empathize deeply with the challenges that arise during the production process. From fabric delays to sampling issues and unexpected quality control mishaps, even the most experienced brands encounter obstacles. But it’s how these challenges are addressed that makes the difference. Transparency and proactive problem-solving are key to maintaining trust with consumers.

The reality is, influencers often face harsher scrutiny than traditional brands. This stems from the parasocial relationships they’ve cultivated with their followers. Their polished personas and seemingly effortless success create a double-edged sword: they’re admired, but also placed under a microscope. When production hiccups occur, critics are quick to pounce, eager to find cracks in the carefully curated image.

However, these challenges also present an opportunity. By prioritizing transparency, addressing issues openly, and showing their audience how they’re working to resolve problems, influencers can turn setbacks into moments of growth and connection. Holding influencers accountable doesn’t mean condemning them—it means encouraging them to rise to the occasion as entrepreneurs and leaders in their field.

Do influencers have a greater responsibility to creating quality products that are using sustainable materials and manufactured ethically at palatable prices?

Why are brands like See you Tomorrow getting dragged so badly on social media for a mislabel error? Or the 4 The Mems pyjama collection getting slammed for their selection of fabric and price point? Fashion brands charge high prices for lower quality garments all.the.time.

If you scroll the comment sections or watch other content creators respond to the products these influencer’s products, the collective would agree that yes, yes they are responsible.  

If Zara or H&M made an error like See You Tomorrow  (more like when they make mistakes like this), it would go unnoticed or we would all simply shrug and say yep, as expected. Fast fashion trying to pull one over on us again. The bar is so low for fast fashion companies.

But when an influencer is the forward facing brand owner there are parasocial relationships happening, so we quite simply expect more.

We want to trust them, because that is exactly what being an influencer is all about.

Common Challenges Influencers Every Brand Ever Faces with Fashion Brands

Production and Supply Chain Issues

• The complexities of manufacturing is underestimated by anyone not yet in the industry. But when you add reputation and built in audience, delays in production or errors in manufacturing can be devastating to influencers.

• Maintaining quality control, especially when scaling, is a major challenge. Ethical sourcing adds another layer of complexity. We hold small brands and brands owned by influencers at higher standards than say any fast fashion company out there.

Customer Expectations

• Customers often have high expectations for influencer-led brands. Fit, quality, and timely delivery are non-negotiables for today’s consumers.

• Negative feedback can quickly spiral on social media, amplifying dissatisfaction and causing PR crises.

Financial Management

• Many influencers lack experience in managing budgets, pricing strategies, and operational costs, leading to financial instability.

• Overinvestment in inventory or marketing can drain resources quickly.

Brand Identity Crises

• Differentiating their brand in a crowded market can be challenging. Standing out while staying true to their personal style requires careful planning.

• Appealing to a broader audience without alienating their core followers can lead to identity conflicts like 4 the Mems with their overpriced rayon pyjamas.

So what is an influencer to do?

Regardless if you have a product development manager, a fashion designer creating the designs and tech packs, a standard operating at the factory, all decisions should (and will!) pass by you first. 

Lessons Learned

• Transparency is crucial: Influencers must communicate openly with customers about delays or quality issues.

• Building a reliable team: Success requires collaboration with experienced professionals in design, production, and marketing.

• Handling criticism: Proactive and empathetic responses to negative feedback can help rebuild trust.

• Preparation is Key: Understanding the fashion industry’s intricacies is essential before launching a brand. If you don’t know how to be prepared, hire a consultant before your start.

• Customer-Centric Approach: Listening to feedback and prioritizing customer satisfaction is vital. Listen to what people are saying and if you can’t respond without objectivity, hire a PR to help you.

• Resilience Matters: Setbacks are inevitable, but adaptability can turn challenges into opportunities. Breathe. It will work out.

• Write It All Out: For every hiccup or bump along the way, write it out and write out how it was resolved. This will inevitably become your Standard Operating Procedures manual.

Conclusion

The transition from influencer to fashion entrepreneur is filled with opportunities and pitfalls. While influencers have a unique advantage like a built-in audience and established personal brand, the fact is that running a fashion business requires careful planning, a strong team, and resilience.

For consumers and aspiring entrepreneurs alike, these stories offer valuable insights into the complexities of the fashion industry.