Like it or nor Chiara Ferragni is a very powerful influencer.
She has more than 14 million followers on Instagram and some of her posts reach more than a million likes.
She is an Italian, very smart self-made entrepreneur and the ambassadress of some of the most prestigious fashion and beauty brands in the world.

Yesterday she married a very famous Italian rapper, Fedez.
They recently had a baby boy, Leone, born in glamorous Los Angeles.
Unlike many celebrities, they preferred not to sell any exclusive to the media for the wedding and let the guests free to cover it on every possible social media.
They reached an audience higher than the best TV programs in Italy.
It was the wedding of the year. Joyful and full of emotions and entertainment.

While on one side declining fashion press criticizes influencers and their way of working and on the other side Italian youngsters complain about not having the right space in the work environment, Chiara Ferragni is the perfect example of our era and how, a simple yet very ambitious and smart girl succeeded in a very claustrophobic and frozen industry.

Doing it in her own terms.

Happy life, Chiara!

Western influencers are the new media tools of the Brands they collaborate with.

Previously this role was played by fashion magazines while more frequently these ones are replaced by fashion influencers and their social media. That’s why Vogue editors have criticized the bloggers in different occasions: they feel the competition. Bloggers have created flexible, free, eye-catching and much more hands on media than the “good old times” fashion magazines.

While fashion magazines are obsessed by the next cover 3 months in advance, fashion bloggers develop a continuos storytelling in real time.

Western bloggers create a universe of storytelling, values and way of being that can catch the attention of new targets and that can help spreading the Brand DNA.

Chinese influencers, on the opposite, are powerful retailers.

They are the perfect sales people, powerful and effective. If a plan is well developed by a Brand and the blogger well chosen for the market, the Brand hits the sales target.

Chinese bloggers have their own “clients book” (hmm followers group) and as soon as they promote a product (not a Brand, not a lifestyle) they switch on the selling machine.

So, think global and act local.