RECC, Leaves & Clouds, Huda Beauty ou encore Jeffree Star Cosmetics… Impossible de passer à côté de ces marques lancées par des influenceurs. Les créations de marques sont de plus en plus fréquentes dans le monde de l’influence : mode, beauté, lifestyle et même gaming, aucun secteur n’y échappe.
De créateurs de contenu à créateurs d’entreprise, nous avons décrypté pour vous cette nouvelle tendance qui montre une fois de plus que le monde de l’influence n’a pas fini de nous surprendre.
Ces influenceurs, stars des réseaux sociaux, ont tous le même atout : une grande communauté avec un engagement non négligeable. Tous ont une audience qui leur fait confiance et c’est cette relation authentique qui attire d’ailleurs les marques depuis des années. À l’ère du marketing d’influence, les entreprises ont compris qu’il était primordial de recentrer leur stratégie de communication autour de ce phénomène pour atteindre leur clientèle cible.
Néanmoins, le métier de créateurs de contenu reste toutefois très récent et incertain quant à son évolution future. Ce nouveau secteur laisse planer une incertitude quelque peu stressante pour ces nouveaux leaders d’opinion qui ne savent pas comment leur business évoluera à l’avenir.
Beaucoup ont mis de côté leurs études ou encore laissé leur travail pour se consacrer à plein temps à leur nouvelle activité. Pour assurer leur avenir, certains ont trouvé une solution ingénieuse : la création de marques. Ajouter cette corde à leur arc permet de pérenniser leurs activités et de s’assurer une stabilité pour le futur. Les raisons pour lesquelles les marques voulaient travailler avec eux hier les poussent aujourd’hui à créer leur propre entreprise.
Cette tendance a beaucoup été observée chez les Américains, évidemment. De l’autre côté de l’Atlantique, les influenceurs ont une place encore plus importante dans la société, telles de véritables stars, les plus grands cumulent des dizaines de millions d’abonnés sur les réseaux sociaux.
Ils lancent alors leurs entreprises avec comme principaux clients, leur communauté. Leur forte visibilité ainsi que le taux d’engagement de leur audience permettent un lancement de marque très confortable.
Qui n’a jamais entendu parler de Jeffree Star a du souci à se faire. Le youtubeur américain, au quasi 15 millions d’abonnés sur Instagram, a lancé en 2014 une marque de cosmétique qui porte son nom. Sa notoriété lui a permis un décollage fulgurant avec une première collection en rupture de stock dans les minutes suivant le lancement. Il déclara dans une interview que le chiffre d’affaires de son entreprise en 2018 s’élevait à 100 millions de $ (selon le Paper Magazine). De quoi faire rêver les autres influenceurs et donner des idées…
Ce modèle d’entreprises à succès se développe depuis quelques années en France. Nous avons alors élaboré pour vous une sélection des marques créées par les influenceurs phares du moment :
- Caroline Receveur, la blogueuse au 3,4 millions d’abonnés sur Instagram, a tout d’abord créé la marque de thé WanderTea en 2014. Elle a ensuite créé en début d’année, RECC, une marque de prêt-à-porter rock et glamour.
- Jeanne Dumas au 1,2 million d’abonnés sur Instagram, a lancé sa marque de vêtement Rouje en 2016, alliant l’audace et le chic à la parisienne.
- EnjoyPheonix au presque 5 millions d’abonnés sur Instagram, a créé la marque de décoration et lifestyle Leaves and Clouds en 2018. Ses produits se veulent épurés et respectueux de l’environnement.
- Avec ses 13,7 millions d’abonnés sur YouTube, Squeezie a pour vocation d’allier la culture japonaise et le streetwear dans sa marque de vêtements Yoko, créé en juillet dernier.
- Pour finir, Tibo Inshape a 6,5 millions d’abonnés sur YouTube. Ce passionné de fitness a lancé deux marques complémentaires : sa marque lifestyle Team Shape et de nutrition InShape.
N’hésitez pas à aller faire un tour sur les différents sites pour découvrir leurs univers et leurs collections. Et puis, quitte à aimer un influenceur et vouloir lui ressembler, pourquoi ne pas acheter directement leurs propres créations ? 😉
Et retrouvez encore plus d’actualités sur Gnitekram.
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