Emporia Patterns in Ashford shows us how to use influencers
Clair and Charlotte are the dynamic duo behind Emporia Patterns - an independent dressmaking pattern house based in Kent. This week they explained how, during lockdown, they began to use Instagram and learned how to use influencers to connect with other key industry players.
Clair and Charlotte previously networked at trade shows with other companies within their industry and they felt a real sense of community and collaboration when they did this. During the last year, with all events cancelled, rather than rest on their laurels they got ‘crafty' on social media and started identifying the key people that they are self confessed ‘fan girls’ of, knowing that these people would also resonate with their customers.
Through social media they began to develop a relationship with expert Fabric Godmother (over 67K followers on Instagram). They commented, liked, shared and began to develop a relationship which previously would have only been possible face-to-face. Now Fabric Godmother shares their content, supports their business and is even an occasional customer. This is a great lesson in how to use influencers.
As far as these ladies are concerned, business owners shouldn't view bigger accounts, or businesses in your industry as competition; instead, see them as an opportunity to share, grow and collaborate.