How to Work with Influencers: as told by Lisa Landers
We asked the one and only Lisa Landers, owner and founder of Swirl Boutique, six questions about how she works with influencers. At this point in time, we all know that utilizing influencers is one of the best ways to build out your brand presence on social media and Lisa Landers is truly a rock star at it!
Swirl Boutique has worked with influencers and celebrities, like Tayshia Adams from the 2020 season of The Bachelorette, Emily Simpson from The Real Housewives of Orange County, Savannah LaBrant renowned blogger and influencer, and more recently Audrina Patridge from MTV The Hills and MTV The Hills New Beginnings.
Q: What was your strategy for acquiring influencers to work with? Has that strategy changed over time and developed into the #SwirlGirl?
A: My approach is personal. I work with influencers who actually have shopped my store prior or have worked with the brands that we carry. It has to feel like a natural fit for both Swirl and the influencer. She has to genuinely love what we stand for and love the styles Swirl Boutique carries. If she posts about Swirl, her followers need to also see it as an extension of her brand or ours. For this reason, we work with influencers at all levels and we provide a styling service for larger influencers that value our brand relationships and keen eye. This service is more than a collaboration, it’s getting to know our influencer, her lifestyle, her wardrobe needs, and how to compliment those facets of her life with the perfect brand marriages and styles.
Q: What are some strategic challenges you have faced when organizing your influencer program?
A: The fact that everyone just wants free clothes. If you’re just building your following, I recommend purchasing a piece from the boutique or brand and creating content in order to get on the store’s or brand’s radar. Sometimes stores or brands offer an influencer program where you can purchase these items at a discount and provide a unique discount code for your following. If that performs, a brand or store may consider you for larger collaborations. If you are willing to invest a small amount into that store or brand you could potentially create a long-lasting relationship. Influencers that are building up a following need to look at the value that they can bring a brand or store. They need to realize that stores and brands are getting DMs or emails every day and a good tip is to research the store or brand that you are reaching out to and do something to stand out. Another good tip: if you can’t afford to buy the clothes, offer to create some in-store content or create a try on haul during your dressing room fittings. The brand or store may reshare this and again, you’ll be on their radar.
Q: From the start of working together, what are three ways you have grown your relationship with influencers?
A: I’ve provided them exclusive styling appointments and continual access to their favorite brands. I provide styling coordination with brands and style pulls for items not available in stores. We support them in launching their personal brands or charities. Lastly, we provide unique shopping experiences and shopping events for them and their special guests.
Q: You have worked with Influencers and celebrities like Tayshia Adams, Emily Simpson, and Savannah LaBrant. What advice do you have for making these influencer relationships unique from each other?
A: All the influencers we work with have different businesses, TV shows, media etc. and we provide a custom experience for them each time, so hence all the relationships are different because we cater the experience to their exact needs. These are also not one-off experiences; we create a space that the influencer can depend on when any big life moment or event is approaching. The more I work with an influencer the more I home in on their style and the easier it gets to assist them in all their fashion needs.
Q: What advice would you have for a boutique or brand just starting out who is looking to work with influencers?
A: I would look to local influencers first and build a relationship. Your followers want to see a woman who would actually shop in your store and if the influencer is local that is a good opportunity to create a relationship in person and outline expectations for both parties. Another idea is create content with a local influencer in-store if the boutique is not in a position yet to gift clothing items. Lastly, you could have an influencer do a style pull (returning product after) if she needed clothing for a photoshoot in exchange for professional imagery that the boutique could use on social platforms.
Q: What are the qualities and passions of a Swirl Boutique influencer aka Swirl Girl?
A: She is kind, fashionable, supportive, a businesswoman, creative, and understands that she is more than just an influencer...she is someone we hold dear and have chosen to represent who we are.
