Fashion influencers don’t just speak English…
You have probably heard of lifestyle Instagram stars such as Zoella, Patricia Bright and Christine Barberich. But do you know about the key influencers in fashion and lifestyle who are working in non-English languages? We take a quick look at some of the biggest movers and shakers on the global social scene.
China: Becky Li (@beckys_fantasy)
Becky Li is a Chinese fashion journalist and blogger with the nickname “Mai Shen”, or “goddess of shopping”. Such is her pull with Chinese audiences, she sold 100 Mini Cooper Countryman cars in just five minutes on her WeChat blog in 2018. The colour? A special turquoise called Caribbean Aqua, of course.
Weibo: 3.2 million followers
WeChat: 2 million followers
Instagram: 40.3K followers
Brands working with: Dior, Chanel, La Mer, Mini, Tasaki, Guerlain
Brazil: Camila Coelho (@camilacoelho)
Camila Coelho is a Brazilian beauty influencer with a whopping 8.6m followers on Instagram. Although she moved to the US in her teens and now lives in Boston, she always posts in both Portuguese and English helping her to connect with audiences across borders. “Tudo bem” (or “all good”), as she might say!
Instagram: 8.6m followers
YouTube Portuguese: 3.44m followers
YouTube English: 1.27m followers
Featured in: Women’s Health Brasil, Forbes Brasil, InStyle Brasil
Russia: Goar Avetisyan (@goar_avetisyan)
Born and bred in Moscow, Goar Avetisyan is a Russian social media influencer who is famous for her radical before-and-after make-up transformations which have been featured in media outlets such as Pop Sugar and the Daily Mail.
Instagram: 6.9m followers
YouTube: 265K subscribers
Kuwait: Dalal AlDoub (@dalalid)
Challenging stereotypes about female fashion in the Middle East, Dalal AlDoub is a Kuwaiti fashion and beauty blogger who posts in Arabic to some 2.7 million followers on Instagram. Having started blogging in 2012, she is a big name in fashion throughout the Arab world thanks to her tips and tutorials on anything from make up to buying a hijab.
Instagram: 2.7m followers
YouTube: 842K subscribers
Japan : Sayo Yoshida (@sayobaby)
Remember the song “Big in Japan”? Sayo Yoshida is a model, actor and influencer who definitely lives up to this title. Having built a growing base of followers who watch her every online move with interest, she has worked with major fashion and lifestyle brands such as Dior and Dolce & Gabbana.
Brands working with: Dolce & Gabbana, Dior, Shiseido
China: Mr Bags / Tao Lango (@mrbaggs)
If there’s something you need to know about handbags in 2020, the chances are Mr Bags has got it covered. With 5 million followers on Weibo, this blogger (AKA Tao Lango) is the go-to source on everything bag related for Chinese audiences.
Weibo: 5 million followers
WeChat: 850,000 followers
Instagram: 47.5K followers
How localised content can influence the influencers
It is true that some of the biggest global influencers work exclusively in English. This being said, brands who want to truly engage with the global pot of marketing gold should remember that, with 80% of the world not speaking English, fashion influence is most definitely a multilingual phenomenon.
In the world of fashion, image is everything. However, language is undeniably at the heart of the intimate connection between follower and influencer. Tips, commentaries, recommendations and general fashion chit-chat build the follower rapport that is hugely valuable to the brands that find themselves in favour.
To connect with these influencers, brands need to provide content that is localised to individual markets and in language that key consumer groups use and understand.
This means knowing that in Spain, for example, sneakers are referred to as “zapatillas” while in Mexico they are called “tenis”. Or that the Spanish word for jacket is “chaqueta”, but you should be wary of using it in Mexico where it can have sexual connotations. Instead, Mexicans use the word “chamarra”.
Understanding these linguistic details is critical to forming connections with the fashion influencers who are making and breaking collections in local markets across the globe.
Whether you want to connect with the huge Chinese market through a recommendation from an influencer such as Becky Li, or you want make a move into the Arabic market with an endorsement from an influencer such as Dalal AlDoub, your linguistic authenticity is crucial to the process.
Get your “chic speak” right, and it can confer kudos, style and authenticity on your brand. Get it wrong, and even the most stylish product collections can fail to engage with audiences.
At Alpha Lifestyle, we know how to create and localise fashion content that speaks to international influencers. If you want to speak to those followed by millions of fashionistas around the world using their own language, send us an email to lifestyle@thisisalpha.