Originally Published In Women’s Wear Daily (WWD)
The Most Insta-Worthy
Today, every brand has an influencer base, but Worth’s superlative highly selective influencer program has the best perks and profits.
In the résumé of the typical influencer, social affluence and business acumen are just two of the non-negotiable skills to co-create a desirable partnership. But even a mass following won’t open the doors to discounts, commissions, free gifts and a surplus of likes if one’s personal brand isn’t polished enough for a highly selective vetting process.
Such is the prestige of being one of Worth New York’s chosen ones, the worthy, or better yet their top-tier influencers. As a brand which has been leveraging its stylists and influencer base since 1991, Worth has warranted a personalized approach to shopping – personal style.
Each piece is designed in New York and numbering the latest spring styles are silk blouses, leather zip jackets, twill blazers and plaid pants and more. Worth’s presence is highly anticipated at WWD Style Dimension, where a sampling of the 2019 spring collection of Worth New York and W by Worth will be on feature.
Worth’s influencer program for fashion stylists and influencers in the industry isn’t like other programs. Championing a new skill, Worth warrants a “style-centric” mentality in its products which gives the woman on the go an edge in getting things done while looking fabulous. By showcasing their influencers in their natural habitat, doing what they love, Worth communicates this sentiment. It’s commonplace for the Worth influencer to be radiate elegance, refinement and confidence in every shot.
Are You Insta-Worthy?
First and foremost, Worth demands brand consistency in their influencer base. These women seek quality, timeless pieces which do the heavy work in their wardrobe, meaning the products are on-trend, high quality and essential for building outfits.
To qualify for the influencer program, each influencer must have an approved and active LikeToKnowIt account and be considered a Reward Style Influencer. As an app which makes Instagram 100 percent shoppable, LikeToKnowIt also makes the business of being an influencer profitable.
Aside from Worth influencers having clear personal brands, they require the ability to leverage Facebook and Instagram to garner their own influencer and supplement the Worth brand in a positive tone.
However, it’s not simply about capturing beautiful “Insta-Worthy” imagery on a whim, all images by Worth influencers are professionally photographed and tagged with the featured clothing. Borrowing a business-centric and style-centric attitude, all imagery is produced within a agreed-upon time window, which is within 10 days of receiving the outfits.
Underlying this partnership, all Worth influencers drive social media towards the goal of “positively represent[ing] the Worth brand.” With an intentionally selective process, only those in the top-tier can compete.
In tandem, Worth influencers connect sales because they understand their community. As they have an affluent following with purchasing power, posting a high-fashion jacket is relevant because it matches the purchasing power of their followers. Top-notch partnerships are defined by the influencer’s quality of followers and ability to buy at that level.
“A truly great influencer is someone who loves the brand, communicates timeless fashion, style community and entrepreneurship within their lifestyle,” informed Rita Lombardo, Worth’s chief marketing officer.
Prestige comes in step with these qualities, as one of Worth’s ambassadors is Jessica Pimentel from “Orange is The New Black.” Jessica is frequently on the red carpet wearing Worth, a clear indicator of her brand loyalty.
The ultimate goal of influencer programs is connecting a brand’s messaging and product with a person of influence. From there, the influencer’s extended community generates new and repeat business. The opportunity to partner with Worth is one that stands above competing influencer programs, not just because it provides structure and exclusivity in vetting, but also because it serves up a host of benefits for the influencer.
As is true with any successful influencer program, the influencer should likely assume the role of customer. “Our target customer tends to move away from traditional retail and enjoys one-on-one personal shopping,” said Lombardo.
Desiring quality and timeless fashion, both influencer and customer crave the personal service and styling that Worth provides. Luckily, the selected Worth influencer is attuned to the shopping preferences of the ideal client, because she is one.
Linked through their LikeToKnowIt accounts, Worth boasts one of the highest influencer commission rates in the industry at 25 percent, the influencers are primed for benefits beyond simply a free gift (bonuses for influencers who reach their sales goals are represented by corresponding units from the next season according to value: $5,000 for 2 units, $10,000 for 4 units, $20,000 for 6 units, $40,000 for 8 units and $80,000 for 10 units).
Confidence in quality, consistency and choice are a few of the reasons that make each partnership with Worth so meaningful. “Influencers enjoy partnering with us due to the quality of our gifting program, including product assortment and our unusually high commission, of 25 percent, on the products they sell,” reiterated Lombardo.
Ask The Influencer
And it’s not just the monetary rewards that draw in new talent, influencers who seek to represent Worth do it because of their own personal style interest.
For Miami-based Worth influencer, Bianca Gabay, defining her style is a delicate balance; “I’d say my personal brand is classic with statement pieces and a little bit edgy but on the sophisticated side,” said Gabay, who you can find under the account name @biancagabay.
Scrolling her Instagram feed reveals palm tree skylines, minimal white outfit pairing and edgy street style shots through Gabay captures her Worth wardrobe. “I feel that we tell our clients that Worth is always on-trend but not trendy and we are constantly providing timeless pieces,” continued Gabay. She believes the Worth shopper is “investing in quality knowing that there is longevity.”
Heather Anderson, a Dallas-based fashion and lifestyle influencer managing @soheatherblog defines her style as being “chic and effortless with a little edge.”
In a cool-toned tinted Instagram feed, she struts with ease often in sunglasses or a statement coat mentioning; “When I wear Worth clothing I’m able to portray my style with class and confidence,” said Anderson.
As Worth continues to grow its brand and influencer program, it is looking forward to increasing its influencer base in the coming year to include women who are looking for quality timeless pieces and want to build their wardrobe.