INFLUENCE IN ITALY: BRANDS INCREASINGLY SELECTIVE ABOUT KOL PARTNERS FOLLOWING CHIARA FERRAGNI SCANDAL
Italy’s luxury and fashion industries have long pioneered influencer marketing, setting global trends. However, the Chiara Ferragni scandal has sparked regulatory discussions and led brands to adopt a more cautious and selective approach to influencer partnerships. In this interview, Raffaella Pierpaoli, Head of Content and Social at Intarget, discusses the challenges and opportunities for brands, alongside the key trends shaping influencer marketing in Italy.
What are the growth drivers and challenges in the Italian influencer marketing industry?
The influencer marketing industry in Italy is experiencing rapid growth, in double digits up to 2023. The luxury fashion sector led the way years ago, but we now see companies from various industries recognising its value. Previously hesitant brands are now actively scaling their efforts.
Conversely, companies with long-standing influencer strategies are reassessing their approaches following the Chiara Ferragni scandal. Many are shifting from high-volume influencer collaborations to more selective partnerships, prioritising quality over quantity. This shift is driven by concerns about reputational risks and the need to align influencers with brand values more effectively.
