Liz Adams Introduction:

Liz Adams is an influencer and content creator who has been a blogger for the past 14 years. She emphasizes the importance of aligning with brands that reflect her personal style and aesthetic. Liz enjoys the creative aspect of being hands-on in her work. It’s crucial to know what you want to provide for your followers.

Know Your Customer:

• Age: Female, 25-55
• Appreciates feminine pieces
• Shopping for small brands feels more special and unique

Sophia Demirtas Introduction:

Sophia Demirtas is the Creative Director and owner of Fanm Mon. Her inspiration comes from nature, and the brand is known for being approachable, as everything is made to order.

She believes that a piece becomes more meaningful when it’s made specifically for the customer. Collaborating with others allows creative partners to bring their own perspective, and the collaboration merges both worlds with a nod to each.

It’s important for a brand to assess why an influencer would benefit them, not just focusing on numbers.

Promotion Aspect:

Liz’s content is very approachable, which is exactly what Fanm Mon wanted. They wanted the imagery to feel like an extension of Liz and how she typically communicates. The strategy involved creating anticipation and excitement for the upcoming collection.

They also considered the timing of the release. Spring/summer made sense, as it’s a very wearable collection for that season. They wanted the collection to resonate with all of Liz’s followers, including those in the Midwest and beyond, not just the South.

Structuring the Collaboration:

The collaboration began with a management group, negotiating a percentage of sales and setting a promotional schedule. This included a photoshoot for blog and social media content, with a giveaway all predetermined in the contract.

It’s essential to have clarity on what’s expected from both sides, and a contract is a must. Liz had full creative rights. Sophia was flexible, ensuring everything represented Liz authentically. The goal was for it to feel like an extension of Liz’s brand. The process felt organic, and Liz went above and beyond in terms of energy and enthusiasm.

Collaboration with a Larger Brand vs. an Influencer:

The difference between Liz’s collaboration and a larger brand collaboration (like Kule) was that with Kule, there was a set quantity per style, and it was more of a wholesale arrangement where they had full control over distribution. Liz’s collaboration, on the other hand, was distributed by Fanm Mon, and Liz was promoting it.

Liz’s Insight:

Liz advises finding a collaborator who “sees the vision and wants it to be bigger than the actual product.” She actively engaged her followers by asking for feedback on different silhouettes. She uses her community to guide her decisions.

Sophia’s Process:

Sophia explained that they worked closely from the CAD (Computer-Aided Design) stage to fitting videos on Zoom to ensure the vision was correct. It’s crucial to create space for the other person to also be creative in your creative space.

Jackie’s Perspective:

Jackie noted that Liz was an obvious partner because she was already a fan of the brand and wore it. This made the collaboration feel more organic and authentic, as Liz naturally embodied the spirit of the brand. Jackie recommended choosing influencers from existing ambassadors or evangelists of the brand because some influencers can feel more like “smoke and mirrors.” It’s essential to know their work intimately.

Collaboration Timeline:

These collaborations typically take about a year to bring to consumers, from the initial conversation to launch. The inspiration board, done on Pinterest, featured vintage photos that evolved into the collection, telling a unique story. Sophia enjoyed seeing how ideas came to life, as it stretched her designs and was a creative journey. Jackie emphasized the importance of gifting influencers before the launch to help showcase the dresses in real-life settings. The influencers were able to choose from CAD drawings, and the selected influencers were close friends, adding authenticity. Jackie also pointed out that bigger reach doesn’t always mean better reach; it’s about having an engaged community with similar content.

Jackie’s Advice on Gifts:

Jackie warned against using the word “gift” if there are deliverables attached. Deliverables are not considered a gift; it’s a celebration of new products and an opportunity for community-building and sales, which is less transactional than a traditional wholesale collaboration.

Top 3 Key Points for a Collaboration Contract:

1. Professional images for editorial and website
2. Three social bursts within the first week or two of launch (in-feed posts, collaborative reel)
3. Clear agreements on deliverables

Percentage Range for Sales and PR:

The collaboration was structured around a percentage of sales. PR is also a key investment for the brand. It’s important to learn the ropes before outsourcing tasks, and PR is money well spent.

Liz’s Learning from Her Community:

Liz shared that reaching out to her community helped her realize her audience consists of millennials who prefer less tight-fitting styles and less exposure of skin. They favored a shift dress with a fitted bodice and a circle skirt, with a looser fit around the tummy. Liz emphasized that knowing your audience is key—your customers will provide all the answers, and it’s essential not to follow fleeting trends.