Influencer Strategies Shift, TikTok’s Ripple Effects, and A Seattle Shopping Center in Transition

Significant changes are reshaping the influencer marketing and retail landscapes as we approach 2025. From budget allocations and platform pivots to retail closures in iconic locations, this year promises to be transformative for brands, creators, and consumers alike.

Bigger Budgets, Longer Campaigns, and New Priorities for Influencer Marketing Teams

This year, over half of brands plan to increase their creator budgets, signaling the growing reliance on influencer marketing. A study by LTK and Northwestern University highlights that while ROAS (return on ad spend) from platforms like Meta and Google has declined, influencer campaigns deliver stronger performance metrics.

Brands are shifting toward storytelling-driven, long-term campaigns spanning multiple platforms instead of short-term sponsorships. However, Xavier de Baillenix, CEO of Ramdam, emphasizes the continued value of short-form content, which is 2.5 times more engaging, and the importance of prioritizing cost-effective micro- and nano-influencers during economically strained times.

Source: What influencer marketing budgets should look like in 2025, Vogue Business

The TikTok Ban and Its Ripple Effects

With TikTok set to go dark in the U.S. on Sunday, January 19, 2025, creators and brands are scrambling to diversify their strategies. Vogue Business compiled a list of thirteen social media platforms that might see a bump in activity over the next few months as brands and creators flock to carve out more prominent space to reach their target audiences, including YouTube Shorts, Instagram Reels, Snapchat, Substack, and the recently popular, but also Chinese-owned, Red. 

On a related note, even though the social media giant will be banned, its Seattle area offices will remain open allowing 20% of the company’s U.S. workforce to remain employed, according to Puget Sound Business Journal. 

Personally, this entire situation begs me to ask the question, “Are influencers their bosses?” While creators may seem to have a higher level of employment freedom, if all it takes to upend their financial stability is a major social media platform removing its access, how sustainable is the creator economy? 

Read up on how the fashion industry is preparing:

• Without TikTok's virality engine, young brands will be most affected by a ban, Glossy

• What Happens When TikTok's Trend Machine Shuts Down?, The Business of Fashion

• Lessons From the Last Week of TikTok, The Business of Fashion

• TikTok will officially be banned in the US, Vogue Business

• Beauty's TikTok ban to-do list, Vogue Business

• What to know about Red, the Chinese app rising as a TikTok alternative, Vogue Business
  

An Anchor Luxury Jeweler Says Goodbye to Downtown Seattle

Despite Uniqlo taking over Macy’s flagship location on 4th and Pine, another retailer, Tiffany & Co., has exited Seattle’s downtown shopping area. The jeweler was one of the first anchor tenants when the Pacific Place shopping mall opened in 1998. The store officially closed on Sunday, January 12, 2025.

Pacific Place has gone through massive changes over the last few years, including a remodel on the street level and countless popular stores closing their doors, like Lululemon, Kate Spade, J.Crew, Victoria’s Secret, Michael Kors, and Timothy De Clue Collection. Jim Brooks, President at BH Properties, states that their long-term investment in Pacific Place hinges on the drive of Seattle’s business and leisure consumers. BH Properties acquired Pacific Place from Madison Marquette in May 2024.

As a former frequent shopper at Pacific Place, I enjoyed taking the light rail downtown to shop, attend fashion events, and dine at the shopping center. I’ve even hosted a weekend-long pop-up shop featuring local fashion and accessory designers during my time with The Fashion Group International - Seattle Region back in 2018. However, during recent trips to the location, it just feels like walking through a ghost town, unless you’re on the fourth level where the restaurants and movie theatre are located.

I’m still holding out hope for Pacific Place, though. I’m intrigued to see what BH Properties and Avison Young, the property manager, have planned.

Source: Luxury jeweler to exit Pacific Place in latest downtown retail closure, Puget Sound Business Journal

Check out more interesting stories from the week:

Fashion rental brands like Pickle, Tulerie, ReSuit, and Stork are preparing for acceleration in 2025 in hopes of continuing to diminish the stigma of renting outfits. – Modern Retail

Thanks to “haul culture”, return costs are reportedly up to $112 billion globally, a 20% increase from last year. This increase in returns continues to spark debates on return fees, virtual try-on options, and sustainability education for consumers. – Vogue Business 

The GQ Bowl, a live fashion event highlighting sports, style, and culture will kick off on February 7th at Hotel Peter & Paul in New Orleans, just two days before The Big Game. The event will be co-hosted by Will Welch, GQ Global Editorial Director & Editor-In-Chief, and designer Emily Adams Bod Aujla. – The Business of Fashion

Christie’s will host an online auction, titled “Unapologetically Iris: The Personal Collection of Iris Apfel”, which will run from January 28th to February 13th. Items for auction will include the late style icon’s jewelry, clothing, and “18 pairs of eyeglasses, not one of them plain black.” – WWD

CFDA has announced the preliminary NYFW F/W 2025 schedule for February 6th - 11th. The Brandon Maxwell runway show will start things off and the week-long fashion event will also feature shows from Calvin Klein, Theory, Anna Sui, Carolina Herrera, LaQuan Smith, Tory Burch, and more. – WWD

Upcoming Glamourous Gatherings

• Monday, January 20th: The Luxury Lowdown: Luxury Slowdown Survival Guide (Virtual Event)

• Wednesday, January 22nd: Creator Marketing Forecast: Exclusive Data and Trends from LTK (Virtual Event)

• Thursday, January 23rd: New York Fashion eCommerce Summit (NYC)

• Thursday, January 23rd: Meet The Editor with Kerstin Weng, Head of Editorial Content at Vogue Germany (Virtual Event)

  
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