Gigi

There were two big winners of ITV2's Love Island this year. Amber Gill, the contestant who won The Show -and Boohoo, the online fashion company, who signed them.

In June, while The Islanders were flirting your way to fame in the sun of The Mediterranean sea, Boohoo overtook his long-time rival Asos, The Most valuable sellers of clothing for the British youth. It is now Worth £3. 1 billion to Asos £2bn is.

And it is generally thought that the brand's collaborations with Popular ex-Love Island are believed to be largely responsible for this success.

The First collection of Love Island winner Amber Gill with Boohoo-owned label MissPap, which fell on Thursday, allegedly travel helped to annual sales of £1 billion for the First Time .

Boohoo acquired MissPap in March before The Announcement of amber as the official face of its relaunch in a deal Worth a reported £1m.

Even before The Collection was revealed. Amber had the promotion of the brand on their Social Media channels, your 2. 8 Million Followers. Since The Announcement in September, your contributions have generated collection, a buzz around amber's "inclusive", which attracted early shoppers on the website.

Boohoo chief executive officer John Lyttle, commented in a press release: "Amber is a perfect fit for the MissPap brand, and we are pleased to have you on Board. "

Maisie, Alice, 20, is a Birmingham University student, quoted by Social Media and reality TV-as two of The Most important motivators for the purchase of fast fashion.

"comes up a lot of my outfit inspiration from Social Media ," she says. "What motivated me The Most to shop with certain brands, The Price , and TV shows such as Love Island , the work with you. "

Maisie already has purchased support clothing from A Collection of the brand, Boohoo, pretty little thing, from the second-placed Love Island competitors, Molly-Mae Haag. It was "a Super-marketing, because I have probably not bought it would, a lot of The Collection , if I'd only seen it [on the site]," she says.

"Knowing that your name is attached to it in any case, I feel inclined me more to buy it. "

celebrity-editor of Grazia magazine, Guy Pewsey argued that The Appeal of ex-islanders on the more well-known celebrities, is that they are more relatable to your target audience.

"I think the consumers have woken up to the fact that, when you see Gigi Hadid in favour of a dress it will not look as good on us as it is to you," he says. "Amber is a real woman, she feels authentic. Consumers want the girl-next-door, not a goddess that we worship, But we know we can never be. "

"Saint-Laurent not sign up to Amber, But the young consumers do not want to see someone like Amber Gill is in favour of affordable clothes," he says.

"Amber wants to be a Boohoo dress buy and wear it on a Friday Night . Pay can you believe Kate Moss £1m But No One is buying these clothes. "

Boohoo is not the only fashion company to surfing to try, The Island of love-wave. This summer, Asos, A Collection of Islander, Ovie Soko and Manchester launched-based retailers Isawitfirst started to wear official fashion with the collaboration of The Show , including the provision of outfits for the participants.

Mr Pewsey believes that fast fashion companies choose to sign of the Love Island stars because of their marketing appeal, after you leave The First island, But believes that the market has the ability a Time Limit .

"From a marketing point of view, it is wise to start MissPap with Amber. You do not have to draw for a long time, and people like amber or Molly. "

"Love Island is now rotated back in January [for his first winter series in South Africa ], that is, as a company, you don't have to be long to someone from the series on Board, And Then make The Most of your marketing," he says.

"In January, Yellow, find other notices, if she is smart and has a good team behind her, But it is unlikely you'll remain The Face of MissPap for a very long time, when the new champion comes from South Africa . "

This is undoubtedly also by Boohoo sales, which were reportedly The Most Boohoo-owned NastyGal and pretty little thing. Both brands are known for their collaborations with Popular Social Media personalities such as Paris Hilton , Jordyn Woods and Kourtney Kardashian .

Stella Claxton, senior lecturer in fashion and sustainability at Nottingham Trent University , believes that it has become a psychological reason why influencer-backed marketing strategies a success.

"Young People are very Social Media aware. Your wish is optically influenced by the shared images on Social Media ," she says.

"believe the consumer, if you see how the people of The Island of love, you feel cool or influential. It's a tribal nature to it. "

Although fast fashion-found brands, Financial Success through this strategy, Ms Claxton argues, it is not in an environmentally conscious manner in the manufacture of clothing.

"Fast-fashion brands are able to be as successful as you can, try a style and mass produce," She Said . "You focus on trends and are able to meet the needs of the customers for the 'novelty'.

"When Kim Kardashian wearing something on Instagram today, she can produce mass in the morning. "

"We have added a market, where these garments are aimed at Young Women , the desire to gain from the purchase of clothing," Ms Claxton.

The outfits selling prices for its target customers, it can afford several times a month. You consume to make substantial resources to spread, But not for the last, designed.

"The actual value of the item is very low in terms of quality and in the emotional relation to them. Brands to keep the customers to consume with the trends - this creates a large waste Problem . "

Source of news: bbc.com