The past decade has been an interesting time for businesses powered by influencers. From fashion to beauty, we have seen creators use their brands to build businesses that became widely popular very quickly. However, for every success story, there is an equal share of influencer-driven startup stories of fast rise and fast fall.
The problem is when these personalities try to take their influence and turn it into a scalable business. Running a business is more than just being creative; it is operational logistics, supply chain, financials, and public scrutiny, and this is where a lot of influencer brands, even the ones that had promise, began to falter.
In this article, we will take a look at Something Navy, which has been one of the most popular influencer-led brands, and compare this journey to other startups that have faced difficulty, and look at why some brands like this become household names while others, often with even larger audiences, do not exist.
Comparing Legacy Influencer Brands
The initial appeal of influencer brands comes from the intimacy of the creator-consumer relationship. Followers feel like they “know” the influencer personally, and this emotional connection drives them to support new ventures. But that closeness is a double-edged sword. When an influencer transitions from posting curated photos to running a company, expectations skyrocket. Suddenly, it’s not just about taste and personal style; it’s about delivering consistent quality as a legitimate business.
Influencer-led businesses also face the danger of being too tied to one person. Unlike traditional brands, which can survive leadership changes, influencer brands often live and die by the creator’s image. If the influencer faces controversy, the brand can take an immediate hit.
The Role of Authenticity and Strategy
In order for an influencer brand to survive past the first wave of hype, it must embody both authenticity and strategy. Authenticity drives the relationship with followers, while strategy ensures that the brand does not remain a product of one person’s existence. Authenticity substantiates the influencer brand’s real products and real-life interests and values, a presence that followers can spot when they see something that feels forced, contrived, or opportunistic.
The strategy ensures that there is a business to be sustained, and that all aspects of a business, margins, inventory, customer service, and all the marketing that happens beyond Instagram posts, are understood. Without the right combination of these two components, many brands become and run with the trends, unable to sustain themselves after the first surge of interest. Something Navy’s story illustrates, for better or worse, the possibilities and limitations of influencer-centred success.
Something Navy: A Case Study in Early Success
Something Navy started as a blog in 2009. The founder, Arielle Charnas, posted her daily outfits and shopping ideas years before Instagram was the must-use platform it is today. She developed a community of women who loved her classic, chic style.
As Instagram prevailed on social media, so did Arielle’s influence on social media. She utilised her following to create real-world partnerships, including some with Nordstrom, from which she created capsule collections that made their way to sell-out status multiple times. The collaborations verified there was no question from Arielle’s audience – they were not only engaged, they were ready to buy.
So, it was only logical that Something Navy transitioned to a stand-alone fashion brand in 2020. With funding, fanfare (buzz), and a loyal customer base, the brand launched its collections. The initial collections sold quickly and confirmed to Bella that influencer-led brands could play a legitimate role in the fashion world.
How Arielle Charnas Created Something Navy as a Brand from a Blog?
In the early days of Something Navy, the huge distinction was the sense of organicity to it. Arielle wasn’t trying to build an empire—she was remarking on her style. For the readers, this authenticity allowed them to relate to Arielle as more of a trusted friend than an online figure.
Arielle’s collaborations with Nordstrom are a textbook case on how to test a concept. Arielle was able to showcase limited edition collections, test to see how people would respond, without the liabilities of production. Ultimately, these drops selling out proved that Arielle was able to monetise her influence.
Once Something Navy became a business, Arielle shifted from a certain type of content creator to a brand builder. The company launched storefronts, grew a product team, and launched a direct-to-consumer platform. At its height, Something Navy was one of the most followed influencer-led brands in the fashion space.
Conclusion
The stories of Something Navy, Glossier, and Revolve all illustrate one point: influence is a great launchpad, but it’s not sustainable to build a business on. Any brand growing too fast and without solid operational foundations will likely fizzle out.
Arielle Charnas’ recent pivot to writing and more direct relationship with her audience indicates she learned this lesson the hard way. The future of influencer brands will balance influence with business acumen, knowing when to slow down and prioritise the right things.
Frequently Asked Questions
Scaling a business entails operational skillsets, which influencers may not have at the outset.
No, but they have experienced a slew of challenges and are now focused on a more deliberate community-based approach.
Glossier had to shut down retail and curb its expansion plans after growth did not match its viral success and pandemic challenges.
Yes, but the trend will push more toward smaller/little brands and more strategic leadership.