By Kimeko McCoy

Advertisers are once again taking a closer look at the relationship between brands and influencers, questioning who is responsible for brand deals and who is held accountable if and when things go wrong.

This comes after fast-fashion giant Shein recently sent a handful of diverse content creators to tour its factories, based in China. Seemingly, it was a move to restore public faith in its brand reputation, which has been called into question for subpar labor conditions and negative environmental impacts. (Shein did not respond to a request for comment in time for publication.)

That move, however, backfired, leaving both the clothing retailer and influencers facing backlash. In lieu of Shein clothing hauls on TikTok, users are posting parody brand trip videos and critiques that accuse the influencers involved of inking inauthentic brand deals. The whole kerfuffle has agency executives questioning the benefits of using creators and influencers to restore brand image and it remains to be seen what ripple effects, if any, will take hold of the influencer marketing space after the dust has settled.

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Source:: Digiday

Author: Aaron