You may soon be able to shop while you stream

Twitch could soon challenge TikTok and shopping centres and The Iconic may be first in the queue. 

Twitch could soon challenge TikTok and shopping centres and The Iconic may be first in the queue. 

The Bondi brat pack is one glaring omission from the inaugural Influence Index, published by The Oz last week.

Why were these glamourous tastemakers missing? They were tardy and monogamous.

Something both they and the Australian brands they work with are alive to and so are now moving to other platforms in a bid to be ahead of the curve.

Australia’s fashion focused influencers have committed to Instagram at the exclusion of other platforms like TikTok and even Twitch - a space dominated by gamers - which online shopping hub The Iconic is now watching closely.

“TikTok burst onto the scene in Australia during the pandemic, and has reshaped the influencer space with more authentic, less polished video content now dominating feeds. There's also the rise of platforms like Twitch, that have their own influencer sphere. I have no doubt the next few years will see more change in the industry unfold and it’s an incredibly exciting time for us as we bring on the future of shopping,” The Iconic’s chief customer officer Dean Chadwick told The Oz.

That doesn't mean the fashion juggernaut will be abandoning relationships with some of our most notable influencers, who have built their following primarily on just one platform.

"Engagement and conversion are important metrics when looking at influencer partners. To ensure a seamless customer experience we also ensure that items worn by influencers are shoppable on our site. Whilst metrics are important, equally, our influencer partners need to reflect The Iconic's values and represent our diverse customer base. Although we work with many influencers, our team is highly selective about our partnerships to ensure quality and authenticity of content," Chadwick said.

The Iconic works with a range of personalities, including the glossy, well-heeled and glamorous creatures from Sydney’s wealthy eastern suburbs.

These well known names usually seen in the social pages, ironically, for their social media antics did not make it into the top 100 list of Australia’s impactful influencers.

(Read here for who did make the list)

Along with these old-money socialites and new money entrepreneurs who have built businesses off being “friends” of brands, traditional celebrities did not rate highly in the six-point matrix which measured trustworthiness and relatability.

Only seven “celebrities” made the cut after getting their start in reality TV, including The Bachelor alums Abbie Chatfield and Brooke Blurton.

Personalities like Nadia Fairfax, Elle Ferguson, Tash Oakley and model Georgia Fowler were surprisingly not included, despite all having a strong following and having built enviable, aspirational and lucrative online personas.

Fairfax boasts a devoted fan base of more than 195,000 on Instagram and works with luxury brands including Moët & Chandon and Estee Lauder, while producing promotional material that wouldn’t look out of place in a coffee table book, for a number of Australian fashion brands.

Ferguson too moves in high-end circles and counts Kim Kardashian as an associate, regularly posting products from her shapewear line, Skims, to her 543,000 strong following.

Model turned mogul, Oakley, with 2.7 million followers of her personal Instagram account, is a shocking omission considering her diversity business portfolio now spans swimwear, a jewellery line and a new online Pilates course, which reach a collective total of about 4 million people. She rose to prominence as one of the first "Instagram models" back in 2012 with her blog, A Bikini A Day, which she established with her bestie and business partner Devin Brugman. 

They may not have made the list but PR professionals aren’t surprised given the ever evolving influencer landscape.

“It all comes down to brand fit and positioning. Someone may have a huge following but it may not be aligned to a brand and achieve the outcomes required, which are mainly, conversion,” NAC Media Group founder and director Nikki Andrews said. 

Why were these glamourous tastemakers missing? They were tardy and monogamous.

Australia’s fashion focused influencers have committed to Instagram at the exclusion of other platforms like TikTok and even Twitch - a space dominated by gamers - which online shopping hub The Iconic is now watching closely.

“TikTok burst onto the scene in Australia during the pandemic, and has reshaped the influencer space with more authentic, less polished video content now dominating feeds. There's also the rise of platforms like Twitch, that have their own influencer sphere. I have no doubt the next few years will see more change in the industry unfold and it’s an incredibly exciting time for us as we bring on the future of shopping,” The Iconic’s chief customer officer Dean Chadwick told The Oz.

The only name from the sartorial sphere to appear on the index is Nicole Warne, who boasts an Instagram following of more than 2 million. An audience she has amassed over more than a decade since launching her own vintage clothing site called Gary Pepper Vintage in 2009.

From there she became one of fashion’s first digital stars and was the first blogger (as they were known back then) to be signed to leading talent agency IMG.