For anyone questioning the power of influencer marketing, Billabong’s collaboration with Sincerely Jules blogger Julie Sariñana serves as a good case study.
The Irvine surfwear-inspired brand, part of Huntington Beach-based Boardriders Inc., revealed its first collaboration collection with the blogger last year and it proved a hit. It turned out to be the most successful collaboration in Billabong Women’s history, notching a 50% sell-through online in its first week of sales.
Sariñana’s got marketing muscle with an Instagram following currently at 5.5 million. Billabong Women’s Instagram following, by comparison, currently totals 1 million.
So it was no surprise a second collaboration was recently released. At 51 pieces, it’s larger than the first (which topped out at over 40 pieces) and includes tops, bottoms, dresses, skirts and swimwear.
The spring 2020 collection is priced from $35.95 for a scarf on up to $119.95 for a one-piece swimsuit.
