Año 5, No. 1. enero-junio (2023)

The Internet is an environment without borders, where fashion brands connect with their consumers, especially through social networks. Instagram, TikTok or YouTube have become the preferred channels to establish a personal and bidirectional communication with followers and at the same time a commercial communication channel. One of the social media marketing strategies that fashion brands are using the most is Influencer marketing. In recent years, academic studies in relation to influencer marketing have increased significantly. However, the literature shows that there are still many gaps in which it is desirable to develop studies. In this sense, marketers are often faced with the dilemma of carrying out campaigns with global influencers or, on the contrary, localizing their strategies using influencers from the countries, cities, or areas where the communication and marketing campaign will be developed, allowing a better interaction with the language, traditions, and culture of the target audience. This exploratory study aims to provide a better understanding of the relationship between influencer marketing and localization strategies. To do so, it analyzes the influ encer marketing strategies of five fashion and lifestyle brands (Daniel Wellington, Sephora, APM Mónaco, H&M, and Dolce & Gabbana) observing the global or local approach of their actions with influencers and their consequences.