Some thoughts on influencer marketing

My first week in Naples, outfits, + everything I listened to on my 20+ hour drive

This post might be a little all over the place…probably because that’s how I’m feeling right now.

I relocated for the next 7 months from Chicago to Naples, Florida.

I’m creating new routines and new normals for my daily life.

I’m in the midst of the busiest season for my business with a big product launch coming up in less than 3 weeks.

I’m navigating being away from my inventory for the first time ever.

Some people love change and relish “new.” I’m not one of those people. :)

I think the only thing that’s keeping me from major case of anxiety is Naples. Naples is home away from home for me. A place I know almost as well as Chicago. The familiar restaurants and sites along the roads, not having to use Google Maps, and of course the sound of the waves on the beach is all very comforting.

Routines

The most important routine for me has always been my morning routine. I’m a big believer in setting yourself up for success early in the day. Quick wins in the morning really set the tone for the entire day. For me that means getting outside, time to meditate/pray/reflect (oftentimes while walking), making my bed, and getting dressed. On days when I don’t do this, it’s noticeable. I’m less productive and my mind is cluttered. As I’m typing this I’m realizing I’m probably less productive because my mind is cluttered. Walking definitely declutters my mind. I bet people who journal feel that way about journaling (I’ve never been a journaler).

Anyway, my morning walk route is now to the beach and back, which is just a lovely way to start the day!

Do you have a morning routine? What’s the most important thing for you?

What I listened to on my 20+ hour drive

Backing up a bit, on my drive down to Naples, I stopped in Chattanooga, which is almost exactly halfway between Chicago and Naples. I had never been there before so I was kind of excited to see it. Unfortunately I arrived as it was getting dark and I didn’t have more than 30 minutes in the morning to walk around, but it seems like a really cute town!

On my 20+ hour drive, I had ample time to listen to podcasts, audiobooks, etc.

I started out with Lisa Marie Presley’s new memoir, From Here to the Great Unknown. It felt appropriate to be on my way to Tennessee listening to something Presley related. I absolutely loved this book. As you probably know, Lisa Marie passed away in 2023, so her daughter, Riley Keough, finished writing the book. Riley along with Julia Roberts narrated the book, which was perfect. Riley spoke when it was her voice and Julia spoke when it was Lisa Marie’s. I’m usually a physical book person, but I really enjoyed listening to this.

Since I liked this so much, I decided to try another audiobook the next day. I found a book on Spotify called All Fours by Miranda July about a woman on a cross country roadtrip (felt appropriate), but after about 6 chapters I gave up. The narrator’s voice on the audiobook was so monotone and drab it felt depressing and completely boring. Maybe it was intentional? In any case, it wasn’t for me. I wouldn’t recommend it.

I moved on to a podcast that never fails me - Armchair Expert. I listened to the recent episode with Malcolm Gladwell, who is promoting his newest book: The Revenge of the Tipping Point. I never read the original book, The Tipping Point, but I love that he has the security or humility or confidence to revisit his own work.

I then went to Malcolm Gladwell’s podcast, Revisionist History, which I had never listened to before and listened to a few episodes. Very interesting!

Finally, I listened to an episode of the Business of Fashion podcast about influencers/ influencer marketing. Of course this is very applicable to me personally with my business, but I think it’s fascinating for anyone to listen to since influencer marketing is such a big part of how we shop.

Some thoughts I had after listening:

I think for several years we’ve talked about influencers/influencing like there’s something off-putting about it, but I think that’s doing the industry a disservice. Getting shopping recommendations has always been part of the way we shop - whether it’s from a friend, a magazine, someone we see on the street, or a shop owner - we are always getting inspiration from somewhere. And when we find a source we feel connected to or that we trust, why shouldn’t they earn a commission for taking the time to share their expertise?

But I have to admit there is a bit of a rub at times for me. And it’s in two places. One - as someone who cares about the ethics of fashion, seeing all of the Amazon or Target or “insert the fast fashion brand here” hauls is a bit disturbing. The sheer amount of consumption is unsustainable and don’t get me started on the ethics of fast fashion. And two - from a business perspective, it’s just hard to keep up. Larger brands, brands with funding, fast fashion brands with huge margins have huge budgets to pay influencers large amounts, and I just don’t. So I do my best to connect with women who share my values and prioritize those values, which is not always easy (but totally worth it, as the women I do work with are fantastic!). I’m all for women getting paid! I love seeing the success of so many women in this space! It’s just not easy as a small business. But I’m up for the challenge! :)

What are your thoughts on influencers? Weigh in below or expand in the comments!

I arrived in Naples on Saturday night, so I haven’t even been here a week yet. But I’ve already realized getting dressed here is so different. It still gets up to the high 80s in the afternoons so it’s pretty hard to wear anything but what I would normally call “summer” clothes¹.

What I wore this week

I have a feeling these shorts will be an every week item. They are so comfortable. And this linen tee is a great weight for the heat. So soft! My red Mary Janes are a great alternative to flip flops, and my Caramel Suede Sling Bag brings in a little fall.

A little beach walk in the afternoon is good for the soul. I paired my horseshoe denim with my Mirth blouse and pulled it together with my Caramel Suede Sling. I also worse these sandals in cream, but took them off for the beach. I’ve been wearing these sunnies pretty much daily.

This was a work from a coffee shop look. Straight leg denim, tube top, and flip flops. The Espresso Croco tote to carry my laptop (Sling Bag inside) will be back in stock next week!

Another work from a coffee shop look. This is actually a jumpsuit with a black tee over it because it was a “chilly” morning. My favorite sandals that aren’t flip flops. So comfortable. And my Croc Tote, Suede Sling, and sunnies finish off the look. I absolutely love both the Espresso Croc and the Caramel Suede with black.

I can finally show you the NEW Soiree Bag, launching 11/4! (More on this here and here.) I took it out for date night last night and wore it with my Ozma dress, cashmere cardigan over my shoulders, and Stuart Weitzman slides.

This is what I’m wearing this morning as I finish this post while drinking my morning latte! Ozma denim (love these), Birks, perfect amount of oversize white button down, and my Caramel Suede Tote.

xo,

Abby

P.S. Ozma is having a Friends + Family sale this week! Use the code OZMAFAM20 for 20% off. The denim I wore today and my black date night dress are part of the sale. A couple of their sweaters were on my knitwear post last week. If you’re in the market, it’s a great time to shop!

In case you missed the knitwear post, here’s a quick link!

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