The online fashion store About You is presenting the first About You Awards on May 4 to honour the most creative and influential stars such as bloggers, Instagrammers and YouTubers in the scene. The awards will be presented in six categories – lifestyle, fashion, beauty, fitness, upcoming and “Idol of the Year”. More than 500 guests are expected at the show in Hamburg’s Mehr! Theater, which will be streamed live on About You’s social media channels.
Potential of influencer marketing
About You’s launch of the influencer awards is by no means coincidental. The online store launched by Otto’s start-up, Collins, has risen thanks to targeted marketing with social media stars. Since going live in May 2014, the firm has co-operated with 40 influencers including top models such as Lena Gercke and Stefanie Giesinger, bloggers Caro Daur and Xenia Overdose, or Daniel Fuchs, who has meanwhile become a star on Instagram. “The successful interacton of the About You brand with big German influencers is an important part of our company’s DNA. We are staying on course with the About You Awards and are promoting individual style and personalities – both online and offline,” said Tarek Müller, co-founder and Managing Director of Collins.
Guests from e-commerce, lifestyle and fashion companies
About You targets the 20-40 age group. Customers can set up their own online profile and find individually suited products, brands and suggestions for outfits in a personal news sector. About You went online in Austria and Switzerland in 2015. The management team includes founders, who have co-launched other companies, as well as digital experts such as Tarek Müller and Sebastian Betz and Hannes Wiese, a former strategist at Roland Berger.
Steven Gätjen will moderate the About You Awards Show on Thursday. Presenters of the awards in the categories include Franziska Knuppe, Bonnie Strange and Lena Gercke among others.
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