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How Fashion and Food Industries are Pivoting from Branding-Only Marketing to Full-Funnel Commerce

For years, the playbook for fashion and food marketers was simple: send a PR seeding kit to an influencer with an aesthetic feed, get a polished grid post, watch the likes roll in, and assume it was driving store visits and online purchases. In 2026, that playbook is no longer enough. Aesthetic content can capture attention, but sustainable growth increasingly depends on what happens after the scroll. Market saturation & the new competition In 2022, Fashion & Beauty and Food & Beverage brands accounted for more than 55% of influencer marketing campaig