While some Australian stars on Instagram can order up to $ 50,000 for a post, there is a group of "influencers" who don't earn a cent.
This unprecedented race is the influencers of Smart – women (and a few men) – who have given the once foggy brand a new lease of life with beautiful photos of expensive clothing.
A group of fashion-savvy country-wide fashion gowns have transformed the budget clothing label into a clever style and their unique abilities to be able to spot a rough diamond, sparking outrage over clothing with their fervent worthy photos.
Unlike other "influencers" who not only get paid for their jobs, but also often get the goods they promote for free for free, Smart's followers buy all the teams they design themselves.
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This week, to mark the launch of a new spring line for summer clothing, the brand gathered about 40 of Camart's biggest influencers at a luxury Brisbane hotel – and news.com.au were there to meet them.
"The followers of Kmart were very good to us, and also loyal, and so dedicated to the brand and really wanted to see us as successful in clothing, so we just wanted to be able to spoil them a little bit," said Julie Miller-Sensei, general Kumart's director of clothing and design, told news.com.au.
"Working with these women is so important to Smart because they love the products and they share the love.
"We are really amazed and amazed at how they sometimes look together and the effect they see on their shelves."
But just needing to be an influencer for Smart and how many things are creating photos that cause the shelves to fly out of stock?
After spending 24 hours with the Cream de la Creme of the influencers Kamart, I can find it to be bloody hard work.
When I joined the group in Calilee, a five-star hotel that was considered an "urban retreat", I had no idea what to expect. I've met some influential people of my time, and to be honest, they were cold and smelly. These girls though were nothing else.
Everybody grumbled with glamor about getting into a nice hotel and couldn't wait to see the new line. It was a longing.
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The new line, compared to other fashion brands for the brand, was a big deal because it was the first Julie designed – in case you're not familiar, she's the woman behind the transformation of the brand's home-made products a few years back.
After hearing all about the inspiration behind the earthquake color palette on the line (that's the Aussie landscape if you care), we were taken to another room where every piece was on display.
It contained adjoining rooms that held racks of things that allowed attackers to try and take them home.
However, after choosing a few pieces, the real thing started – capturing Insta's temporary appealing values that would send buyers rushing through the doors of the Smart. After all, that was why we were all here.
Fortunately, the resort offers many incredible backdrops for influencers to photograph. From the pool of palm trees to the gray walls of gray stone and even the island – there was no shortage of "photo moments" perfect for catching new clothes.
"I wanted to present this new outfit in an environment that was a little coastal and really elevates the brand because that's the transition we have to make in the outfit," ieuli told news.com.au.
"We wanted to show the fact that we have world-class designers, we have an amazing sourcing team and now a really amazing assortment of clothing that we hope will make people stand up and stand up, as they did with home and go," My God, I can't believe it's Smart. "
Everywhere I turn, mini-iPhone photo shoots occur and within hours my Instagram feed has turned into a Smart catalog.
While everyone was laughing and helping each other "hit" it – I still felt super high pressure.
I could hear people looking for more photos and I saw more than one person walking around in another area and asking someone else to take it because they were not happy with what they were getting.
"KMART IS MY CARDIO"
Danny, a luxury blogger for Accessible Style, told news.com.au she fell into the world of Comfort two years ago after launching her budget clothes on the Internet as a hobby.
"Some people want to go running and get excited about it, but I want to run in Kamart, that's my cardio," she said.
While supporting a "wonderful community", she said there was sometimes pressure to meet her 12,000 followers' needs.
"It can be quite stressful to get the perfect shot," she said.
"I work full time, so I have to plan my content in advance, answer the train and work questions and try to limit them by giving as much information as possible in advance."
Even with her success, Danny is unable to start earning a living from all the work she does to maintain her Instagram page.
"I didn't make a dollar out of this and I'm cool with that. This is my hobby and not something I would earn. I actually love my day job, this is my extra teaching activity, "she said.
Tina Abeysakara of the accessible style blog "Trash Train" blog told news.com.au she has experienced the same demands from her 88,000 followers as well.
"I have a lot of questions and very often, none of them even start out healthy or thank you, that can be drained," she said. "So sometimes you have to take time for yourself."
Tina is one of the few in the world of budget fashion blogger who, although earning money from her passion.
"I took a year off in July to give in real time," she said, explaining that she recently flew to London for partnerships with UK store Marx and Spencer, where she paid a premium to answer questions about products from its followers.
Many of Kumart's other influencers were mothers, which means they are mistaking children and family life for running their Instagram or Facebook feeds.
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Facebook's popular Facebook group Mummy Australia, which has over 350,000 followers, just imagine how much maintenance it takes. There is definitely no walk in the park.
According to the Influencer Marketing Hub calculator, some of Kmart's biggest influencers with 100,000 followers could charge up to $ 655 per post, which while not enough to retire, is certainly not a number to cheat.
STEP MORE IN THE INTERIOR INTERIOR
Armed with several clothes and after witnessing dozens of Insta-shoots, I decided to find out for myself exactly what followed in producing that perfect shot image that makes you want to buy something.
Unlike normal photography, clothing is a "star of the snap" I was told, after being instructed to stand in front of the gray id to ensure there is no "distraction".
Wearing a pair of khaki pants, which cost $ 18 and a white cotton shirt, $ 17, I channeled my inner Themie Hembrough. But obviously posing is not how this is done.
"Maybe you should try to watch the distance," he told me. Well then.
It took about 10 minutes to get a thumbs-up from the influencers and if I was honest, I felt stress and trauma in that warm Brisbane heat. Talk about brutal.
Putting the previous failure behind me, I decided to give it one more time.
Another shot that proved popular with the band was by the pool, so after a quick change of clothes – a $ 25 USD slip in bed linen, $ 12 paired with a mini bucket bag, – I wrote Danny to take a picture.
But looking casual and effortless, making sure the outfit was the starter is harder than it looks. When I saw somebody walking around the pool, trying desperately to keep his clothes dry, to shoot at an island in the middle – I gave up trying. At least some of my friends, and Australians reading my yarn, can laugh at the pictures.
While it was easy for me to admit that I had not been reduced to the life of the influential, I must admit that I had a newfound respect for everyone who does, especially for those non-paying kumart queens.
Keep up the conversation @RebekahScanlan | email@example.com
The journalist travels to Brisbane as a guest of Smart Australia