“The creator's followers are many, but they are not my size or my city.”
Ask for the audience split by city and age. Compare it with where you deliver and the sizes you stock.
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Industries · D2C & ecommerce · Fashion influencer marketing
Fashion influencer marketing for Indian brands
For clothing, footwear and accessory brands that sell online. Choose creators by fit, brief them well and count the orders you keep.
A strategist calls you in one working day.
/ 01 Fashion influencer marketing
Choose the creator by fit, then count the orders that stay
A creator with a big following can still send shoppers in the wrong size, the wrong city or the wrong price band. PromotEdge helps Indian fashion brands pick creators by fit, write the brief and count orders kept after returns.
Fashion influencer marketing means paying, gifting or giving commission to creators so they show your clothes, footwear or accessories to their followers.
This page is for brands that sell clothes online. It sits under our marketing for D2C and ecommerce brands page. D2C (direct to consumer) means you sell to shoppers yourself, with no shop or distributor between you. Short videos and shops are on our social media for ecommerce brands page.
ASCI, the Advertising Standards Council of India, is the industry body behind the influencer rules. We read each rule on its own page on 1 November 2026. It is general guidance, not legal advice.
- Since 2015working with Indian brands
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- Every monthwe visit clients, and we review with every client online every week
Our beliefWe're professionals. We'd rather be blunt than pleasing.
/ 03 The playbook
How to pick fashion creators: micro or macro, and what to check
Our view. A shopper cannot try the garment, so the audience and the way the creator shows fit matter more than the follower count.
| Creator type | Fits when | Check before you sign | Usual deal |
|---|---|---|---|
| Micro creator: a small audience, often one city or one style | You are a new label with one hero style, a short size run and a clear price band | Audience city and age. Comments asking about size and price. How they showed fit before | Gift or commission first, then a fee |
| Macro creator: a large audience across India | You have a drop or festive launch, with stock in every size | Whether the creator's followers can pay your price and live where you deliver, and whether your site can take a rush | A fee for dated posts |
| Style or body-type creator: ethnic wear, plus size, petite, college looks | Your cut suits one body type or one occasion | Whether they show fit honestly, including what does not work | A fee or a gift, with a fit video in the brief |
| Your own customers, as user-made content (UGC) creators | Buyers already post photos in your clothes | Written permission to reuse each photo. A label if they got a discount or gift for posting | A discount or a gift |
Go deeper
Read more about Fashion influencer marketing
Deeper reading if you want the research behind the plan.
Fee, affiliate or gift: which label and what to watch
Three deals
Our view: start a new creator on a gift or commission.
| Deal | How it works | Label to ask for | What to watch |
|---|---|---|---|
| Fee | You pay for a post or video | Ad, Sponsored, the Paid Partnership tag, or the YouTube paid promotion button | What the fee covers: edits, how long it stays up, reuse as an ad |
| Affiliate | The creator earns a share of each sale through their link or code | Affiliate. Meta says such posts should carry the paid partnership label | Commission on orders placed, or on orders kept |
| Gift | You send outfits and ask for nothing | Free gift, if the creator posts | The creator may not post. If they do, a label is due |
Source: ASCI 1.3, Meta labels page and YouTube Help, read 1 November 2026
What to put in the creator brief
A brief for clothes
Send creators clean product and size photos from a fashion photo shoot. CCPA is the Central Consumer Protection Authority.
| Brief line | Write this | Why |
|---|---|---|
| Fit video | The creator's height and size, the garment from front and side, and your size chart in cm | A shopper cannot try it on, so the video must answer "will it fit me" |
| Claims | Only what you can show, such as the fabric on the label. No "true to size" unless your chart backs it | Claims need proof (CCPA guidelines, para 12) |
| Label | Which label, where it sits, how long it stays. You approve the draft first | ASCI 1.2 and 1.5 |
| Offer wording | What the code gives. Do not call an item free if the shopper pays for packing or handling | CCPA para 7 |
| Code and link | One code and one tracked link, for that creator only | Orders can be counted by creator |
Source: CCPA guidelines and ASCI guidelines, read 1 November 2026. The lines are our view
How to count what a creator sold
Count orders kept, not orders placed
A UTM tag is a small addition to a link that shows where a visit came from. The return window is the days a shopper has to send an item back. Our analytics and tracking team sets these up. A code counts only your own store; for marketplaces, see our marketplaces page.
| Method | How to set it up | What it can miss |
|---|---|---|
| Creator code | One code per creator, named after the creator | Shoppers who bought later without it |
| Tracked link | Add utm_source, utm_medium and utm_campaign to their link. Use lower case | People who open your site later through a search |
| Return rate by creator | When the return window closes, divide returned orders by delivered orders for each code | Returns go uncounted if the code does not reach your returns sheet |
Source: Google Analytics Help, read 1 November 2026. The other rows are our view
/ 04 Sound familiar?
Common problems with fashion creators
“We sent outfits free and the creator posted them with no label.”
ASCI counts free products as a material connection, even if nobody asked them to mention the brand. Put the label in the brief and check each post.
“The creator said it runs true to size. Buyers say it does not.”
Give the creator the size chart in cm and ask them to say their height and size. Online sellers must make ads match the real goods. Our fashion photography team can shoot clean size photos.
“A big name posted once and nothing moved.”
One post rarely shows a result. Test two or three smaller creators with different styles, then repeat the ones whose orders stay. Our influencer marketing team runs these tests.
/ 05 Cost
What affects the cost
No price list. These things move the number.
Creators set their own fees, so we publish no price list. A written quote follows within 2 working days of a 30-minute call.
What affects the cost
- Audience. A larger audience costs more.
- Deal type. A fee, a commission or a gift.
- Posts. One reel, or a run of reels and stories.
- Reuse. Running the post as an ad, and for how long.
How we price it
- We talk for 30 minutes about your label, sizes and delivery area
- We check your store and past posts, then shortlist creators
- A written quote follows within 2 working days
What you get in the quote
- The creators, the deal type and the number of posts
- The outfits you send, and by when
How you pay
| Way of working | When it fits |
|---|---|
| Campaign fee | One drop or festive season; timeline in the quote |
| Monthly retainer | A creator programme with a report. Minimum 3 months, 30 days' notice |
Creator fees are paid to the creators, billed separately. Our influencer marketing cost guide lists what a fee can cover.
/ 06 Rules to know
Rules for fashion creator posts in India
Six points from official pages, read on 1 November 2026. Check the current text before you act.
Which gifts count. ASCI treats free products, even unasked ones, as a material connection. So are discounts, gifts and contest entries. The creator needs a label even if the opinion is their own. If the creator bought the item themselves, no label is needed (1.1).
Where the label goes. Upfront and easy to see. A bio, the end of a post, a "more" tap and a block of hashtags are likely to be missed (1.2). Allowed labels include Ad, Sponsored, Collaboration, Partnership, Free gift, Affiliate and Instagram's Paid Partnership tag (1.3). In a video of 15 seconds or less it stays at least 3 seconds. In a video from 15 seconds to 2 minutes it stays for a third of the length.
Who is responsible. The brand and the creator both (1.5). The brand can ask the creator to edit or delete a post.
Government guidelines. The guidelines of 9 June 2022 from the CCPA (Central Consumer Protection Authority) ask for the endorser's genuine, reasonably current opinion, based on enough information or experience with the product (para 13). A connection the audience would not expect must be disclosed (para 14). Under section 21 of the Consumer Protection Act, 2019, the CCPA can order an ad stopped or changed, fine a maker or endorser up to ₹10 lakh (₹50 lakh for each later breach) and bar an endorser for up to one year (three for each later breach). An endorser who took due diligence to check the claims is not liable to that penalty.
Consumer affairs guide. Endorsements Know-hows (government release, 20 January 2023) asks for a disclosure apart from the platform's own tool. Its worked example is an ecommerce firm that asked influencers to wear clothes of certain brands. Most did not disclose.
Fit and colour claims. The E-Commerce Rules, 2020 say ads must match the real features of the goods, and a return cannot be refused for goods not as advertised (rules 6 and 7). They cover a brand that sells its own stock online, including single brand retailers (rule 3).
How the label tool works on each platform.
Instagram and YouTube label tools
Meta's policy counts payment or free gifts as branded content. The creator tags your brand with the paid partnership label, and your brand needs a professional account. Until you approve the tag, the label shows without your name. To run the post as an ad, you ask for permission in Meta's Creator Marketing Hub. Our Meta ads team does this. A tool alone is not enough: Meta asks creators to give the disclosures the law needs.
Source: Meta policy, Instagram label page and partnership ads page, read 1 November 2026
YouTube
The creator selects the paid promotion button, which adds a label at the start of the video.
Source: YouTube Help, read 1 November 2026
/ 07 What happens next
What happens after you ask
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop. A single job, such as one event or one print run, is quoted as one project.
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What people say
What clients say about PromotEdge
“PromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. The result was both aesthetically pleasing and usable. PromotEdge continues to support us and our ever-growing and very demanding wish list. We hope to grow this relationship beyond website design and into content development. I am confident that PromotEdge's team will continue to guide us in delivering product content to our global customers, making the website an important tool for product awareness and lead generation.”
Bimal ShahExecutive Director at Fine Organic Industries LimitedManufacturing
“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!!Saurav is one of the most open person I have come across who is ready to speak abt the elephant in the room , that no body wants to talk about !”
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“I am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. I extend my gratitude to Benjamin and the team for their dedication and hard work, which has resulted in a new, fresh-looking site that perfectly meets our expectations.”
Mom MitraMarketing Head at IleadEducationABP Education
“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease.I would like to especially thank the creative development team, the digital strategy team and above all the servicing team with whom I have worked in close association with, for their all-round support. I wish you all the best in your upcoming projects and I look forward to collaborating with you in future as well.”
Satabdi SahuLead - Brand and Content at ABP EducationEducationBrahmaputra Volleyball League
“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team.When the team is wonderful, the outcome will definitely be wonderful. I have seen the first cut of the reel which they shot the first day, and they gave us on the morning of the second day.The entire first day they worked so hard and over the night they have edited and on the morning they shared it with us.This is just fabulous and the commitment they have shown. The FIVB team has said that they are very happy with team PromotEdge.And when I showed this clip to my friends, those who are from this industry, they (also said that they) have done a fabulous work.So happy and compliments to the team -- Sayantan and PromotEdge team.Thank you.”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball LeagueSports
“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan).I would like to give you a brief detail. So when we started this project, we had a good discussion with them. And personally, I feel PromotEdge is kind of a one stop solution for us. So basically, they provided us the whole storyboarding regarding the digital assets and how we can use those with our ambassadors programme.They helped us a lot to structurize the whole concept from our side. So in fact, there were a lot of great ideas they provided, guiding us...what we should do and what we should not do in this regard.And the best part was that they were very clear from there, from the whole blueprint. So they understood our request from the proposal and then accordingly they executed it.”
Hitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVBSports
“I've known PromotEdge for quite a few years. PromotEdge is passionate, knowledgeable, and destined for success. What stands out is their positivity, energy, passion, and innovative thinking. They bring a warm presence to their work. Best wishes to PromotEdge.”
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“PromotEdge has been a unique creative group amongst unique creativity world. Approaching, analysing, understanding the deliverables with ethos and transferring the same into a spellbound creative identity, just cut out for clients’ requirement are signature values of the team. A huge ROI, thy name is PromotEdge.”
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“We are thoroughly impressed with the extensive knowledge and professionalism demonstrated by PromotEdge. Their adept management of our digital and creative requirements has significantly contributed to our satisfaction with their digital marketing services and expertise.”
Rahul MishraAssistant Manager Digital Marketing & Ecommerce at Magik LightingElectricalsShyam Metalics Group
“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. Within weeks, we had noticed an increase in performance and they continuously worked on adapting to a new strategy if required to get the maximum mileage for us based on our requirements. A big thank you to their team, and I would highly recommend them to anyone who is considering growing on their Digital Space.”
Shubham GadodiaDeputy Brand Manager at Shyam Metalics GroupSteel and metalsUnimark Group
“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them.The format they have created is great, there is a smooth flow of communication, great brainstorming sessions and additionally super ideations and executions.Pritha, the account manager, has always been supportive. Whether day or night, weekday or weekend, she came through and solved the problems.…”
Anish Basu MallikMarketing Executive at Unimark GroupReal estatePrime Volleyball League
“I would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think it help not just the Kolkata Thunderbolts but its really helped me because in the East there was at least one Team that looking very well promoted and branded. Thanks guyz, well done.”
Joy BhattacharjyaCEO at Prime Volleyball LeagueSports“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. My experience with PromotEdge has been extremely satisfying and they have done world class job for Brand Building exercise of LION INDIA.In my professional life spanning over 4 decades I have always worked with leading agencies like Lintas, Grey, etc so my benchmarking was rather high. I am delighted to say that i did find the agency measuring up nicely on every parameter of our expectations. The team […] comes majorly from experienced staff who have had experience in large agencies. Added to this is the” young oozing with unique new.”
Hardeep SinghMarketing ConsultantTATA Metaliks
“PromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.”
Medha SharmaStrategic Head at TATA MetaliksSteel and metals
“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & DiamondsJewellery retail
“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. Their uniqueness lies in their hands down knowledge of delivering the strategy and communication needed for the hour. A practical approach to ensuring return of investment has been the day one mantra. An advisory to an executionist, the systematic approach by team PromotEdge has been the impeccable.”
Bobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh IndiaSteel and metals
“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory.As a client, we found PromotEdge very professional and dedicated towards any project assigned to them.Most importantly, They have a bunch of energetic young people who always think from clients’ point of view and come up with the solution which is appropriate for them.I would personally refer PromotEdge to those who want creative and contemporary work.We wish PromotEdge a successful journey ahead.”
Sharif Rezwan KabirBrand Manager at PRAN RFL GroupFMCG“It’s a great way to be back at PromotEdge. I had a great time working them in Kolkata Tunderbolts doing the Volley Biswas character and they all are like good friends like family Saurav Bhaiya, […], and as I speak, I see Sayantan da walking in. HA HA! But it’s been a great experience I am glad to again meeting them and being here at the PromotEdge. Make Calcutta relevant again.”
Priyam GhoseContent Creator“I had a great time in Kolkata, I met entire PromotEdge team and they are amazing. Design language that they follow is crazy, the copywriting is crazy. I think they are one of the best digital marketing agencies, not just in Kolkata, entire eastern region and I think brand should not leave the chance to interact with these guys, make stories together.So, if I had something here, I would have definitely collaborated with them and worked. Now is the time, I mean it’s not even a question whether digital is important or not you don’t have an option today. Go digital work with PromotEdge and create your brand stories. Thank You.”
Manish PandeyConsultant & Coach to Content Creator“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team).Sayantan and his team is providing you to see this video.I just (want to say) _Shukriya_. Thank you so much for your team, because we are here in front of the camera but all the team is behind. The entire team together did this great job so that you can see how much volleyball is a lovely sport.”
GibaBrazilian Former Volleyball PlayerSports
Fashion brand with creators in mind?
Tell us your sizes, your price band and where you deliver. We'll shortlist creators who fit
Common questions
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Fashion influencer marketing means paying, gifting or giving commission to creators so they show your clothes, footwear or accessories to their followers. It works when the audience matches your sizes, price and delivery area, and each post is labelled and counted.
-
Match the audience, not the follower count: city, age, size range and price band. Read the creator's comments for real buyers and see how they show fit. Test two or three small creators first. Then repeat with the ones whose orders stay after returns.
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Neither wins every time. A micro creator, with a small audience, suits a new label with one hero style. A macro creator suits a drop you want seen widely, if your stock and site can take a rush. Our view: test micro creators first, because a miss costs less.
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Yes, under ASCI's rules. ASCI counts free products as a material connection, even if nobody asked the creator to mention the brand. The label must be upfront, not buried in hashtags. Free gift is an allowed label. General guidance, not legal advice.
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The Central Consumer Protection Authority's 2022 guidelines say an endorsement must reflect the endorser's genuine, reasonably current opinion and rest on enough information or experience with the product. So a creator should have worn the item. Brief the creator to give an honest view, including what they dislike.
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Give each creator one code and one tracked link with UTM tags, small additions to a link that show where a visit came from. Count orders by code and link. When your return window closes, count returns by the same code. Judge each creator on orders kept, not orders placed.
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A fee buys a dated, approved post. Commission pays only when shoppers buy through their link or code. A gift tests a creator cheaply, but they may not post, and a post still needs a label. Our view: start new creators on gifts or commission.
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Every creator sets their own fee, and we publish no price list. Cost moves with audience size, number of posts, reuse as an ad and how long the post stays up. Outfits and courier costs are extra. Ask each creator for a written quote before you book.
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Ongoing monthly work has a 3-month minimum. After that you can stop with 30 days' notice. A project has a clear end, and we confirm its timeline in the quote. The smallest first step, a free 30-minute call and a one-page plan, commits you to nothing.
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Before work starts, we agree in writing who your main contact is, how often you meet, and who signs off each piece of work. The person who plans your campaign talks to the person who designs it every day. The seniors you meet at the first call are the people who run your work.