4 Lessons You Can Learn From Kelsey Kaplan

Starting a new business is no easy feat. This is especially true when it involves breaking into a saturated market, like the digital influencer space. It requires determination and grit to succeed.

In fact, according to a recent study by Orbit Media, there are over 31 million bloggers online today, but only one in 10 are unique enough to enjoy true success.

Kelsey Kaplan of Kelsey Kaplan Fashion took a chance and dove into the fashion influencer space despite the stiff competition. Her unique perspective and passion for fashion have separated her from the pack and kept her in the spotlight.

Growing an Audience in a Saturated Space

When Kelsey started her business, there was a steep learning curve. It was a challenge to learn all of the applications and master the required skill set – WordPress, Lightroom, Photoshop, photography, content creation, and social media best practices to name a few.

Once her website launched, she began facing the challenge of growing an audience.

The fashion influencer space is very saturated. She had to answer the question, “Why would a brand choose me to promote their goods and services out of the thousands of digital marketers?” Finding the answer to this question is what helped her brand establish its signature style.

Overcoming COVID-19 Obstacles

COVID-19 impacted Kelsey Kaplan’s business, as in-person events were postponed indefinitely. Attending events is one of her revenue streams and a great way for her to market herself, attract new customers and followers, and nurture relationships.

Luckily, the majority of her business is online, but when the pandemic began, there was so much uncertainty that it impacted the way retailers operated, which subsequently came down to affecting brand collaborations.

Everything was on pause while her partner brands learned how to operate in the new normal.

During this time, she learned the importance of owning her marketing and preparing for disruptions by regularly pitching her marketing services to more brands.

The first thing she wanted to do was dedicate more time and resources to growing her email list, as her Instagram audience accounts for a significant portion of her overall reach.

The pandemic changed her perspective and made her realize that if Instagram shuts down tomorrow, she won’t have an efficient way to connect with and reach her audience.

By getting more collaborations and paid partnerships in the pipeline, she’ll be able to hold her own should another disruption occur.

Don’t Wait to Realize Your Passion and Potential

Kelsey talks about how her biggest business mistake was not starting her business sooner. It was 2010 when she started becoming familiar with various blogs.

She recalls a fellow LSU student who started a fashion blog and would borrow items from the clothing store she was managing to style and photograph them for her website. Kelsey was also creating looks and offering style advice to several regular customers at the store.

Many peers and mentors would tell Kelsey that she should start a blog, but at the time, she thought that writing for “fun” was the last thing she wanted to do.

Looking back, she feels that if she had taken their advice she would be way ahead of the competition because the blogging and influencing space was saturated by the time she got into it.

It wasn’t until after she relocated to San Francisco and began reviewing businesses and places around the city that she realized how much she actually enjoyed writing when the subject matter was something she was genuinely interested in.

Mindset Is Everything

Kelsey Kaplan believes that in business mindset is everything. The saying, “Fake it ‘til you make it,” has always motivated her to give 110% effort without cutting corners.

She explains, “You have to be passionate about the subject matter you’re marketing because you must be relentless to stand out from the crowd.”

When she first started blogging, it took years before she was recognized or even acknowledged by the brands that she was showcasing or wearing.

She describes this period as “banging her head against the wall.” Although it was frustrating, she persevered because it’s her passion to style looks and share her fashion advice.