By  on September 16, 2019

LONDON — Street style is fast evolving into retail’s new favorite-selling tool, with customers now shopping directly from the imagery, but as influencers’ reach begins to wane, it’s the buyers and retail fashion directors who are driving sales.

Traditionally influencers have been the leaders of street style images, but retailers are increasingly keen to put their own staff in the spotlight too with buyers and fashion directors acting as unofficial brand ambassadors and promoting their current-season edits on the streets while en route to write next season’s buy.

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