While the world of influencer culture retains a frivolous image, dominated by its first associations with fashion and beauty, it is a serious business.  Influencers, or content creators, have become increasingly important conduits for brands in any industry and sector between themselves and millennials and gen-Zers. Access to these two generations is critical, with estimates by Bain & Company consultancy stating that millennials and gen-Zers will account for 70 per cent of the $350 billion expected global spending on luxury goods by 2025.  The same report found that 70 per cent of luxury purchases are influenced by at least one digital…

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