Move Over, Blonde Salad: VIP Shoppers Redefine the ‘Influencer’

LONDON — Sheikha who?  Some of the biggest influencers in fashion today have no public profile or major social media following, they don’t preen for smartphone shots or pose for paparazzi. They may have a seat in the front row, but the last thing they’re doing is snapping a selfie or Snapchatting the show’s finale. No, these front rowers are a nearly invisible band of supershoppers — high-net-worth individuals whose lavish spending shapes retailer’s sales trends each season and makes up a significant portion of their overall sales. They often order straight off the runway and they are certainly spending a lot more than Chiara Ferragni, Bryanboy or Aimee Song. In return, they’re rewarded handsomely for their efforts — and enthusiasm. Fashion and jewelry brands have long catered to the whims of their high-spending clients. Most of the French couture houses now take their collections on the road worldwide each season to sell directly to women in China, the Middle East and elsewhere who can’t get to the shows in Paris. Fine jewelry brands hold numerous private client events throughout the year, while many of the most expensive, limited-edition watches are often sold directly to collectors before they even hit the general market. The latest

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