Trevor Stuurman, a 23-year-old digital trendsetter from Kimberley, is seemingly unknown in business circles, but some of South Africa's biggest retailers have him on speed dial. Stuurman has more than 72,000 followers on Instagram - the perfect breeding ground for retailers wanting to grow their market share with millennials . The changing face of fashion retail has been driven by tech-savvy consumers who want a personalised retail experience, driving brick-and-mortar retailers to become more digitally aware. "With digital platforms, retailers can get an immediate response from consumers, as opposed to a magazine where it is often difficult to quantify what the reach is. Online, they can get insights into how many people the post has reached and the impressions and any other insights that can inform decisions," said Stuurman. Stuurman is one of Woolworths' "fashion influencers" for its #StyleBySA Spring/Summer 2016 campaign, which involves collaboration between the retailer and popu...
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