I started with Instagram, at first, it was like a hobby where I uploaded photos of my looks, of my travels, little by little I began to notice that my audience increased and that I interacted in each publication, that led me to be more connected with my followers, it is a way of giving back so much support to each one of my publications, they are like my little virtual family.
1. Tell us about your background and journey.
I was born in the city of Rosario Argentina, I come from a working-class family, I had a somewhat difficult childhood, I can tell you that I began to be happy from my 18 years, but everything negative served to strengthen me and be able to be who I am right now. I remember that it all began when the movie The Devil Wears Prada was released in theatres in 2006, it was there that I realized that I was passionate about the world of fashion. In 2010 I began to study fashion design in Buenos Aires - Argentina, a career that ended in 2012/2013, from there I began to participate in fashion fairs and began to use Instagram the beginning as a hobby, 2015 Together with my partner I decided to move to Madrid - Spain and it was here where I started to use my Instagram professionally.
2. What led you to start your page on Instagram and what is it about?
In 2014 I started with Instagram, at first, it was like a hobby where I uploaded photos of my looks, of my travels, little by little I began to notice that my audience increased and that I interacted in each publication, that led me to be more connected with my followers, it is a way of giving back so much support to each one of my publications, they are like my little virtual family. Over time, alternative clothing brands contacted me to advertise their products on my Instagram through posts and mostly stories. Thanks to this and seeing that my public was interested in the products that I was showing, I decided to create my urban clothing brand called COOLTER in July 2020, an online store for lovers of essential basics in each wardrobe, who want to achieve a different look with its style. In such a globalized world and with large fashion firms present all over the world, we need alternative brands where we can buy a unique product that is not massive and be able to achieve our style. Currently, my store sells to everyone and the purpose for the end of the year is to open a store in the centre of Madrid - Spain.
3. How would you distinguish the term blogger from an influencer?
From my point of view, both are very similar because a blogger can be an influencer, the only difference is that the blogger shows their specific content to their audience through a blog or website but also uses social networks, the influencer influences his audience from what he publishes on his social networks, he is characterized by having his style and the same charisma makes the public interested.
4. Is it financially sustainable to be an influencer today?
To be sustainable over time you have to be constant, the beginning is difficult but not impossible. What I can tell you in my case is that I am active at 18 hours, I complement my traditional work, with my clothing brand and the publications or advertisements that I do on Instagram, it consumes me all day, I am all day in front of the computer, but I can affirm that I feel happy and satisfied.
5. What do you think influences consumer behaviour?
Many factors can influence consumer behaviour, I can name a few such as culture, lifestyle, hobby, personality.
6. What is your idea of success or your mantra in life?
My idea of success is to continue growing with the clothing brand, which luckily I am achieving little by little, and to be able to find the perfect balance between the personal and the professional that helps me enjoy my free time. My mantra is to live to enjoy.
7. How can someone become a successful social media influencer?
There is no specific formula, it is a question of being constant and persevering, it is not achieved overnight, even not everyone succeeds, but that does not mean that you do not try, you have to know how to take advantage of every opportunity no matter how small be.
8. Which is your favourite book and why?
I honestly do not have a favourite book, I usually read reports, I like fashion and lifestyle articles, I spend a lot of time reading the news in all areas to be informed of what is happening today.
- Jako Carranza (Designer & Lifestyle Influencer)
Jako Carranza is a designer and fashion and lifestyle influencer, born in Rosario Argentina in 2015 he lives in Madrid Spain.
He is the founder and CEO of his clothing brand COOLTER Madrid, which he sells through his online store COOLTER, in turn.
He does advertisements for alternative brands which he advertises from his Instagram.
- Interviewed By Daisy Sharma
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