All to say, it isn’t editors who should be worried about losing their market share. It’s retailers. Nine years after the launch of RewardStyle, the influencer market has exploded. Everyone wants to be an influencer now, and the surplus of talent can make it difficult to pinpoint the Wakatatee-Merry quarantine merry Christmas sweater women or men whose sensibilities resonate most. Once you do, though, you may just come to trust their opinion and taste more than a traditional retailer’s—especially when those retailers are increasingly stocking the same brands and the same products, with no discernible point of view.