The Influence of Instagram On The Fashion Industry
Out all the apps that have been introduced to us throughout the years, there’s is one that has stood out the most and that is of course, Instagram. I bet that at least once you’ve heard the phrases “do it for the gram” and “ is this outfit insta worthy?” or something along those lines and you might ask yourself why?
Well, Beyond all the selfies and inspirational quotes, Instagram has heavily influenced the way the we see fashion and has changed the way fashion brands connect with their audiences. With its visually striking and aesthetically pleasing feeds that are built based on our interests, the app has changed the way that fashion is reported, shared and consumed. Since social networks and Image have become key elements of fashion in this modern era, Instagram has definitely become the industry’s favorite digital playground.
Instagram gifts us with the ability to become our own magazine editors by sharing our personal style with millions of users. Because of it’s ability to spread quickly all over the world, it has opened a whole new world for fashion marketers allowing them to make their way into the users feed and showcase their brands and products. This helps many brands easily expand their reach and audience in just minutes and just like Imran Amed, said: “The one thing that has changed dramatically in recent years is the direct relationship brands now have with their consumers. In this new hierarchy, the consumer has the ability to amplify or negatively impact on business, through sharing positive or negative responses.”
Another thing to discuss is the influencer effect and the birth of insta-boutiques. Many brands use celebrities or “influencers” to promote their brand because of their high exposure levels and number of followers that will naturally help them give the brand more exposure and recognition. Seeing the people we admire wearing a particular outfit or using a certain product can influence us into to purchasing the particular product or to interact with the brand in the future. Other than this, it allows us to see what the outfit looks like on real people and read reviews many have given on certain products. As previously mentioned, instagram has given birth to many online boutiques which base their public relations and advertising on this app just like Missguided, Boohoo, FashionNova or Pretty Little Thing.
Another useful tool that the app provides us is that users can shop directly through the channel. Brands are able to tag products in their posts which can then lead users to their site.
Instagram has also helped to spread the message of body positivity and diversity which has encouraged brands to think more about ‘real’ people, with different bodies, skin color and style.
Currently, among the 10 most popular instagram hashtags we can find #fashion with 783 million posts and #ootd (outfit of the day) with 297 million posts up to date. In this app you can find just about anything from outfit idea videos to makeup tutorials and live fashion shows. Most users follow at least one fashion accounts to gain inspiration for looks they can buy or create themselves.
With 1 billion monthly active users, Instagram has proved to be a tool for self expression and a creative outlet for many also becoming the most popular place to set trends We can’t deny that it is a revolutionary tool in the industry since you can share your style, find inspiration and shop all in one app. It has changed the structure of fashion by allowing users not only to consume but to also contribute
And as many say: we’re living in the Age of Instagram, whether you like it or not..
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