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17/09/2012 by
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How Fashion Brands Take Over Instagram

Are fashion brands taking over Instagram? Ever since Burberry launched its Art of the Trench micro-site back in 2009, fashion brands have been searching for new and innovative ways to leverage social media in their campaigns.

Let’s take a look at how brands like Badgley Mischka and Michael Kors have used Instagram to create compelling content for Mercedes-Benz Fashion Week.

Instagram, a relative newcomer in social media marketing, has proven to be a great tool for brands to heighten brand awareness among fans.

For New York Fashion Week, the most important event of the year for designers, many fashion brands jumped on the bandwagon (if they hadn’t already) and created an Instagram account…

From September 6th to September 13th, both New York’s Lincoln Center and Instagram were transformed into a paradise for fashionistas.

Photos of runway models, backstage chaos, and fashionable visitors filled up everyone’s feeds during these 8 days.

Did the use of Instagram pay off? According to Business Insider, Instagram was the most successful social media platform for brands to use, with some designers even seeing a 500% increase in their follower numbers.

Take a look at this Fashion Week infographic:

For brands like Badgley Mischka, Tadashi Shoji, and Nanette Lepore, using Instagram gave follower numbers a significant boost. But what is the secret of their successful feeds?

Michael Kors and Kérastase USA used high profile Instagrammers to “gram” backstage, further increasing the reach of the uploaded photos, and the brand’s profile.

Badgley Mischka and Nanette Lepore showed behind-the-scenes footage of designers, make-up artists, and models getting ready for the show. This footage was unique to Instagram, which gave users incentive to follow the brands.

Another reason for the brands’ success on Instagram is the fact that social media democratize a high profile event like Fashion Week.

By giving the masses a never before seen look into the world of haute couture, that can only be seen on their brand profiles, the brand’s fans will reward the brand by following it.

This tells us that fashion brands attract followers on Instagram because they show unique, exclusive content.

What About You?

Do you think there are other explanations for the fact that fashion brands are the most successful and prevalent brands on Instagram?

About the author
Marion aan ‘t Goor is a recently graduated marketer and is a Junior Consultant at ICON&Co. You can connect with Marion via Twitter and LinkedIn.