THERE ARE NOW 500 MILLION 1
MEMBERS OF THE INSTAGRAM
COMMUNITY AND INSTAGRAMMERS
INTERESTED IN FASHION HAVE
BEEN SOME OF THE EARLIEST, MOST
ENTHUSIASTIC ADOPTERS OF THE
Feed Fashion explores why fashion is such a natural fit for Instagram
and celebrates the creativity we are seeing from fashion brands big
and small. It offers further inspiration to marketers on how to use
Instagram to surprise and delight their growing audiences.
photos and videos are posted daily
on Instagram. 2
15X A DAY
European fashionistas are highly engaged,
consuming 5X as many photos as the
average Instagrammer and checking
Instagram 15X a day. 3
1. Instagram data, US, Jun 2016.
2. Instagram data, Global, Jun 2015.
3. Instagram data, DE, ES, FR, IT, UK, over 28 days, Jun 2016.
THE PERFECT FIT
Instagram has transformed the way people experience fashion,
making it a 24/7 global event. People come for inspiration, to
discover emerging trends and styles, and to share their creativity
through photos and video.
“Acting as a digital megaphone, Instagram’s eager
global audience creates and amplifies fashion
trends,” explains Nicole Barclay, Global Head of
Instagram is changing the fashion industry,
impacting how fashion is created, captured, shared
and consumed. It has also made the world a much
smaller place—now people can discover trends
and brands from the catwalks of Paris to the
boutiques of Milan.
CATWALK TO FEED
Instagram is where people come to discover the
latest trends and the hottest new looks—from nail
art to feather hair extensions. The fashion industry
is engaging with its community, celebrating
creativity and uncovering new talent.
of Instagrammers follow businesses. 4
of Instagrammers we polled in France,
Germany, Italy, Spain and the UK follow
a fashion brand, business or fashionista
to get inspiration for looks they can
put together or buy. 5
Established brands are finding new ways to search
for emerging talent. “If I’m seeking inspiration,
I turn to Instagram”, explains Laura Bradley,
Editorial Director, Dazed Media Studio. “I often find
photographers, artists and filmmakers that way.”
4. Instagram data, US, Dec 2015.
5. Survey of 10K Instagrammers ages 13+ in DE, ES, FR, IT, UK, Jul 2016.
THE PERFECT FIT
WITH ACCESS ALL AREAS
Instagram can transport people to a specific
moment in fashion. With an access all areas pass,
Instagrammers interested in fashion can see all
the action from the front row and backstage.
Whether it’s seeing the latest collection live as it
comes down the runway, or getting a sneak peek
as the models get made-up in their dressing room,
Instagram gives fashionistas a window into new
“In the fashion shows, you probably have every
single fashion editor there with pretty much the
same view of the catwalk,” explains Rebecca
Lowthorpe, Fashion Director, Grazia. “If you go
backstage and see the models and the designers
in their personal moments, that’s instantly different
from any other kind of content you see.”
And fashionistas are taking full advantage on
Instagram. Forty two million people had two
hundred and eighty-three million interactions
related to either New York Fashion Week, London
Fashion Week, Milan Fashion Week or Paris
Fashion Week between Feb 10 and Mar 9 2016.
That compares to 25 million people and 140 million
interactions in Feb 2015 on the platform. 6
“Still imagery in its previous form was just too
polished,” explains Nicole Barclay, Global Head
of Social, NET-A-PORTER. “What the audience
couldn’t get from the fashion industry was access
and for the first time in history, Instagram has
provided the viewer with a behind the scenes, real
insider access to an industry that was previously
closed to them.”
At his show in New York Fashion Week earlier this
year, Tommy Hilfiger created an “Instapit” area
specifically for people to capture shots for the
platform. In this way, Instagram has changed the
nature of the conversation, where followers can be
part of the moment and feel like we’re there.
Instagram has democratised fashion, revolutionising
the way that people discover, experience and
connect with brands, designers and labels. It offers
both emerging and established brands a powerful
opportunity to reach a global customer base.
When it comes to the type of photos fashionistas
share, selfies come out as most popular, with
35% of the people we polled saying they post
pictures of themselves wearing a particular look.
Instagrammers interested in fashion are also likely
to share photos of other people wearing something
they like, as well as posting screenshots of fashion
photos. Some fashionistas—16%—are also likely to
share things they’ve found in a shop. 7
From bloggers to celebrities, anyone can tell their
story in an attractive and engaging way—using just
a mobile device. “Everyone has the same tools to
play with on Instagram,” says David Nedzela,
“A LOT OF PEOPLE WE
TALK TO IN OUR SHOPS
OUR BRAND THROUGH
BECOMING A GREATER
ENTRY POINT FOR
explains Guillaume Gibault, CEO, Le Slip Français
6. Instagram data, Global, Feb 2015 and Mar 2016,
7. Survey of 7K Instagrammers ages 13+ in DE, ES, FR, IT, UK, Jul 2016.
FASHION HOUSES TO
Instagram allows a business to tell the visual story of the brand.
From launching a new range to showcasing products on the catwalk,
Instagram can help with your objective all the way from inspiration
WHAT DOES GOOD FEED FASHION LOOK LIKE?
The fashion community – made up of brands, businesses, designers, photographers, models and more
– continues to push the boundaries of what’s possible. They know what makes a label stand out from
the crowd is their unique story and how they tell it. Here, our industry experts give their advice on what
makes great feed fashion.
DON’T BE AFRAID TO USE YOUR
“I like seeing a mix of personality, character
and product in fashion accounts: I’m always drawn
to ones that feel authentic and genuine,” says
Laura Bradley, Editorial Director, Dazed Media Studio.
“The best brands make their posts personal; I see a
lot of personality come through in their photos and
comments,” says Rebecca Lowthorpe, Fashion Director,
Grazia. “Designers—when their posts are done
brilliantly well—take you on a journey with them.”
1. 2. 3. 4.
FIND YOUR BRAND VOICE
“A customer can feel and see that creative honesty
in your content and messaging and on Instagram
that emotive quality sets you apart,” explains Nicole
Barclay, Global Head of Social, NET-A-PORTER.
“No checklist can replace a clear brand vision and
Instagram’s visual best practice is a way to set
Once you have defined that voice, Instagram ads
can help you to amplify your reach among your
TELL STORIES WITH INSTAGRAM
“What we like about Instagram is that you can
tell a story with the combination of photos and
comments. The story is so important in the fashion
industry and the brands within it,” says Paul Alger,
Director of International Business Development,
UK Fashion and Textile Association.
“Instagram allows you to engage with the audience
via little snippets of the longer story,” says Craig
Smith, Brand Director, Ted Baker.
MAKE CONTENT SPECIFIC
“People want to see product exclusives,
Instagram-specific content and good storytelling,”
says David Nedzela, CMO, Menlook.
THE STATS 9 5
Fashionistas in France, Germany,
Italy, Spain and the UK are on the
platform every single day of the
week and are checking their feeds
on average 15 times a day. More than
75% of the followers of both luxury
and high street fashion brands are
under 34 years-old. 8
the number of days a week European
fashionistas check their feed.
the average number of times a day
European Instagrammers interested
in high street fashion check their feed.
the number of accounts the average
European Instagrammer interested in high
street fashion follows - more than 2.5X the
*Fashionistas defined as community members following Fashion
related accounts in DE,ES,FR,IT,UK. Does not include Top accounts
8. & 9. Instagram data over 28 days, DE, ES, FR, IT, UK, Jun 2016.
European fashionistas are also highly
influential. They have on average 270
followers and they post 3X more than
the average user per month. European
Instagrammers interested in fashion also
generate on average 397 feed impressions
–6X the number of impressions of the
THE STATS 10
the average number of posts made by
European Instagrammers interested in
fashion compared to the average user.
the average number of followers
a European Instagrammer interested in
high street fashion has compared to the
the average number of impressions
a European Instagrammer interested in
fashion has compared to the average user.
With such a highly captivated audience, there
are tremendous opportunities for businesses
to engage with their target audience on the
platform. Instagrammers interested in fashion
help drive Instagram forward and make it the
vibrant and innovative place we know it to be.
64% 36% 2X
64% of European fashionistas following
luxury brands are iPhone users and 36%
are Android users.
European males are twice as likely
to be following luxury brands than high
THE STATS 11 6
10. & 11. Instagram data over 28 days, DE, ES, FR, IT, UK, Jun 2016.
THE MOST POPULAR SUMMER TRENDS 12
Instagram fashionistas shared and hashtagged the most
posts about denim in July, with lace items coming second.
Stripes were also popular over the summer.
THE MOST POPULAR FASHION ITEMS 13
Instagram fashionistas love high heels, making
shoes the most mentioned fashion items on
Instagram across Europe.
Most popular fashion trends being discussed:
Most popular fashion items being discussed:
8 % 6 % 4 % 3% 2% 1
12. & 13. Global Fashion Study by Instagram Internal Data, DE, ES, FR, IT, UK, (Instagram-commissioned study of fashion-specific hashtags on
Instagram), Jul 7-31 2016.
HOW DO INSTAGRAM FASHIONISTAS ACROSS EUROPE COMPARE?
Instagram data, DE, ES, FR, IT, UK, over 28 days, Jun 2016.
Country Average number of accounts users follow Average feed
Average number of followers
*Feed Impressions: The number of pieces of content someone sees.
MOST USED FASHION INSTAGRAM HASHTAGS
Instagram data, DE, ES, FR, IT, UK, over 28 days, Jun 2016.
#fashion, #style, #fashionblogger, #londonfashion,
#jewellery, #instafashion, #designer
#mode, #tendance, #tenuedujour, #soldes, #instamode,
#robe, #bijoux, #sac
#saldi, #scarpe, #stile, #colori
#complementos, #moda, #rebajas, #tendencias,
#tendencia, #diseño, #estilo, #vestido
#mode, #liebe, #fashion, #blogger_de
THE FACTS 14
British Instagrammers interested in fashion
follow on average 3X the accounts that the
average global Instagrammer does – but
they are choosy with their likes.
French Instagrammers interested in high
street fashion like more photos than anyone
else – more than 4X the global average.
Male Instagrammers interested in fashion
are more likely to be found in Italy and
Germany than in France, Spain or the UK.
Spanish Instagrammers interested in
fashion check in on the platform more than
anyone else – 15.2X compared to a global
average of 11X.
German Instagrammers interested in fashion
generate 5X the feed impressions of the
average global user.
“HASHTAGS ARE ESSENTIAL
TO OUR STRATEGY. THEY
ARE PART OF THE WAY WE
SPEAK, BOTH GLOBALLY AND
LOCALLY TO OUR AUDIENCE.
WE KNOW THEY ARE THE
DRIVER OF NEW AND
RELEVANT AUDIENCES, SO
THEY FORM PART OF EVERY
FASHION PIECE THAT WE PUT
says Nicole Barclay, Global Head of Social,
14. Instagram data, DE, ES, FR, IT, UK, over 28 days, Jun 2016.
A CREATIVE SHOWCASE
FAVE FASHION EMOJIS
Brands are using more and more emojis in fun
and creative ways.
Photos on Instagram are perceived as
being 2.8X more imaginative and 2X
more creative than on other platforms. 15
That’s why Instagram is the perfect
place for the fashion industry, which
is using it as a tool for showcasing its
vision and originality as well as sharing
what happens behind the scenes.
shirt & tie
Instagram, Global, Jul 2015-Jul 2016.
15. “The Creative Lens Research” by Sparkler
(Instagram-commissioned study), April 2015.
A CREATIVE SHOWCASE
DAZED & CONFUSED EMOJI POLL
“In 2014, Dazed started running Dazed Emoji Polls
on Instagram, as an extension of polls that featured
on Dazed Digital. The engagement was super high.
The @dazed and @dazedfashion accounts aren’t
just about strong imagery—they are about starting
conversations and debates. People can either vote
with a simple emoji or use it to voice their opinion.
We’ve covered topics from favourite fashion week
trends to student grants,” explains Laura Bradley,
Editorial Director, Dazed Media Studio.
WHEN TO POST?
“I would generally recommend three posts a day, with
plenty of space in between,” explains Laura Bradley,
Editorial Director, Dazed Media Studio. “Posting
when your audience is active is key – in the morning,
at lunch or in the evening, as well as Sundays and
holidays. A late night post can often get lost.”
“There are definitely big hitting times in the day,”
says Rebecca Lowthorpe, Fashion Director, Grazia.
“First thing in the morning, on the way home at
night and during lunchtime. Most of our readers
aren’t on Instagram 24/7. They have their own
businesses, so they may view things at lunchtime
when they step out.”
“It varies a lot, but we find that early morning,
8-9AM is good, and at the end of the work day at
6PM, and then 10-11PM works well for us,” explains
Guillaume Gibault, CEO, Le Slip Français.
THE DAYS OF THE WEEK PEOPLE POST 16
Instagrammers interested in fashion share content
the most around the weekend, with Friday the peak
day for posts.
Share of Weekly Posts
dazedfashion What was the most arresting hair and
beauty look of the men’s shows?
VOTE (clockwise from top left)
= @gosharubchinskiy’s 80s mullet
= @rickowensonline’s windswept hair
= @walesbonner’s pearl vell
= @_charlesjeffrey’s halo headpiece
View all 53 comments
16. Global Fashion Study by Instagram Internal Data, DE, ES, FR, IT, UK,
(Instagram-commissioned study of fashion-specific hashtags on Instagram), Jul 7-31 2016.
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
A CREATIVE SHOWCASE
SO WHO IS OWNING FEED FASHION?
Here are two businesses that are leading the way on Instagram
German eCommerce giant Zalando wanted
to put itself front of mind for fashionistas, so
it recruited the Queen of Style herself, Cara
Delevingne. Zalando wanted to position itself as
a credible fashion brand among a younger, more
critical audience—especially in Germany—and
become the go-to destination for switched-on
style and fashion obsessed shoppers right across
Europe. Targeted at German women between
18 and 49 years-old, the campaign was made
up of five photos and five videos, all featuring
the unique style and personality of British model
and actress, Cara Delevingne. The ads featured
Delevigne in current Topshop designs on a crisp
white set, letting her larger than life attitude shine
through. The message was clear: fashion is fun,
sexy and cool, and Zalando delivers on all of
Menlook asked its influencers around the world
to produce their own piece of Instagram content
reflecting their individual style. “We asked them
to send us the photos from their photoshoot and
we created a video campaign,” explains David
Nedzela, CMO, Menlook. “We used the Instagram
content online and then offline too, eventually
leading to a TV campaign.” Menlook was one
of the first companies in the world to use the
creativity of the Instagram platform to take an
online campaign to the offline world.
the uplift in ad recall seen by Zalando
after its Instagram campaign ended.
THE FACTS 17
the uplift in intent to buy amongst
the key 20-24 age-group.
17. Instagram case study, Germany, Oct 2015.
Drive awareness or action using
ads among a highly engaged
mobile audience. More than one
in three 18 of all Instagrammers say
that they have bought a fashion
item they discovered on Instagram
—making it part of the customer
journey for many.
INSPIRATION LEADS TO ACTION 19
of direct response campaigns on Instagram
saw a lift in actions.
of campaigns on Instagram encouraging
people to install mobile apps saw an
increase in consumers doing so.
of website conversion campaigns on
Instagram saw a lift in online sales.
bananarepublic There’s still something about the
classic about the silver clutch bag! #itsbanana
View all 117 comments
PHOTO AND VIDEO ADS:
Tell your story through beautiful photos or videos.
VIDEO AND PHOTO CAROUSEL
This helps businesses to tell sequenced stories
in even more beautiful and compelling ways.
Video carousel ads allow people who view the
ads to swipe left to see additional photos and
videos and link to a website of the brand’s choice.
With dynamic ads on Instagram, you can set up
your campaigns once and continually reach people
with the right product. Dynamic ads on Instagram
promote relevant products to shoppers who have
browsed your website or mobile app.
18. Survey of 12K Instagrammers ages 13+ in DE, ES, FR, IT, UK, Jul 2016.
19. 70% figure based on 39 reported results, 78% figure based on 9 reported results, 58% figure based on 19 reported results Instagram analysis of lift tests
across 26 campaigns in retail, e-commerce, entertainment, travel and restaurants, EMEA, North America, LATAM and APAC, Aug 2015 - May 2016.
KEYS TO SUCCESS
MAKE VIDEO THE STAR ATTRACTION
The fashion community is having lots of fun
with video. Through movement you can bring
the craft and beauty of designs to life—actually
see the sequins twinkle as they swish past you.
More and more, we’re seeing the fashion
community embrace video and video tools to
showcase their designs and to tell their stories.
IN THE LAST SIX MONTHS,
WE’VE SEEN VIDEO VIEWS
INCREASE BY 150%. 20
“What the industry has learned recently is that
video content in all its forms and formats is really
the shining star,” says Nicole Barclay, Global
Head of Social, NET-A-PORTER. “Boomerang,
Hyperlapse and video in general are all now
stealing the stage.”
DESIGNING FEED-FRIENDLY VIDEOS
People are increasingly consuming video, of
all forms, on mobile devices. Next year, mobile
video time will almost double desktop video time.
Consumption in mobile feed is frequent, fast
and often sound-free. Here are some creative
considerations to help you get started:
Capture attention quickly
On mobile, people make fast decisions
around what content they want to engage with.
Capturing people’s attention from the first few
seconds is key to keeping their attention to
communicate your message.
Design for sound off
Think about the person watching video in line
in a busy coffee shop. They aren’t likely to want
to have sound on, and even if they did turn on
sound it would be hard to hear.
Frame your visual story
People watch videos on mobile just inches
from their face and often in vertical orientation
rather than turning their phone to landscape.
The way you tell a story visually matters.
We are still learning what video content works
well in mobile feed. Plus the tactics that make
each piece of content successful may be
different. Experiment and learn.
We’ve created a whole load of video tools to give
the Instagram community more creative flexibility:
A video app that lets you turn everyday moments
into something fun and unexpected. The app
takes a burst of photos and stitches them together
into a high-quality mini video that plays forward
and backward. It’s a great way to bring some fun
to a brand or a designer. We’ve seen the fashion
industry use it to capture models blowing kisses
from backstage or editors tapping their shoes in
the front row.
Allows people to turn something ordinary into
something beautiful, something banal into
something visually compelling. The app films
high-quality time-lapse videos even while in
motion. This means fashion designers can
document a fashion show from start to finish or
a set coming to life in a matter of seconds. Like
Burberry, which was the first to shoot a whole
fashion show in Hyperlapse.
*NEW* Instagram Stories
Another way to bring your business’s story to life
Using the stories feature, content can be shared
and appear together in a slideshow format in a bar
above the feed. You can give personality to photos
and videos with filters, text overlay and drawing
tools. Content will disappear after 24 hours and
will not naturally appear on a business profile grid
or in feed.
20. Instagram data, US, Jun 2016.
KEYS TO SUCCESS
CREATIVE PRINCIPLES FOR PHOTOS
BE ON BRAND:
Identify your business’s unique point of view on
Instagram – and make sure paid media photos
include branding, such as a logo, iconic brand
element or colour.
You need a message in your Instagram campaign
that says something about your business. It can
come to life through a storyline, a visual treatment
or a theme.
Campaigns on Instagram should inspire through
whatever means are right for your business’s idea.
Have a strong focal point, make sure you frame your
image or film well, and don’t forget good lighting:
Instagram fashionistas are likely to have