FASHION

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feed-fashion-en

FASHION


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

PLATFORM.

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.

95+ MILLION

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

@adidasuk

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.

1

@michaelkors


THE PERFECT FIT

FOR FASHION

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

Social, NET-A-PORTER.

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.

50%

of Instagrammers follow businesses. 4

45%

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.”

@aritizia

@bananarepublic

4. Instagram data, US, Dec 2015.

5. Survey of 10K Instagrammers ages 13+ in DE, ES, FR, IT, UK, Jul 2016.

2


THE PERFECT FIT

FOR FASHION

REAL-TIME FASHION

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

worlds.

“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,

CMO, Menlook.

“A LOT OF PEOPLE WE

TALK TO IN OUR SHOPS

HAVE DISCOVERED

OUR BRAND THROUGH

INSTAGRAM. IT’S

BECOMING A GREATER

ENTRY POINT FOR

DISCOVERING BRANDS...”

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.

3

@aritizia


FROM INTERNATIONAL

FASHION HOUSES TO

BOUTIQUE BUSINESSES

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

to action.

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.

@ted_baker

DON’T BE AFRAID TO USE YOUR

PERSONALITY

“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

yourself apart.”

Once you have defined that voice, Instagram ads

can help you to amplify your reach among your

desired audience.

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.

4


EUROPEAN

FASHIONISTAS*

ARE ACTIVE

AND ENGAGED

7

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.

15

the average number of times a day

European Instagrammers interested

in high street fashion check their feed.

353

the number of accounts the average

European Instagrammer interested in high

street fashion follows - more than 2.5X the

average Instagrammer.

@shore_projects

*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 ACTIVE

AND ENGAGED

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

average Instagrammer.

THE STATS 10

3X

the average number of posts made by

European Instagrammers interested in

fashion compared to the average user.

230%

the average number of followers

a European Instagrammer interested in

high street fashion has compared to the

average user.

6X

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.

@adidasuk

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

street brands.

THE STATS 11 6

10. & 11. Instagram data over 28 days, DE, ES, FR, IT, UK, Jun 2016.

@shore_projects


EUROPEAN

FASHIONISTAS

ARE ACTIVE

AND ENGAGED

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.

@aritizia

Most popular fashion trends being discussed:

Most popular fashion items being discussed:

Denim

Lace

Stripes

Suede

Fringe

Total Volumes

8 % 6 % 4 % 3% 2% 1

27 %

Shoes

Dresses

Tops

Jeans

Skirts

Sequins

Plaid

8 %

Coats

Shorts

Mesh

Swimwear

Ruffle

Pleats

Net

16 %

25 %

Knitwear

Trousers

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.

7


EUROPEAN

FASHIONISTAS

ARE ACTIVE

AND ENGAGED

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

impressions*

Average

Likes

407

240

2229

68

320

169

1645

103

364

236

1663

75

@countryroad

319

173

2187

89

286

161

1815

95

@aritizia

*Feed Impressions: The number of pieces of content someone sees.

8

@cottonproject


EUROPEAN

FASHIONISTAS

ARE ACTIVE

AND ENGAGED

MOST USED FASHION INSTAGRAM HASHTAGS

Instagram data, DE, ES, FR, IT, UK, over 28 days, Jun 2016.

UK

#fashion, #style, #fashionblogger, #londonfashion,

#jewellery, #instafashion, #designer

FR

#mode, #tendance, #tenuedujour, #soldes, #instamode,

#robe, #bijoux, #sac

IT

#saldi, #scarpe, #stile, #colori

ES

#complementos, #moda, #rebajas, #tendencias,

#tendencia, #diseño, #estilo, #vestido

DE

#mode, #liebe, #fashion, #blogger_de

THE FACTS 14

3X

British Instagrammers interested in fashion

follow on average 3X the accounts that the

average global Instagrammer does – but

they are choosy with their likes.

4X

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.

15.2X

Spanish Instagrammers interested in

fashion check in on the platform more than

anyone else – 15.2X compared to a global

average of 11X.

5X

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

ONTO INSTAGRAM...”

says Nicole Barclay, Global Head of Social,

NET-A-PORTER

14. Instagram data, DE, ES, FR, IT, UK, over 28 days, Jun 2016.

9


A CREATIVE SHOWCASE

FAVE FASHION EMOJIS

Brands are using more and more emojis in fun

and creative ways.

1

lipstick

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.

2

3

4

5

6

7

high heel

blue dress

bikini

sneaker

purse

coin purse

8

bonnet

9

top hat

10

blue jeans

11

blue shirt

12

purple shirt

13

shirt & tie

14

boot

15

brown shoe

16

shopping bags

Instagram, Global, Jul 2015-Jul 2016.

15. “The Creative Lens Research” by Sparkler

(Instagram-commissioned study), April 2015.

10

@fendi


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.

@adidasuk

Share of Weekly Posts

835 likes

dazedfashion What was the most arresting hair and

beauty look of the men’s shows?

17%

16% 16%

15%

12%

15%

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.

9%

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

11


A CREATIVE SHOWCASE

SO WHO IS OWNING FEED FASHION?

Here are two businesses that are leading the way on Instagram

right now:

@zalando

#WHEREVERYOUARE CAMPAIGN

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

those fronts.

@menlook

VIDEO CAMPAIGN

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.

35% POINTS

the uplift in ad recall seen by Zalando

after its Instagram campaign ended.

3% POINTS

THE FACTS 17

the uplift in intent to buy amongst

the key 20-24 age-group.

17. Instagram case study, Germany, Oct 2015.

12

@menlook


KEYS TO

SUCCESS

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

70%

of direct response campaigns on Instagram

saw a lift in actions.

78%

of campaigns on Instagram encouraging

people to install mobile apps saw an

increase in consumers doing so.

58%

of website conversion campaigns on

Instagram saw a lift in online sales.

Learn More

1,084 likes

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

FOR INSTAGRAM:

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.

DYNAMIC ADS:

@bananarepublic

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.

13


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.

Play more

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.

GET CREATIVE

We’ve created a whole load of video tools to give

the Instagram community more creative flexibility:

Boomerang

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.

Hyperlapse

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

on Instagram.

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.

14

@bananarepublic


KEYS TO SUCCESS

CREATIVE PRINCIPLES FOR PHOTOS

@adidasuk

@michaelkors

@menloook

1.

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.

2.

BE CONCEPT-DRIVEN:

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.

3.

BE WELL-CRAFTED:

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

high-resolution screens.

15

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