Ultimate Guide to Instagram For Fashion

 In Later

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When it comes to brands using Instagram for fashion, it’s a fast-paced, competitive world that has tons of business benefits.  

A fashion-forward Instagram strategy can drive traffic, make sales, and attract a loyal community of followers.

But it’s not just about being a trendsetter — an Instagram strategy for a fashion business needs to not only captivate an audience, but also start a conversation, share experiences, and sell their brand lifestyle.

Check out these popular tips, tricks, and industry-favorite features to help you create your own successful Instagram for fashion marketing strategy!  

Table of Contents

Instagram For Fashion: Why is it so Successful for Brands?

Fashion brands continue to pave the way of “cool” on Instagram.

In fact, Instagram is a “powerful fashion force, that is setting trends and boosting sales,” according to global fashion search platform Lyst’s Year in Fashion Report 2018, charting findings from 80 million shoppers in 120 countries.

It makes sense – the highly-visual platform is the perfect place to inspire new trends and promote a lifestyle beyond the rack.

“By nature, Instagram is well suited to fashion brands to whom the visual and “community” dimensions are essential: purchases generally linked to a feeling of belonging to a group, or through the imitation of stars, etc,” reports The Conversation:

The Lyst’s Instagram fashion report also revealed that “celebrities, and their outfits, remain the most powerful influencers, shaping what customers look to buy online.”

To no surprise, celebrities like Kylie Jenner and Kim Kardashian drove some of the biggest spikes in search, influencing shoppers around the world:

View this post on Instagram

ready for the weekend

A post shared by Kylie (@kyliejenner) on Aug 30, 2018 at 6:39pm PDT

Influencers are even partnering with brands to create their own fashion lines, because of their mutual success on the platform.

For fashion brands, features like shoppable posts and influencer marketing make it easy to showcase your brand on Instagram.

But the challenges lie in getting your products seen and sold to your target audience — competition is high and the fashion world moves fast. So having a strong fashion-focused Instagram strategy is important.

How Instagram Became the Fashion Trendsetter People Can’t Get Enough Of

Instagram is now a driving force in the fashion industry, paving the way for new trends and fashion inspiration. And its trendsetting powers show no sign of slowing down.

From bike shorts and belt bags to “ugly” sneakers and tiny sunglasses, the latest fashion trends have a viral effect on Instagram.

And while we can’t deny that most fashion trends are born from supermodels on the runways of Fashion Weeks and celebrities’ red carpet looks at the Met Gala, there’s still a huge amount of fashion-forward conversations and trends being led by Instagram.

Spotting something on Insta is the modern equivalent of a great recommendation from a friend,” Grazia’s fashion news and features editor, Laura Antonia Jordan tells The Guardian. “It’s accessible. Aspirational but attainable – that’s the magic combination!”

A prime example includes brands like Rouje and Faithful the Brand.

Known for their recognizable “it-girl” dresses, they account for some of the most wanted brands on Instagram — you just have to look at the huge amount of brand mentions and tags to see how Instagram users are fueling their unique fashion style in the industry, and their growing sales.

Another key fashion trend that dominated Instagram feeds this year was led by Realisation Par’s leopard print skirt, known as the “Naomi”.

In fact, pieces like the “Naomi” sold out numerous times online and led to dozens of look-alike leopard print spin-offs.

But according to InStyle, this wasn’t Réalisation Par’s first experience with Instagram success.

First, the flirty long-sleeved Alexandra dress took over Instagram feeds and was seen on everyone from Kylie Jenner to Bella Hadid.  Followed closely by the “must-have” Violette wrap-dress and then the Juliet.

Successful launch after successful launch, it quickly became clear that the Australian brand was in the business of “creating pretty summer clothes that truly go viral”.

When it comes to leading conversations, sustainable fashion has been a hot topic on Instagram over the last few years. According to Lyst’s report, brands that put an emphasis on their sustainable materials and production techniques are getting noticed on Instagram.

Instagram searches including sustainable related keywords this year, such as ‘vegan leather’ to ‘organic cotton,’ saw a 47% increase reports Lyst. For brands, sustainable fashion has been the conversation to be part of in 2019.

Take Veja sneakers for example. The cool, sustainable V10 sneaker was everywhere during New York Fashion Week. After being spotted on Meghan Markle on her Australian Tour, the brand saw a 58% year-on-year search increase.

Sustainable “insta-famous” brand Reformation was another favorite among Instagrammers last year.  Their Thelma dress was among the top ten most viewed dresses of the year.

@reformation

For business owners, Instagram is taking center-stage when it comes to brand awareness, promotion and driving sales, and now is helping to shape the trends that take the streets.

I started the Instagram account before I even launched the website,” Lisa Bühler, founder of Lisa Says Gah tells The Guardian, recognizing Instagram as a powerful “discovery” tool for fashion.

@lisasaysgah

While previously we relied on fashion magazines, celebrities, and TV ads to push out styles and trends, now Instagram followers are free to engage, follow and even start a trend – and brands are paying close attention.

This year, it’s more important than ever for fashion brands to not only be present on the platform, but make sure they are also part of the leading fashion conversations.

With today’s biggest fashion influencers looking to Instagram for style inspiration and shoppers diligently browsing their Instagram feed before making a purchase,  it’s crucial for brands to go all in on a well-rounded Instagram strategy and stay ahead of the curve!

Planning Your Instagram For Fashion Content Strategy

Instagram is a highly-visual platform, giving fashion brands the flexibility and creativity to sell more than just a “look”, but rather a lifestyle.

Shoppers are no longer limited to searching for an outfit by scrolling through endless studio photos on a company’s website.

Many popular fashion brands have even created a “shop our Instagram” section on their website, as their influencers and feed pose as a perfectly-curated lookbook:

aloyoga.com

In fact, a third of all Instagram users have purchased an item of clothing they saw on the platform!

So what can we learn from these Insta-famous brands success? How do you make sure you’re catching your target audience’s eye?

Here are some of the most popular types of content your brand should be posting to Instagram:

The Types of Content Every Fashion Brand Should Be Posting

Instagram is the perfect platform to bring your brand’s story to life. Some of the most popular Insta-brands have become masters at visual storytelling and capturing the “perfect” shot.

These are the most engaging content types of images and videos fashion brands should include in their content mix:

  • Brand mission
  • Product features
  • Product updates
  • Lifestyle content
  • User-generated content (UGC)
  • Behind-the-scenes

Take Frank and Oak for example. They include a mix of products, behind-the-scenes shots, FAQs, HQ life, and more to give their viewers a well-rounded look at their business.

Here are a few ways fashion brands on Instagram are using these types of content to share their story:

Brand Mission

It’s important to think about your why when creating your Instagram marketing strategy. By using Instagram as an outlet to spread your brand mission, you’ll be able to draw in new audiences and, ultimately, attract new customers.

This year, clothing brand Marine Layer introduced a new program called Re-Spun, a revolutionary recycling program that’ll give your old tees a new life. Re-spun makes it easy to donate your old tees (you even get a $5 credit per tee), which they deconstruct and then re-spin into new, recycled tees!

When you click the link in their bio, you’re taken to an engaging landing page where you can submit your mailing address and receive a free prepaid mailer, or get directions to drop your tees off in any of their stores.

To help get the word out, the company is using Instagram to their full advantage — by spreading the message in creative ways on their feed, Instagram Stories, and with influencer marketing:

Mate the Label, another brand taking on an eco-friendly approach to fashion, also uses the platform to spread their mission to create less waste:

This post was originally published on Later

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