How Instagram is driving fashion business


The designer Manish Malhotra remembers simpler times, when a fashion show was an event of which only a few were private. It was a club that thrived on exclusivity. But today, thanks to the digital revolution, each smart phone is a showcase, each publication a ticket to the club and each label an invitation to the party. Malhotra talks about fashion in the Instagram era: “Today’s brand experience is just a click away.” Digital media has revolutionized a hyper-form of windowshopping.


“Instagram is more attractive in terms of having a conversation with our customers / audience.” Our conversion rates have increased over time as more customers come through this channel. “Sanjay Garg, designer, Raw Mango

Before, the only people aware of what he was showing were those who attended the show or found it in the newspapers the next day. Today, everyone has a seat in the first row of my shows on Instagram, Facebook, Twitter and Livestream. “It’s not that I complain.” The influence of the social networks of Manish Malhotra Label showed a growth of 300% in 2017 with respect to the previous year “. It allowed me to stay connected to the world, improving access and overcoming the limitations of physical space. “While fashion labels have been on several social media platforms, it is Instagram with its central strength in the visual storytelling that has propelled at the forefront of fashion.


The mobile photo-sharing application designed for storytelling is considered a perfect complement to fashion, as it depends largely on powerful visual and graphic effects. An article in launchmetrics. Comment how Instagram is redefining the fashion industry, I quote Eva Chen, the director of Instagram’s fashion association: “Democratize fashion, now there is a greater connection with the client.” Instagram allows brands to create a voice and speak more specifically to their audiences, not just thinking about the people at the shows. ”

According to, in September of 2017, Instagram reached 800 million monthly active users, and have the highest level of commitment (time dedicated to the application) with respect to other social networking platforms. A study conducted by market researcher Nielsen NV found that monthly active users of Instagram in India doubled in one year, starting in September 2015. The study made public by Facebook India in 2015, also described the user Indian Insta as someone mostly young, mobile first and with a high purchasing power. More than 80% of them use their phone to take pictures and post them on social networks. The age group of 18 to 24 years old is the most active on Instagram. The study also observed that users in India not only share images, but also follow the brands on Instagram. More than 50% of Indian Instagram installers have frequently purchased products and services from the following brands. They also follow brands to keep in touch with the latest products, meet offers and buy products online, one of the main motivations for fashion companies are ready to install.


Adhvith Dhuddu, founder and CEO of Alive-Now, a digital marketing agency, has noticed that fashion houses in India are moving up in terms of their Instagram game. Impressive use cases include brands that use Instagram Stories for new store launches or Instagram Live for new station launches and events. “We’ve also noticed that brands have increased their #hashtag game on Instagram because the best way to be discovered on Instagram is through #hashtags, especially with organic reach that evaporates,” he says. With Instagram recently allowing users to track or track a hashtag, brands are trying to take advantage of that. For example, the use of hashtags like #LehengaLooks or #instabride will show all the publications of companies and people with that tag.

Hashtag It: 4 ways Instagram is redefining the fashion industry

Brand IdentityPrasad Bidapa, a very comfortable commentator, says that the digital dissemination of the content will only be strengthened. And Insta will occupy a prominent place in the fashion business. “It has a new buzzing sensation with its limited content and quick arguments.


Facebook is considered the platform for parents. Instagram as a marketing tool is efficient and has the ability to reach its target customers in a focused manner, “he says.

It’s for everyone. From a small start-up company like The Khadi Cult, based in Ahmedabad, that uses the service of DM (direct mail) to obtain sales, to Raw Mango deploying it to create a brand identity. In 2016, designer Sabyasachi debuted his jewelry line exclusively on Instagram. Lately, designers and design houses are using the platform to communicate their brand messages and drive sales through their Instagram account. Preeti Verma, founder of an independent brand, Runaway Bicycle, managed to become a global Instagram courtesy. “Last year we obtained an international store as a buyer and we believe that it was attributed to the application, so we started to store in stores in Australia, Canada, Bali and then in Italy and London. of our website that we think is due to the application, “she says. Bidapa is not surprised. He says: “Customizing the news service creates brilliant opportunities for new brands and attracts a completely new target audience.A real event designed for 200 people can go viral exponentially and target 2,00,000 people at no additional cost.”

What also works for Instagram is the synergy between influential people and a lifestyle brand. Dhuddu has observed that influence campaigns specifically for fashion brands work much better on Instagram than on Facebook or Twitter, and a larger percentage of marketing budgets will be channeled towards them even though the term “influencer” has become pretty dubious today.


Jayesh Sachdev, creative director of Quirk Box, says there is no formula for what works on Instagram, since not all publications attract the same traction. That makes? Your learning: publications with celebrities with one’s brand. “But you have to keep it cool, behind the scenes, short videos, work in progress, everything is important content, the filters are now passed in. Well taken, clear and high quality images attract more traction, and two or three messages days are enough, “he says.


Verma says that keeping your Instagram animated and up to date is more work than managing the website. “We put a lot of thought into our Instagram feed, we have a writer and an art director who manages the quality of the content, we shoot our products specifically for the application, we publish a publication every day, and it’s definitely one more. to maintain, unlike our website, “she says. But everything is worth it due to the connection with direct clients. The designer Sanjay Garg of Raw Mango uses his Instagram feed to announce new collections, share his inspiration and announce sales and upcoming events. He says: “As the world undergoes a digital change, it is important to adopt innovative methods to reach new audiences and accelerate growth.” In Raw Mango, Instagram has proven to be a great option since we employ new methods of visual narration.


What further reinforces Instagram’s influence is that couture stores are taking direct advantage of fashion sources to find new brands, especially now that the demand for small and niche labels is at an all time high. In an article in The Guardian, Lydia King, a Selfridges purchasing manager, called Instagram a “great tool to find new labels from around the world and to see instantly how potential consumers react and interact with these niche brands” . They are even using it as a resource to find products around the world that can help fill a gap in their offer.