INSTAGRAM’S TOP 5 MOST ENGAGED FASHION BRANDS

In Marketing, What's New by Christine Galasso

As brick-and-mortar stores are closing regularly and malls are being abandoned in droves, online shopping has become key to staying alive in retail. And the switch to virtual storefronts has fashion brands re-strategizing entire marketing plans to promote their online business. Traditional methods would dictate a comprehensive PR, advertising and in-store promotion campaign. But now, the most important tool to drive shoppers to a website is through social media, and even more specifically, Instagram.

Stylophane has gathered up the top 500 most engaged fashion brands on Instagram for January 2017. To some, it may be an unknown world, but there are lessons to be learned from the top five brands below.

#brandyusa

A post shared by Brandy Melville (@brandymelvilleusa) on

1. BRANDY MELVILLE

Followers: 3,6,168

Photo Likes: 8,651,815

New Followers: 52,257

Common Hashtags: #brandyusa

Strategy: Brandy Melville posts lifestyle images of models and young women wearing its clothes about three times per day. There are occasional product and store shots, but most of the posts are all about showing its target market dressed in their clothes and doing activities that their customer can relate to. If it were to be summed up in one word, this Instagram is attainable fashion.

2. DIOR

Followers: 13,558,195

Photo Likes: 7,060,973

New Followers: 410,515

Common Hashtags: #dioraddict #dior (although, it should be noted that Dior’s hashtags change regularly)

Strategy: On the other end of the spectrum, Dior’s Instagram account is completely aspirational for most of its followers. The account shows images of models and celebrities wearing runway looks, magazine covers and, of course, there are plenty of catwalk pics to be seen. As a point of sales conversion, Dior mixes in images of beauty products, a larger segment of the population can afford.

3. DOLCE & GABBANA

Followers: 12,076,180

Photo Likes: 5,886,156

New Followers: 359,041

Common Hashtags: #DGWomen #DGMan

Strategy: Much like Dior, the Dolce & Gabbana Instagram account shows plenty of aspirational photos—runway shots, celebrity shots and red carpet pics. However, the accounts part ways because Dolce & Gabbana dedicates quite a bit of its posts to close-up shots of accessories and offers behind-the-scenes glimpses of its craftsmanship, drawing attention to the brand’s quality.

4. GUCCI

Followers: 12,453,967

Photo Likes: 5,303,060

Common Hashtags: #GucciSS17 (although this varies according to each photo’s content)

Strategy: Gucci’s Instagram feed has a very distinct aesthetic, using outer frames to unify photos and make its varied photo size and visuals cohesive. Like Dior and Dolce & Gabbana, aspirational photos are mixed in, but there is a much lesser emphasis placed on celebrities and red carpets. This account leans more towards head-to-toe model shots. Scrolling through, you will also find product shots.

#WoolmarkPrize x VB @thewoolmarkcompany

A post shared by Victoria Beckham (@victoriabeckham) on

5. VICTORIA BECKHAM

Followers: 13,610,587

Photo Likes: 4,660,405

New Followers: 273,583

Common Hashtags: #VictoriaBeckham

Strategy: Although Victoria Beckham‘s namesake fashion label is also a luxury brand, her Instagram is the most different from numbers two, three and four on this list. It’s quite obvious that the account uses all aspects of the designer’s glamorous life to promote her collection. Pics of her kids and husband are posted alongside runway shots, behind-the-scenes photos starring Beckham herself and cause-related posts are splashed throughout the feed. The secret behind her Instagram success is promoting her lifestyle alongside her merchandise.

BREAKING TRENDS: PFW FALL 2017 BALMAIN & ISABEL MARANT
SCHMOOZING: PIKOLINOS SHOES HOSTS FALL PREVIEW PARTY