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.
1. BRANDY MELVILLE
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.
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
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.
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.
5. VICTORIA BECKHAM
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.