Instagram Case Studies in Fashion

Instagram is the perfect tool to share your brand story with your fans. However, the pitfall for most fashion brands is that they tend to rely on Instagram to sell their products without romanticising their brand narrative. Let’s take a look at case studies of brands that have successfully leveraged Instagram to build their following:

Anthropologie – a brand with a cause

American label Anthropologie has nailed it right in all the different areas – they use Instagram to show off their new collections, they interview their staff on how they source for the right designs for their brand, and they promote causes that they support such as the arts and families.

Boosting a large following of more than 1.4million followers, Anthropologie treats their followers daily with about two to three beautiful photos each day. The mixture of photos from clothes to families to food keeps their followers interested and wanting more.

Lacoste – sportswear made chic

Two years ago, Instagram launched video-capability for its app that allows users to upload 15-seconds videos. Lacoste tapped on this capability to promote its latest tennis-inspired fashion line and LT12 tennis racket. With seven short videos, Lacoste garnered a total of 44,502 likes on Instagram and its followers grew by 44,500 after the campaign. And it makes perfect sense because Lacoste is a brand that sells sportswear.

So incorporating movement into its Instagram campaign is brilliant because it illustrates how people can remain stylish even when they are active. Besides that, Lacoste also reposts photos from fashion influencers such as Sara Mochini, the editor of Grazia Italy, showing how the ladies can wear Lacoste sportswear and still look chic.

Michael Kors – converting engagement into sales

Michael Kors is the 14^th most followed account on the Instagram with more than 3.3 million followers. What’s the secret to their success? Michael Kors’ photo updates exude sophistication and elegance. And they raised the bar a notch by integrating their Instagram account to their newsletter. In their recent #InstaKors campaign, they encouraged their followers to register their email and Instragram handle. Once this is done, each time the user likes an image with the hashtag #InstaKors, an email will be sent to their email with the link to order the item. This helps convert engagement into actual purchase, increasing the return on investment for the brand.

The Closet Lover – everyday fashion

Sisters Brianna Wong and Bertilla Wong, who are also known as “lady bosses”, are experts when it comes to sharing their love for Fashion with fans. These ladies regularly update their Instagram account with new collections every other week, and the owners will also show how they incorporate pieces from each collection for their daily wear and work it like a boss. The brand, which started in 2007, now boosts over 24,000 followers on Instagram and they have also started dabbling in campaign videos which allows them to feature the details of their clothes.

Fashion Valet – don’t be afraid to shout your key selling point

Malaysian e-commerce website Fashion Valet carries over 300 brands and has more than 171,000 users from all over Southeast Asia. Fashion Valet stands out from other e-commerce websites because of their collaborations with well-known fashion designers and celebrities, and they do not shy away from boasting that fact.

In their latest Hari Raya campaign, Fashion Valet drops hints on which designers they are working with and makes their follower guess who they are. They also makes their followers feel involved with their process with behind-the-scenes activities such as designing and photoshoots.