Instagram
Fashion is no longer about going into a shop , having a browse to see what fits the consumer and then purchasing a product . As 21st century buyers , everyone is all about wanting to look good . They don ’ t want to be spotted wearing last year ’ s trends . The rise of social media means that the consumers are finding it easier to access current fashion trends whether it is on Facebook , Instagram , Snapchat or Pinterest . Even though “ Facebook remains the most popular social media network ” [ Mintel , 2016 ], studies have suggested that “ Instagram has the highest potential of communication effectiveness as 97 % of its users have interacted or might interact with brands on social / media networks ”. [ Mintel , 2016 ] Brands and celebrities are likely to have an instagram account where the public can contact them whether it ’ s via messaging on instagram , commenting on their pictures that they posted or if they have their contact info in their bio . “ Like with all social platforms , Instagram was a bit of a gimmick to start off with . Many fashion brands saw it as just another platform they ’ d have to invest in and were unsure if it could be bigger than Twitter . But fashion brands quickly clocked that Instagram could be a hugely beneficial tool for them .” [ Clementson 2016 ] Instagram has become so popular that it is becoming easier to set up a business with having Instagram as their platform . Research shows that “ a user whom are interested in high street fashion , check their newsfeed 15 times a day ” [ Gee 2016 ]. Gee also researched that fashion fans have 230 % more followers than the average Instagram user and post three times as much , making them its most engaged segment of users . An Instagram business such as Hot Pink Hanger is a prime example of a brand starting out , using Instagram as their platform . Founded in South Florida , they now have a website and a following of 12,200 followers ; and this is just the US and Canada alone . [ Instagram , 2016 ]