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 ]