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October 9, 2017

Where Passion Meets Fashion: Owning the Runway on Instagram

BY: Instagram Business Team

San Francisco, CA

From what's trending on the runway to what's trending in feed and stories, the relationship between fashion and Instagram has never been more immediate, immersive and international. With more than 200M on Instagram connected to fashion accounts all over the world,1 Instagram has become a global destination for people to experience this stylish industry unlike anywhere else.

To see why 143 million turned to Instagram to discover, share and discuss the newest spring trends at Fashion Week Spring/Summer 2018,2 we teamed up with our in-house insights group Facebook IQ and Head of Fashion Partnerships, Eva Chen (@evachen212), to explore the ways that advertisers can connect with customers at Fashion Weeks around the world and beyond.

Fashion and Instagram are so intrinsically linked right now. I don't know that one can exist without the other these days.
Eva Chen, Head of Fashion Partnerships, Instagram
Inspiring Action Internationally

Whether in Europe3 or the US, fashion enthusiasts are spending more time than ever on Instagram engaging with their favorite businesses, designers and products—turning to it for inspiration they can't find anywhere else. For that reason, 45% of Instagram accounts surveyed in Great Britain, Italy, France, Spain and Germany follow a fashion brand or influencer to get inspiration for different looks they can put together or buy. While in the US, people use Instagram every day to discover new products, stay up on the latest trends and share their own personal styles4 with popular hashtags like #fashion5 and #ootd.6

But it's not just about staying in the know and discovering new looks. Fashionistas on Instagram appreciate the connection and community that the platform creates as well. Nearly half of Instagram accounts follow a business to feel a closer sense of connection to it—making many feel like they're part of an exclusive group as a result.7

Tailoring the Video Experience

With a name synonymous with American fashion and international runways, clothing brand Tommy Hilfiger (@tommyhilfiger) wanted a way to reach young people in Latin America and generate awareness around its new Tailored line of menswear. To get its message across, the chic brand launched a video ad campaign on Instagram.

Combining its global campaign strategy, which featured videos starring Rafael Nadal, with exclusive local content created by Latin American influencers, Tommy Hilfiger was able to focus on a wide market segment8 and reach their target audience in separate countries throughout the region. The video ads attracted 3X more video views than previous campaigns, and sales of the advertised line increased by 28%.

Instagram allowed us to reach an audience that is interested in our new tailored line in a quick and familiar way. We got the attention of female audiences who took a look at the Tommy Hilfiger products that were on offer for the men in their lives.
Paulimar Rodriguez, Digital Marketing Coordinator, Tommy Hilfiger
Measuring Style and Success

To generate awareness and buzz around its Spring/Summer 2017 men's collection, the French fashion house Louis Vuitton (@louisvuitton) used Instagram Stories' immersive, vertical screen format to create exclusive video content for the brand's new line.

And it's not just larger fashion brands finding success on Instagram. Businesses of all sizes are connecting with our unique community in various ways and inspiring action through feed, stories and live.

Flexing Fashion on Mobile

Stretch. Flex. Swipe. Looking to build awareness around its modern activewear and increase sales on its website, athleisure brand InflowStyle (@inflowstyle) launched an ongoing campaign back in February tailored specifically for Instagram. With the help of a Facebook Marketing Expert, the fashion-forward brand was able to create and implement a more dynamic strategy to reach more people likely interested in its products.

Using Facebook Pixel, Custom Audiences and link ads that led directly to a product collection on its website, InflowStyle was able to capture the right audience and inspire online purchases through its stylish Instagram campaign. As a result, the brand far surpassed its initial expectations and achieved a 6X return on ad spend, as well as a 5X increase in sales.

Instagram has played a crucial role in our success. As a new company, we tried different ways to advertise. Since advertising on Instagram, sales have sky-rocketed and people know, follow and love the brand. Finding a successful strategy on Instagram has been a catalyst for our business and will continue to be as we grow.
Jenae Owen, Founder, InflowStyle
Capturing Attention in Feed and Stories

To help advertisers gain a deeper understanding of these emerging trends and how they can incorporate them into their own campaigns at Fashion Weeks around the world and beyond, check out Eva Chen's recent podcast interview and Facebook IQ's in-depth article to take a closer look at the intersection of fashion and Instagram. And don't forget to read our recap of this year's Fashion Weeks to discover what the Instagram community buzzed about most.

How will your business own the runway on Instagram?

BY: Instagram Business Team

San Francisco, CA