The world of social media has without a question changed many an industry, from the consumption of journalism on Twitter to providing an enhancement to viewing popular television programmes.
The world of social media has without a question changed many an industry, from the consumption of journalism on Twitter to providing an enhancement to viewing popular television programmes. Social media at the same time however, has set goals for the various organisations and companies that compete against each other, and this is no exception in the world of fashion.
Therefore, when the retailer H&M had announced a partnership with the model Gisele Bundchen on their new campaign, the first pictures did not, much to the apparent dismay of Anna Wintour, appear in Vogue, nor did they appear in the flashy ads that many fashion houses are known to create.
It appeared on Instagram.
Instagram’s steady influence on fashion
The photo, shown on Bundchen’s official account and circulated towards magazines and blogs from around the world, shows an olive green blouse and sheepkin vest, in a report from the magazine Glamour.
Instagram, of all the social networks, has had a steady influence on how many few fashion this century. It is a tool, many brands, including H&M are using to their advantage. Want to see a photo of the newest line? You’ll see it on Instagram. Want the world to see your personal style? Post a picture on Instagram. Want to know what makes the fashion world tick almost instantly? The answer is on Instagram.
Instagram: At the forefront of innovation
This however is not the first time a fashion campaign has debuted exclusively on the social photo-sharing service. Oscar de la Renta premiered its ad campaign too on the service via the account OscarPRGirl, again much to the dismay of Wintour and her colleagues at Vogue.
Additionally, when Dachis Group, a social media marketing and analytics firm based in the US state of Texas, ranked the top fashion brands on social media, Instagram had been at the forefront of innovation, from Burberry’s adaptation of its new video feature to Forever 21’s embrace of the tool as a flipbook paradise for its digital audience, beating Facebook, YouTube and Vine to the punch.
A test for brands
The firm’s rankings, released this past July, generally saw Burberry at the top of the 15, with the American retailer Old Navy, Ralph Lauren, Roberto Cavalli, Coach and Gap at the bottom of the list. H&M was in 4th, behind Louis Vuitton and Victoria’s Secret, and ahead of Forever 21.
While Instagram is here to stay to provide this 24 hour digital outlook for the future of the industry, the thousands of fashion photos that appear through various accounts every day also appear to be a test for the brands to which we are accustomed. Will they able to survive in the digital age, with exclusives via the photo service the new norm? Will it prompt a change of strategy?
The revolution via Instagram
Perhaps this is the sign of what is to come in the world of fashion, where ideas for new lines are developed and scrutinised daily. If it is, the brands that we know and love must be ready for the revolution via Instagram.
In the world of style, girls have a second best friend next to diamonds—Instagram.