Paris, Milan, New York, Japan, meh. Forget the catwalk. These days, social media decides what you wear.
Gone are the days of leading fashion trends taking off from fashion runways; now, smartphone screens empower the latest fashion trend. With the swipe of a finger on a smartphone the world can know what is trending, what’s hot and most importantly, what’s not.
In an industry where things can turn with the posting of one picture on the Internet, no social media app has had as huge of an impact as Instagram. Fashion statements and opinions regarding those statements no longer wait for the next television episode, nor the next issue of GQ or Esquire. These days, everybody is plugged, liking and sharing and re-sharing fahion pics from around the world. So are you looking to become the next big trend in fashion? If you are, look to Instagram.
The world is a lot closer than it used to be with the onset of the Internet, and Instagram has brought it even closer. Of its total users, 70 percent of them are outside of the United States. It is projected that by 2018 the number of Instagram users around the United States will hit 106.2 million. Furthermore, 90 percent of Instagram’s user base is 35 and under.
For those companies looking to capture the eyes and attention of young fashionistas in their teens up to the age of 35, 90 percent of them will be found on Instagram. These consumers are looking to make their mark in the world, are strong users of social media and more importantly, 85 percent of them buy online.
Teens are hip to the social media world with 52 percent of United States users being between the age of 13-17 and one of the most influenced groups on Instagram. All one needs to do is look at the Instagram account of such notable social media celebrities as Kim Kardashian. Her post of Yeezy Boost baby kicks by Adidas had over 1 million people loving it and spurred over 28,000 comments. But, Mrs. KKWest is far from the only social media queen and style influencer.
Taylor Swift’s cat, Detective Oliva Benson (named after the Law & Order SVU character), was shown curled up in a chair provided by a Hudson Home Décor with an Alexander McQueen box shoulder bag. What happened next? A frenzy on social media erupted with 1.3 million loves and over 17,000 comments.
Even when they are not trying to endorse a product and celebrities are just living life, the influence is there. Kevin Hart’s posting on Instagram relaxing in the pool was a boost for Miller Lite and the picture of him landing in Fresno, California sporting a hat and Nike t-shirt got the attention of over 200,000 people.
With over 30 billion photos shared on Instagram to date, fashion brands need to see the vital importance of using this app to build brand awareness and its potential to ignite buying trends!