Instagram fashion: how to awaken desire and increase sales
In 2018, the fashion market generated consumption of BRL 220.6 billion, second only to the food sector, which sold R$ 560.8 billion. Today, we are already the sixth textile producer in the world, generating thousands of jobs; and it is believed that by 2021 we should grow 3.1% per year. The data are from the Fies Textile, Apparel and Clothing Industry Productive Chain Committee.
Source: Dazed / Paul Wagenblast
No wonder that this is the fastest growing market in Brazil. Innovation, technology and product quality are factors that contribute to strengthening the textile sector, including internationally. Companies are also more concerned with generating brand value, seeing the digital world as the main way to connect consumers to physical stores.
One Think with Google search, one of the leading sources of trends and research in digital marketing, has shown that consumers feel more comfortable and safe about visiting a store after searching the web and finding information about a product. It is here that Instagram appears as the main showcase for the fashion sector, and it may be the most important lever for the business of those who work with fashion. Want to find out why? Keep reading this blog post! 🙂
INSTAGRAM: A POWERFUL SHOWCASE
Visual, creative and interactive. Instagram is an amazing platform to awaken the desire of consumers and that’s why it’s the choice of most fashion and retail brands to get closer to the public. In addition, the social network is consolidated as a trend filter, defining what is or is not fashion.
According to data from commercial blog of the platform, it is estimated that there are 200 million people on Instagram connected to fashion accounts around the world, establishing itself as a favorable environment for us to share new trends.
The fact is, fashion and retail companies are using Instagram to drive sales, exploiting every available tool, creating content and using user-generated content to attract new and existing customers.
“Fashion and Instagram are inextricably linked now.
I don’t know if one could live without the other these days.”
Eva Chen, Head of Fashion Partnerships, Instagram, Platform Commercial Blog
Anyway, working with fashion on Instagram doesn’t mean randomly posting any photo of clothes, you need to know how to act intelligently and in a targeted manner. That’s what we talk about from now on!
PLANNING AND CREATING FASHION CONTENT
FIRST STEPS
Photos, videos, subtitles and the way you speak. Before starting to think about the content you are going to create, it is essential to align the look and communication. That’s because when you have consistency it becomes easier to create a stronger brand identity strategy on Instagram.
THE @pantys is a brand of reusable absorbent panties. To compose the feed on
Instagram, the brand relies on the colors that make up the visual identity: red and pink.
Start, for example, using the colors defined for the brand and which are most likely available in a visual identity manual. Using that particular color scheme, it’s easy to embed the palette to make your feed more organized. If you prefer, you can also organize the feed by following the color palette of the collections that are released.
THE @cake launches collections inspired by the most diverse themes
and uses the colors of each one of them to organize the feed.
This is a great way to start structuring the planning, since with the same theme it is possible to have a greater regularity of different types of content and formats. What matters, especially for brands in the fashion industry, is to keep this look up to date — remember we’re talking about a visual platform — with images and videos that represent the spirit of the brand and arouse the consumer’s desire to buy.
ASSEMBLING A PLAN
DEFINE THEMES
Planning content aligned with your company’s marketing objectives is not easy. In the case of the fashion market, the content needs to reflect the brands’ creativity, conveying information that awakens the consumer’s desire to buy, but without transforming the feed into a sales catalog.
Before even choosing the themes, get to know the target audience well, understanding their consumption habits. For example, is your audience younger or more adult? What language do they use to communicate on the Internet? Does your audience have more nighttime or daytime habits? Also define a persona that helps bring the customer closer to the values behind the brand. The more accurate the communication with the public, the better the results.
Unpretentious communication: a @sound3vision, a brand that was born on Twitter, bets on an aesthetic of memes and
of purposely “bad images” A language that is correlated to the target audience.
Talk about subjects of interest to you, which contribute to creating a narrative and present a lifestyle that makes the consumer identify with or desire you.
Lifestyle: the @justapprove bet on contents that demonstrate the consumer ideals and aspirations, including the brand’s products in this narrative.
You can do this through content that showcases the brand’s mission, products, lifestyle, user-generated content and behind the scenes of what the brand is doing.
#Without LabelsPlease: a @usecabana, a gender-free shirt shop, publishes content reinforcing the values behind the brand.
EXPLORE FORMATS
Instagram is a platform that offers many format options: publish photos and videos in the feed, create carousels, publish content on Stories, create a series on IGTV, make lives. Think through all the possibilities and decide which formats you’ll use to share your content, prioritizing quality and detail that will grab the consumer’s attention. By exploring available formats, you can discover which ones work best for your brand.
THE @moschino bet on videos in the feed to present the concept of its collections.
DEFINE A SCHEDULE
Now that you’ve defined the themes and formats, choose the days and times to publish the content you create. To find the best times to post to Instagram, take tests and track the data on Instagram for Business.
If necessary, set up a calendar with all the content planning for a week, a month or even a quarterly –– more than that is usually not ideal as a lot can change.
By organizing the content, use Postgrain to schedule publications. This way you optimize the work and gain more time to dedicate to other activities related to the brand. That’s a good tip, isn’t it? Commemorative dates can also be explored to create content and, in the case of fashion brands, there are several that can boost your sales, as is the case with sexta-feira Negra. We’ve prepared a 2020 Calendar with relevant dates and events for you to download and plan social media content. It is free! 😉
Print the image and always have the 3 steps of good planning close at hand.
PURCHASE RESOURCES: DRIVE SALES AND INCREASE TRAFFIC
You have to agree with me: Instagram is the showcase for the new generation of shoppers. Companies, especially those in the fashion sector, use the platform to drive sales and increase traffic, offering exclusive offers and promotions through the social network.
Facebook, responsible for the photo sharing social network, is always looking for solutions that improve the user experience interested in buying directly on the platform, so this ends up being a determining factor for brands to want to be there.
Instagram Shopping, launched in 2016 and released globally in 2018, made it possible for products to be branded in publications. This new feature made the purchase process easier, as consumers can now access product and price details while browsing the feed.
The new experience brought a huge advantage and growth to several companies that are starting to use the Instagram shopping tool. After all, it became possible to convert content into sales.
“Our Instagram traffic has increased by 44% since implementing Instagram purchases. It’s a simple and easy way to display your product in a lifestyle context without impacting the user experience.”
Savannah Boysen, Marketing Manager, TYME, on the platform’s Commercial Blog
So, if you have a clothing store on Instagram, it’s very important that you create your Instagram Store. Thus, you shorten the sales process with your potential customers, who will not need to enter your website and look for the desired product. Also take the opportunity to read about trends for Instagram Shopping.
AND THE INFLUENCERS?
2020, my people! It’s impossible to talk about fashion on Instagram and not talk about influencers. After all, the most popular accounts on the social network are models or celebrities who are related to the fashion world.
Kendall Jenner: model, businesswoman and television personality. 121 million followers on Instagram.
I’ve already commented here on the blog about not having a market of influencers as consolidated yet, especially with regard to practices and standards. But the market is more mature and brands trust the voices of these people to speak about their brands.
One creator, a term that has been most often attributed to those who create content, has a relationship of trust with their audience. That’s why brands see this as a good way to gain more visibility and increase the relevance of their products. Instagram is also following this Influencer Marketing market, so much so that it has included branded content tools in accounts for content creators (celebrities, influencers, public figures, publishers) and business partners.
Branded Content Tools enable the influencer to identify the content as a “paid partnership”.
Photo: Reproduction / Instagram Commercial Blog
Today, there are Brand Content Tools in Feed and Stories, which enables the creator identify content as “paid partnership”. There are also the Branded Content Ads, which allow these flagged content to be promoted in the form of an advertisement.
In addition, a small group of influencers, such as the Brazilian Camila Coelho, has an option that allows followers to buy looks from content creators directly from their publications, as shown in the image below:
Photo: Reproduction / Instagram Commercial Blog
In other words, a sign that Instagram must not stop giving you more and more tools so that you can sell more and more easily through the platform.
CONCLUSION
So, ready to sell fashion products on Instagram? Enjoy the visual experience that the platform provides and delight people by telling your brand’s story with images, videos and engaging content. Create an even better experience by exploring branded content and shopping tools. I’m sure you’ll expand your business this way! Got any questions? Just leave a comment down here! 😉
Find more articles in our categories Fashion & Looks & Luxe & 90s Outfits.
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