How Instagram Has Become A Space For Retail & Increasing Customer Engagement
With the continuing rise of social media, Instagram has become much more than a platform to share pictures and follow friends. Brands have taken to Instagram to promote their products and develop a stronger relationship with their target customer. Many brands and designers have used Instagram as a starting point, gaining popularity through customer engagement and promotional posts. Users of Instagram can easily share a post by a brand they like on their stories or through direct message, bringing traction to the brands’ page, as posts spread around the app so swiftly. With the recent implementation of the Instagram shop feature, it is easier than ever to purchase a product from a brand on Instagram, without even exiting the app.
One brand that got their start on social media is Funny Pretty Nice (@funnyprettynice). Funny Pretty Nice is a New York City and Connecticut based vintage shop, which originally sold clothing through Instagram and other web platforms. From the occasional pop up to two physical retail locations, Funny Pretty Nice founder Natalia Spotts has grown her business significantly with the aid of Instagram. On Instagram, she held story sales and promoted the pieces available on her website, building a significant following from there. The brand’s Instagram has 20k followers and a perfectly curated feed, showing off the funky, colorful vintage and handmade pieces for sale, reeling in viewers and constructing a strong aesthetic.
LPA, (@lpa) is a dreamy clothing label by Pia Baroncini Arrobio (@piabaroncini), Instagram influencer, former Reformation employee, and overall creative person. Throughout the years, Pia has built a 162k following on Instagram, sharing her aesthetically pleasing life with her followers, making it easy to promote her own label when she started LPA in 2016. Now, the LPA Instagram has 287k followers and posts content to connect with followers, such as the #athomewith hashtag during quarantine and a partnership with LA animal rescue. LPA uses the Instagram shop feature, and has a link to LikeShop in their bio, which is a feature designed so followers can click on an Instagram post by the brand and purchase exactly what they see.
Holy Thrift (@holythrift) is an internet-based vintage brand, gaining popularity on Instagram by the day, as many Instagram users and influencers favor buying second hand. The brand posts whenever the site has new drops and uses IGTV to preview upcoming collections, so that followers can anticipate drops. Holy Thrift posts sponsored advertisements on the Instagram pages of consumers who shop vintage, increasing the brand’s customers.
Zig Zag Goods (zigzag.goods) is a Los Angeles-based sustainable and handmade clothing and accessory brand with a substantial Instagram following. They are known for their eclectic hand painted boots. The brand, run by two best friends, Amanda Adam and Piper Cashman, has gained popularity through Instagram, increasing in likes, followers, and features as their brand continues to appear on Instagram users explore pages and shopping tabs. Zig Zag Goods’ Instagram posts are perfectly crafted to showcase their products in unique, artistic ways, sharing posts of boots lined up on a city rooftop and fun edits styling products where the viewer can tap on the post and get a direct link to purchase.
Strike Gently Co. (@strikegentlyco) is a widely known pin company, getting its start from Instagram. Founder, Charlie Ambler, started to gain a following on Instagram in 2015 and decided to post and market his products through the app, as people loved the niche market of artistic pins. As an app made for connection, Charlie connected and networked with a multitude of artists through Instagram and has built his brand into the popular label it is now, with his products seen everywhere and a massive following of 341k.
Lisa Says Gah (@lisasaysgah) is an “anti-fast fashion, pro-community” clothing brand with a big, growing Instagram following. Fans of Lisa Says Gah take to Instagram to promote the brand’s clothing, as the page features models and customers who fit in with the target market. Lisa Says Gah is a popular brand in niche communities of influencers who value unique, sustainable clothing, gaining the brand more customers as influencers continue to share new brand releases and outfits.
Paloma Wool (@palomawool) is a Spanish brand that quickly gained a lot of exposure on Instagram within the past year. The brand started in 2014 with a limited batch of printed sweatshirts and is now an Instagram-famous brand known for its patterned sweaters and pants. Influencers have been seen in Paloma Wool frequently this past year, gaining the brand popularity within Gen Z.
A similar brand to Paloma Wool is House of Sunny (@houseofsunny). House of Sunny is a brand similar to Paloma Woo. House of Sunny is known for its brightly colored sweaters and uniquely designed knits, which are gaining popularity with gen Z consumers who want to brighten up their style. The “Hockney” dress is a knit patterned midi dress by House of Sunny that went viral on Instagram, causing the brand to become extremely popular. The brand showcases its new collections with fashion shows live on Instagram. Many of their 614k followers are aware of new drops.
Rhi Dancey (@rhidancey), a sustainable and inclusive brand focusing on lingerie sets and contrast stitched, mesh tops, is another brand that blew up on Instagram, appearing on many Instagram shoppers explore pages. The brand does an excellent job of promoting its pieces through Instagram edits, reeling the consumer in with cutouts of models on top of funky backgrounds and video edits of influencers highlighting their pieces. Scrolling through, it’s apparent that the brand is dedicated to creating a strong, captivating aesthetic on its Instagram page to reel consumers in.
Different Bugs (@differentbugs), is an Instagram-based jewelry shop, specializing in chunky, beaded necklaces, running on a drop-to-drop schedule, selling out at a fast rate. The company also does custom products through direct message, which is a tool many handmade product brands use on Instagram to connect with customers and increase sales. Consumers value personalization, so brands using direct messages on Instagram to fulfill custom orders is an intelligent retail tool.
Sincerely Tommy (@sincerelytommy_) is a New York-based lifestyle and clothing brand, with a coffee shop in a Brooklyn location. The brand’s Instagram page has a clean, neutral vibe, highlighting its pieces along with events in the community, as a way to connect with their customers. A store that values community is appealing to customers, and luckily social media is a straightforward way to promote events.
Staud (@staud.clothing) has a playful Instagram feed highlighting its high-end, yet affordable clothing and accessories, drawing in the consumer with shoots of models partying and dancing with their product. The animated photo shoots build Staud’s image as a fun, lively brand. Staud’s stories are always packed with colorful posts advertising their products and providing swipe up links so followers can easily access products.
Andrea Iyamah (@andreaiyamah) has a beautifully crafted Instagram feed, full of ethereal photoshoots displaying the label’s products with lush backgrounds and golden light. The vibe Andrea Iyamah’s Instagram portrays definitely reel customers in, as the brand’s feed looks like a dream.
Slashed by Tia (@tiaadeola) is a contemporary men and womenswear brand with a killer Instagram feed, perfectly executing stunning photoshoots posted on the account. Slashed by Tia’s feed is well organized and pleasing to view, with a theme of a few posts from just one look in their own row. The account features IGTV videos on behind the scenes of shoots and models highlighting the brand’s designs.
Musier (@musierparis) has a polished Instagram feed that romantically displays its classy pieces, with professional photoshoots and posts of women on the go wearing Musier. Musier’s Instagram features a “how to wear” highlight, helping the customer with styling, and an original hashtag, #themusemafia so customers can connect with the brand and potentially be featured on Instagram.
Cult Gaia (@cultgaia) has become extremely popular on Instagram, as the brand’s posts blend together flawlessly to elegantly display their clothing and shoes. Cult Gaia has an abundance of stories posted and saved so the customer can go back and view them whenever and get style inspiration.
Lirika Matoshi (@lirika.matoshi) is a Kosovo Albanian designer who gained popularity on social media from her strawberry dress. She now has 908k followers on Instagram. The Instagram features Matoshi’s beautiful frilly dresses and unique printed tops. Instagram users attracted to detail and color will be drawn to her dresses and thick sweater vests. A scroll through the Instagram will have you wanting every design.
The Frankie Shop (@thefrankieshop) is a stylish womenswear brand with locations in New York City and Paris, with a seriously stylish Instagram. The brand’s blazers appear all over the feed, giving followers styling inspiration and an easy wish list from the brand. The Frankie Shop’s neutral, classy Instagram feed will compel followers to purchase their pieces and feel as if they’ve teleported to Paris.
Mowalola Ogunlesi (@mowalola) is a crazy talented designer, with a super cool Instagram feed to match. Her Instagram page is full of herself in incredible outfits and amazing graphics and videos, which brings attention to her collections. Mowalola also has an animated segment on IGTV titled “Mowalola TV” giving her followers an extent of content beyond clothing.
Vellies(@brothervellies) is a Brooklyn-based luxury shoe and accessory company owned by Aurora James. Aurora is listed as one of Forbes "fortune -world's 50 greatest leaders." As a company Brother Vellies claims to sell sustainably handcrafted items inspired by African culture for women, men, and household accessories. On Instagram, the @Brothervellies account has more than 200k followers including Katy Perry and Zendeya. On Instagram, customers can view inventory and have access links to purchase. Instagram coverage is aesthetically pleasing to the eye and strategically planned out.
Gauntlett Cheng (@Gauntlettcheng) was last seen worn at the MTV video music awards. Displayed on Instagram is the chic feed featuring styles that will impress anyone on a night out. Her Instagram feed offers style and comfort as well as a shop feature to purchase products. Be sure to have on post notifications because @Guantlettcheng sells out fast.
TLZ L’FEMME (@TLZFEMME) means to live zealously femme. This brand embraces the meaning of its name. TLZ L’FEMME mixes modern day street fashion and a high-end luxury look. Bright colors for influential women, TLZ L’FEMME can be seen on celebrities such as Beyonce ,Cardi B, and Billie Eilish. The Instagram features an aesthetically pleasing feed with bold colors and diverse group of models and influencers.
Hanifaofficial (@HANIFAOFFICIAL) a Congo inspired brand that puts the shape of all women first, offers brightly colored beautiful dresses made specifically to complement women of darker skin stones. Hanifa Official can be added to any women’s wardrobe and especially for women who embrace power, excitement, and self-growth. Their Instagram feeds contrasting colors that complement each other like orange, teal, light purple, and green. Hanfia dresses are noticeable even among a large crowd.
Realisation Par (@REALISATIONPAR) is the Australian brand that is taking over the internet. The brand exclusively sells only online via realisationpr.com. Founders Alexandra Spencer and Taele Talbot take inspiration from other women’s styles to create individual pieces to add to your closet. Many items are made with 100% silk at an affordable price. The chill laid back aesthetic targets the Instagram fashion user of today.
Sandy Liang (@sandyliang) is a designer who meshes feminine style with a more casual, sporty style to create a unique aesthetic, which is reflected in her Instagram feed. Her feed features her personal inspiration posts along with film photoshoots and new release announcements.
Holiday the Label (@holidaythelabel), an Australian-based label by designer Emma Mulholland, is a go to brand for fun pants, a super popular trend on Instagram in 2021. Holiday the Label’s Instagram page is full of funky patterns and colorful graphics, totally matching the vibe the pieces give off. The label’s swirly and checkered patterns are the perfect for a groovy Instagram aesthetic.
All of these brands have assorted products and styles to offer, and Instagram is the perfect space to scope out the perfect target customer, as people of all interests and styles use the app. Instagram’s shopping and communication technology have advanced through time to create an excellent personalized shopping experience for users, which serves as the ultimate opportunity for brands to grow their platforms and increase sales.
Written By Sophia Renda and Evan Terranova, Contributors, PhotoBook Magazine
Tearsheets by Lekha Samala, Graphic Design Intern, PhotoBook Magazine
