Nowadays, social networks have become a crucial part of many of us. Sometimes we don’t even notice this but as soon as we open our laptops to access the web, we sub-consciously open our favourite social network website just to check the updates we have received. Indeed, we are often exposed to our friends’ preferences online through the photos that they post or the pages that they like. Instagram, which mainly focuses on the posting of pictures, is one of the social networks that influences us the most when choosing our dressing style.
In fact, many “millennials” who started to post pictures in Instagram showing their fashion styles to their friends have ended up becoming important celebrities with millions of followers.
Through this way, the world’s most influential bloggers have managed to make their fame profitable and many of them have decided to create their own fashion firms. This is the case of the famous blogger Rumi Neely, who started her own luxury clothing and complements business called ¨Are You Am I¨. Kendall Jenner, another blogger very popular on Instagram with millions of followers, became the main representative of the brand. And guess what happened? The firm has become a favourite of the majority of American fashionistas. Hence, the brand sales take off every time Kendall Jenner posts a picture on her Instagram account wearing any article from ¨Are You Am I¨.
Overall, we can see that luxury and fashion businesses have noticed how people´s clothing preferences and fashion trends are influenced by some Instagram profiles and have understood that they can significantly increase their business activities and their market shares by implementing effective marketing strategies in this social network.