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Nicola Mira
Sep 6, 2016
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Instagram now an absolute must for the fashion industry

Translated by
Nicola Mira
Sep 6, 2016

Instagram is the fashionistas' first choice among social media. This is no longer a surprise, and the latest statistics, published on Tuesday by the 500 million-member social network, as the Spring/Summer 2017 fashion weeks are kicking off, merely confirm the facts: 50% of Instagrammers follow a brand, 45% of European members browse the platform seeking inspiration for their looks, 35% take pictures of themselves to show their looks and 16% share their top fashion picks in stores - more than one in three members state they have purchased a fashion item selected on Instagram.

Photo: Instagram

European Instagrammers in particular are glued to the platform, checking their feeds 15 times a day on average, while publishing posts three times more frequently than the average.

French Instagrammers are distinctive for their inclination to like. They like more posts than any other members worldwide - four times more than the world average. British Instagrammers instead tend to follow more brands, Spanish ones are more connected while Italians and Germans have the highest number of male users.


In terms of the products sought on Instagram, shoes (27%) and dresses (25%) are the focus of more than half of the conversations, followed by tops (16%), jeans (8%) and skirts (8%).

Shoes and dresses are the most sought-after items - Instagram

This summer, denim posts were the main focus of European Instagrammers' shares and hashtags. The survey's authors stated that, while denim was the most popular conversation item in Germany, "lace was more popular in France than elsewhere, notably on white skirts and loose white tops, as well as on more formal black dresses." The authors went on to provide more clues, allowing fashion brands to benefit from Instagram as a source of discovery and inspiration in ready-to-wear and luxury fashion.

Denim was the main trend focus in summer 2016 - Instagram

Fashion brands should also be aware of other elements, such as the most popular posting days, which are skewed towards the week-end.

The survey recommends that brands publish their posts three times a day, at the three or four peak times identified. "It can vary but, in general, the times of day that work for us are the morning at about 8 or 9 am, the end of the working day at about 6 pm, and the evening at about 10 or 11 pm," said Guillaume Gibault, CEO of Slip Français. Without forgetting the lunch break! It is then up to the brands to become proficient in exploiting all of Instagram's functionalities in order to tell their story and appeal to aficionados.


Instagram is forecasted to overtake Google and Twitter in terms of cumulative advertising revenues from 2017. The platform is expected to rake up about $1.53 billion of mobile advertising revenue worldwide this year, equivalent to a 144% increase compared to 2015, according to specialised website eMarketer.

To access the full survey, click here

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