It’s no secret that social media platforms such as Instagram have essentially changed the way in which many industries function. This is particularly true of the fashion industry’s marketing strategies. Instagram has created a revolutionary method of marketing for fashion brands, as the app offers virtually unlimited access to an international market at no innate cost.
There has already been some talk regarding Instagram’s influence on the fashion industry’s growth in countries such as India. However, Instagram is creating new opportunities for African entrepreneurs as well.
Instagram and WhatsApp, which is the most popular messaging platform on the African continent, are giving the African fashion industry much-needed exposure.
For example, Akhona Shumane-Cakata owns a vintage boutique called Acorn’s Quaint Attic on the Eastern Cape which has primarily been publicised through Instagram. Cakata also included her WhatsApp number in her Instagram bio, and now uses the app to handle size inquiries and virtual payment.
Davina Ebikeme, whose store is located in the Shoreditch neighborhood of London, runs her business partially through Instagram.
Ebikeme was raised between Britain and Nigeria. She stated:
“It was important for me to represent something different, something more modern that reflected shared experience, and try to start having this conversation and start elevating the viewpoint and preconceptions. What I’m presenting is that already existing wider viewpoint about Africa and the African diaspora.”
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