Instagram has essentially changed the way the fashion and beauty industry works. As it is a primarily visual industry, fashion has essentially found a revolutionary marketing tool with the social media platform. After all, one mention of a brand from a well-known influencer and said company will often see a surge in sales.
Instagram’s effect on the fashion industry is can perhaps best be demonstrated in India. Both globally and in India, fashion is the third most followed topic on Instagram. As is the case anywhere else, fashion businesses in India have wanted to capitalize on the audience found on Instagram. Facebook, which acquired Instagram back in 2012, has taken notice and as such, have brought events such as a fashion seminar to locations such as New Dehli. This is notably the first time that such classes have been offered in the Asian-Pacific region.
Hosted by Sandeep Bhushan, the director of Facebook for India and South Asia, the seminar detailed the importance of tracking trends on the platform. Also present at this seminar were several well-known names in the Indian fashion industry, such as Pero, Jaypore, Shantanu & Nikhil, and Nicobar.
Raul Rai, who co-founded Nicobar alongside his wife, stated:
“We love Instagram. For us, it is a dynamic shop window that gives the versatility of products and also helps as a feedback loop.”
Rai’s brand’s page has over 58,000 followers.
Instagram has over 41 million monthly users in India. A spokesperson for the platform was quoted as stating:
“Fashion is not just about the industry [at large] but also about small businesses. So by doing [events like] this, we are also talking and reaching out to smaller communities.”
The Indian fashion market has been estimated to be worth $70 billion. About $9 billion of this is due to online transactions, meaning that an internet presence is becoming more and more essential to businesses in the country. In fact, with 30-40% of Indian designers conducting business on Instagram, estimates say that this online market will soon rise to $30 million.
Thus, Instagram may just prove even more valuable to the fashion industry.
Featured Image via Wikimedia Commons