Instagram as tool for promotion in fashion industry
Trunova, Polina (2016)
Trunova, Polina
Lapin ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060111211
https://urn.fi/URN:NBN:fi:amk-2016060111211
Tiivistelmä
The objective of the thesis was to study the methods how Instagram users learn about the existence of accounts of fashion brands via Instagram, and to study the process of managing the Instagram account of the fashion brand in order to increase the number of followers. The objective was formed based on the purpose of the thesis, which was to introduce the benefits of using Instagram as a tool for promotion of the products in fashion industry.
The thesis project includes information about fashion as the social phenomenon, and the fashion industry. Moreover, the thesis is primarily focused on the specific component of marketing mix that is promotion in the fashion industry. The thesis project introduces main information regarding social media that nowadays is used as a channel for promotion. Six types of social media are presented, and based on these types the most appropriate channel for promotion in the fashion industry is introduced. This channel is Instagram. The major features of the application, which are essential for the enterprises and which can be utilised in order to increase the sales are covered.
The thesis utilised the quantitative research method in order to gather information from the customers. The survey was chosen as a technique for collecting the data. The survey was conducted within the weeks fourteen and fifteen of the year 2016. The results of the thesis provide the fashion companies with information that can be utilised in Finland and Russia in order to promote the products via Instagram.
The research revealed that the most appropriate time for uploading the content is in the afternoon, in the evening and late in the evening. Moreover, the tendency that helps the fashion companies to explore their target customers was identified: the users who like checking outfits of their users are more interested in the fashion brands. The major channels how the Instagram users learn about the existence of the accounts of the fashion brands were identified. These channels are suggested pictures, tags on the posts of celebrities and bloggers and personal search by brand name. The study has shown that the users are willing to get information from the Instagram accounts of the fashion brands such as notifications of delivery of new collections and upcoming sales and the process of creating the clothes.
The thesis project includes information about fashion as the social phenomenon, and the fashion industry. Moreover, the thesis is primarily focused on the specific component of marketing mix that is promotion in the fashion industry. The thesis project introduces main information regarding social media that nowadays is used as a channel for promotion. Six types of social media are presented, and based on these types the most appropriate channel for promotion in the fashion industry is introduced. This channel is Instagram. The major features of the application, which are essential for the enterprises and which can be utilised in order to increase the sales are covered.
The thesis utilised the quantitative research method in order to gather information from the customers. The survey was chosen as a technique for collecting the data. The survey was conducted within the weeks fourteen and fifteen of the year 2016. The results of the thesis provide the fashion companies with information that can be utilised in Finland and Russia in order to promote the products via Instagram.
The research revealed that the most appropriate time for uploading the content is in the afternoon, in the evening and late in the evening. Moreover, the tendency that helps the fashion companies to explore their target customers was identified: the users who like checking outfits of their users are more interested in the fashion brands. The major channels how the Instagram users learn about the existence of the accounts of the fashion brands were identified. These channels are suggested pictures, tags on the posts of celebrities and bloggers and personal search by brand name. The study has shown that the users are willing to get information from the Instagram accounts of the fashion brands such as notifications of delivery of new collections and upcoming sales and the process of creating the clothes.