How can small fashion brands get the best from instagram? A multi-case analysis in the fashion industry

Abstract

How can small fashion brands get the best from Instagram? A multi-case analysis in the Fashion Industry. The purpose of this Work Project is to explore how small fashion brands can use Instagram as a tool to grow and develop their business. The Instagram accounts of 42 small fashion brands were analysed and six small fashion brand representatives were interviewed. Our study suggests that the size of a brand’s Instagram followers determines how brands should use Instagram. This Work Project suggests three different strategies that brands should pursue to get the most out of Instagram.