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Many Brit designers failing at Instagram, new research

Retail search marketing agency, Red Hot Penny, has released Instagram analysis of London Fashion Week’s (LFW) exhibiting designers.

Leading the way was ‘Queen of Print’, Mary Katrantzou (@marykatrantzou). Red Hot Penny said that the label’s Instagram feed has an engaging mix of lookbook shots, catwalk imagery, as well as sharing posts from her celebrity fans wearing the clothes including Beyoncé and Adele. The recent Victoria’s Secret collaboration is also showcased and created buzz.

David Koma (@davidkomalondon) came in second. Its use of borders to create a modern, curated aesthetic made the feed feel editorial, and videos of its catwalk shows drove strong engagement. Other high performing Instagram brands are Erdem (@erdem), Alexa Chung (@alexachungstagram) and newcomer Shrimps (@shrimps).

Burberry (@burberry) came sixth. But other more established fashion labels aren’t leveraging Instagram to the fullest. Vivienne Westwood (@viviennewestwood) landed in 13th, Aspinal of London (@aspinaloflondon), 12th, Roland Mouret (@roland_mouret), 15th, and Pringle of Scotland (@pringlescotland) 17th.

“Instagram is a powerful tool for designers, allowing them to bring their vision direct to their fans. Unlike much of the fashion business, doing Insta well is not dependent on financial firepower. Success arises from combining aspirational content with inspirational vision and sharing with your followers.  Smaller labels can build substantial followings through creativity and knowing their customer,” says Russ Powell of Red Hot Penny.

“Brit designers are missing what potentially could be a powerful revenue stream, most are still not posting directly shoppable posts. Those brands using Instagram well are bringing the imagination they show on the catwalk to their feeds. With many fashion lines posting challenging financial results, those with a digital first approach, coupled with quality products sold at a fair price are doing well.”