May 1, 2019
Name a more iconic duo...we’ll wait.
It’s not just you: Instagram truly is taking over the world. And while Coachella shots and rainbow lattes might beg to differ, perhaps the most pronounced example of Instagram’s cultural dominance is its omnipresence in the high-powered ecosystem of luxury fashion. As movers and shakers in the famously traditional space have come to grasp the power of social media, fashion shows, campaigns, and influencer partnerships are being curated with #Instaworthy aesthetics in mind. In a March Business of Fashion article, Thierry Dreyfus, founder of Eyesight, a French production company that’s collaborated on shows with brands like Off-White and Comme des Garçons, explained that “Instagram makes up 60 to 65 percent of a fashion show’s raison d’être.”
Sixty-five percent sounds like a lot, but the actual proportion of earned media that Instagram drives for luxury fashion might be even higher. According to Tribe Dynamics’ analysis, 83% of the earned media value (EMV) driven by 2018’s top 10 luxury fashion brands was generated on Instagram. What’s more, a full 100% of the EMV generated by these brands’ influencer-related campaigns came from Instagram.
Instagram has become vital for luxury fashion brands looking to spark buzz. But fashion shows are not the only phenomenon driving EMV within the space—these brands are increasingly looking to influencers, and the power of their favorite platform, Instagram, as an integral means of promotion for all types of engagements. Tribe Dynamics took a closer look at Off-White and Commes des Garçons, analyzing how Instagram played a key role in driving momentum for both brands.
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Tribe Dynamics’ data-powered influencer marketing platform spotlight the most relevant activations, products, and brands that are driving earned media and moving the landscape (as we speak).
Tribe Dynamics provides iconic brands the full picture of their influencer marketing programs through industry-leading data and influencer marketing analytics solutions. We work with brands, retailers, and agencies across industries—from beauty to entertainment—so let’s get in touch to see if we’re the right fit for you!
“Working with Tribe Dynamics over the past 5+ years has been a true partnership in every sense of the word. The sophistication in their data is unmatched in the industry, and the level of insight in their analysis has become indispensable for any marketer in the beauty space today. They’re truly best-in-class.”
"Tribe Dynamics' influencer marketing platform provides a holistic view of our ambassadors as well as hard data that proves their importance to company leadership."
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