| Description |
Since 2016, Instagram has been widely accepted as an advertising platform. As opposed to traditional advertising, Instagram advertising allows brands to control every step of the advertising process, resulting in better targeted ads. Consequently, Instagram advertising, with its display ads and story ads, has become one of the primary methods of advertising for fashion labels as the platform is home to social media's most engaged audience and has the ability to build awareness, drive sales, and increase conversion rates through a simple, relatively cheap post. Because Instagram has had proven success in the advertising world, the platform has become flooded with brands trying to sell their products. That being said, now more than ever, it is important for fashion labels to understand how to better advertise to their target market. Thanks to Facebook analytics, brands are easily able to target consumers based off of demographics and their online behavior. But now, in order to differentiate themselves, fashion labels must consider targeting consumers based off of psychographic characteristics. One of the psychographic characteristics brands can use to segment consumers is the lens through which consumers look at clothing. There are two fundamental ways of viewing clothing- whether it speaks about you or it speaks to you. When consumers believe that their clothing says something about them, they believe that their personality determines their fashion taste. Conversely, when consumers believe that their clothing speaks to them, they believe that it has an influence on how they feel. It is essential to consider whether the lens through which we view clothing affects the style of ad we find most persuasive. |
