Rebecca Minkoff cofounder and chief executive officer Uri Minkoff made a sweeping statement: He believes that Instagram was largely responsible for the brand’s 100 percent year-over-year footwear sales increase at retail, from spring 2011 to spring 2012.
A brand crediting Instagram as instrumental in company growth when it’s been up for debate whether social media delivers a return on investment is sure to raise some eyebrows. But Minkoff sees the social platform as useful from a business perspective for fashion and luxury brands, with very low overhead.
The brand’s Instagram account, a combined effort between Rebecca Minkoff herself and a social-media team, has 100,000 followers, a number that grows by 500 to 2,000 fans a day (the platform overall has more than 100 million users, 70 percent of which are female). RELATED STORY: Rebecca Minkoff Spring 2013 >>
“Instagram is revolutionizing the luxury community. It’s become the social-media platform for luxury goods,” Uri Minkoff said, citing the fact that the medium hits a number of “core human values” as the reason it’s seen such success.
It’s also a powerful way to engage with consumers, if a brand has a specific viewpoint.
When Rebecca Minkoff started to use Instagram a year ago, the team made it a case to focus activity around its footwear offerings. Minkoff calls this year’s Jan. 7 launch of “Shoetography” — a daily update featuring the shoes Rebecca was wearing that day — a “game changer.” Each post started to get thousands of “hearts,” and he realized that something as simple as posting a pair of shoes was a successful way to garner engagement in a short amount of time.
This led to a partnership with Bloomingdale’s that used Instagram posts to leverage more footwear sales — with likes and comments from followers heavily considered by the sales, design and merchandising teams. Minkoff said the company saw good sell-through rates, and the department store had to reorder the fall 2012 styles that Instagram focused on.
The brand launched its first ad campaign for the spring 2012 season in February with Instagram images, and the winner of an Instagram contest was flown out to attend the Rebecca Minkoff runway show earlier this month. Minkoff contends that the latter helped grow followers on the platform by almost 14,000 fans in one week — because it “allowed them to become part of New York Fashion Week.”
But Minkoff wants to take it a step further. He revealed that the brand launched a subscription-based weekly promotion several weeks ago, where a surprise offer is revealed on Instagram on a weekly basis. To access the offer, consumers must subscribe or log in, which also increases the e-mail subscriber base, in addition to sales and consumer engagement.
“The future of Instagram is [figuring out] how to align it more toward sales,” Minkoff said.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)