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.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)