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.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty