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.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)