Angelica Hicks, in New York, in front of one of her creations for Gucci
Instagram has become a powerful promotion tool for brands and, especially, for fashion firms. Influencers with Lovely Pepa, Paula Ordovas or televisions Dulceida and Pelayo Diaz count their followers for millions and the photographs that go up to this network become references of the «fashion» for young and not so young people who look for them inspiration before going shopping. However, this soundbox function of what brands decide is evolving and companies like Gucci are already starting to recruit talent on Instagram to shape their collections and build a community that complements and reinforces their promotional actions.
Gucci in search of inspiration and talent
Alessandro Michele , the creative director of Gucci, has been one of the pioneers in the use of shared intelligence that finds a fertile ground in social networks.Since his appointment in 2015 he has promoted the search for Instagram inspiration , recruiting artists and illustrators to design new collections of this luxury brand.
In his latest collection, Gucci's Resort, the firm included a blouse designed by the Spanish artist Ignasi Monreal that combines photography and painting to create bold images that are shared on instagram by his more than 27,000 followers.
Hello @gucci
A shared publication of ignasi (@ignasimonreal) on May 29, 2017 at 12:53 p.m.
As we read in The Impression, previously Gucci released a collection of T-shirts illustrated by the British Angelica Hicks with the title «Gucci Geek» in which she used some of the illustrations that this artist shares with her more than 44,000 followers on Instagram.
Shameless self promotion
A shared publication of Fashion Pun-k💕✏️💕 (@angelicahicks) on May 25, 2017 at 11:47 PDT
This initiative has a double effect positive for the brand: on the one hand, it achieves inspiration for its new products with designs whose appeal is already tested and, on the other, it establishes an emotional relationship with the followers of these artists that, probably, will be much more predisposed to buy items from these new collections.
This collaboration with artists and illustrators «instagramers» started in 2015 and we can see their results in looking for the #Guccigram tag in this social network.
This community has not only become a hotbed of new ideas that can be used for the brand , but also becomes a friendly environment in which its followers share memes made from Gucci designs.These pieces, sometimes fun, sometimes extravagant but always shocking; they are shared on the networks and, thus, the articles of the firm find a renewed promotional impulse in an unintermediated environment.
why instagram?
But what is the secret secret of this social network? According to Phil Gonzalez, founder of the largest community of Instagram users in the world, «this network has managed to" hook "and have hundreds of millions of users with a true ecosystem of visual entertainment. First with the photos and then with the videos ».
And the key seems to be the constant innovative spirit of Instagram, which has allowed it to adapt to the needs of the market.«The competition of other editing apps (Hipstamatic, Snapseed or Vsco Cam...) or the threat of others social networks like Snapchat forced Instagram to always be alert and contribute "something else." This is how the needs of millennials and especially of the Z generation were rushed relentlessly to the minds of their developers », Explains Phil Gonzalez.
Source: The Impression
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