The use of Instagram as a communication tool in the Durban fashion industry

Abstract

Over the years, social media has become an imperative platform in the fashion industry for testing new marketing strategies and monitoring trends. There are thousands of luxury and high street fashion brands around the world that are present online. Despite the fact that fashion brands have unilaterally set their polished brand images through traditional media such as television channels and magazines, social media serves as a very powerful tool for promoting and sharing fashion information to both industry and people (Ha, Kwon, Cha and Joo 2017:418). Undeniably, Instagram is not only used as any other social media platform, but also as a marketing tool for local fashion brands. There are numerous phenomena of Instagram marketing. However, there is still a lack of clarification as to why these phenomena occurred. The aim of this study was to determine the use of Instagram as a communication tool in the Durban Fashion industry. The primary objective of the research was to examine the influence of Instagram as a communication tool in the Durban Fashion industry. The study followed a quantitative research method in order to accomplish the set objectives. Non-probability sampling was used in recruiting participants. Purposive sampling technique was utilised to generate the sample population. Fashion brand owners in Durban who use Instagram as a communication tool were the population targeted by this study. The researcher was able to get a 91.5% response rate as 119 questionnaires out of 130 were collected. The study used the Statistical Package for the Social Sciences (SPSS) version 24.0 for Windows to analyse the data. The study revealed that Instagram is an effective communication tool that fashion business owners can benefit from, if used strategically. Furthermore, the findings revealed that Instagram is giving fashion business owners a platform to showcase their best offerings; communicate with their target audience; and increase brand awareness. One of the recommendations was that fashion businesses who are not using Instagram as a communication tool to start using this social media platform. Communication through the use of pictures and videos seems to be a new strategy for marketing. The study also recommended that it is important for fashion owners to prioritise engagement with their target audience on Instagram in order to build friendly relationships and increase the number of followers.