Total number
of Instagram users ….. 182,500,000
Age group
audience 18-29 …..28%
Cell phone
users(18-29-year-old) report using
Instagram 43%
Income over 75k annually …. 12%
70% of users come from outside the U.S.,
Instagram is considered the most important social network by more
American teens (at 32%) than any other network
In this age of Instagram when so many believe that likes are indicative
of success, the above statistics may of course be true but surely not when it
comes to the upper echelons of fashion.. enter Balmain and Chloé! They
both seem to be far more suited to bridge rather than designer. Likes and hype
do not insure anything other than hopefully brand recognition and in no way do
these supposed attributes guarantee sales or that your target audience has been
reached.
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According to what I see, it is very hard to believe that these brands
believe that their success is based on their Instagram followers… do the math ...
read it!
With that being said Balmain, of which I have been a reasonably loyal
fan has now become a caricature of itself and surely has made me believe that
its future is in H&M and not at the top of the ladder. It is too much been there done that and it’s time to move
on, so called supermodels may insure your “likes” but they aint selling clothes
to the audience who can afford then unless of course as said we revert to
H&M. BTW. Time to evolve. It is like an LP with a scratch that keeps
skipping … ask someone old enough re know what an actual record is! PS.. the
padded hips .. Gauthier did them almost 30 years ago !
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As for Chloé, it is hard or nearly impossible to believe
that another hippie fest is the answer to the brand’s longevity. The same can
be said of how many handbags can you sell to justify the ad budgets and show
costs. This brand hasn’t had the true luster it once achieved with Kaiser Karl
and Gaby Aghion its founder. Granted it has recast itself as a brand for young
women who are supposedly fashionable and yet the clothes defy the concept. For
me, apparently it is more about an “it” bag than it is about apparel. Luckily,
Richemont is not dependent on the brand to make
jillions as long as it doesn’t drag down their bottom line. PS ... ya
know Claire ... sure looks like you love The Row… just saying
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