It is predicted that the real test for Instagram and its influence on the wider fashion industry and community will come when the generation that has grown up with it reaches an age where they have expendable income. This could mark the dawn of a purchasing powerhouse where Instagram will become the platform for content that is ‘shoppable.’
For now, we see Instagram as the place that has birthed the ‘Insta-Model’ who makes $300,000 dollars per Instagram post from the brands that want to partner with her. As a result, these brands are getting access to these models’ Instagram followers to become potential customers. These models include Kendall Jenner and Gigi Hadid.
It is also the place where fashion shows are being live streamed as opposed to putting on a show at an international fashion week in Paris, London, Milan, or New York. This is allowing for up-and-coming designers to cut production costs and gain exposure under their own control. Did you know that a 10 minute fashion show at one of the international fashion weeks can cost anywhere from $2 million to €8 million dollars? See the below infographic from Evoke.ie for more.