With over 72 million followers, Nike has become the most popular fashion brand on Instagram, says a recent survey. This has made Nike the fifteenth most popular Instagram account in the world, beating celebrities like Khloe Kardashian and Miley Cyrus. Swedish company H&M stands second in the list with over 21 million followers on Instagram.

Social media analytics firm Iconosquare had measured total followers and follower growth on Instagram during April and May 2017. In the top ten, Zara was the fastest-growing brand, managing an impressive 8.72 per cent growth over the April-May period. While, BooHoo and Schuh saw 0.67 per cent and 1.06 per cent follower growth respectively, making them among the slowest-growing brands analysed.

"The boundaries between Instagram and brands’ shopping pages are becoming increasingly blurred. As the world’s most popular visual social network, a quality Instagram presence is more than a ‘nice to have’ for high street fashion brands, it’s essential to their success," Romain Ouzeau, CEO of Iconosquare, said.

Instagram is increasingly becoming an important marketing channel for retailers. The platform recently reached 700 million monthly active users, and its emphasis on visuals lends itself well to fashion brands. Instagram has been experimenting with shoppable posts recently, allowing brands to add product details and links to their photos. (RR)

Fibre2Fashion News Desk – India

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