Instagram is now a place where sales are made and retailers can discover new designers and brands: #hashtag is everything. Instagram is affecting not only what’s on the catwalk but what high-fashion stores are now buying. It’s time retailers use it for their commercial gain. Retailers such as Selfridges and Net-a-Porter have reaped the benefits of tapping into Instagram’s extreme online influence. The app helped select store stock, choice of products and particular brands to fill gaps in their offerings. Topshop has collaborated with Instamodels, such as Gigi Hadid, Kylie and Kendall Jenner, to tap into their followers. Instagram stars are also paid for their frequently shared content, which they can charge companies up to £200,000 ($300,000) per post.
This concept is still in its infancy; however, the full force of Instagram will come into play when those who have grown up with the app have the spending power.