In 2010, Instagram launched and revolutionized the fashion world • Fashion blogs became popular and the networks changed the marketing method from the ground up • A decade-long summary in fashion
Became a model following Instagram. Alchemist
Photography:
Coco
It's been a decade since entrepreneur Kevin Systrom launched the photo-sharing app that has changed the entire world, especially the fashion world. Instagram has become a critical tool in the photography, fashion and marketing industry, with content that works 24 hours a day nonstop.
Just 18 months after the launch of the technology venture, Facebook bought it for $ 1 billion. A few months ago, Bloomberg Intelligence technology company re-evaluated its value, stating that its price today is $ 100 billion, in addition to the $ 1.6 billion that Instagram rolls in the influencer industry each year according to global marketing company Media Kicks.
Age of fashion influencers
One of the most interesting areas the platform has been able to create is the creation of an entirely new industry and career for millions of people - "fashion influencer". Anonymous people from all over the world have recently become local and international fashion icons, with hundreds and thousands of followers and fans following every look they wear.
View this post on Instagram
A post shared by Chiara Ferragni (@chiaraferragni) on
Dec 2, 2019 at 11:28 am PST
The influencers have basically become content producers, models, and fashion photographers who receive adequate and even high wages for every fashion brand's labeling and recommendation, while spending the world's fashion weeks changing swimsuits quickly, and sometimes getting all the clothes and accessories on hand.
Who has succeeded in the field is Italian fashion blogger Ciara Frani, who has become an anonymous girl with a blog called THE BLOND SALAD, which barely managed to close this month, a full-fledged fashion designer, model and one of the richest women in the fashion industry in the world with an estimated worth of $ 10 million.
View this post on Instagram
A post shared by Chiara Ferragni (@chiaraferragni) on
Nov 25, 2019 at 9:07 am PST
Among the most prominent networkers in Israel, one of the leaders of the change is not to mention one, the successful model Netta Elhmeister with 1.6 million followers. She has starred in major campaigns in Israel to date, including Castro, Adidas, Iruka, Twenty Four Saban and many more.
View this post on Instagram
A post shared by Neta Alchimister (@neta_alchimister) on
Nov 19, 2019 at 12:05 pm PST
After that, with a very impressive number of followers, there is a long line of fashion influencers. Among the most prominent are the stars of "It Girlz", Dana Zermon, who leads the gap with 477,000 followers and Leiber Balilty with 87,000 followers. Both have fine style and accurate Instagram photos that sweep hundreds of thousands of likes, which also brings them big, coveted industry campaigns.
Dana Zarmon translated her success into the business and founded the first instagram academy in Israel. She said she recognized the power of this network when Instagram was in its infancy. "I've seen businesses and private individuals get lost in content creation," she says. "I created a very poignant format for what an Instagram page should look like, how to talk to the audience, how to incorporate elements that will engage. It's a digital business card and you have to learn to operate it."
View this post on Instagram
A post shared by Dana Zarmon | Dana Zarmon (@danazarmon) on
Oct 4, 2019 at 6:00 am PDT
How has Instagram influenced fashion in Israel?
Zermon: "Once a fashion in Israel was taboo, and only to a certain audience, today everyone is more open and understands the importance of investing in clothing and appearance." Balalithi agrees and points out that, "Because everything goes up to Torch and Story, people feel the need to invest more in dress and style and that is a blessing to me. If ever there was a subscription to Vogue magazine to learn how to dress, today anyone can take to Instagram and get endless inspiration for fashion, making the world The fashion is accessible to everyone and not just to people of interest.
View this post on Instagram
A post shared by Dana Zarmon | Dana Zarmon (@danazarmon) on
Apr 3, 2019 at 7:50 am PDT
What was the moment when you realized the power of Instagram?
"I was following the worldly bloggerishly and I saw what was going on with them and wanted it too," says Zarmon. "I started investing in my content, my blocks and photography to get to it. Whoever inspired me was Kiara Franny, she has tons of style, and I loved her even before she became who she is today. As soon as they started publishing the 'It Girlz' program I was already With 10,000 followers, that may sound a little crazy today, but at the time it was crazy, probably in the country. I remember sitting with my girlfriend just before it went on air, she asked me if I would follow the program and said that if I reached 20,000 it would be amazing "A few days after the first episode I was already on 90,000 followers, I was very excited."
View this post on Instagram
A post shared by Libar Balilti (@libarbalilti) on
Oct 3, 2019 at 1:32 am PDT
Balilty adds that, "My network growth has been a slow process. The first time I got something for free I realized I had great power, and of course every time I was contacted by a brand or collaboration campaign, it further strengthened the security and power I have on the network. It happened that my fashion site collapsed from multiple entrances after I launched my first collection of LA FILLE DE. It was an amazing and very exciting feeling. "
Fashion blogger Coral Michaeli with 29,000 followers adds to Zarmon's and Balilty's remarks and says that while the photos look effortless, it's a work in progress. "I invest on Instagram from three hours to ten hours a day. It is important for me to be interesting and stay relevant, only to succeed in the field. It is no longer enough just to be a pretty face, you have to show added content to followers who want to know you more."
The modeling industry in Israel
Prior to Instagram, models were born and created in a modeling agency only after auditions and professional decision-making. After signing a representation contract, they would do a neat photo day and take a photo book, a heavyweight photo book that would accompany the model in every audition and meeting for the closing of a dedicated fashion campaign.
View this post on Instagram
A post shared by ANNA ZAK (@ annazak12) on
Sep 20, 2019 at 7:02 am PDT
Over the past decade, all cards have been scrambled, and thanks to an attractive and attractive Instagram page, models have the opportunity to receive millions of dollars worth of campaigns. Also, the female beauty model has changed, and once those who led campaigns are women with "perfect" data, 90-60-90, today lead models campaigns that are also networked, with a statement, style and unique character with real women's body sizes such as Ashley Graham, a Plus Size model who leads global campaigns, and model Lily Rose Depp, the face of the world-renowned Chanel fashion brand, which is only 1.61 inches tall.
Omri Yaari is a modeling agent and the owner of the ITM modeling agency, which today manages a world-leading modeling team, including Yael Shalbiya, Eden Pines, Omar Nudelman and Anna Zack, a network owner with over one million followers.
"That Instagram was born, modeling agencies in the country despised it and didn't let the network stage because they wanted to continue to control what they saw fit to show in the country's fashion industry and emphasize old models of beauty like thinness, height and running between auditions around the world with heavy buck," Yaari says. "I was the first in the modeling industry in Israel to recognize the power of the platform among the agencies, following my personal relationship with model Netta Elhammeister. Auditions and fashion photographers, and I invested in producing flattering Instagram photos and creating the right and fashionable pages for everyone, and we started getting inquiries. "
"Fashion brands know that if they really want to sell, they have to take someone who speaks their language and is connected to the brand. For example, if it's a sports brand then you have to take a model who does a lot of sports and leads a healthy lifestyle," says Yaari.
The Influence of Instagram on Fashion Brands
The Castro fashion brand is one of the oldest fashion brands in Israel, established in 1973, well before the era of social networking. According to Moore Peso, Castro's VP of Marketing, "Instagram has made the entire fashion industry gear up and work even harder. It is no longer enough to design a collection once every six months, have to be on hand, listen to consumers and produce what they want to wear. "
"Before the Instagram, we used to make two collections a year, summer and winter. Today we make both collections and every week we continue to release and produce new fashion items according to the trends that become viral on Instagram."
How much Instagram is important to the fashion industry in Israel?
"Very important. The wisdom to me is to tell the story of the brand according to the laws and trends that run on Instagram, which is an issue that keeps us in the company every day," says Peso. Despite the network's great success, it is not an exclusive replacement. According to her, "Instagram is a very strong player in the marketing world, but it is still a complementary actor for television advertising, billboards, magazines, etc. According to research, most consumers who come to fashion store purchases do research on Instagram, then on-site and then come to make the final physical purchase in store. That is, Instagram reinforces the customer’s desire to buy, but does not replace the in-store shopping experience. ”
