Have you ever wondered how some independent fashion brands seems to pop up from out of nowhere and start dominating social media, especially Instagram?
Yeah, me too!
So I decided to stop wondering and reach out to to these future fashion moguls, and get them to share their insight and advice on what’s working for them (and what’s not) – when it comes to Instagram marketing for their independent fashion label.
This is the first instalment in a series of interviews with indy designers on their approach to Instagram marketing. Join my mailing list to make sure you don’t miss the rest.
Today I’m kickin’ it with Kim from Paradise Gypsies. A firm favourite with the Burning Man crew (although they’re a little bit touchy about feathers on the Playa), this label initially launched on the Etsy platform before branching out to their own site. Paradise Gypsies create eye-catching headdresses, jewellery and home-wares for the bohemian style lover with a sense of wanderlust.
Keep reading to discover Kim’s approach to marketing on Instagram, and how it’s helping her build a loyal brand following who don’t just ‘like’ her images, but buy her designs.
Q: What are your top three tips to help emerging fashion designers standout on Instagram?
A: Choose a style for editing photos, post your original photos only, be true to your vision.
Q:What has been the most effective marketing technique you have personally used on Instagram?
A: Only posting my work, collaboration photos, and sharing my customer’s photos that have been sent directly to me.
Q:What strategies do you use to drive traffic from Instagram back to your website?
A: I add my website address to each post by ‘name this location’ and make sure I have a live link to my website in my Instagram bio.
Q: What type of content gets the most shares and interactions for Paradise Gypsies?
A: Just beautiful photos from photoshoots. People can tell quality. If you use another brands product’s in your photoshoots, then make sure you hashtag and link to them. When have you have three or four people doing this each time anyone does a shoot, you can get your brand featured all over the net very fast, and in a really powerful way. Some designers experience a lot of success by incorporating bigger brands like ‘Free People’ in amongst their own brand, and other smaller brands.
Q:What’s your approach to using hashtags on the platform?
A: Use the best top 5 for your business and make them relevant to each photo. Never forget to include stockists or where you got the photo from – including photographers, make-up artists, or other brands.
Q:How much time per week do you spend on the platform, and what systems have you created to help you be more productive?
A: About 7 hours a week. I prefer to do it myself. But you must be careful not to feel overwhelmed by the amount out there for inspiration. Also, don’t be intimidated by very cool brands, gorgeous models etc, – who are all doing a great job – when maybe it’s only you doing everything yourself. It’s also important to remember that having a big following is not always linked to the amount of loyal followers or sales you have.
Q: Are there any tools or software you use in your social media marketing?
No, because I like the interaction with my customers directly when I upload a new photo. One thing I would recommend is, remember to view hashtags of your top keywords to find other photos of you, and to find potential customers.
Q: Can you share with us three brands whose label and marketing you admire on Instagram?
Mimi Elashiry (model) uses Instagram fantastically well. Thenakedtiger (fabulous blog now brand too). Banditkids – I saw them start not long ago as we created a headdress together for their first shoot. Now they are flying high with over 14k followers. They have very good branding and incredible photos.
Q:What are the top three mistakes you see new brands making on Instagram?
A: Being too personal (posting pics of home life and kids too much), not having a strong editing vision for their style of photography. Taking pics from others and not crediting the original creator.
Q:Where do you go to get help/advice on online marketing: are there any particular websites you love and would recommend for fashion designs to get advice on online marketing.
A: I’m hoping from your website!!! (Editors note – we hope so too!)
So there you have it, moguls! The inside story on how Paradise Gypsies continue to grow their following, build brand awareness, and generate sales on Instagram. If you have questions for Kim or would like more interviews and content like this, let me know in the comments.
Do you need some help with your social media marketing? Then you should check out the Brazen Social Climber Package. And just because I’m feeling a little pre-christmas spirit, if you mention the brand Paradise Gypsies when you get in touch, I’ll give you a naughty but nice 15% off the Brazen Social Climber package investment.
Love & Hustle,
PS. Are we pals on Instagram?
PPS. Are you a member of the Fashion Fast Lane? No! Dang… we should probably fix that, right?
Editors note: Paradise Gypsies actually make special non-feather headdresses just for that event, and have a range of copyrighted designs with leather feathers and feathers made from other materials. Contact Kim on email@example.com to discuss your custom order.