Since its inception in 2010 Instagram took the (‘first’) world by storm, gaining millions of users in just the first month, South Africa modestly followed suit. This unprecedented popularity of Instagram gave rise to a new aspect to the fashion business.
Although Instagram’s vision was to make “fast, simple and beautiful” mobile photographs, it quickly became about selling a certain lifestyle. The Daily Vox puts in very well saying “Instagram has become a hub for SA’s rich and famous to show off, for the fashion conscious to strut their stuff”. With that in mind this photo and video sharing app has been a great opportunity for small and large scale fashion businesses.
There are surely multiple ways to make money off of Instagram but for vogue business minded people it is a wonderful opportunity to start an online fashion store. Starting online stores has in fact become popular and as a result we have to be on the lookout for online scammers. It has also been common to find students setting up online stores, at least here in Grahamstown. I spoke to two students who have started and are still running their Instagram fashion stores.
Phumudzo Ndzeru who was a student at UCKAR last year started her online store, Ruby Gold while doing her final year last year. Her decision to run the store Instagram was interestingly based on her target market. She says, “amongst Ruby Gold’s target market, that is females between the ages of 20 – 35. The average female in that age bracket who has access to social media platforms probably logs on to engage with peers more than once a day. This made social media the perfect platform to run my business”.
According to TechCentral Instagram has been the fastest growing compared to any social network in South Africa from 2014 to 2015. Clearly this is what drew Phumudzo to this particular platform. “This made social media the perfect platform to run my business” she adds.
Nikita Mtoba currently doing her honours degree has also started he online store, By Yasmin, recently. Unlike Phumudzo who met and communicates with her Chinese suppliers over Whatsapp, Nikita prefers to use local suppliers and communicates with them face-to-face. Nikita also is planning to implement a popular marketing strategy on Instagram by ‘gifting’ influential Instagramers with some of the pieces she sells. Research maintains the following: “The biggest Instagram followings are claimed by media personalities, who post photos that give fans a glimpse into both their private and public lives” and references the huge following of celebrities like Bonang Matheba who flaunts designer gowns and receives ‘gifts’ from popular brands like Puma.
Both of these young business women encourage anyone interested to start a online store as well but with a few tips. Nikita gives a business 101 tip saying you should treat your customers well, “nothing ruins a business like a bad reputation”. So if you have a dream of starting online a fashion empire and make money Instagram is great option, even if you are still a student.
ICT in style 
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