Rent the Runway turns to Instagram Stories to build brand
With copious labels relying heavily on to the millennial generation to help turn around grim financial reports, Rent the Runway is the latest retailer to turn to Instagram Stories to increase customer engagement and expand brand awareness.
Prior to dipping their sartorial toe into the Instagram Stories pond, the luxury retail rental service was using Snapchat to showcase a virtual dressing room that displayed how their designer wares fit on real people, complete with a Q&A session with its employees. But when the company wanted to incorporate social media into other engagement campaigns, it turned to Instagram Stories. For its New York sample sale, for example, the retailer alleviated some of the typical chaos surrounding the event by allowing consumers to Direct Message items on their wish list and putting a select number of pieces on hold for Instagram Stories followers. It even held a contest on its feed allowing a handful of guests to skip the long line and get a 30-minute bonus to shop before doors opened to the public.
When it comes to which channel is leading the digital race in the fashion world, Instagram—which launched one year prior to Snapchat in 2010—takes the prize, being used for 92% of social interactions with brands. While Rent the Runway is not aborting its use of Snapchat, the retailer admits that the platform worked best for one-on-one messaging to satisfy customer service needs, while Instagram is potentially reaching a larger audience in real time.
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