Instagram is a natural home of social media for fashion brands, but given the sheer volume of brands jostling for attention from scrolling consumers, it can be difficult for a label to truly stand out.
Other brands should look to Burberry when it comes to their social media strategy, it seems: the fashion house has been revealed as the most popular British brand on Instagram for the second year in a row, in a study by analytics company Iconosquare.
Burberry, whose catwalk shows are among the mostly hotly anticipated of London Fashion Week season after season, boasts an Instagram following of over 10.4 million. At number two is Topshop, with 9.2 million, followed by Jimmy Choo (7.3 million), ASOS (6.6 million), Alexander McQueen (5.3 million) and 'Stella McCartney (4.5 million).
Burberry posts a mix of campaign imagery, editorial fashion shoots and photographs of VIPs spotted wearing the brand, whether on the red carpet or at other high profile events.
According to WWD, the report also comments upon the disparity between the reach which British brands command on social media, and that achieved by their counterparts in the United States. 'The report also noted that "British brands have a long way to go" and pointed to Nike, which has 75.2 million followers; Victoria's Secret, 57.7 million followers, and Chanel, 25 million. All three top the global list,' said WWD.
'Burberry should be especially pleased with their efforts as they have topped our British brands on Instagram study for the second year running and boosted their follower count by over two million over 12 months,' said Romain Ouzeau, CEO of Iconosquare.
'A strong social media presence is an essential component of any successful marketing strategy. The top 10 most popular British brands on Instagram have all been able to successfully promote aspirational lifestyles to a wide audience of people and will reap rewards this holiday season.'