Merchandising/Marketing/Retailing: Branding

Sharing the Love: An Exploration of Streetwear Brand Communications on Instagram

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Abstract

Streetwear brands, which are leading global fashion trends, typically use social media, and particularly Instagram, to connect with their target consumers. Thus, this study employed netnographic observation of five prominent streetwear brands' Instagram pages to examine how they use the platform to shape brand messages and ultimately engage their consumers. Interpreted through an Integrated Marketing Communication conceptual lens, findings revealed that both empathy and authenticity drive the messaging used by the brands, and that the direct and participatory communication features of Instagram are fundamental to this messaging. The brands use sneaker-related content in particular to encourage engagement, demonstrating that the messaging goes beyond product promotion to become a strategic tool for fostering consumer-brand connections. Moreover, it was found that brand owners/founders use Instagram to build community and promote collaboration, reinforcing the brand's relationships with its consumers in ways that extend beyond conventional brand marketing approaches.

Keywords: Streetwear Brands, Instagram, Communication, Sneakers

How to Cite:

Shin, D. & Hodges, N. J., (2025) “Sharing the Love: An Exploration of Streetwear Brand Communications on Instagram”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21947