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Leveraging Instagram for fashion marketing: Opportunities for success in Durban

Author

Listed:
  • Thandeka Ngcobo

    (Durban University of Technology)

  • Elvis Madondo

    (Durban University of Technology)

Abstract

Instagram has emerged not only as a social networking platform but also as a vital digital marketing tool for fashion brands. However, missed marketing opportunities persist due to factors such as limited computer literacy, unfamiliarity with digital tools, and resistance to new media. The aim of the study is to explore the opportunities for leveraging Instagram as an effective marketing tool within the fashion industry in Durban. Specifically, it seeks to identify how fashion businesses can utilise Instagram to enhance brand visibility, engage with their target audience, and maximize promotional efforts to drive success in the digital marketplace. This quantitative study employed a purposive sampling method and focused on descriptive analysis through a structured online questionnaire distributed to 130 fashion businesses in Durban. The findings underscore Instagram's efficacy in enabling fashion businesses to effectively showcase products, engage visually with their target audience, and amplify brand awareness. The platform's visual-centric nature inherently supports robust brand marketing and promotion, particularly in the fashion sector. Recommendations highlight the imperative for fashion brands to strategically leverage Instagram to enhance visibility and augment brand perception. Success on Instagram necessitates a well-coordinated marketing approach to ensure impactful brand promotion and engagement with followers. Key Words: Instagram; Opportunities; Brand Communication; Marketing Strategy; Social Media

Suggested Citation

  • Thandeka Ngcobo & Elvis Madondo, 2025. "Leveraging Instagram for fashion marketing: Opportunities for success in Durban," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 14(7), pages 43-53, November.
    • Handle: RePEc:rbs:ijbrss:v:14:y:2025:i:7:p:43-53
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    References listed on IDEAS

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