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Posting Patterns in Paris: A Fashion Library Instagram Case Study

In: Fashion Communication in the Digital Age

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  • Katharina Sand

    (Parsons Paris)

Abstract

Specialized libraries in Paris are filled with fashion press and photographs, haute couture documentation and garment patterns, textile samples, and books. Although often overlooked in fashion communication studies, libraries are a key resource for fashion students, academics, and industry professionals. How do specialized libraries in Paris communicate fashion heritage in the era of Bookstagram? This case study describes the use of Instagram by the Forney Library, a specialized applied arts library in Paris that houses a fashion archive open to all. Instagram is its primary social media tool. The study reviews the library’s social media practice, affordances and management, target audiences and engagement, content and challenges. It combines a netnographic analysis, including social media analytics and thematic content analysis, with in-depth qualitative interviews of library communication staff. Results reveal a focus on patterns and the materiality of its special collections, aligning with its branding and audience response. Despite achieving one of the highest overall engagement rates on Instagram for fashion libraries internationally, the lower engagement for fashion-related posts also suggests unexplored potential for library resources.

Suggested Citation

  • Katharina Sand, 2026. "Posting Patterns in Paris: A Fashion Library Instagram Case Study," Springer Proceedings in Business and Economics, in: Paula von Wachenfeldt & Lorenzo Cantoni & Nadzeya Sabatini & Teresa Sádaba (ed.), Fashion Communication in the Digital Age, pages 95-107, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-99481-4_8
    DOI: 10.1007/978-3-031-99481-4_8
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