Jewelry retailers use Instagram for product decisions.
For jewellery retailer Kendra Scott, Instagram's role is far more than just building a brand image. In addition to sharing new product images such as watches, earrings, necklaces, etc., Rocksbox is using Instagram to find a space for the jewelry market to develop.
The founder of Kendra Scott said: "We use Instagram to understand customers and decide the direction. We make purchasing decisions based on how people respond to pictures."
Rocksbox is a $19 monthly service that offers members three new pieces of jewelry that range in price from $90 to $200 a month. Members can wear it and return it at the end of the month; they can also be purchased at a discounted price. The company's operating model combines the ordering company Birchbox, the retail recommendation company Stitch Fix and the rental company Rent the Runway. Currently, the company has established partnerships with brands such as House of Harlow, Rocksbox and Gorjana.
Adjust product supply based on Instagram trends
Rose emphasizes the importance of providing products every month based on customer style. If a partner can't offer a product that's hot on Instagram, Kendra Scott will make this style of jewelry internally. The company currently has four brands to meet the specific needs of its customers.
“For example, exquisite fragile items are very hot on Instagram, and we have the opportunity to set up a new brand to provide more choices for the market.”
In general, the jewelry industry lacks brand affinity, especially those mid-end brands, whose target customer groups are consumers who feel that luxury goods like Tiffany and Cartier are too expensive. These consumers are reluctant to spend too much money on jewelry, and they value the style or fashion of jewelry more than the brand.
Apu Gupta, CEO of Curalate, the Instagram marketing platform, said: "Focus on Instagram is very good for start-ups. If you know street fashion, you can see how people wear it."
Instagram is an important indicator of brand awareness of the popularity of jewelry
For Baublebar, a fast fashion jewellery retailer, Instagram plays an important role in its fast product chain because brand designers don't have much time to conceive new collections. Founder Daniella Yacobovsy said that Instagram is one of the important indicators that the brand decides which jewelry is popular. But you can't open the app and expect to see the results: Baublebar has a dedicated team to track the reactions of customers and opinion leaders.
Yacobovsy said: "Instagram is a platform that brands can use to get continuous feedback. You can't open this app and you will see it inside: 'This is the popular color of the season.'"
Baublebar will also use the customer reviews on Instagram to test the trends they see. For example, choker is very popular now, Baublebar will send some choker pictures to see how fans respond. If the picture works well, the production department will make the choker appear on the brand's official website for customers to purchase in a short time.
Brands provide personalized service to customers based on Instagram
Rocksbox encourages members to use the #wishlist topic on Instagram to leave the products they want to see in the box. The team then tracks the customer and provides them with relevant products. Instagram has developed 70% of new members of Rocksbox that month. Rose said the increase was stable. With $8.6 million in funding in Series A funding in March, the company is preparing to scale its personalized data.
Rose said: "It's just as important to build our own trend surveys, algorithms, and personalized user experiences and data to ensure that the right products are available to customers."
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