U.S. label Oscar de la Renta is getting ahead of the competition by releasing its fall 2013 campaign on social-mobile platform Instagram instead of waiting to show it off in September magazines.
The brand used its Instagram account to release exclusive content July 24 for followers to view before seeing it in the fall fashion magazines. Giving supremacy to Instagram shows that the brand aims to be a pioneer on the social media front.
“A multichannel strategy such as this smartly incorporates the best elements of social media,” said Kelly Cooper, marketing manager for ShopIgniter, Portland, OR.
“This will result in greater amplification of brand messages than one that does not,” she said.