• WWD

‘Sustainable Fashion’ Heats Up, Instagram’s ‘@Shop’ Listens Closely


Instagram's @Shop curated a list of sustainable brands to shop.

By Kaley Roshitsh on September 17, 2019

The power of the hashtag — or sustainability. Instagram counts 4.5 million posts, and counting, of users posting with “#sustainablefashion.”

Citing a recent consumer sustainability report from CGS, a global information technology solutions company — the masses are making sustainability a focus, as 68 percent of U.S. internet users count sustainability as an important factor in making a purchase.

The survey involved more than 1,000 U.S. consumers in which CGS labeled Gen Z, “a rising economic force,” as recently reported by WWD.

Instagram, or rather the team behind its dedicated “@Shop” account, culled a list of sustainable brands that included Brother Vellies, Armour Vert, Ookioh, Aera, Girlfriend Collective and Mara Hoffman.

@Shop is Instagram’s newest account created for its community of people who love to shop. The roundup was spearheaded by Instagram’s Leigh Belz Ray, Instagram’s @Shop editor.

“The content of @Shop is inspired by its community of shoppers and a reflection of their interests, which includes sustainable fashion brands,” said Belz Ray, who added that the brands on the list represent “the wide spectrum of sustainable brands in the market,” from Aera, a vegan shoe line to Girlfriend, a workout line made with 100 percent sustainable materials.

The move “to make the shopping experience as easy and seamless as possible for both people who love to shop and for brands on Instagram,” as Belz Ray indicates, is better accomplished with the company’s rollout of a number of tools that brands are leveraging such as: product tags in Feed, product stickers in Instagram Stories, shop on Profile, shopping tags from Creators and a shopping destination in Explore.

And according to SimilarWeb, over the past 12 months, the keyword “sustainable fashion” has averaged 23,000 monthly searches worldwide, with a 93.4 percent increase in organic search and 6.4 percent increase in paid search.

Sustainability is on the rise, and Instagram is one platform delivering on the consumer request.


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