Instatrends

Let's talk about the so-called instatrends fashion trends that have come into our lives thanks to the social network Instagram.

Today, there is practically no such sphere in developed countries thatwould not be influenced byInstagram.Stores suffer from a lack of sales in checkout areas: everyone who is in line,They are flipping through Instagram on their phones, and not sorting through batteries and chocolates. Restaurants introduce photogenic dishes into the menu and put a social network icon in front of them, increasing the amount of the check. Architects receive orders for Insta-adapted design projects for public spaces.The Economist recently wrote that in one of the cafes in San Francisco, the owners have redone the interior in theInstagram-friendly style and there is a queue of girls at the doors who want to do selfie on the background of a pink photo wall with the inscription "You look good". They were no longer as interested in the kitchen as the idea of visiting a trendyinsta-spot.

Is it possible to use this fashion to your advantage? Certainly. To do this, it is important to take into account two main components. Firstly, these are places where customers will want to take selfies. It can be colored or painted walls, an unusual art object or a full-length mirror with a background reflection. Secondly, details that create an atmosphere and mood: beautiful materials, their combination, dishes, appliances, objects on the table or food. Where people are happy to take photos, there will be a constant flow of customers, because native photos in Instagram are better than any advertising.

This is especially important for stores. Despite the fact that online purchases prevail over offline sales, it is difficult for brands to communicate with customers only in digital ways. Even if you know the names and addresses of your customers, it does not help to personalize the brand on the Internet. It's like writing letters to friends instead of meeting them in person. More and more companies are opening stores not in order to sell something, they have the Internet for this. The point of their discoveries is to tell about themselves and provide customers with a new buying experience.

Photo: PAUL SMITH