Online-Practices of Fashion Communication in Instagram (Focus on Russian Designers)

This research is devoted to analysis of peculiarities of communication of fashion in the online environment on the example of publications of the Russian designers in the social network Instagram. The aim of this work is to reveal the features of communication of the Russian fashion designers in the social network Instagram. To achieve it were formulated the following objectives: to conceptualize main approaches to the concepts of communication, fashion and the fashion process, to systematize the approaches to the definition of the online environment and its impact on communication fashion, to determine the peculiarities of communicating fashion in the social network Instagram in Russia. The basic method used in the study — content analysis. The empirical base are 500 publications Russian designers in the social network Instagram. In the result of the study identified the main directions for improving techniques and methods of communication in the social network Instagram, enhancing the involvement of users in communication with the brand, taking into account national specificities. The results of the study can be used further for study topics and be useful for a wide audience — novice designers, major brands and fashion houses as well as companies of an industry, which is represented in social networks and are active in social media activity.