10. Appendix
10.2 Interview Transcripts
• Why do you follow them on Instagram? Because I like their content and I get inspired by them, I also discover new things and maybe then I purchase them after.
• Do you feel a closer connection with them by following them on Instagram? I do, I feel a closer connection to the brand
• Do you follow brands which are similar or different to your styles? I do both. I follow brands that reflect my style because I like to see what I wear, but sometimes I also like to see what I would not wear but that match items that I have in my closet. also I follow brands really provocative, that is not really my style, but I do like to see them and the messages that they convey.
• Do you follow more brand which reflect your inner self or do you follow brands that reflect who you would like to be? More to my inner self, because it reflects more my life.
• Do you follow any fashion influencers? I do, a lot of them
• Are you engaged by their content? Stories and posts mainly. Yes, I like what they post, especially because it is not strictly related to fashion, but they post their lifestyle, what they do, their workouts and so on. So it really engaging.
• How do they influence your purchases? yes, because if I like the lifestyle of an influencer then they influence my style and I might discover new products that they inspire me to purchase.
• Do you feel a sort of connection to them and their lives? Yes, I do.
• How important is for you that the influencer when promoting a certain product is considered credible? It is really important, because you can understand when someone is sponsoring a product or not, because you can see if they really like the product or if they are just getting paid to sponsor it. I like when influencers say that they were invited to some events, but they did not like the products and they chose not to collaborate with the brand. For example chiara ferragni did that with dolce gabbana. She does not like the brand and she does not sponsor it.
• Did you start following a brand that they were sponsoring? Yes, I did.
• If yes, why? Because I discovered something else that was different from what I was following before and I might purchase that later.
• Did you find the content more appealing than the influencer herself? I actually more the influencer, I think there is a hidden story and a life behind it so I think that content is more appealing to me than the brand itself. It is a person talking to an audience rather than a company.
• Have you ever purchased a product by the swipe-up function that instagram stories include? Yes I did, I bought bikinis
• Have you ever purchased and used any discount code mentioned on the stories?
I did, also for sports brands
• Do you/ Would would feel part of a brand community if purchasing those brands?
I do feel part of a community. I.e. would you join Nike sports club page after buying Nike shoes? Yes, definitely.
• Have you ever commented a post or story of a brand? I am not really replying to stories, but I am doing it more with influencers because there is a connection with the influencer.
• Have you ever replied to a poll on a story? Yes, because they are easier
• Have you ever suggested anything to an influencer ? I did, yes. I am not really suggesting something, I am more expressing that I really like what they are doing if they are doing a great job
• Have you ever posted a story and tagged the brand that you are wearing? Yes, I did.
• Have you ever been reposted by a fashion brand? If yes, how did you feel about it? I was reposted and I think it is such a nice feeling because I felt considered by the brand, because there is an influencer behind it and it felt great. I think it gives more credibility to the brand because it seems like they care about people and gives them a voice and also other people seeing the story reposted by the brand are gonna see my profile and then I think we all get connected. I think it gives good values.
• So do you think reposting is a good value co-creation way? Yes definitely. The brand was antisocial social club, a bikini brand and Chiara Ferragni.
• Are you concerned about feminism? Yes, I am. especially now with the rise of the Met oo movement related to movie industry. So I am concerned about it
• Which brands come to your mind within fashion industry that actively use Instagram and promote female empowerment? yes, I think that many brands are using it. for example La semaine paris. I am a big fan of the creator of the brand, Gabrielle, she is so nice.
• Do you feel more attracted to the brand because of its message of feminism? I think so because if it is a fashion brand then it is good to know that they are portraying the image of a strong and independent woman through clothing.
• Do you think fashion could make the difference in conveying the message of a strong and independent women? I think so, also because especially in the past, women were judged by their appearance and what they were wearing and by addressing this issue you can dress anything you want and you can be considered equally as men. I think fashion is a great tool to empower women.
• And what about Instagram? Is is also a good tool to spread this message? yes, I think that female empowerment, fashion and Instagram can be really relevant together.
Second Part
• La Semaine Paris
• Do you already follow it? yes
• Are you aware of who created it? yes I really know her
• Looking at the posts, which is the image of women promoted by this brand? Do you like it? I think the image promoted is of a classy woman with this parisienne touch and it is for several occasions, going to work, night outs, going out. I really like it
• What do you think is the target audience? Regarding the age from 18 to 30 kind of, about the type of women I would say all types of women. I think it is a brand made for different occasions, it is very versatile, flexible. I don’t think there is a specific targeted audience
• Do you think the brand is clearly promoting female empowerment by its content on instagram? Yes I do. I knew the brand from before and I know they were posting stories on Valentine’s day and also their hashtag #Lasemainegirls. They are creating a community around this #
• Do you perceive the brand to be authentic? It does look really real also because the influencer who created it is really passionate about it and she posts a lot and I know they are doing a lot of things to embrace the brand such as community things as cooking and yoga classes to make everyone feel okay right now.
• Does it look authentic also because also of the influencer who’s behind the brand?
yes. because she explained all the work and her motivation to create the brand in the beginning
• Is the message widespread authentic or do you perceive it as a mere marketing tool? I think gabrielle is really authentic in what she does
• Scrolling at the stories (also in evidence) do you feel the brand is engaging the user in being part of the brand? It is, actually they are doing a lot, they repost a lot of stories from girls wearing the brand and they organize cooking classes. they also explain some products, they show photoshoots
• Would you feel comfortable to interact with the brand giving a feedback or communicating your opinion? To both gabrielle and the brand? More to Gabrielle and I did and she actually replied to me and this was so nice. I felt like able to communicate and she feels like a friend
• Would you feel confident wearing La Semaine Paris? I would and I would buy
• Do you identify with the image of women promoted by the brand? Maybe not with night outs dresses, because I do not go to galas but if I had the occasion I would buy a dress. For sure I identify myself with the daily clothes. I would wear all of these
• Olivia Palermo collection
• Do you already follow it? yes, I do
• Are you aware of who created it? Yes I am
• Looking at the posts, which is the image of women promoted by this brand? I think it’s elegant, classy and modern women, more for everyday life look
• What do you think is the target audience (in terms of age and women type?) More like mature women, from 25 when you start working until 40- 50 maybe. and women type? women who started working and that are independent
• Do you like the image of women promoted by the brand? I do, because also it seems that also with the dress for success is really for women who like to be at the top and are entrepreneur so yea I really like it
• Do you think the brand is clearly promoting female empowerment by its content on instagram? Yes definitely
• Scrolling at the stories (also in evidence) do you feel the brand is engaging the user in being part of the brand? Yes, maybe in less evident way than Gabrielle.
For example here she asks what people think so yea she’s engaging
• Would you feel comfortable to interact with the brand giving a feedback or communicating your opinion? Yes I think so, why not?
• Do you think that is credible in spreading the message of female empowerment?
I think she is, because she’s showing that women can be really a leader and powerful and also in the posts
• Would you feel confident wearing Olivia Palermo Collection? yes
• Do you identify with the image of women promoted by the brand? Yes, not as a student, maybe in a few years I would like to wear these clothes when I will start working
• Nasty Gal
• Do you already follow it? No
• Are you aware of who created it? No I am not
• Looking at the posts, which is the image of women promoted by this brand? Do you like it? Here is more like, who really feels confident in her body, it is different than the other brands. Also because they are showing off a lot of their bodies and the messages and some quotes are clearly promoting independent women. I like
• What do you think is the target audience (In terms of age and type)? How to identify it? I think it is for young girls, from 14-16 also because of the clothes are typically of Gen Z as the trucksuits and so on. But it applies also to girls like me, around 25.
I would say 30 max. It has a different image than the other brands
• Do you think the brand is clearly promoting female empowerment by its content on instagram? It is evident
• Do you perceive the brand to be authentic? it is because the message is forecasted in a different way, it seems like they do not have a sense of censorship in what they post and they freely express their message, even if it sounds rude. Overall I like it
• Is the message widespread authentic or do you perceive it as a mere marketing tool? I think it is authentic
• Scrolling at the stories (also in evidence) do you feel the brand is engaging the user in being part of the brand? Yes, because there are a lot of quizzes polls, they repost and they post what other girls are wearing.
• Would you feel comfortable to interact with the brand giving a feedback or communicating your opinion? Yes, if I have something to say I would say it
• Would you feel confident wearing Nasty Gal? Depends on the items, I am not showing off a lot of my body, but some items are nice
• Do you identify with the image of women promoted by the brand? It is not reflecting my actual self, who I am, but more like an independent woman. I still like what they are saying even though I do not identify myself in it.
• Third part
• Which one of these brands do you think is more authentic in conveying the message of independent and empowered women? La semaine paris, because I was following it since the beginning and they are promoting it in different ways, from posts to stories and they engaging a lot. They are empowering women in different ways, also now with this current situation they do not want to make women feel alone and before for valentine’s day. They are doing a lot to empower women
• Why do you think la semaine paris more credible, compared to the other 2 brands?
Because the presence of Gabrielle is very strong and is important, I like it and also her personal profile is great, she posts so much and she is really credible. I feel connected to her also because I have been following her for long time
• Do you believe that authenticity is a key element in their branding strategy? I think it is, it is the most important brand attribute.
2 Respondent
• First Part
• Do you use Instagram? Yes I do. “ How often do you use it?” I use it 2 hours a day, I scroll it a lot and I use it when I am bored. On average I use it 2 hours a day.
• Are you active on Instagram? Do you post content?
o I am very active but I do not post any content
• Which type of content do you consume the most? Instagram stories from influencers and then on the homepage I look at memes and news. So I look at funny content and more serious content, about what is going on in the World. and
“Why do you engage with this content? Is it funny? “Because it is funny and I share things with friends funny content and I chat with them. I consume instagram influencers content because I like it and it is very interesting, they also share workout routine and beauty routine and I like it, it keeps me active. Then it’s interesting to look at news and Bloomberg is also very good on Instagram, less boring than just reading articles.
• Do you believe that Instagram is a good marketing tool ? Yes for sure. Just thinking about all the sponsored posts, I think it is a very effective tool.
• Do you perceive it as an authentic platform with regards to fashion industry? Yes, it does feel natural to me.
• Do you follow fashion brands on Instagram? Yes, I do not follow them on daily basis, but I do follow some of them and their stories.
• What kind of fashion brands do you follow? For example Gucci, jewelry brands and other brands I do not follow their pages, but I do watch them from influencers, like chiara ferragni. So luxury brands
• Why do you follow them on Instagram? for example jewelry brand I commented with my sister, Gucci I do not remember why I followed it. I do not a passion for fashion, I prefer influencers because they post their outfits. Fashion brands do more marketing for their brands and they do not share any outfits. Influencers look more natural to me.
• Do you feel a closer connection with them by following them on Instagram? Yes, for sure. i think it makes you make you feel more connected because if I do not look at instagram then I would only see it on stores and that’s it. Since I do not watch tv, I would not see any ad if not on Instagram.
• Do you follow brands which are similar or different to your styles? Actually different, because I do not wear Gucci everyday also because it is expensive. maybe for the style also something similar, but mostly different
• Do you follow more brand which reflect your inner self or do you follow brands that reflect who you would like to be? yes, if I was rich I would buy Gucci so yes.
• Do you follow any fashion influencers? Yes
• Are you engaged by their content? Stories and posts mainly. Yes, I think it is a nice content and I would not follow them if I didn’t like what they post.
• How do they influence your purchases? Yes, definitely. I am a marketing victim.
For example everything I see from Giulia Valentina I want to buy it because I love her and I actually did it with a pjiama.
• Do you feel a sort of connection to them and their lives? Yes, I think so. also their lifestyle. It is interesting to look at them, how they dress up and their lifestyle. If there is something I like I take inspiration from them.
• How important is for you that the influencer when promoting a certain product is considered credible? Of course, I do not follow any influencer who look forced to sponsor these products but I clearly see that there are getting paid. I cannot stand their influencers and I would never buy anything from them. I think it is a waste of
time to follow them. But If feel a person is genuine in what is doing and post then I follow them. If it is really their life then I like it. I do not know whether what they post is real or not, but if it looks more real then it is more engaging.
• Did you start following a brand that they were sponsoring? Maybe, I do not know.
If I did, I do not remember. It’s not something I usually do.
• If yes, why? Did you find the content more appealing than the influencer herself?
No, I do not think so. I don’t think I ever started a brand from an influencer. But, when they tag the brand I look the page sometimes and for sure it is a different kind of IG page. “Is it more appealing?” Visually yes, posts look good, but I prefer following the influencers because of their lifestyle.
• Have you ever purchased a product by the swipe-up function that instagram stories include? Yes
• Have you ever purchased and used any discount code mentioned on the stories?
No, never
• Do you/ Would would feel part of a brand community if purchasing those brands?
I think it depends on the kind of brand. I do not know if I got well the question. “So think about Nike. If you really like Nike and you buy their products, then would you join Nike sports club or download their training app. “ Then yes, I would do it. If I really like the brand then yes.
• Have you ever commented a post or story of a brand? Yes, i did it.
• Have you ever replied to a poll on a story? Yes
• Have you ever suggested anything to an influencer ? yes, actually yes. Only to the ones that reply to me. Otherwise there is no point
• Have you ever posted a story and tagged the brand that you are wearing? No
• Have you ever been reposted by a fashion brand? If yes, how did you feel about it? No
• Are you concerned about feminism? Yes. “Do you think a lot about it?” Yes, a lot.
also on Instagram I see it is trending, I am not a radical feminism but I am