Forever 21 has commissioned prototype company Breakfast NY to display Instagrams from fans on a large board with 6,400 mechanical spools of thread. Posts tagged #F21threadscreen will enter the display queue, and their recreation with on the thread board will be recorded in a sharable video.

 

 

So far, 9,600+ photos have been uploaded with the hashtag #F21threadscreen. Not surprising, considering the brand’s 7 million+ followers on Instagram. All videos of the thread displays are hosted on the F21 Thread Screen YouTube channel and branded microsite F21threadscreen.com.

L2 released this week an Insight Report on the Instagram strategies of Beauty and Fashion brands, which finds that fashion brands are increasingly capitalizing on consumer mentions to build a following on the platform. Chanel, for example, was a latecomer and had more than five million mentions on Instagram before any presence on the platform. After joining, the brand amassed 1.8 million followers overnight and now has more than 5.5 million. Select brands (@Louboutinworld, @dolcegabbana) over-perform relative to others (@hermes, @ysl) in leveraging organic mentions into followers, yet a strong correlation between fan mention and follower size exists.

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Incentives to mention a brand – such as seeing a personal post recreated with 6,400 spools of thread – can increase engagement on Instagram, which fashion brands are beginning to struggle with.

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