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Nike crowned the most popular high street fashion brand on Instagram


By Rebecca Stewart | Trends Editor

June 5, 2017 | 6 min read

Nike has been named the most popular high street fashion brand on Instagram, coming out above Forever 21, Adidas and Topshop.


Nike crowned the most popular high-street fashion brand on Instagram

The sports giant has more than three times as many followers as its closest rival, H&M, according to data from social analytics firm Iconosquare, which has measured the total follower count and growth for more than 60 brands across April and May.

In terms of high street retailers Nike won the grand slam with 72 million followers, making it the fifteenth most popular Instagram account in the world. The brand is particularly active on the Facebook-owned platform, using it to post content from wider campaigns as well as standalone videos and pictures featuring ambassadors such as Serena Williams and gold medal gymnast Simone Biles.

H&M claimed second place in the rankings, closely followed by Spanish-based retailer Zara. Nike's biggest rival Adidas came in at number four, while Forever 21 took fifth place.

Instagram's emphasis on visuals lends itself well to fashion brands, and over the past year the platform has been building out its e-commerce capabilities; meaning the lines between brands' Instagram accounts and shopping pages are becoming increasingly blurred.

Take a look below to see the full rundown of the most popular high-street brands on Instagram.

1. Nike

A post shared by nike (@nike) on

With 72 million followers Nike came out way ahead of its competitors. The once challenger brand has honed in on Instagram in recent years, and was one of the first big names to use the platform's ephemeral Stories function.

The company's Instagram page showcases a diverse range of content, including its recent 'This Boy Knew' campaign featuring Cristiano Ronaldo and cinematic videos championing the brand's commitment to inclusivity.

2. H&M

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H&M came second place, albeit with a more modest following of 21 million followers. However over April and May this year the brand grew its following by 4.1% – with its follower count rising at a higher speed than Nike's, which grew at a rate of 1.5%.

H&M posts a mixture of images, including classic Instagram flat lay pictures showcasing individual items of clothing to snapshots of food and travel.

3. Zara

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Zara has more than 19 million followers on Instagram, and over the past month it has grown its following by 8.7% – the highest of any company on the list.

The Spanish retailer's strategy on the visual network revolves around its products, rather than trying to position itself as a lifestyle brand. A quick scroll through its Instagram page shows it serves as a catalogue to showcase Zara's latest offerings across menswear, women and kids.

4. Adidas

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Nike rival Adidas has 14 million followers on Instagram, with the sportswear giant having grown its audience by 5.3% over the past month, according to the figures. Adidas has several Instagram pages, including a dedicated one for its Originals line. Overall it uses main page in a variety of different ways – posting content around events like the Champion's League as well as promoting the likes of its Climacool technology via ambassadors such as Olympic champion David Rudisha.

5. Forever 21

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US fashion retailer Forever 21 came in at number five on the list, with more than 13 million followers. The company positions itself as a lifestyle brand on Instagram with pictures of donut deliveries, LA skylines and ice cream dotted among endorsements from bloggers styling the firm's clothes. Over April and May the firm grew its following by 2.3%.

Completing the top 10 were: Michael Kors, which has a total of 10.1 million followers; British retailer Topshop, which has 8.8 million; Urban Outfitters with 7.1 million; Spanish chain Mango with just over 6.7 million followers; and Asos, which claimed the 10th spot with 6 million.

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