Known as a label that provides an eclectic aesthetic that exudes a new definition of romanticism and sophistication, Patrick Owen has again successfully brought his vision to life in his latest solo show “Little Stabs”. Not only did he invite influencers, celebrities and socialites but also business owners and young entrepreneurs. And what about those not present? Patrick Owen does not let them slip from his memory, by uploading every footage of the show in Instagram. “Live video is interesting and candid but we have never done that before. Video and posts tend to be more engaging.” says the designer when asked what the most efficient way of updating the current generation is. PEGGY HARTANTO, another designer label we interviewed, agrees. Toton on the other hand prefers versatility, that is posting through images. “An image post will create a lasting impression and an archive to go back to should the viewer needs to track back something that he/she liked,” mentions Toton Januar, creative director of the label.
With the three designers’ achievement that have created a long-lasting impression on society, everyone expects much from them, especially on the social platform that is Instagram. And with a large followers base, we were wondering how they manage their Instagram feed. “What you see on our Instagram feed is what our label is about. We’re working on having a consistent feed, rather than a perfect one, by curating and control our posts,” explains Peggy Hartanto. Similarly, Patrick Owen and Toton want to have control over their brand image while giving more of their personal touch to their feed. Curate, being a better word than control, Toton mentions that it is just like everything in life, “we need a certain kind of order in the midst of chaos.”
A two-way conversation
PEGGY HARTANTO was recently appointed as one of four Asia nominees for the International Woolmark Prize 2017/18 womenswear category, representing Indonesia. How did they share the news to the world? Of course through the platform that is no longer foreign to their viewers, which is no other than Instagram. With a follower base of nearly seventy thousand, it is one of the best ways to inform the world of their achievement. A particular level of engagement with the audience is always needed, as it is a two-way conversation. One without the other, it wouldn’t have been how social media works. Beneath it all, an interaction sparks customers’ buying decisions too. “I think social media in general has an influence on customers’ buying decisions,” replies Toton, “but sometimes it depends on what kind of market you’re targeting and/or what products that you offer. A different approach plays a big part in how successful the engagement with the customers is.” Meanwhile, Peggy Hartanto believes in the accuracy and effectiveness of replying to customers through direct messages (DM) will affect their buying decisions.
Understanding customers leads to sale conversions
In the case of Toton, Instagram becomes the go-to platform to understand their customers better. “For us we try to understand them better through their feedback. Even the counts of likes and follows indicate the level of enthusiasm toward our brand at the time.” Not just a place for engagement, Instagram posts have a hidden advantage that only the user takes control of, that is sales. Behind the satisfaction of posting to fulfill the aesthetic of the brand, techniques are used to also sell and track the customer’s’ interest. “It’s actually quite simple, we look at the sales of a particular style that we have posted in Instagram”, reveals Peggy Hartanto, “since Instagram does not have any immediate conversion link.” On the other hand, Toton acknowledges and highlights events in social media leading up to changes in sales, instead of tracking through his product posts. “Most of our posts are editorial photos and we don’t expect anything out of it. It’s the sharing of the editors’ perspective to our audience which is what I am interested in,” concludes Patrick Owen.