Styling Strategies of Instagram Fashion Influencers Based on Their Images

This study aimed to classify the images of fashion influencers on Instagram and analyze the styling techniques and characteristics of each image. For this purpose, 50 domestic female macro fashion influencers on Instagram with over 100,000 followers each were selected. As of April 20, 2024, 30 recent photos from each influencer’s Instagram were collected, totaling 1,500 photos for use in the study. The photos were grouped by influencers with similar fashion images, and a frequency analysis was conducted by categorizing them into items, colors, and material styling. The study results classified the types of fashion images of the fashion influencers into six categories: casual, unique, girlish, comfort classic, sexy, and modern chic image, with the casual image being the most prevalent. The casual image styling prominently featured the use of accessories such as sunglasses and hats. Unique images were characterized by styling techniques such as layering a dress over pants or using structurally shaped clothing. The girlish image was influenced by the balletcore trend, highlighted by the use of ribbons and frills. Comfort classic not only demonstrated the essence of classic through the use of items or colors but also emphasized the classic image by utilizing shooting locations and props. The sexy image frequently showcased boldly fitted styles, while the modern chic image prominently featured styling in monochromatic colors. These findings can be utilized by fashion brands to emphasize products and styles with clear concepts in influencer marketing. Additionally, since the styling of these influencers is widely utilized in both high fashion and mass fashion, the findings will help present practical and broad styling directions.