With the launch of Threads, fashion brands may be looking at their next greatest tool to target young consumers. While many major names in the fashion industry—from Louis Vuitton to Dior to Gucci—have gained massive followings on Instagram through tailored posts and restricted comments, they’ve had a harder time connecting with their audience on faster-paced, text-based apps like Twitter (for example, Louis Vuitton has 53.8M followers on Instagram but only 9.8M on Twitter). However, with the release of the Threads app, these brands may find new luck using a text-based app since the platform is directly linked with Instagram so they can connect with their previous followers. The CMO of Black Tux formalwear company explains that “Threads feels like the comment section of TikTok in the best way.” YPulse research shows that Gen Z and Millennial consumers are looking for different kinds of content on various social media platforms, so Threads may be the perfect place for fashion brands to connect with them in a new way. (Vogue Business)
