Instagram Was a Shoe-In for M.Gemi’s Launch

Luxury women’s shoe startup M.Gemi turned to Instagram for its public launch starting in mid-March, and the company continues to connect with users of the Facebook-owned photo- and video-sharing network.

MGemiInstagramLuxury women’s shoe startup M.Gemi turned to Instagram for its public launch starting in mid-March, and the company continues to connect with users of the Facebook-owned photo- and video-sharing network.

M.Gemi shared the first images of its shoes in mid-March, and every Sunday evening, it shares the first preview of its new limited-edition designs for the week via its Instagram account.

The direct-to-consumer retailer said in a post on the Instagram for Business blog that its goals were to build direct relationships with potential customers and to present its goods “in an immediate and visual way.”

M.Gemi added that it chose Instagram because its potential customers were already spending a great deal of time on the network, and it said the high engagement achieved by its photo of a pair of strappy black sandals prompted it to prominently feature that shoe on its website for its official launch.

Michelle Davis, the company’s social media coordinator, said in the blog post:

There is no other platform that allows us to form that type of genuine connection. Instagram allows us to communicate with, listen to and respond to the needs of our clients through imagery.

It’s like sharing a sneak peek with a best friend — only those who are connected through the platform get the inside scoop. Our target audience is on Instagram every day. By focusing our efforts on the platform, we are able to become part of her daily routine.

Readers: What do you think of the M.Gemi Instagram account?