Digital Marketing Strategies on Instagram: an Effectiveness and Impact Analysis of Vintagearetheshit and Saintdaddy Businesses

Abstract

This study analyzes the digital marketing strategies employed by two Indonesian vintage apparel brands, Vintagearetheshit and Saintdaddy, through the Instagram platform. This research seeks to assess the effectiveness and impact of the marketing strategies utilized by both businesses in attracting consumers and increasing sales of their vintage products. The study employs a qualitative methodology, involving in-depth interviews with business proprietors and an analysis of interactions on Instagram. The findings indicate that Vintagearetheshit uses live streaming features and events like “Nike Nights” to engage a global audience, while Saintdaddy focuses on ads and partnerships to appeal to enthusiasts of sports memorabilia and music bands. Both entities successfully penetrate multiple market niches; yet, they encounter obstacles with consistency and the need to educate consumers on the value of vintage items. Suggestions are offered to enhance the efficacy of digital marketing strategies within the vintage clothing industry.