Fabiani Collection: A very doubty Instagram

Undoubtedly Fabiani is plagued by doubtful Instagram decisions

Fabiani caters for both men and women and their Instagram account is a combination of both called the Fabiani Collection. That means right off the bat, there are problems.

Fabiani Men and Fabiani Ladies are two very different brands with different feels and aesthetics. Forcing them onto the same Instagram account is akin to washing whites with colours, something’s bound to go wrong. It’s a mismatch mess made in hell, which also affects the brand’s online presence.

This mismatch leads to inconsistencies in brand representation. The inundation of menswear posts, gives the impression that womenswear is merely an afterthought.

The manner in which the different departments within the brands are handled on Instagram, further adds to the inconsistency of the brand’s representation. Although both Fabiani brands feel like they are curated by the same hand, it appears as if each department within these brands is run by a different person.

For example, in Fabiani Men, formal wear and sportswear are handled as if they are separate entities. If Fabiani didn’t slap it’s name all over everything that is holy, one would never know that it’s from the same brand.

The further I delved into this Instagram account, the more confusing and disjointed it became. There is no flow to the page - no common thread between posts, no evident brand identity and whoever is running this gram is the queen of deviating from standard.

Fabiani has also forgotten the social part of social media. They don’t interact with their followers, which means that they pull low engagement values. If they up their engagement values, their Instagram will finally serve a purpose other than being a bad catalogue.

The one positive about Fabiani instagram is it’s styling videos (#StyleStudio) - they are absolutely ingenious. However, they are not utilised correctly and they are scarce.

If Fabiani posted these videos every time they release new clothing, I believe that they will create traffic on their account.

Overall, The Fabiani instagram is as confused as an adolescent at the height of puberty.