Fashion, Digital Communication and Social Context: Croatian Brands between Instagram and the Global System
Fashion, Digital Communication and Social Context: Croatian Brands between Instagram and the Global System

Summary/Abstract: Purpose: This paper examines how Croatian fashion brands employ Instagram as a communication tool to build identity and visibility within the global fashion system, with particular attention to how digital communication can enhance recognition despite the structural constraints of semi-peripheral markets. Design/Methodology/Approach: The study applies a mixed content analysis that combines quantitative engagement metrics (likes, comments, views) with qualitative interpretation of visual and narrative strategies. A sample of posts from three brands—IZAKOVA, KLISAB, and eNVy room—was analyzed for the periodJanuary–March 2025, following the typology of Russmann and Svensson (2016) and the visual categories of Kusumasondjaja (2019). Findings: Results indicate that posts combining aesthetic appeal with personal storytelling and celebrity collaborations achieve the highest levels of engagement, whereas purely promotional content attracts less interest. IZAKOVA achieved the highest average engagement, KLISAB distinguishes itself through artistic campaigns, and eNVy room builds visibility through luxury aesthetics and international recognition. Originality: By integrating sociological theories of fashion with communication studies, the paper contributes to understanding Instagram as both a branding tool and a cultural arena. It highlights how brands from semiperipheral contexts seek global visibility while facing systemic limitations in production and distribution.

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