It is the third edition of our annual review of fashion brands on Instagram. Things have a changed quite a bit for Italian brands and their hashtags on this social network. If the top of the chart has not changed since we started this reasearch back in 2016, the less popular brands on the platform are fighting their way up to the top 10.
Bottega Veneta lost three spots and Dsquared gained two! While in percentages the best results have been achieved by Moncler (+47%), Dsquared (+40%) and Trussardi (+40%).
Always remember that the list takes into consideration only the most popular hashtags and does not consider the secondary hashtags. For istance to calculate the number of times that #prada has been featured on Instagram we do not considered the hashtags : #pradabag or #pradaheels. While for Dsquared by the Dean brothers we used both #dsquared and #dsquared2.
| Brand | Position | 2016 | Position2 | 2017 | Position3 | 2018 | Status | Delta in % |
| Zegna | 20 | 80.244 | 20 | 110.048 | 20 | 137.000 | ↔ | 24% |
| Trussardi | 19 | 90.136 | 19 | 154.741 | 18 | 216.000 | ↑ | 40% |
| Blumarine | 18 | 116.618 | 18 | 166.439 | 19 | 207.000 | ↓ | 24% |
| Pucci | 17 | 121.951 | 17 | 279.102 | 17 | 296.000 | ↔ | 6% |
| Marni | 16 | 238.042 | 15 | 355.982 | 15 | 447.000 | ↔ | 26% |
| Missoni | 15 | 270.361 | 16 | 349.892 | 16 | 401.000 | ↔ | 15% |
| Cavalli | 14 | 384.979 | 14 | 479.269 | 14 | 589.000 | ↔ | 23% |
| Dsquared | 13 | 687.899 | 12 | 1.093.927 | 11 | 1.532.000 | ↑ | 40% |
| Moncler | 12 | 721.467 | 13 | 1.018.995 | 12 | 1.500.000 | ↓ | 47% |
| Bottega Veneta | 11 | 983.108 | 10 | 1.214.865 | 13 | 1.400.000 | ↓ | 15% |
| Dolce & Gabbana | 10 | 5.898.735 | 11 | 7.183.259 | 8 | 9.254.000 | ↑ | 29% |
| Armani | 9 | 6.303.064 | 9 | 7.422.163 | 10 | 8.500.000 | ↓ | 15% |
| Tods | 8 | 8.531.328 | 8 | 8.698.226 | 9 | 8.900.000 | ↓ | 2% |
| Ferragamo | 7 | 11.239.334 | 7 | 11.527.248 | 7 | 12.000.000 | ↔ | 4% |
| Versace | 6 | 13.601.559 | 5 | 15.027.555 | 5 | 17.100.000 | ↔ | 14% |
| Miu Miu | 5 | 14.077.369 | 6 | 15.010.697 | 6 | 16.200.000 | ↔ | 8% |
| Valentino | 4 | 23.227.308 | 4 | 25.067.461 | 4 | 27.300.000 | ↔ | 9% |
| Fendi | 3 | 25.994.293 | 3 | 28.091.458 | 3 | 30.600.000 | ↔ | 9% |
| Prada | 2 | 32.955.158 | 2 | 35.796.280 | 2 | 38.800.000 | ↔ | 8% |
| Gucci | 1 | 33.291.359 | 1 | 40.377.330 | 1 | 51.800.000 | ↔ | 28% |
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