(De-)stabilizing the digitized fashion market on Instagram–dynamics of visual performative assemblages

Figures & data

Figure 1. Assemblage of visual components of American Apparel on Instagram.

Figure 2. Assemblage of visual components of consumer-generated content tagged with #americanapparel on Instagram.

Figure 3. Consumer-generated hashtag network of #americanapparel in April 2017.

Table

Material components	BGC	CGC
Body focus (at least 1/3) (%)	94	98
Whole body (vs. body parts) (%)	7	28
White skin (vs. other skin color) (%)	69	57
Skin freckles/birthmarks (%)	24	10
Head (%)	88	91
Faces (%)	71	82
Body hair (%)	3	2
Chest (%)	91	88
No bra (%)	13	16
Breasts exposed (%)	30	22
Nipples visible (%)	9	9
Stomach (%)	93	86
Thigh (%)	93	79
Butt (%)	34	17
Cellulite/stretch marks (%)	1	5
Tattoo (%)	1	19
No make-up (vs. make up) (%)	82	71
Wavy hair (%)	52	28
Curly hair (%)	15	26
Front (%)	61	66
Standing posture (%)	70	79
No single object in background (%)	29	34
Underwear (%)	16	19
Bikini (%)	16	2
Bodysuit (%)	13	14
Humans (%)	96	100
Female (vs. male)	73	71
Direct look/eye contact (%)	83	50
Selfies (%)	0	26
Number of humans (average)	1.3	1.2
Number of clothing pieces (average)	2.5	1.9
Colorful clothes (vs. non-colorful) (%)	76	40
Neutral background (vs. colorful) (%)	73	78
Black & White photography (%)	12	12
Brand logo visible (%)	6	0
Other brand visible (%)	0	4

Table

Expressive components	BGC	CGC
Naturalness (face) (%)	82	71
Body Presentation (%)	80	82
Naturalness (body) (%)	86	64
Body Pride (%)	73	44
Honesty (%)	69	54
Self-confidence (%)	67	70
Genuine, Seriousness (%)	65	46
Playful, Challenging (%)	53	40
Seduction (%)	43	32
Minimalism (%)	41	26
Touching body (%)	31	33
Softness (%)	26	20
Male (%)	70	60
Female (%)	30	40
Vulnerability (%)	23	14
Male (%)	83	30
Female (%)	17	70
Love yourself (%)	6	22
Thoughtfulness (%)	8	26
Positivity (%)	4	24