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1.2 Case company information Onimos Clothing is a Vintage Clothing retail shop which sells second-hand clothing and accessories as well as vintage style accessories. The shop was founded by Birgit Niederhauser in 2015 in Augsburg in Germany. Since 2018, Onimos has opened a location in London, Shoreditch, and is operating as a franchise company (Onimos n.d.). The company sells hand-picked vintage clothes from well-known brands as well as no name clothing. Every piece that arrives in the store is reviewed before it goes into the store in order to avoid offering damaged merchandise. ONIMOS sells in the two physical stores as well as in an online shop and through the ASOS marketplace. Furthermore, Onimos uses Instagram-stories and Depop to sell clothes. Until now, Onimos is not using any marketing channels other than Instagram, Facebook and YouTube. The main social media platform used by the company is Instagram. The Onimos team is working on improving the Instagram performance since some time. Until now there is no clear structure or strategy behind the online actions. Still Onimos is using Instagram frequently and is always working on new approaches in order to gain more brand-awareness. The founder Birgit Niederhauser is continuously working on improving the online appearance and the customer experience. (Niederhauser 2019b.) 1.3 Research problems and delimitations As Instagram marketing, as part of social media marketing, plays an important role in today’s business marketing communication, it is important for a company to understand the different marketing tools that are available on Instagram. Platforms such as Instagram are a great new opportunity to reach the target group of a business. There are already many examples of companies that have been immensely successful with their Instagram marketing strategies. But as already mentioned, this type of a platform is quite new and therefore there are two main problems: either companies are refusing to use those platforms, or they are just not having enough information on how to use the tools in an effective 7PDF Image | Brand-Awareness through Marketing on Instagram
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