Today, the gender of the brand is one of the most important topics that has been highly studied by researchers. Brand gender refers to individual personality traits associated with masculinity and femininity, both of which are applicable and suitable for brands. The purpose of this research is to present the femininity model of the brand in the Instagram clothing industry. This research was conducted using the Foundation's data method and its statistical population includes store managers on Instagram. The findings of this research were 65 codes, which are categorized into 22 concepts and include 5 categories of causal conditions, background conditions, intervening conditions, strategies and consequences. The results showed that store managers on Instagram can significantly improve brand recognition, increase sales and income, and strengthen customer trust and loyalty by using brand femininity marketing. Appropriate use of strategies such as providing attractive and educational content, collaboration with famous influencers, use of hashtags and events, and accurate data analysis, can be key factors in achieving successful results. Accurately knowing the audience and adapting strategies to their needs and interests can help to succeed in Instagram marketing. According to these results, store managers on Instagram can experience a significant improvement in their marketing performance and results by using appropriate approaches and strategies and be leaders in the growth and development of their brands.