More on the street style/self-style phenomenon that only seems to be growing. Last week saw the launch of Jimmy Choo’s 24:7 Stylemakers which follows on from what Burberry did with Art Of The Trench and Armani did with Frames Of Your Life. Users of the 24:7 Stylemakers site upload pictures of themselves wearing Jimmy Choo either via the site itself or with Facebook/Instagram (using the #choo247 hashtag). What’s clever is that the images then link to the exact product, meaning the customer herself is directly generating sales as well as brand awareness. Small brands like Milli Millu (who I wrote about yesterday) have also started to utilise this simple concept by inviting customers to share pictures of themselves with their Millu Millu bag on a dedicated Styling Ideas section of the site. If you align yourself to a particular brand, there’s a certain pride in being featured on its site, a community spirit if you will, that says ‘yes, I’m part of this’.
JIMMY CHOO FILM FOR CHOO 24:7 STYLEMAKERS
Capitalising further on the social sharing nature of street style, is Look magazine’s new initiative. Called Look What I’m Wearing, the UGC element of Look.co.uk lets users share self-styled photos and comment on each other’s outfits. These photos also link to shopping sites where users can immediately buy into the looks they like. (Well theoretically; at the moment they link to the etailer but not the actual item.) The site has only just launched so I’m sure there’s lots to be added but at first glance it’s missing a trick by not having ‘Share on Twitter/Facebook/Pinterest‘ buttons to increase user interaction. Once these are added I’m sure they will give Look What I’m Wearing greater traction and the Look brand (and partner retailers) greater consumer engagement.
Although personally, I don’t go in for all this outfit sharing, I know that younger people love it. For magazines like Look and brands like Jimmy Choo that need young fashion consumers to help spread their brand message, this is a fun, interactive way to do it.
What do you think about social sharing sites? Are you an avid user?