Personalized shopping on Instagram has quickly become a central business strategy for many fashion commerce sites, as more and more younger consumers are attracted towards curated product options. What do curated product options offer the average consumer? It eliminates the plethora of buying choices available to them. Socially curated products provide consumers with choices that will interest them based on past shopping experiences, interactions and preferences. Curated products provide customers, relevancy in the products they are shopping for.
Why are social curated products important to fashion online retailers? Let’s take Instagram for example. Successful brands collect photos from Instagram’s growing community and promote them with specific branded hashtags. This allows retailers to display user generated images on their website and or with an Instagram voting gallery. A great example is Free People. They ask their customers to post images of themselves in their clothing using specific hashtags. Some of these images are then posted on their website where potential buyers can see how the clothing looks like in real life. The end result is shoppers will follow galleries based on what they like and share. This helps your brand organically as it helps consumers discover your products.
The choices that socially curated products offer, are far more authentic and can help influence customer buying behavior. Customers are more likely to purchase a curated products and spread the word to their friends in their social networks. By helping create a real world experience for your customers , it benefits your brands growth and makes you part of their decision cycle. Brands like Burberry use top influencers and trendsetters in featured photos and videos. This increases brand loyalty and helps drive consumer engagement. Like Free People, Bonobos, uses its own followers as models. By having fans submit images of themselves wearing their clothing, the company then promotes them on its own Instagram account. Using your own customers as a marketing tool is very powerful and can be quite effective in establishing a long term relationship with them.