Would a Facebook 'Like' make you buy a sweater?Posted on 21st Jan 2013 by Scott Goodson in Blog
OK let’s be honest….do other people’s opinions influence what clothes you buy? You may say no but subconsciously, the answer is probably yes. We all want others to think we look good….would you really step out in a dress or sweater which your friends didn’t especially like?
Now Brazilian fashion retailer C&A has taken this a step further by attaching some of its clothes to electronic hangers which are directly linked to its Facebook account. Why? So you can see when you’re shopping which garments are the most popular amongst the social community. The number of ‘likes’ for each item is displayed in real time.
So would you make a grab for the piece which has the biggest number of ‘likes’? Maybe…if you believed it may result in a profitable sale on Ebay. But we go back to the first point. It depends how influenced you are by what other people think. Social media has meant that whether we admit it or not, we’re in an age now when we all DO care what others think. Consider this….we update our social networks with flattering photos of ourselves and post great status updates. Our online profiles may not be anything like reality, but that’s the point.
But it does demonstrate that brands are now finding innovative new ways to sell to us, blurring the boundaries between online and offline and for the first time using social media to truly influence our purchasing habits.
Of course, it’s not the first time brands have directly used social media opinions to shape and formulate their strategy. Bacardi did this by allowing their Facebook fans to dictate the line up at events – from the music itself to the drinks served – whilst Renault urged its followers to share their appreciation by installing Facebook share posts at an Amsterdam autoshow.
It’s going to be very interesting to see whether C&A’s initiative results in real-time sell-outs. If successful there’s endless possibilities….retailers could even use this method to ask us what items to stock and what we want to see in their stores. We could be the ones who decide what brands sell. Could this be the dawn of real retail power to the people?blog comments powered by Disqus