Cheap Monday allows fans to unlock and shop new collection before Stockholm fashion show

Swedish brand Cheap Monday is providing Facebook fans with exclusive access to its spring/summer 2013 collection ahead of its show at Stockholm Fashion Week next week.

Launched in partnership with e-commerce start-up Tictail, the “Sneak Peek Shop” allows consumers to purchase a limited number of key items ahead of time including shirts, jeans and jewellery.

Essentially a digital pop-up shop, it is unlockable via a code, which is only accessible to those who like the brand’s Facebook page.

“Our fans and customers all over the world are the fundament of Cheap Monday. We strive to find new ways to build our relationship with them and offer exciting products and services. We hope that making it possible to purchase our SS-13 Collection before everyone else through our partnership with Tictail is just as exciting for our customers as it is for us,” says Håkan Ström, COO at Cheap Monday.

The initiative premiers Tictail’s “Exclusive Access” feature, which allows retailers to limit store access through a login service, making it possible to offer special treatment for chosen customers. “In this case, Cheap Monday turns fashion logic upside down by selling items from the new collection before it even hits the catwalk and uses the feature to give Facebook fans early access to the shop through a code,” reads the write-up.

Carl Waldekranz, co-founder and CEO of Tictail, which is named one of Wired magazine’s hottest 100 European start-ups in its September 2012 issue, adds: “We aim to empower all types of businesses, and help erase borders between them and their customers. It’s great to see smaller retailers using Tictail to sell directly to customers, and now to see a global innovative brand like Cheap Monday using it to fit their needs.”

The Cheap Monday shop opens today, ahead of Tuesday’s show (when it then becomes available to everyone), and will remain accessible until September 2. All purchases will be delivered during 2012, before they hit stores in 2013.

The show is being live-streamed online on Tuesday at 9.30pm CET at www.cheapmonday.com/show.