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From the archive: C&A’s Facebook Like hangers still best example of “phygital”

C&A Facebook likes

In 2012, C&A in Brazil launched a Facebook campaign for Mother’s Day that saw social media “likes” displayed via hangers in store in real-time.

The initiative invited online fans to pick their favourite items from a special dedicated collection. The results were then integrated into the retailer’s flagship store in the Iguatemi mall in São Paulo.

The beauty of it was how simple it was – consumers were asked to like items not for their own sake, but to help others in doubt over what to buy. The fact this was literally communicated in front of shoppers when in-store in person (bear in mind at that time, e-commerce was not at all significant in Brazil), is what made it work.

To date, that is still one of the most popular stories on Fashion & Mash; one that rapidly inspired coverage by numerous other publications ranging from Mashable to Refinery29.

What’s amazing, is that it’s also still used today as one of the strongest examples of digital and physical retail coming together, or “phygital” as those in the industry like to call it, constantly being referred to at technology conferences around the world. The question is, why haven’t there been any truly standout examples since?

Can you think of any others? Do share in the comments below if you’ve seen any worth shouting about.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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