H&M Group has launched Itsapark, an online platform that lets users seek style-related advice from its consumer community and shop both its group of brands and others.

“Sometimes fashion can be rather confusing and time-consuming, but it doesn’t have to be,” reads the site’s About page. “Our mission is to create a meeting place where people can exchange ideas and advice around fashion.”

Currently open to public in beta mode, the site allows its users to pose style questions to the community, such as what to wear at a job interview, or how to nail a spring color trend. Questions can then be answered by other members themselves, or become visual guides generated by ‘creators’ enlisted by the brand. Guides are then entirely shoppable and feature a mixture H&M Group brands (such as H&M and Arket) and others.

A screenshot of Itsapark’s “Explore” section

For example, a user question on how to make cycling shorts work inspired community answers and a dedicated guide, which suggests pieces from the likes of H&M Group-owned Weekday, Topshop and River Island.

Other sections on the site focus on discoverability, such as exploring current fashion trends (animal prints, 80s blazers), with content provided by its creators.

By creating Itsapark, the group is attempting to own more channels of conversations that are already happening at established social platforms elsewhere, such as Instagram. A similar strategy was also hinted at by Henry Davis, former COO of Glossier, last year at Cannes. Founder Emily Weiss later explained that this will be part of the company’s Phase Two, and will likely launch in the shape of a ‘social commerce’ platform that leverages its audience’s loyal behavior.

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