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Google is making street style fashions shoppable in new LiketoKnow.It partnership

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Shoppable street style on Google thanks to LiketoKnow.It’s content integration

In today’s social media age there’s an endless stream of content being uploaded across multiple platforms every day. For the 10,000 influencers who use blogger monetization network, rewardStyle and its Instagram shopping tool LiketoKnow.it, there are at least 1,000 daily street style posts being shared on Instagram alone.

Some of those names are the most influential in the fashion game, which not only makes that content increasingly important, but explains why Google GOOGL -0.64% would want to get its hands on it from a search perspective. As it stands, it doesn’t have a way to index any of those images, let alone the information that comes with them – much of what’s on Instagram and indeed on Snapchat or even Pinterest is locked within those platforms.

And so Google has teamed up with LiketoKnow.It to power a new “Shop the Look” tool that pulls in shoppable influencer content. “Google came to us in the spring of this year understanding how much is happening in these closed social channels. It knew if it wanted to be competitive it had to leverage that content,” explains Amber Venz-Box, president and co-founder of rewardStyle.

Head over to Forbes to find out more, including exactly what that means for the user and the specifics of the duo’s additional partnership around fashion week season.

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business e-commerce Editor's pick social media

Misha Nonoo marks consumer-driven fashion week move with shoppable Instagram campaign

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New York designer Misha Nonoo is continuing with her alternative approach to fashion week and launching a shoppable Instagram campaign for the current spring/summer 2016 season.

The images (launching Sunday) will star Nonoo herself, along with Amber Venz-Box, president and co-founder of blogger monetization network, rewardStyle, in a focus on female entrepreneurship.

More importantly however, Venz-Box’s participation is also about using rewardStyle’s LIKEtoKNOW.it mobile platform to actually make the items shown shoppable. For Instagram users signed up to the LIKEtoKNOW.it scheme (just a matter of linking your Instagram account and email address), all they have to do is “like” an item in order to receive an email with links to the relevant e-commerce pages to buy.

The hope for Nonoo of course, is that it encourages her followers to actually purchase rather than just state intention for something that used to be six months away from launch. Traditionally, she would now be showing fall 2016 instead.

This ability to click and buy in real-time, is part of a new shift we’re seeing around fashion weeks at large in a bid for designers to more closely align with consumer demand. Head over to Forbes to read the full story, plus interviews with Nonoo and Venz-Box about what they’re doing, and why this in-season consumer move makes sense for the market.

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Editor's pick social media

Why Instagram influencers matter, and who to follow this fashion week

A version of this post first appeared on The Telegraph.

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Supermodel Kendall Jenner generated 1.5 million likes in 12 hours on Instagram last week for an image of herself wearing Calvin Klein underwear.

An official tie up for the brand’s spring/summer 2016 #mycalvins campaign (which also features pop star Justin Bieber), two further shots she posted, including a video, each gained upward of 900,000 likes within a similar time frame.

Last month she did the same for Mango. Her buddy Gigi Hadid similarly posted shots for Versace and Stuart Weitzman. Cara Delevingne meanwhile, was ‘gramming live from the Chanel couture show.

Brands are increasingly enlisting influencers to help promote their wares on social media in a bid to appeal to new audiences and reach much higher numbers than would be possible through their own accounts. For fashion, Instagram is the playground of choice.

“It’s the ideal platform for fashion because of the fact we’re a completely visual industry,” says Caroline Homlish, a digital strategist who recently launched her own agency following senior positions at Chanel and Alexander McQueen. “In the past you would have flicked through a magazine to see all the editorials and the ads to know what was going on, now you just scroll down.” The beauty of it is being able to discover fashion in real-time, and influencers are really helping to shape that, she says.

“It’s the most democratic platform. Smaller brands like Self Portrait and Mansur Gavriel blew up on Instagram, and that was because of the fact they were being worn by the right sorts of influencers,” she adds.

Indeed, as consumers, 81% of us trust the opinions and recommendations of such individuals (and our friends) over that of a brand, according to research firm Nielsen.

Amber Venz Box, president and co-founder of blogger monetisation network rewardStyle, says Instagram users are increasingly looking for an option to buy what they see. “When you look at the comments on influencer’s photos on Instagram, they are filled with questions from ‘where did you buy that dress’ to ‘what lipstick are you wearing?’ People are always asking about the ready-to-shop information, but bloggers and celebrities almost never have time to respond and people are left to search for the items themselves,” she explains. She created LIKEtoKNOW.it, a service that emails you shoppable links when you like certain tagged looks on your Instagram feed, as a result.

A photo posted by Gigi Hadid (@gigihadid) on

But with over 80 million images and 3.5 billion likes hitting Instagram every day, knowing who to follow and who exactly counts as an “influencer” is becoming increasingly complex.

“We are definitely in a much more diverse and diffuse landscape,” says Leila Yavari, fashion director of StyleBop. “Five or 10 years ago, one could easily list five or six [individuals] who were having an impact at any given moment. Today there are so many more of these figures in play across a broad range of platforms and each of them has their own sphere of influence.”

For Homlish, identifying creativity is particularly important in the run up to fashion weeks. During the autumn/winter 2015 shows there were 121,000 images tagged #LFW to wade through. “The problem is, you’re often hard-pressed to find very much that’s interesting from those,” she says. “There are always a lot of blurry runway photos or shots of sets that are now designed to be Instagrammed. It gets very monotonous. Anyone doing something creative with their posts is going to stand out.”

So who’s worth knowing about right now on Instagram? Head over to The Telegraph where a full list of 15 top influencers lives.