The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The Facebook-owned entity announced Thursday that it officially launched social commerce on the platform’s short-form video feature, deepening Instagram’s investment into mobile-first shopping. Brands like MAC Cosmetics, Revolve, Song of Style by Aimee Song, Rare Beauty, and the NBA have already made their Reels content shoppable, according to a press release.
The launch, although expected, comes after the US Federal Trade Commission filed an antitrust complaint against Facebook on Wednesday, calling for a breakup of the tech giant’s various platforms, including Instagram, WhatsApp and its namesake platform.
In the meantime, fashion brands have been slow to enter the social commerce space, preferring instead to lure shoppers to their own e-commerce websites where they can retain control over valuable shopper data as well as the entirety of their sales.
The algorithms TikTok relies on for its operations are deemed core to ByteDance overall operations, which would make a sale of the app with algorithms highly unlikely.
The app, owned by TikTok parent company ByteDance, has been promising to help emerging US labels get started selling in China at the same time that TikTok stares down a ban by the US for its ties to China.
Zero10 offers digital solutions through AR mirrors, leveraged in-store and in window displays, to brands like Tommy Hilfiger and Coach. Co-founder and CEO George Yashin discusses the latest advancements in AR and how fashion companies can leverage the technology to boost consumer experiences via retail touchpoints and brand experiences.
Four years ago, when the Trump administration threatened to ban TikTok in the US, its Chinese parent company ByteDance Ltd. worked out a preliminary deal to sell the short video app’s business. Not this time.