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.
From customer loyalty types to its pillars of personalisation, SAP Emarsys customer engagement provides more than 1,500 companies with personalised marketing campaigns via AI-powered analytics, including Puma, Aldo and Reformation. BoF learns more.
Before fashion businesses can put artificial intelligence to work or target the right shoppers online, they need good data and a deep understanding of who their customers are and what they want. This case study offers a guide for brands that want to truly know their customer, allowing them to make smarter decisions that serve shoppers and drive results.
The US House of Representatives approved a bill that could ultimately lead to a ban of the app, but its path forward remains far from certain.
BoF welcomed business leaders, technologists and creative innovators to share their insights on how the fashion industry can navigate new frontiers in AI, shifts in digital culture and advancements in immersive technologies. Watch on-demand now.