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Fashion’s new cutting edge is digital (and interactive)

Social commerce doesn’t just mean Facebook ads anymore. In the past year, Fashion brands have made their digital efforts more interactive, seeking to engage consumers with everything from chatbots to shoppable video. L2’s Interactive Shopping report highlights a few ways brands are stepping up their digital game:

Old: Facebook posts
New: Facebook Messenger

Brands are moving beyond posting and advertising on Facebook to interact directly with shoppers. Tommy Hilfiger’s TMY.GRL chatbot instantly responds to inquiries and promotes model Gigi Hadid’s TOMMYxGIGI campaign through fun facts, item recommendations, and looks from the new collection. Meanwhile, Burberry fans can use Facebook Messenger to explore products and even visit product pages directly from the chatbox.

Old: Traditional videos
New: Shoppable videos  

With videos accounting for 80% of global Internet traffic, brands have eagerly used them to build awareness. But can videos drive conversions? Viewers of Ted Baker’s recent “Mission Impeccable” video can click on items that interest them; the items are then displayed below the video for later browsing. The strategy helped the brand boost sales by a third, according to L2’s study.

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Old: See now, buy now
New: See now, try now

“See now, buy now” was one of the biggest trends in fashion this year, as brands provided their entire runway collections for immediate sale. Rebecca Minkoff took that digital trend a step further, using the app Zeekit to virtually show customers how runway styles would look on them. The weekend after the fashion show, sales increased by 168% – demonstrating the huge opportunity for brands to take advantage of interactive formats.

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