Fashion Crowd Sourcing
By David Dorf on Mar 24, 2011
I used to put Wet Seal atop the list of retailers successfully using social media to promote fashion, but it looks like UniqLo, the Japanese retailer, is pushing boundaries as well. Although they only have one store in the US, they have over 800 stores in ten other countries. (That's a lot of languages with which to communicate with customers.)
Their most recent creation is UniqLooks, a fashion community that allows customers to upload photos of themselves modeling UniqLo apparel. Other customers can like, share, and comment on the outfits. Each week a winner is chosen to be featured on their Facebook/Renren page. Customers can favorite outfits and build their own collection of looks.
The photos are click-able, so you can select an item and be led to the UniqLo's e-commerce site to purchase. However, each time I tried it didn't lead me to the exact same item.
Wet Seal does similar things and goes a step further by offering access to the outfits within the store and on mobile phones. And Wet Seal's integration with Facebook is better, allowing individual products to be liked, shared, and commented on. But it may not take long for UniqLo to catch up.