Online retailer Mytheresa.com launched a new microsite where users can shop items on its Instagram account, @mytheresaprgirl.
The new site, instashop-mytheresa.com, automatically directs shoppers to the retailer's site for purchase after they click on the Instagram images. Available items are labeled #buytheresa, Women's Wear Daily reported.
To help grab social media attention, Mytheresa.com will launch an Instagram account later this month @myt_stylist, which allows users to share an outfit from the e-commerce site on a personal account and then eventually make a purchase. The shoppable social media content will begin Aug. 31. Other retailers that have recently made Instagram shoppable for their customers include Barneys, Urban Outfitters and Sephora.
"We always try to interact with our Instagram followers," Jens Riewenherm, managing director of Mytheresa.com, told Women's Wear Daily. "From now on, followers can easily pick their favorite style from a post and purchase them literally from the image without having to look for it through long product lists."
Although based in Munich, Mytheresa.com has been under the leadership of Neiman Marcus Group since last fall when the parent company bought the online luxury fashion retailer. Acquiring the international website was part of NMG's omnichannel strategy. The company announced last year that it would invest $100 million in new mobile and ship-to-store retail initiatives.
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