Piperlime (NYSE:GPS) has unveiled a website makeover that includes a platform for social shopping and the first-ever Piper Collection.
Since launching in 2006, Piperlime has strived to evolve with the modern media-savvy shopper. Now, the website will feature streams of images filtered directly from Instagram. Shoppers will be able to click on these images and shop the items worn or showcased in them.
The new product pages will also feature styling ideas from bloggers and influencers of fashion.
"We're excited to integrate social media into our customers' shopping experiences," said Lexi Tawes, VP and general manager, Piperlime. "Interweaving technology into our incredible mix of product and fashion expertise is making Piperlime more than a shopping destination; we've become a style resource."
Piperlime will continue to feature contemporary brand names and introduce some new up-and-coming labels—covering all price points. This includes the launch of the Piperlime Collection, an assortment of apparel available both online and in the SoHo store starting in September. The collection will feature 68 pieces in a price range of $34 to $170.
"Our customer is the contemporary girl who loves to curate her own looks," said Jamie Lewin, director of design and trend. "While we are always inspired by the runway, our girl looks more to street style and social media for tips on how to mix and match all of the pieces in her own way. She blends investment and affordable pieces in a way that's cool, feminine and always true to herself."
Piperlime is owned by Gap, one of many fashion retailers looking to drive e-commerce through social shopping. In spring, Gap was one of several partners to launch a test with Pinterest that allows promoted pins to show up in the social media's search and category feeds.
And online retailer Zappos started testing a new customer service tool that allows shoppers to send photos to a personal shopper at Ask Zappos by posting a picture on Instagram.
-See this Gap press release
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