Saks Fifth Avenue (NYSE:HBC) is turning to social media in efforts to get shoppers' attention during New York Fashion Week. The upscale retailer will unveil a user-generated content hub on its website under the tag #SaksStyle.
In partnership with Curalate, the hub is designed to highlight products featured in runway shows that were purchased from Saks stores, both brick-and-mortar and online, reported Women's Wear Daily.
The retailer will collect photos from Instagram, Twitter, Facebook and Tumblr and share them on the website. The images will be updated daily and customers can browse, comment and "like" the photos organized by category. All looks will be available for purchase.
Saks will be responsible for identifying the products worn in the photos and provide links to the same product—or a similar one—on its own shopping site to attract customers.
During fashion week Saks will have street style photographers snap looks in New York, London, Milan and Paris to integrate them into Saks' collection and make the looks essentially available for purchase.
"We are creating a community [in which] our most style-savvy customers can engage, shop looks within the photos on Saks.com, and be inspired by the fashion point of view of others," Qianna Smith, director of social media for Saks, told Women's Wear Daily. "Our goal is to connect customers with similar interests in the most dynamic way possible, which meant breaking new ground by encompassing four of the most prominent social networks into one cohesive hashtag-photo-sharing experience."
Saks has recently taken strides to modernize the shopping experience in an effort to attract new customers. For example, the retailer recently expanded free shipping services for all online orders, regardless of the purchase total. The retailer's parent company, Hudson's Bay, added new digital and marketing developments this year to bolster sales online and offer luxury consumers more conveniences.
-See this Women's Wear Daily article
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