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Urban Outfitters integrates Instagram & Twitter onto product pages

By on Wednesday, July 25, 2012

Free People, a speciality women’s clothing brand owned by Urban Outfitters, has launched a photo gallery that features personal photos of their denim collection from customers, fans and followers. The user generated photo content capabilities within the denim galleries are enabled by OlaPic, the premier social photo crowd-sourcing service. Photos can be uploaded to the social gallery via Instagram and Twitter, using the generic hashtag for the collection #MyFPDenim or specific hashtags associated with 17 different styles. For example, the ‘Rosey Printed Skinny Jean‘, uses the hastag #fproseyprinted, as you can see below:

The crowd-sourced images are viewable on the product page, as seen above, or in a gallery for the whole denim collection:

Visitors to the brand’s website are encouraged to ‘share your style’ and can browse the images submitted by others in a real-time feed. They can be shared on Twitter, Facebook and Pinterest – making this a very social campiagn indeed. This is very clever way to incorporate social for a suitable brand, the problem with purchasing clothing online is, we don’t all look like models, and we can sometimes be wary of what the product may actually look like on the average woman. This not only allows customers to view the pair of jeans they like on other women, but it also creates a ‘community’ for Free People’s customers, where you can browse other peoples outfits for inspiration, share tips and keep up to date on fashion trends.

“Our #MyFPDenim gallery is a way for customers to share their passion for the brand and to highlight their personal style,” says Jed Paulson, Director of eCommerce and Marketing for Free People. “We wanted to have one central gallery to see all of the unique ways our customers wear our product, as well as to allow them to interact with each other. This is a great way to celebrate our customers and the expansion of our denim collection, a continued area of growth and innovation for the brand.”

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My Contribution’s to (Jun-Jul 2012) « Faye OakeyFaye OakeyUmair BukhariFaye OakeyAndrew Davies Recent comment authors
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Andrew Davies

I hope to god they have someone moderating the pictures or this could get messy.

Faye Oakey

Yes, let’s hope there’s no nudity!

Umair Bukhari
Umair Bukhari

I checked out a similar feature in a Pakistani fashion design brand on facebook recently. When they asked users to post their pictures on a specific page of the users wearing their brand, the first reply was “why?” There were a few more replies who asked why should we do put our pictures for others to see. I suppose it depends a bit on cultural sensitivity also. So many people are careful about their privacy that they would question the need of posting their pictures online for everyone to see while there will be some who won’t mind. It might… Read more »


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