Dive Brief:
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Shopping search aggregator ShopStyle is teaming up with social media app Snapchat and e-retailer FarFetch for a shoppable fashion campaign.
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ShopStyle has tapped five fashion bloggers active on the photo-disappearing app to promote products they like.
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The Snapchat stores include an option to shop for the items, which is not a buy button but a link to the FarFetch site.
Dive Insight:
This campaign is an attempt to leverage the current popularity of Snapchat, which has surged as young people shy away from Facebook. It doesn’t have the ease of a “buy button,” but that may be in the social media site’s future.
Right now the fashion bloggers tapped for this campaign tend to flag higher-end items that don’t seem to be in the wheelhouse or the budget for the typical Snapchat user. And there’s the problem of young people’s belief that grandparents and brands tend to ruin the experience of their favorite social app of the moment. But these apps are on the hunt for a way to make money, and this approach could find favor with fashion-minded Snapchatters with extra cash.
