The goal behind this integration is to show customers how the clothing fits on a variety of bodies. “Lots of e-commerce customers end up not buying a product because they’re not sure how the product is going to fit after they make the purchase,” explained José de Cabo, co-founder of Olapic.
Free People isn’t the only fashion brand to integrate social media platforms into e-commerce. The Brazilian branch of fashion retailer C&A added Facebook Likes to in-store hangers, giving customers a real-time view of an item’s popularity.
In terms of engagement, this is a great way for Free People to interact with its customers. Not only does it create loyal fans, but it could help to attract new ones. At this time, we don’t know how long the company has been integrating with Instagram. It will be interesting to see what kind of impact this has on future sales.