After e-shopping and mobile shopping, one thing that is taking the clothing retail industry by a storm is social shopping. It is a new way to shop online by interlinking retailing with social media networking sites. While shopping, one question that is inevitable to ask is "How does this look?" with the help of social media, whether one is buying in-store or online, they can consult friends and family before purchasing a garment.
Online retailers are boosting their sales and enjoying the rewards by leveraging on their social presence on networking sites. Increasing customer interaction plays an important role in increasing sales in clothing retail, especially on online stores. A research study done by EBay estimates more than $ 3 billion every year to be the future market for social media in retail.
The conventional way of using the social medium by clothing retailers is to share information related to new styles and designs by posting photographs and videos, which generates a curiosity to visit the online store or a brick and mortar ones, through social mediums like Facebook, Twitter, MySpace, Google+, etc. Moreover the option of sharing and re-posting pictures of garments helps retailers reach a wider fan base and market. Offers, promotions, deals, and discounts are also being communicated by sharing on social networks. However, every small store around the corner by and large does this. Clothing retailers are taking this a step ahead to attract customers and keep them interested.
Many designers and retailers for instance, Topshop and Google collaborated for giving their customers a preview of the runway show and streamed live shows on communities of social networking sites like Google+ and YouTube. Burberry also launched its collection on Twitter to create a huge noise, even before it hit the fashion weeks and generated interest among potential customers.
Brands and clothing retailers are making attempts to build better relationship between the brand and the client, which is beyond just promoting offers and deals. This is exactly where social shopping fills the bill. An interface like this merges, what is the best of e-shopping or e-commerce and social media at one place. Although social shopping is in a baby stage, it is only bound to grow in future.
Shopping for clothes is a way of socializing. Hence apparel retailers are clouting on this concept to build a social shopping platform. Currently Polyvore, Pinterest, and Kaboodle provide avenues for social shopping. These social commerce clothing sites allow users to have their individual accounts, where they can connect with each other and also follow, discuss, and suggest different garments, colors, and styles.