LOOKBOOK.NU – Free Marketing for Retailers
Lookbook.nu has shaken up the online world and created celebrities overnight. For those of you who don’t know the site, it was created by a college student in San Francisco who hoped to create a website where people could share their sense of fashion. The site changed from invitation-only to full availability for all, with hopes that a more diverse market would envelop the site. The greatest part of this site is the ability to list where you purchased each item of clothing you are wearing. This includes, socks, shoes, hats, sunglasses etc. It is a great way to find new places to shop and is a cheap and almost free way for retailers to market their products.
While there are tons of members of this online community it isn’t easy for all retailers to get their products seen. There are key members of the Lookbook community who have a big prominence and influence to website viewers. Some of these include Lua P and Jennifer G who are well known members of this online community. With posts receiving a couple thousand likes it is clear that websites like Romwe, Nastygal, and UNIF have benefited from their clothes being worn by some of these influential users. While clothing companies can get lucky having these girls and guys wearing their clothing by sheer luck, there is an easier method. Send them free clothes! For well known bloggers and Lookbook users, retailers have begun sending large packages of clothing items hoping that they will appear online and influence new users to shop at their stores. Some of these include PacSun, a recent post on Instagram from a well known fashion blogger “Real Vintage Virgin” displayed an entire crate of clothes being sent to her home! The next day, she had posted an outfit styled entirely from PacSun, also sending out a mention to the company and providing a link to their Instagram and webpage.
In my opinion, this is a great way for retailers to market their products. These fashion bloggers and members of the Lookbook community have a huge influence on online shoppers. As a retailer it wouldn’t hurt you to send promotional items to these online influencers. It is much more likely that they will wear your clothing versus working alongside a celebrity who would request additional incentives. It’s becoming easier through social media to market for clothing companies. How do I know? Well, they suckered me in, Lookbook is one of the websites I visit when looking for new and interesting clothing options. Taking the time and creative energy to post and edit these photographs and market your style deserves these perks. Free clothes for free marketing? Not to bad of a deal.