Thursday, April 26, 2012

Trend: post a picture of you wearing a brand, and get a pressie!

The latest trend report from presents "M(etail)" and a part of that trend where clothes brands offer customers rewards for posting pictures of themselves wearing the brand. Clever! 

I have been waiting for the real reward revolution, when we actually get something for Liking and checking in, but perhaps the power of the whole trend is that it´s driven by altruism. You like it because you like it, not because you are bought, hence the relationship is more honest and real.  

Here are some of the examples from brief: 

RNKD: Winning wardrobes

Users of RNKD are awarded points for uploading photos of clothes and accessories in their closet. The more points a user has, the better their chances of winning a prize, with rewards including Zappos gift cards.

VANCL Star: Share your style and earn

Customers of VANCL, one of China’s largest fashion e-tailers, can set up their own personal stores as part of the brand’s VANCL Star initiative. Customers can upload photos of themselves wearing Vancl products, and as well as highlighting potential combinations and styles, they get 10% of sales generated from their pages.

Zara People!

Brands too can easily tap into this trend. Zara’s People! initiative asks fans of the brand to upload photos of themselves wearing at least two items from the Spring/Summer 2012 collection. Each week, a selection of photos are published on the brand’s website, with featured contributors winning EUR 300. Friend-based discounts is an Indian startup where consumers get discounts for sharing potential purchases with their social networks. The more friends a user has, the lower the price they pay.

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