For Millennials, If It’s Not Social, It’s Not Shopping

by / Thursday, 05 September 2013 / Published in Uncategorized
New York’s Fashion Week is about to begin and we can’t wait! If you’re not able to make it in person, Pinterest has created a special board to celebrate the designers, their new collections, and behind-the-scenes action.  If you’re a millennial fashionista, chances are you’ve already started pinning your favorite looks.

Which got us thinking…if a millennial shops and doesn’t get on social media to tell her friends about it, did it really happen?

According to ComScore, there are currently 79 million millennials in the U.S. and 56% of them believe technology helps them use their time more efficiently (Pew Social Trends). In fact, millennials are so connected to technology, that 80% of them sleep with their phones next to their beds! (The Millennial Generation Research Review)

Given that this group has $170 billion per year of purchasing power (ComScore), “fast fashion” retailer Charlotte Russe turned to Fluid to help to reach young women where they live–on social media and on their phones.

Rather than simply integrating ‘Like’ buttons on Charlotte Russe’s product pages, Fluid created a “BFF” Facebook feed of what other shoppers are viewing, commenting on and buying, as well as the ability to “comment,” “love,” “buy,” items or send a product detail page to a mobile device. Think of it as Facebook meets Pinterest.

BFF Feed

Charlotte Russe shoppers can also see who’s checking out and commenting on items in the “Who’s Rocking This?” section.

Who's Rocking This?

“Our customers are inherently social – they’re on the move and they want to share their experience with their friends – and they don’t want to be limited by their location or device,” said Evelyn Lee, head of Marketing at Charlotte Russe. “Now, regardless of how they access our brand, they’ll never miss a promotion or a Facebook conversation related to their favorite products.”

If Fashion Week came and went without being pinned on Pinterest, discussed on Facebook or snapped on Instagram, we wonder, would it really happen?

For a more detailed look at how Fluid solved Charlotte Russe’s unique challenges, check out our complete case study.

In the mean time, see you on the (Pinterest) runway.