Mobile Commerce Daily – Victoria’s Secret did not let its large Instagram following go to waste during the airing of the brand’s popular fashion show on Tuesday night, with users able to shop the featured items in real time.
The lingerie manufacturer spiked sales during its broadcast of this year’s fashion show by sharing images of featured looks from the runway on its Instagram feed. Followers were able to click a link in its bio to continue on to purchase at a dedicated Web site.
“Beautiful photographs and video of supermodels wearing lingerie are key to selling Victoria’s Secret’s products and Instagram is one of the best platforms for visual promotions,” said Todd Werden, vice president at Boston Retail Partners. “Featuring images live from the fashion show captures customer engagement at the point-of-interest, which many inspire impulse purchases.
“It is a perfect marriage of entertainment and shopping.”