Jones Apparel Brands Sell Products on Facebook
The Jones Apparel Group brand Nine West recently deployed Fluid Fan Shop from Fluid Inc., the new Facebook shopping component of Fluid Social. Fan Shop aims to embed a highly-branded, fans-only shopping experience directly into a tab on a retailer's Facebook fan page.
Nine West is the second Jones Apparel Group brand to deploy Fan Shop, following closely on the heels of results from a three day pop-up store for Rachel Roy, another division of Jones Apparel. In the first six hours of the store, the brand's Facebook-exclusive product sold out. In the first 24 hours, the brand obtained 1.5 new Facebook fans each minute, and the event returned a total fan base increase of 35 percent.
Rachel Roy chose Fan Shop to preview a limited edition, limited quantity jewelry collection for Facebook fans in an exclusive pop-up store launched Feb. 9, 2010. "Fan Shop demonstrates Fluid's thought leadership in converging social media and e-commerce to create even more compelling shopping experiences," says Stacy Lastrina, chief marketing officer, Jones Apparel Group. "The solution delivered an immediate impact on our brand and our consumers' engagement that surpassed our expectations."
Nine West also chose Fan Shop to launch a fans-only "lookbook" on Facebook (www.facebook.com/ninewest) to attract new fans and deepen the relationship with existing ones by offering exclusive content and a private brand-appropriate shopping experience. Fans also get a Facebook-exclusive 15 percent discount through Feb. 28, 2010. Featuring six styles created by Fred Allard, the Spring 2010 lookbook allows shoppers to explore featured products and video content from within a shopping environment. The experience is socially enabled, allowing fans to "Like" and "Share" both products and looks from a design that is uniquely branded to Nine West.