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Urban Outfitters integrates Instagram & Twitter onto product pages

Free People, a speciality women’s clothing brand owned by Urban Outfitters, has launched a photo gallery that features personal photos of their denim collection from customers, fans and followers. The user generated photo content capabilities within the denim galleries are enabled by OlaPic, the premier social photo crowd-sourcing service. Photos can be uploaded to the social gallery via Instagram and Twitter, using the generic hashtag for the collection #MyFPDenim or specific hashtags associated with 17 different styles. For example, the ‘Rosey Printed Skinny Jean‘, uses the hastag #fproseyprinted, as you can see below:

The crowd-sourced images are viewable on the product page, as seen above, or in a gallery for the whole denim collection:

Visitors to the brand’s website are encouraged to ‘share your style’ and can browse the images submitted by others in a real-time feed. They can be shared on Twitter, Facebook and Pinterest – making this a very social campiagn indeed. This is very clever way to incorporate social for a suitable brand, the problem with purchasing clothing online is, we don’t all look like models, and we can sometimes be wary of what the product may actually look like on the average woman. This not only allows customers to view the pair of jeans they like on other women, but it also creates a ‘community’ for Free People’s customers, where you can browse other peoples outfits for inspiration, share tips and keep up to date on fashion trends.

“Our #MyFPDenim gallery is a way for customers to share their passion for the brand and to highlight their personal style,” says Jed Paulson, Director of eCommerce and Marketing for Free People. “We wanted to have one central gallery to see all of the unique ways our customers wear our product, as well as to allow them to interact with each other. This is a great way to celebrate our customers and the expansion of our denim collection, a continued area of growth and innovation for the brand.”

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Faye Oakey is a 2nd year PR student at Leeds Metropolitan University, who reads and contributes to PRexamples.com to expand her knowledge of the industry and keep up to date with current trends. Faye's most notable PR experience is working as 'Curator of Good Noise' or officially 'Account Executive' at creative youth agency Two Birds One Stone for the majority of academic year 2011/12. She also has work experience in-house at Leeds Grand Theatre, Leeds Bradford International Airport and Voodoo Events.

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  • http://twitter.com/UncagedPR Andrew Davies

    I hope to god they have someone moderating the pictures or this could get messy.

    • http://twitter.com/FayeOakey Faye Oakey

      Yes, let’s hope there’s no nudity!

  • Umair Bukhari

    I checked out a similar feature in a Pakistani fashion design brand on facebook recently. When they asked users to post their pictures on a specific page of the users wearing their brand, the first reply was “why?” There were a few more replies who asked why should we do put our pictures for others to see.
    I suppose it depends a bit on cultural sensitivity also. So many people are careful about their privacy that they would question the need of posting their pictures online for everyone to see while there will be some who won’t mind.

    It might just start springing up with a lot of brands around the world and then we will be able to judge the metrics for this channel of social media interaction.

    • http://fayeoakeyprportfolio.wordpress.com/ Faye Oakey

      I think the success of a feature like this can depend totally on the brand and the suitability of the feature to it’s target audience. The customers of Free People and Urban Outfitters are likely to be the artistic, creative type, a lot of the target audience will pride themselves on putting together an outfit in their own individual way, and many may have an interest in photography, which makes the Instagram feed a fantastic addition to a fashion brand like this one. This is taken from their website:
      “who we wanted to reach: a 26-year-old girl, smart, creative, confident and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A girl who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between. Who loves Donovan as much as she loves The Dears, and can’t resist petting any dog that passes her by on the street.

      Today we draw, design, sew and buy for her. We offer her countless options within our own Free People collection, so that even if she takes her best pal shopping, they won’t come out looking at all alike. And if she wants her colors and patterns all mixed up, that’s even better, picking through our sweaters, knits and skirts.”

      I agree that it can depend on the cultural sensitivity too, in some countries it can be completely normal to share all aspects of our lives, be that on social networks, blogs or a fashion retail website like Free People. Of course it will depend majorly on the nature of the person, the ideal customer of a brand like this will be open to sharing, I would imagine that this target customer could be very invested online, they may run their own fashion blog where they will freely share their photos, or maintain a steady stream on Facebook/Twitter/Tumblr.

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