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.”