Darlings, shopping in-store is so last season!
As the hottest collaborations for AW16 hit stores - from Kenzo x H&M to Alexa Chung x M&S - it seems we’re racing to grab our debit card and laptop, rather than face disappointment when the shop assistant informs us that top we really, really wanted is out of stock.
So it makes sense then that Instagram - aka fashion’s wonderland – is now introducing a new feature where you can actually shop on the photo sharing platform.
‘While browsing and discovery is easy on mobile, finding more information about the specific products you see isn’t always as simple,’ an Instagram blog post explained. ‘On a platform known for its power of mobile discovery, today we’re excited to announce an easier experience to shop the products you love on Instagram.’
So how does it work exactly? To test the new feature, 20 US-based retail brands including Kate Spade, JackThreads and Warby Parker will share product posts, with a tap the view icon at the bottom left of the photo. When tapped, a tag will appear on various products in the post—showcasing up to five products and their prices. You then have the option to tap the Shop Now link, which will take you to the business’ website to purchase your product. So far, so easy.
Here’s an example of how it works with Kate Spade…
‘Instagram is where we reflect the interesting life of the Kate Spade New York girl through relatable social moments which highlight the products that are characters in her story,’ says Mary Beech, executive vice president and chief marketing officer at Kate Spade & Company. ‘This post features our favourite new bag and elements from our new personalisation program that, together, make the bag uniquely hers. With this seamless shopping experience launching on Instagram, the possibilities for selling our products are endless.’
Okay, and now for the bad news…
The new shopping feature is currently only available to a select group of people on iOS devices within the US, but with plans to launch globally at a later date. Watch this space.
READ MORE: Instagram Just Launched Its Most Important Feature Yet