Vogue Creates New Revenue With Shoppable Instagrams
How the social photo app is helping to monetizing Vogue's style expertise.
Vogue is now one of Instagram’s most valuable players. Through LiketoKnow:IT, a branch of the affiliate sales platform RewardStyle, the longtime fashion staple is expanding their brand by making their Instagram feed a shopping experience. When someone “likes” a photo on Vogue’s Instagram account, he or she is sent an email with a link directing them to the item to purchase.
Vogue has been using RewardStyle, which sends them commission when someone buys something they have posted. The partnership with Instagram seems to be a logical next step.
Vogue announced this new partnership on their site Tuesday with a story showing readers how to shop on their Instagram account, Vogue provided also a link to their photo editors’ favorite filters.
By showing readers what a photo of a beach towel looks like under a filter on VSCO Cam or a how Gisele Bündchen glows on Whitagram, the staff at Vogue aims to show readers how to become better participants in enhancing photos.
Other websites have adopted the same idea as Vogue, but allow for several companies to place products on their site. Keep.com has a model similar to that of Pinterest; costumers can click on the photo of the product and “keep” it in their shopping cart.
In May, Mulu released a mobile commerce app called ‘The Latest,” which embeds a shoppable product into companies’ websites. The app personalizes the content it posts to the users likes and dislikes. When someone downloads the app, he or she selects which things are most appealing and us directed to publications that feature that content. For example, someone who selects “style” will be directed to fashion sources, whereas someone who selects “home” would be directed to a site with home decor content.
Instagram’s growing popularity might prove successful for Vogue in this new venture. Because of the app’s rapidly growing popularity and the necessity of mobile convenience, the combination could bring the fashion brand to a new level of online and mobile presence.