PSFK has spotted a trend bubbling up at the juncture of exclusivity and community, where brands retailers are tapping into the ephemeral and the human with unique networks as a remaining way to differentiate and connect more deeply
Social commerce platform Countr harnesses the power of authentic unsponsored recommendations through shoppable posts, enabling customers to showcase and monetize their styles, and purchase products directly from their feed.
The outdoor furniture brand Outer invites its customers to serve as hosts, turning their backyards into showrooms where potential buyers can see the products in a real-world setting.
Moving beyond labels like genre and demographic to engage audiences in an age of ever-evolving identity
Swedish fast fashion retailer H&M launched a peer-to-peer fashion advice platform that connects shoppers with the community to help answer questions they may have. Users can ask questions such as, “What should I wear on a first date?” directly to the platform. They then receive answers from the community in the form of Instagram-style images or videos that include styling tips and links to purchase the featured products, which are drawn not just from H&M’s brands but other brands as well.
Curated is an online platform whose community of experts provides consumers with personalized product and experience recommendations for winter sports, golf, cycling and yacht charters. Customers get started by answering a couple of basic questions and are matched with the appropriate expert. Users can then discuss their preferences and budgets with their experts via email, video chat, text or a portal on Curated’s website. The expert then sends a list of personalized recommendations, comparing different products and prices, along with insider tips. Curated’s services are free to use, but they ask that customers send feedback and share experiences in order to improve the service.
Bookstore chain Barnes & Noble released an app called Browsery to facilitate peer-to-peer recommendations. Users can engage with one another and ask questions, no matter how broad or specific, regarding books and what they're looking to read next. It also lets readers make a to-read list within the app.
An exploration of the new California Consumer Privacy Act (CCPA) and how it is a signal among many for companies to further transform their relationship with consumers into a partnership built on trust
Tulerie is a P2P apparel-sharing mobile experience that takes building a trustworthy community seriously, FaceTiming with each interested candidate before inviting them to join the eco-minded platform
StockX editorial director Pete Forester discusses why streetwear is far from dead, and how the resale platform is part of the category's new generation
Pause Well-Aging is a skincare brand designed to be used throughout all three stages of menopause, from perimenopause to menopause and postmenopause. In addition to products like Hot Flash Cooling Mist and Collagen Boosting Moisturizer, the brand’s site also offers a community page dedicated to sharing real-life menopause stories from its users, providing shoppers with direct support and affirmation.
Visually impaired beauty vlogger Lucy Edwards was named cosmetics brand CoverGirl’s first blind beauty ambassador, testing and reviewing new CoverGirl products for her 35.2k subscribers.
National Drugstore chain CVS Pharmacy launched Beauty Mark, a watermark that appears on CVS-branded imagery that has not been altered. With 70% of its imagery currently unaltered, the drugstore is committed to having all of its marketing materials across its stores, website and social media channels reflect this level of transparency by the end of 2020.