The new site allows followers to upload pictures of themselves wearing their favourite items of clothing. They can then tag these items, allowing viewers to see where they got them and how much they cost. The website has also been partnered with fashion search engine 'ShopStyle' to allow users to then shop online and make a purchase based on other people's uploads.
Users can 'follow' certain profiles much like Twitter in order to keep up to date with their favourite profile's latest outfits. Registered users can also post comments underneath pictures to give uploaders feedback on their clothes.
It is thought that the Daily Mail group are looking to build on their strong 18 - 35 year old following that it has developed largely thanks to its popular entertainment website. The latest website and app combination was launched before Christmas in an attempt to gain a user base and identify teething problems before a full advertising and promotional campaign begins for the service in the new year. However, signs are promising for the newspaper group, as 3,000 people have already downloaded the newly available app.
There is a wider issue that must be examined in light of this new service however. In the wake of recent cyber-bullying tragedies in this country, offering a platform for young adults to post comments about people's styles and looks may prove an unpopular venture among parents. The newspaper group will have to monitor content carefully or what initially started as a clever brand extension may prove to be more of a hindrance rather than a help.
Luke Jordan - Marketing Advisor
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