Source: instagram.com/itsapark
H&M launches online peer-to-peer styling forum
H&M earlier this month launched Itsapark, an online “destination for fashion and lifestyle guidance.”
Currently in beta, Itsapark enables users to upload questions about how to style themselves for occasions like job interviews or first dates as well as how to accessorize a look. Current categories on the site include “Spring Flings,” “Office Ready,” and “Bring the Party.”
Questions on Itsapark’s Instagram page seeking “advice” or “tips” include:
- “How can I style my new silk scarf without looking like a granny?”
- “What can I wear on a hot date when I’m coming straight from work?”
- “Ugh, Monday. What are your best ways to kickstart the week?”
Once the question has been uploaded, Itsapark passes it on to one of its “creators who are assigned and rewarded by us to answer your questions.” Answers come in Instagram post-style (video or picture) with accompanying blurb and shoppable list of products with links.
Itsapark is part of H&M but based in Berlin and seems to intentionally operate independently. One surprise is that the style advisors are able to encourage users to shop other retailers or brands, sometimes providing links to other retail websites. Itsapark’s site states, “All products featured in the answers are chosen by the content creators.”
The forum will be “fully open” to users after the beta test is done.
H&M said in a statement, “H&M Group is constantly exploring new ways of helping people discover and get inspired by fashion and design. Itsapark is the group’s latest project and aims to offer honest and helpful style advice within its digital community.”
Other retailers are making efforts to bring styling advice online, as well. Neiman Marcus recently launched a new feature, SocialShop, that enables sales associates to share Instagram posts with clients for online purchase. Subscription boxes such as Stitch Fix and Nordstrom’s Trunk Club use personal stylists to customize boxes based on members’ profile.
- Beta Version Of Digital Fashion Guide Itsapark Now Live – H&M
- Itsapark Beta
- Itsapark: H&M launches peer-to-peer fashion styling platform – Instagram
- Park Rules – Itsapark
- H&M Launches Online Fashion Advice Forum – Business Of Fashion
- Itsapark: H&M launches peer-to-peer fashion styling platform – Evening Standard
- Salesfloor gives store associates new tools to create shoppable Instagram posts – Salesfloor
- With Salesfloor’s SocialShop, Sales Associates Can Create Shoppable Instagram Posts – Women’s Wear Daily
Discussion Questions
DISCUSSION QUESTIONS: What do you think of if H&M’s move to launch Itsapark with seemingly independent style advisors? In what other ways could you see stylists elevating the online shopping experience?
Poll
BrainTrust
Cathy Hotka
Principal, Cathy Hotka & Associates
Jasmine Glasheen
Content Marketing Manager, Surefront
Developing a social hub is a smart move for retailers, if only because it allows them to create and maintain connections with consumers. That said, there a lot of portals and social sites out there which means retailers need to work hard to add value if they are to succeed in fostering strong relationships. That said, a lot of fashion retailers would also benefit from getting back to basics online and in-store – that means thinning out assortments and creating and curating compelling collections with a distinct point of view. That’s the real way to create loyalty and inspire.
Odd name, but a timely idea in the age of Instagram. This might be a particularly relevant service for students making the transition from campus to workplace. With adequate safeguards to check content, Itsapark could become a key element of the H&M experience.
Branded, quality content will be key. No dark screens, shaky videos, etc. The “Amazing Scarf” video is a very modern representation of the H&M brand, inspiring the plain and simple “need” to buy a scarf. The video inspires, instructs and is loaded with very cool ways to wear a scarf for different occasions. The video is accessible fashion creating an emotional connection to the H&M brand. Itsapark style advisors provide H&M the opportunity to leverage their brand far beyond physical product into the realm of fashion leadership driving new H&M advocates to buy, buy, buy.
Interesting idea for sure. Instagram shows that shoppers have a real appetite for outfit inspiration images. Itsapark taps into this by almost reverse engineering those Instagram posts. You see so many comments on pictures of people asking where they bought items or saying how they love the way they’ve put stuff together. Now you can start with the question/situation and get a result that meets your specific need. I think the fact that it’s not just H&M products being suggested helps Itsapark feel like it’s offering something genuine and legitimate rather than it feeling like a paid-for advertising channel.
Wow. What an incredible idea! This takes social selling to the next level, as Itsapark users can get striking tips from fashion experts instead of just their peers. Personalizing the creators who are commissioned to answer customer requests will be key to driving repeat interactions on this platform.
Connecting with customers AND getting insights into their preferences and challenges (in real time) sounds like a smart move to me!