Instagram to Become E-Commerce Platform and Foot Locker Takes Advantage of eSports
WILL INSTAGRAM BECOME AN E-COMMERCE PLATFORM?
Influencers and media companies that work with brands on Instagram will soon be able to use the in-app checkout feature launched last month.
The in-app checkout allows users to tap a shoppable product tag in a post, select product details like sizing and coloring prior to clicking a "Checkout on Instagram" button, and enter their payment and shipping information to complete the purchase. All without leaving the app. The rollout of this feature is likely another step in the process of making Instagram a full-blown e-commerce platform, and an additional layer (of potential complication) to retailers' omnichannel strategies.
RENT THE RUNWAY EXPANDS Rent the Runway Inc. is doubling the footprint of its New York City headquarters. The expansion comes amid a flurry of activity by the retailer, which includes the launch of Rent the Runway Kids and a partnership with West Elm and another with WeWork. Read More |
LOCAL STRATEGY SUCCESS Forbes retail contributor Steve Dennis highlights Nordstrom's Local strategy, noting that the company sheds innovative light less channel-centric measures. Doing well in retail means embracing the notion that shopping today is a blur. Retailers must accept that the customer IS the channel and internally rethink the way you can tie together all the different touchpoints. Read More |
FOOT LOCKER x CHAMPION
Foot Locker is collaborating with Champion Athleticwear to sell and promote branded apparel from five eSports teams known across the competitive video gaming world. The partnership with Champion points to how brands that have been associated with traditional sports marketing are taking a closer look at eSports.
Video gaming competitions are growing at such a rapid rate that marketers are scrambling to climb aboard. More than 30 million people will watch an eSports event each month, 18% more than last year, and that audience is expected to reach over 46 million/month by 2023.
LUXURY AT COACHELLA
Coachella is becoming much more than a music festival, driven in part by the rise of unique luxury-lifestyle experiences that cater to elite clientele from around the globe. This new cosmopolitan dimension offers upscale pop-ups, such as the Desert Beach Club at L’Horizon, to dominate the luxury festival scene and set trends amongst Coachella’s tastemaker class.
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THIS WEEK'S BRIGHT SPOT
How’s this for some positive change? Halima Aden will appear in Sports Illustrated Swimsuit edition as the first hijab-wearing model featured in the “shattering perceptions” themed issue. Aden was shot by Yu Tsai in two burkinis, custom made for the shoot, by designers No Ka’Oi and Cynthia Rowley.
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