May 21, 2012 by Lauren Indvik on Mashable
After releasing a range of affordably priced accessories and fragrance products exclusively through its Facebook shop, Oscar de la Renta is now testing social media users’ appetites for more expensive merchandise. Shortly after debuting at ODLR’s Resort 2013 show in Manhattan (and online) Monday afternoon, the company made available a sequined baseball tee for $2,490 on the website of Pinterest rival The Fancy.
Given The Fancy’s relative infancy (the site was launched last year and has around 750,000 registered users, compared to six-year-old Facebook’s more than 900 million) and that it has yet to move high-end merchandise in any significant quantities, the initiative seems more of a publicity stunt than a genuine sales effort. As Oscar de la Renta CEO Alex Bolen observed in an interview with Mashable last month, the company is motivated to partner with people and platforms that “have momentum” in order to get people “to spend time paying attention to [Oscar de la Renta], not [its] competitors.”
What do you think of the initiative? Is this a step in the right direction for ODLR? What kinds of merchandise would you be interested in purchasing immediately after a runway show, and through what channels?
Source: Mashable.com
