boohoo launches boohoo collective initiative

British online fashion retailer boohoo has launched a new social commerce initiative called the boohoo Collective.

This new programme, launched in partnership with LoudCrowd, integrates thousands of creators into the shopping experience on boohoo.com.

The initiative offers creators personal pages where they can create and share their favourite boohoo products, as well as their own shoppable content on social media.

Creators who join the boohoo Collective gain instant access to a shop on boohoo.com where they can showcase their favourite boohoo styles and user-generated content.

They can then promote their page and unique discount code to earn commissions, as well as have additional opportunities to win rewards, early access to campaign premieres, and exclusive influencer events.

Stephanie Riddell, Senior Influencer and Public Relations Manager at boohoo, said: “We’re thrilled to be working with LoudCrowd to deliver an exciting new shopping experience for our customers, as well as elevating our influencer strategy in our key markets. We truly believe in the possibilities of this model and believe this social media-led and personalised approach is the future of fashion e-commerce.”

The program aims to develop top creators through educational resources, events, and analytics, giving them a dashboard to monitor metrics like commissions, traffic, and conversion rates.

boohoo expects the initiative to drive value from social traffic to its website by linking social content to the brand’s products, allowing for a more personalised customer journey.

LoudCrowd, a company that enables creators to sell directly on a brand’s e-commerce site, sees the initiative as a potential benchmark for influencer programs in the fashion industry.

LoudCrowd CEO Gary Garofalo said: “boohoo represents the standard in creator marketing, and it elevates its creators in a way you would expect from a brand. We anticipate the initiative will define the playbook in social commerce for fashion brands.”

In April 2020, Boohoo Group expanded its use of search and sales tools provided by its cloud-based e-commerce platform Bloomreach.

“boohoo launches boohoo Collective” was originally created and published by Retail Insight Network, a GlobalData brand.

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