Online fashion retailer Boohoo is targeting social commerce with its latest programme, the Boohoo Collective.
The new programme, launched in partnership with LoudCrowd, integrates thousands of creators into the shopping experience on boohoo.com, offering creators personal pages to curate and share their favourite boohoo products alongside their own shoppable social media content.
Creators who join the Boohoo Collective gain immediate access to a storefront on boohoo.com, where they can showcase their preferred boohoo looks and user-generated content.
They can then promote their page and a unique discount code to earn commissions, with additional opportunities for rewards, early access to campaign launches and exclusive influencer events.
Boohoo senior influencer and PR manager Stephanie Riddell said: “We’re excited to partner with LoudCrowd to bring an exciting new shopping experience to our customers, as well as elevating our influencer strategy across our key markets. We truly believe in the opportunity of this model, and believe that this social-led, personalised approach is the future of fashion e-commerce.”
The programme is designed to develop top-tier creators through educational resources, events and analytics, and will provide participating influencers with a dashboard to monitor metrics such as commissions, traffic and conversion rates.
Boohoo expects the initiative to improve the value of social traffic to its website by linking social content with the brand’s products, personalising the customer journey.
LoudCrowd, which enables creators to sell directly on a brand’s e-commerce site, views the initiative as a potential benchmark for influencer programmes in the fashion industry.
Its CEO Gary Garofalo said: “Boohoo represents the standard in creator marketing, and this elevates their creators in a way that you would expect from the brand. We anticipate the initiative will define the playbook in social commerce for fashion brands.”
The fashion giant’s latest digital diversion follows April’s announcement that it would be introducing AI-powered search in an extension of its partnership with Bloomreach.
