NEW DELHI: Amazon is betting heavily on Facebook and Instagram for ramping up the focus on Amazon India Fashion Week Autumn Winter 17 (AIFWAW17) which starts on Wednesday and goes on till March 18.
For the first time, consumers in India will be able to buy look-alike runway AIFWAW17 merchandise through Facebook in real time.
Globally fashion brands have been leveraging the reach of social media to move runway merchandise in real time through platforms like Instagram in various fashion weeks.
Amazon plans to target 25 million consumers through social media for this year’s AIFWAW17.
“For the first time ever, the campaign also makes it more accessible to the online fashion shopper as we curate Amazon Fashion selection real-time in line with the latest trends and highlights from the runway,” said Arun Sirdeshmukh, head, Amazon Fashion.
With the shoppable catalogue feature on Facebook, users can watch daily updated content videos from the Fashion Week, and shop the look from Amazon Fashion.
The shoppable catalogue is curated by the Amazon Fashion creative team and features a selection of products from the day’s trends that consumers can own at affordable price points.
Sirdeskmukh said the company will also use Facebook Live (to stream live shows) and a Facebook Live Poll with ticker where users can vote for the best looks of the day and the platform’s tagged features where users can click to shop from curated mood boards.
“On Instagram, we will be leveraging Instagram Direct and Instagram Carousel to bring forth exclusive content from the event” he added.