Ever have one of those moments when you’re browsing through a clothing retailer site, see a model wearing an item you really want, then have to dig around the online catalogue looking for that one particular item? It’s frustrating and time consuming, but Gap is working to change the face of the traditional catalogue.
Gap has teamed up with digital agency AKQA and 6 fashion and lifestyle blogs to launch a new experiential digital catalogue called Styld.by that allows consumers to share looks that include Gap clothes. Bloggers are able to curate an outfit with a Gap product to best showcase their own individual style to give consumers a more authentic view point. The images are then pulled from the 6 blogs, aggregated onto Styld.by paired with a description of the product, and gives consumers the option to bookmark or share the image on social platforms.
Implications: Digital catalogues have evolved from living within traditional retail sites to blogs by everyday consumers. Brands can use bloggers as curators to keep consumers up to date on the newest trends and technology of the season while also providing a constant stream of inspiration to the consumer.
Cultural Macrotrend: En Vogue