With the ever changing and evolving social platforms, brands are constantly trying to find out how to differentiate themselves from their competition. Brands want to be inviting to their customers, but in a cool, attractive way. One way of achieving this goal that I have noticed a recent growth in over the past couple of years is through online communities.
Many companies have begun an online community on their website that invites customers to share their product purchases in a fun new way. With these member profiles, users can share information about themselves (including location, style, age, and hobbies) and upload pictures of their purchases. While this is a great way for users to express themselves creatively, this is also a new approach to product reviews. Customers who are considering purchasing a product can look at other users pictures to see how the product looks on a certain skin color, body type, and certain 'style.'
The two brands that I have noticed the most success with this brand are Free People and Urban Outfitters (owned by the same company URBN). With Free People's platform, users create an account through the website where they can upload pictures, 'tag' (link) products in their pictures, and like and comment on other users uploads. This creative community allows Free People's customers to be themselves and connect with other inspiring girls like them. I myself have even taken to this online community and have found it both fun and beneficial!
Urban Outfitters has taken a similar approach. However, instead of an online profile through the website, users can connect their Instagram account to different products to showcase their look and how they have styled different products. Using new, innovative ways to attract consumers to a brand has proven to be very successful for these brands. Users feel apart of a group or community, and this feeling of unity creates brand loyalty. So to Free People and Urban Outfitters, kudos... you're doing it right!