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KABOODLE’S USERS TO DECIDE WHAT GOES ON SALE: Kaboodle.com prides itself on facilitating product discovery through community with an emphasis on shopping, and today the social Web site launched PopPicks, a members-only online sale platform that allows users to determine what goes on sale. Kaboodle.com, established in February of 2006, now boasts more than 1.1 million registered users with an average of 6 to 8 million visitors per month, and according to chief marketing officer Shari Gunn, this is the first time a social Web site has allowed for community curated e-commerce events.
“PopPicks is a natural extension to take the existing social element of the Kaboodle platform and apply it in a way so our audience can have an impact on what is going on sale,” said Gunn, who detailed that there are three steps that go into a PopPicks event.
First, the internal editorial team at Kaboodle works with the featured retailer to select the 20 to 30 products that will be showcased, then the Kaboodle community is invited to vote on its favorites items. People vote through a “hearts” metaphor (similar to the “like” function on Facebook that utilizes a “thumbs up” graphic), and the most popular products will then be offered at the highest discount, allowing the community to define the sale event.
Of their tiered discount approach, Gunn said that all products do wind up going on sale, but it’s the items that get the most votes that are offered at the deepest discount. By the end of this week, the top 10 items from Moxsie (the first featured retailer) will be offered at a 25 percent discount, with the remaining at 15 percent off, although this is still in the testing phase and subject to change.
According to Gunn, what differentiates PopPicks from other private sales is that Kaboodle works with retailers to focus on the beginning of the retail life cycle. “This isn’t a deep discount Web site to move things at the end of the season or things that didn’t move through other retail channels,” she explained. “This is really allowing us to help and provide a marketing and branding platform to retail partners at the beginning of the retail cycle. PopPicks is a place for retailers to showcase their best products.”
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It looks like fall is shaping up to be the season of everything leopard – and Ann Taylor is the latest to get in on the trend. The brand announced the arrival of its leopard-laden August collection in stores, inviting “likes” to visit the AT INSIDER tab to vote on “the chicest way to wear the print.” In hopes to get a little consumer dialogue going, options include a clutch, a dress, a belt, blouse or tote bag.
BLOGS AND WEB SITES
Rebecca Minkoff’s Jack a Mack! Twitter and FourSquare Initiative: The designer will host a New York City-based scavenger hunt in honor of the brand’s five-year-anniversary beginning on July 27. For three days, the Minkoff’s giving away a Morning After Clutch at 10 of her favorite locales in Manhattan. The multi-layer initiative utilizes social mediums Twitter and Foursquare, and winners can find each clutch by following Rebecca Minkoff on Twitter (@RebeccaMinkoff) and Foursquare (this is how she’ll be clueing in followers as to where they can find each bag).
Kate Spade New York teamed up with Polyvore, the community fashion Web site known for its “sets” and collages created with content aggregated from fashion outlets that span the interwebs. This is the first time Kate Spade is partnering with the social-media-friendly dot-com – polyvore.com gets 6 million unique visitors per month and 140 million page views – and fans are invited to style their favorite Kate Spade pieces for a chance to win a trip for two to Chicago and a $1,000 to spend at a Kate Spade store. Three winners will be chosen by creative director Deborah Lloyd.
Opening Ceremony’s blog has an interview with jewelry designer extraordinaire Pamela Love, who discusses her inspirations, her thoughts on the use of color in jewelry and the piece in her current collection that holds the greatest significance to her. Read the interview at openingceremony.us.