Social Commerce

Social Commerce Gets 162% Juicy with Luxury Brands

Some interesting results from e-commerce specialist for luxury brands (Burberry, Donna Karan, Fendi, Juicy Couture, Louis Vuitton, Marc Jacobs, Tom Ford, Stella McCartney…)

Since launching a social commerce platform for Juicy Couture, called Club Couture, conversion rates have jumped 162 percent. (And non-financial metrics have also jumped; exposure (page views) up 141 percent and engagement (time spent on site) up 150%)

Two social commerce tools, designed to generate peer recommendations;

  • Create a Look – Shoppers can mix and match outfits and accessories in a virtual dressing room and browse through “looks” created by other members
  • Rate My Juicy – Shoppers are encouraged to upload photos of themselves in their favorite Juicy looks, sharing how they “do Juicy” with others – including on the site and via a Facebook app

CreateTheGroup social commerce tool is a fusion of their CTS/sell and CTS/social platforms.

It’d be ironic if luxury brands, so long the laggards in e-commerce, became pioneers for social commerce. As James Gardner, CEO of CreateTheGroup, notes peer recommendations are far more powerful than brand marketing, a fortiori for luxury brands.


Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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