C&A puts Facebook likes on hangers

Fashion retailer C&A wouldn’t be the first retailer that springs to mind when considering innovative marketing techniques, but its latest campaign, Fashion Like, would suggest otherwise.

The social media-driven campaign lets fans ‘like’ selected items of clothing on the retailer’s Facebook page. But unlike other social media campaigns, it isn’t limited to the internet. The number of likes an item has is displayed, in real time, on an electronic hanger in the retailer’s Brazilian flagship store. This has been designed to tap into social shopping; even when shopping alone, women can use other shoppers’ advice to inform their choices.

Campaigns like this are gimmicky and, thanks to the technology and cost involved, aren’t scalable, but they do increase the number of engaged social media users and therefore the retailer’s reach. This campaign is also an in-store installation, driving footfall and acting as a conversation point.