BCBG To Launch Ready-To-Shop Runway Via Instagram

by Paige Reddinger

The next big thing might just be instantly shoppable runways. BCBG Max Azria is launching a program that will allow customers to shop the collection straight off the runway via Instagram. Until now, customers could only get their hands on a collection early by pre-ordering through online trunk sales on Moda Operandi and that, of course, was for a much pricier echelon of designers. BCBG has partnered with ad tech company rewardStyle and their LIKEtoKNOW.it program, which allows customers to shop the outfits of their favorite social media style stars on Instagram. Some of these influencers will be attending the BCBG show on September 4th at 10 a.m. and will be posting Instagram shots of the collection, which will be immediately available for purchase, to the BCBG (@bcbgmaxazria) and LIKEtoKNOW.it (@liketkit) handles. Followers can like the photos in order to receive an email with the corresponding product links available on LIKEtoKNOW.it. The program will ultimately transfer the buying power directly to the consumer. For now, LIKEtoKNOW.it will only be offering this program to BCBG. If this isn’t a game changer, we don’t know what is! 

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