David Yurman adds f-commerce to it’s social media marketing strategy through its “Shop Behind the Scenes” app. This Facebook shopping app allows fans to exclusively view three looks from the new fall campaign featuring Giselle Bündchen. Fans who wish to purchase the featured items are redirected the brand’s website to complete their transaction. The app allows fans to share their favorite items with their friends, which can be very impactful in driving sales and action. While David Yurman is amongst many fashion brands to launch a shopping app, they are also offering more exclusive content to their fans by generating specific looks modeled by Ms. Bündchen. But how successful is Facebook commerce, really? Is it possible the brand will benefit from driving fans to their website to purchase instead of allowing direct transactions on Facebook? Tell us your thoughts.
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