Fatface enters live shopping ahead of Christmas

By

Nigel TAYLOR

Published
Nov 2, 2022

Fashion retailer FatFace has gone live this week with a shopping channel available via its website as part of a series of initiative “to inspire customers and encourage conversation”.

It said the move was as part of the retailer’s “digital-first focus” that aims to reach a sales mix of 60% digital over the next five years.

The first in a series of sessions launched at 12:30pm on 2 November “to inspire customers and encourage conversion in the run-up to Christmas”.

A winter season emphasis around peak product comprises a number of episodes on fashion tips, tricks and style essentials for the festive season. It also includes how to update favourite pieces and gifting ideas for every budge.

The sessions are being presented by the retailer’s head of womenswear design Jo Collins and include expert fashion influencers.

Powered by Go Instore technology, shoppers can watch each episode live on the Fatface website and buy products instantly. Following each live episode, they will then be available to watch at a later date online.

Keely Stocker, Marketing and Brand Communications Director at FatFace, added: “We’re always looking for innovative ways to engage with our customers – whether that be in-store or online – and live shopping has seen a real surge recently. Customers love our brand and our product, and this is an exciting opportunity to bring both to life in a digital way.”

The brand’s digital-first transformation strategy also includes improving back-end systems as well as new initiatives for customers to engage with the label and to shop.