Appeared In
Special Issue
WWD Collections issue 11/11/2013

Google revealed in September that it planned to team with the Council of Fashion Designers of America on a program that lets users purchase from a Google+ Hangouts on Air app.

This story first appeared in the November 11, 2013 issue of WWD. Subscribe Today.

CFDA president Diane von Furstenberg was the first to unveil the app on Oct. 3 from her Manhattan studio—where she interacted with fans and showed viewers clothing from her line. Since, Rebecca Minkoff, Rag & Bone’s Marcus Wainwright, and Rachel Zoe have all participated in the experience on Oct. 10, Oct. 15 and Oct. 29, respectively. To date, the partnership has garnered 369 million total owned social-media impressions—including the reach of the designers, influencers and participants—as well as earned media impressions.

Views of the #ShoptheHangout promotional videos on YouTube reached almost 3.6 million, and Rag & Bone gained more than 90,000 new fans on the brand’s Google+ page.

RELATED STORY: Digital Developments at Victoria Beckham, CFDA >>

Although details are set to be released later this month, Victoria Beckham will work with Skype on a collaborative project showcasing half a decade of her brand and designs. Executives of both companies are mum on the specifics, although a Beckham spokeswoman said Skype will take a “unique approach” to telling the designer’s story. Skype, which was acquired by Microsoft in 2011, logged nearly 300 million users in June.

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