LONDON — Munich-based online retailer Mytheresa.com has launched a new microsite where users can shop the pieces that the label highlights on its Instagram account, @mytheresaprgirl. The new site, at instashop-mytheresa.com, allows visitors to click on the images featured on Instagram, where they will be directed to shop those items on the mytheresa.com site. Mytheresa.com will signal which posts feature items available to buy using the hashtag #buytheresa.
The service, which launched at the beginning of this month, is currently spotlighting pieces such as Adidas Stan Smith sneakers, Erdem skirts and Burberry bags. And building on the social media momentum, Mytheresa.com will later this month launch an Instagram account, @myt_stylist, that allows users to share an outfit of their choice from Mytheresa.com’s edit via their own account, and then buy the outfit. That service will launch Aug. 31. Jens Riewenherm, managing director of Mytheresa.com commented: “We always try to interact with our Instagram followers,” he said. “From now on followers can easily pick their favorite style from a post and purchase them literally from the image without having to look for it through long product lists.”