CFDA teams up with Google on e-commerce platform

Wednesday, 02 October 2013
The Council of Fashion Designers of America is teaming up with Google on a new shopping platform that will “deepen engagement” between designers and consumers. The new shopping app for ‘Hangouts On Air’ brings together social media and e-commerce and allows consumers to hang out with the designer, for instance Diane von Furstenberg, while shopping a curated selection of products from her fashion line.

The aim of the app is to help retailers engage with consumers directly around key items or trends they want to highlight, which Google feels will be useful for the retail industry for the up-coming holiday season.

Commenting on the project, Lorraine Twohill, VP global marketing for Google said: “We’re thrilled to be working with Diane von Furstenberg and the Council of Fashion Designers of America on this Hangout and to provide her fans with this one of a kind shopping experience.

“DVF has done an amazing job of creating an unprecedented experience through a number of Google technologies such as Google Glass and Google+ Hangouts. This is just another fantastic experience for our growing Google+ fashion community.”

CFDA and Google launch shopping platform

The CFDA’s president, Diane von Furstenberg will launch the innovative new app this week from her New York City studio, where she will reveal three current trends, which will be featured in an interactive shoppable sidebar while von Furstenberg engages with consumers.

The first #ShopTheHangout will take place on Thursday, October 3, and will feature five of DVF’s biggest fans, who have been chosen to chat and interact with von Furstenberg directly.

“I’m thrilled to be able to launch this new product in partnership with Google+ and the CFDA,” said von Furstenberg. “I have always been about dialogue and this is a fabulous way to communicate with your customer!”

Chief executive officer of the CFDA, Steven Kolb, added: “At a time when fashion and technology are inextricably intertwined, this was the perfect opportunity for the CFDA to partner with Google+ to change the way people think about shopping and greatly benefit our members.”

Other CFDA members to follow DVF this month with exclusive shoppable hangouts include Marcus Wainwright and David Neville of Rag & Bone, Rebecca Minkoff, and Rachel Zoe.

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