Dive Brief:
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Fashion social network VFILES has updated its mobile capabilities so that users, young fashionistas and artists, many of them fashion professionals like models, photographers, makeup artists, and designers, can more easily comment, @mention, and shop on their phones.
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The three-year-old site has 85,000 registered users, 90% under 35, generating 18 million monthly social media impressions and 1.5 million pageviews each month.
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The company says that shoppers spend an average of $175 to $200 per transaction.
Dive Insight:
A few days after the Met Ball invited mega-stars and a good amount of ridicule, VFILES optimized its fashion in-crowd network for mobile. The company participates in New York Fashion Week with a show featuring work by users, has a brick-and-mortar space in New York, and runs a “music incubator.” Revenue comes from the New York store and the company’s wholesale business.
"What makes fashion social media different is fashion people like to do specific things," founder Julie Anne Quay said. "Yes, we do like to shop. We want to be able to buy things. We want to be entertained. We want to see what's going on in our little world."