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Fabletics kicks up signups through shop-now push on Instagram

Online subscription retailer Fabletics is making it easier for its key demographic to signup through a shop now Instagram ad campaign in which users fill out a quiz to get personalized products.

Instagram users looking for athletic wear are now joining Fabletics through a seamless experience in which they do not have to leave the social media platform in order to sign up. The ad campaign entices users with images of products modeled by the co-founder, actress Kate Hudson, and promises a first-time buyer special of $25.

“Retailers can drive sales without intruding on consumers through a campaign on Instagram by knowing their demographic and ensuring that the right message is being displayed,” said Marci Troutman, CEO of SiteMinis.

Fun with Fabletics
Fabletics is an online retailer that sells women’s sportswear through a subscription program and was co-founded by Ms. Hudson. A campaign on Instagram is attempting to drive subscription signups through the call-to-action shop-now button.

Targeted consumers who are users on Instagram will see an image of athletic wear of interest and can click shop now to browse more clothing. The image shows an arrow to the button to bring it more into focus for users and also advertises its new member special in which first-time sign ups receive their first outfit for $25.

Shoppers that want to sign up for the subscription can complete a personal quiz to receive personalized recommendations on Fabletics’ Web site. However, users never have to leave Instagram to open the site and browse.

Users answer questions such as sex, favorite physical activities, colors of interest and body type.

Instagram ads
Similarly, J. Crew attempted to direct more attention toward its menswear line by introducing the J. Crew Men’s Instagram account, which enables followers to browse new and classic apparel and accessories before clicking a link in the retailer’s bio to purchase must-have items (see more).

Also, Sephora continued its efforts to tap into new ways of monetizing millennial-friendly mobile platforms, enabling its Snapchat followers to purchase products featured in live stories by taking a screenshot and downloading the ShopStyle application (see more).

“A correct and well thought through campaign will always cater to their potential customers by using products that would be beneficial given the time of year,” Ms. Troutman said. “Also being aware of what their consumers are asking to see and returning results that lead to an easy to execute action.”