Jones Apparel Group's Nine West, Rachel Roy Brands Leverage New Fluid Fan Shop(TM) to Drive Exclusive Facebook Fan Shopping Expe
February 23 2010 - 12:23PM
PR Newswire (US)
New Social Solution Delivers Sold-Out Product in Six Hours, 35
Percent Fan Increase SAN FRANCISCO, Feb. 23 /PRNewswire/ -- Digital
shopping pioneer Fluid, Inc. today announced Nine West as the
second customer deploying Fluid Fan Shop(TM), the new Facebook
shopping component of Fluid Social, the industry's leading social
shopping platform. Fan Shop embeds unique and highly branded
fans-only shopping experiences directly into a tab on a retailer's
Facebook fan page. Nine West is the second Jones Apparel Group
(NYSE:JNY) brand to deploy Fan Shop, following closely on the heels
of phenomenal results from a three day pop-up store for Rachel Roy,
a division of Jones Apparel. In the first six hours of the store,
the brand's Facebook-exclusive product sold out. In the first 24
hours, the brand obtained 1.5 new Facebook fans each minute, and
the event returned a total fan base increase of 35 percent. To view
the multimedia assets associated with this release, please click:
http://multivu.prnewswire.com/mnr/jny/42601/ Rachel Roy chose Fan
Shop to preview a limited edition, limited quantity jewelry
collection for Facebook fans in an exclusive pop-up store launched
February 9. "Fan Shop demonstrates Fluid's thought leadership in
converging social media and ecommerce to create even more
compelling shopping experiences," said Stacy Lastrina, chief
marketing officer, Jones Apparel Group. "The solution delivered an
immediate impact on our brand and our consumers' engagement that
surpassed our expectations." Nine West also chose Fan Shop to
launch a fans-only "lookbook" today on Facebook
(http://www.facebook.com/ninewest) to attract new fans and deepen
the relationship with existing ones by offering exclusive content
and a private brand-appropriate shopping experience. Fans also get
a Facebook-exclusive 15 percent discount through February 28.
Featuring six styles created by Fred Allard, the Spring 2010
lookbook allows shoppers to explore featured products and video
content from within a shopping environment that feels more like a
fashion magazine than an ecommerce site. The experience is socially
enabled, allowing fans to "Like" and "Share" both products and
looks from a design that is uniquely branded to Nine West. Unlike
first generation tools that simply dump a retailer's catalog into a
tab on Facebook, Fluid built Fan Shop to create engaging social
merchandising experiences that increase a brand's fan base while
driving transactions. "Few retailers are delivering premium
Facebook shopping that not only rewards fans but pulls them into a
deeper relationship with the brand," says Andy Lloyd, CEO of Fluid,
Inc. "Slapping a store on Facebook doesn't deliver -- Fan Shop
enables immersive brand experiences that fully integrate shopping
as well as the shopper's wider social network." Fans can fill their
shopping carts while exploring rich editorial content, all without
leaving Facebook. Fan Shop fuses brand, commerce and community by
allowing shoppers to "Like" and "Share" any content while shopping.
Critically important, Fluid's expertise in creating differentiated
shopping experiences allows retailers to develop an experience that
is unique to their brand, easy to maintain and fast to implement.
Fan Shop has the flexibility to be implemented as a lookbook
featuring product ensembles or to merchandise individual products.
Fluid Social is a scalable hosted service available for a monthly
fee. For more information on Fluid Social, please visit
http://www.fluid.com/products/fluid_social. Fluid is a Facebook
Preferred Developer Consultant, a program created by Facebook to
match brands, celebrities, companies and organizations with the
best resources available to build flagship applications, and employ
best practices on the Facebook Platform. About Fluid, Inc. Fluid
creates engaging digital shopping experiences that drive
conversion, customer satisfaction and brand loyalty. Founded in
1990, Fluid has a customer list that includes major online
retailers such as Sears, Reebok, Vans, Diapers.com, and The North
Face, among others. More information about Fluid is available at
http://www.fluid.com/. About Jones Apparel Group, Inc. Jones
Apparel Group, Inc. (http://www.jonesapparel.com/) is a leading
designer, marketer and wholesaler of branded apparel, footwear and
accessories. The Company also markets directly to consumers through
its chain of specialty retail and value-based stores and through
its e-commerce web sites. The Company's nationally recognized
brands include Jones New York, Nine West, Anne Klein, Gloria
Vanderbilt, Kasper, Bandolino, Easy Spirit, Evan-Picone, l.e.i.,
Energie, Enzo Angiolini, Joan & David, Mootsies Tootsies, Sam
& Libby, Napier, Judith Jack, Albert Nipon and Le Suit. The
Company also markets costume jewelry under the Givenchy brand
licensed from Givenchy Corporation, women's footwear under the
Dockers(r) and Dockers(r) Women brands and infants', toddlers' and
boys' footwear (excluding girls' footwear) under the Dockers(r) and
Dockers(r) Premium brands, licensed from Levi Strauss & Co.,
apparel and accessories under the Rachel Roy brand licensed from
Rachel Roy IP Company, LLC, and Jessica Simpson jeanswear licensed
from VCJS, LLC. Each brand is differentiated by its own distinctive
styling, pricing strategy, distribution channel and target
consumer. The Company contracts for the manufacture of its products
through a worldwide network of quality manufacturers. The Company
has capitalized on its nationally known brand names by entering
into various licenses for several of its trademarks, including
Jones New York, Anne Klein New York, Nine West, Gloria Vanderbilt,
l.e.i. and Evan-Picone, with select manufacturers of women's and
men's products which the Company does not manufacture. For more
than 30 years, the Company has built a reputation for excellence in
product quality and value, and in operational execution.
http://multivu.prnewswire.com/mnr/jny/42601DATASOURCE: Jones
Apparel Group CONTACT: David Wright, , +1-408-836-6694 Web Site:
http://www.jonesapparel.com/
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