In fashion, we are inherently visual. Case in point: it’s the tweets that link to photos that get the most clicks because they provide the aesthetic fix we crave. The fashion industry has long understood this, creating beautiful pieces that flatter the body and please the eye. Even going beyond the tactile nature of a garment, everything from fashion advertising to in-store seeks to use visual cues to create an experience and capture a moment, always with the intent of driving sales.
In this industry, the most appreciated and celebrated individuals and brands are those who have a defined point of view. Whether it’s from the designer behind the collection, the fashion editor writing about it, the blogger commenting on it or the celebrity wearing it, the greater fashion audience finds guidance and inspiration in a point of view. We can’t all be Suzy Menkes after all, but we can certainly adhere to her opinions. Similarly, we’re not all Tim Gunn, but we can follow his style rules. We can’t all dress like our insanely cool best friend, but we can act on his or her influence.
Now, there’s a platform that satisfies our visual appetite as well as our urge to see what others are craving. Lyst is a platform that has been gaining traction since I first met them at Firenze4Ever in June. Essentially, Lyst is almost like a visualized Twitter newsfeed for fashion. Users can follow the people, brands and institutions that they love and create their own personal lists for others to follow. And what’s the best part? Products are shoppable and Lyst can even send you a notification when a product goes on sale.
Appropriately rolled out just before Fashion Week, Lyst launched a feature called “Runway Tracking” that allows users to add the runway looks that they love most to their lists. In turn, Lyst notifies them when those pieces become available for purchase anywhere in the world.
For individuals, the excitement of virtual browsing, and getting inspired by a variety of fashion that’s personally curated by you, is definitely the hook. Feeling personally validated when others follow you is the line. The ability to purchase and be notified of sales is the sinker.
For brands, creating your own list can be a way to showcase your collection range and be present in a burgeoning arena where hundreds of thousands of users in your target audience spend time. It can be a chance to facilitate a sale.(In the first six months alone, Lyst has generated millions in sales for its partners). But it can also be a way to tout your brand’s lifestyle. Think about appointing stylists to create virtual Lysts that appeal to the different ways your pieces can be worn? It might not be for every brand, but it could certainly be a way to reach a wider audience.
Want to know who has Lysts? Oscar de la Renta has one. So does Barneys. And Alexander Wang. Bloggers like Disney Roller Girl are there. Why aren’t you?
Photo Credits: Vixen Boutique
Interested in the most critical platforms in fashion? We are, too! That’s why we’re covering this in detail at FashionForward where Tumblr, Facebook and Twitter are all in-depth topics. Space is extremely limited and tickets are going quick. Visit the FashionForward site for more info and to request an invitation.
