Last year Free People launched FPMe, an online community where customers can upload photos of themselves wearing Free People items. FPMe users can “heart” photos they like, comment on them, create collections of their favorites, or connect with other users. Some of these photos of real customers wearing Free People products accompanied items on the company’s online store. According to a post on Fashionista, the conversion rate improved when products come with FPMe photos, and that is why the company decided to launch the FPMe section on their online store.
The fashion brand, owned by Urban Outfitters, recently attached individualized hashtag cards to its jeans. On the cards, customers were encouraged to take a picture of themselves in the jeans, post the photo on Instagram, and tag it with a specific hashtag. The result: Photos of fabulous jeans circulating not only on Free People’s feed, but their followers’ too. From there, moderators at Free People handpicked photos to publish on its website, turning its consumers into models and engaging with its community in a fun, impactful way.