Urban Outfitters Now Judging Clothing Popularity Based On "Likes"

Kudos to Urban Outfitters for this clever Facebook integration on its website. The clothing retailer is sorting items on its website in order of the most 'liked' on Facebook. Currently the new method for navigating through the Urban Outfitters online catalog is being promoted prominently on the home page. Urban Outfitters has over 312,000 fans on Facebook. The company uses its Facebook page for a variety of purposes, from offering special fans-only discounts to sharing tips on denim care. Fans also get exclusive access to clips from IFC's comedy series The Increasingly Poor Decisions of Todd Margaret. I like the idea of promoting the most 'liked' items on the website. I think it would arouse people's curiosity and get them to click. Ultimately it's another entry point into the database of stock that Urban Outfitters has to offer - similar to a newspaper site listing 'most popular' or 'most emailed' stories or a retailer such as Amazon recommending related items on the basis of other customers' behavior. It's also a clever way to promote Urban Outfitters' Facebook page to website visitors. While the marketing focus is usually on getting Facebook page fans to go to the website, this can and does work both ways. If I were an Urban Outfitters customer visiting the website directly or via search, an integration like this would make me more likely to check and perhaps 'like' the company's Facebook page, compared with an ordinary 'become our fan on Facebook' box. It's been interesting to see the way retailers have been using Facebook for marketing. Recently Amazon announced Facebook integration via Facebook Connect, giving customers product recommendations for gifts based on their friends' public profile data. Meanwhile, tools such as ShopLocal let retailers use local marketing and flyers on their Facebook pages.

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Urban Outfitters Now Judging Clothing Popularity Based On "Likes"

Caitlin Fitzsimmons

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Caitlin Fitzsimmons