Starting this Saturday, Free People will feature a shoppable page of fans modeling its clothing on the site. Last year, Free People launched the online and mobile instagram-integrated community FP Me, where users could create profiles and share selfies wearing the brand. Now as a two-week experiment, it is curating FP Me photos and linking them to items for purchase as if they were an online catalogue.
One of the most active brands in soliciting and aggregating user-generated content, Free People has integrated Instagram photos it its e-commerce site since 2012. It has more than 950,000 followers on the platform and its FP Me launch led to a 42% increase in its same-session conversion rate.
Free People’s decision to make a catalogue of user photos is not surprising. Data from Olapic, partner in our Intelligence Report: Instagram, shows the average brand experiences a 5 to 7% increase in conversion rate and a 2% increase in order value when posting or linking to user-generated content. If the two-week experiment goes well, it might not be long before Free People reduces or completely eliminates professional photos on its site.