Social shopping comes to Levi's

Levi’s introduced a “Friends Store” on its website which showcases the jeans that your friends have liked and also allows you to share the jeans you “like.” This introduces a peer-to-peer influence model where we influence and are influenced by those we trust. Levi’s is betting the denim that the more we interact within its Friends Store, the more people we will be introduced to it simply through our interaction. Doing so creates a bridge between the web and social web, content and relationships, thus socializing the objects that move us.

The natural step for Levi’s is to also recreate that experience within Facebook. With Facebook Tabs, the opportunity to create a Friends Store within Facebook exists now as does the means to introduce a sophisticated, engaging, and fully-functional storefront. There is debate as to why brands would willfully sacrifice traffic to its dotcom. In my experience, this comes down to the unique touchpoints that connect brands to traditional consumers and social consumers respectively. With the social consumer, attention comes at a premium and there are great advantages in capturing attention where and when it’s focused.

HT to Brian Solis