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Brief Published: 4 Nov 2011

De La Renta Launches F-Commerce


New York fashion house Oscar de la Renta has become the first luxury brand to launch a Facebook commerce (or F-commerce) initiative that allows customers to complete transactions without leaving the social networking site. With more than 283,000 followers on its Facebook page, the brand is able to reach a captive audience.

Launched yesterday (November 3) in conjunction with the debut of its $65  (£41) Esprit d’Oscar solid perfume ring, the Facebook shopping experience was developed with US social commerce solution 8thBridge.

The use of Facebook to promote exclusive or limited-edition items has become a popular tool for luxury brands – from Diane von Furstenberg’s ‘Wrap of the Month’, to Chanel’s pre-release of its Rouge Coco Shine lipstick. But Oscar de la Renta is the first to enable customers to buy without leaving the site.

Oscar de la Renta CEO Alex Bolen said: “It’s an experiment for us and it’s an experience that won’t be limited to just this ring. Over the next six months, we have plans to consistently introduce new products over Facebook.”

Oscar de la Renta’s Facebook Page