H&M, Macy’s, Burberry were the first fashion brands to launch on Google social network business offering, Google Pages, launched last night.
The three fashion retailers have set up business pages, with information, videos and photos. H&M already has 8,090 followers, while Burberry has 10,005 and Macy’s has 9,246.
While clothing retailers including Tesco’s Florence & Fred and French Connection have made attempts at social commerce through Facebook over the last 12 months, the big draw for brands on to Google+ is its ‘hangout’ feature – live multi-user video conferencing that permits friends to drop in and out of live group conversations.
Burberry creative head Christopher Bailey introduces the luxury brand’s page, saying he “looks forward to hanging out”.
Another draw for brands’ is that marketing messages will also feature in Google’s dominant search results.
Google+ users can follow favoured brands and companies by adding them to their “circles” along with friends. The “direct connect” feature lets users search for a brand at Google.com using the “+” prefix and be taken to the relevant Google+ page, if it exists. Searching for +H&M, for example, would take users to the H&M Google+ page.
In July – before Google+ launched its corporate proposition – whisky brand Whyte & Mackay set up a user group, or “hangout”, sending a tasting group of 10 samples of five Whyte & Mackay whisky products to discuss through a live interactive online tasting session.
Another feature, Sparks, connects network users to others with common interests, intended to attract users through a discovery element.