Social Media Fails to Drive Sales for Fashion Brands. Now What?

There was a time, namely the second half of 2011, when retailers thought Facebook and other social media channels would become major storefronts for their platforms

"We expect Facebook will become a major channel of commerce," Alex Bolen, CEO of Oscar de la Renta, said in an interview with Mashable in late 2011. Miki Berardelli, CMO of Tory Burch, echoed that statement a few months later: "We believe that social shopping, or F-commerce as everyone is calling it now, is the future of ecommerce," she said.

See also: How Social Media Is Making Over the Fashion Industry

Unfortunately for Oscar de la Renta and Tory Burch, as well as for Gap, J.C. Penney, Nordstrom, GameStop and dozens of other brands and retailers that set up Facebook shops in 2011, this hasn't been the case. Of all those retailers, only Tory Burch still has a Facebook store, which it uses to offer occasional discounts on select items to Facebook fans. Read more...

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