Australian fashion brand Witchery has dipped into f-commerce to coincide with the launch of its Witchery White Shirt campaign today.
The f-commerce application, now available via the brand's Facebook page, allows Witchery’s 35,000 Facebook fans to browse and purchase a white shirt from the White Shirt collection without having to leave the site. Witchery will then donate 100 per cent of proceeds from sales to the Ovarian Cancer Research Foundation (OCRF).
The label has supported the Ovarian Cancer Research Foundation through the Witchery White Shirt campaign for some time, but this year, Witchery expanded its capsule collection to include a wider range of product – three men’s and seven women’s white shirts, along witha classic tote bag for women.
Witchery marketing and PR manager Georgia Trevarthen said the label worked with its digital agency over a period of four months to implement the campaign and f-commerce application and Witchery chief executive Iain Nairn said it was a positive step forward for the brand.
“Witchery has always been at the forefront of digital innovation in Australia and we are pleased to be one of the first retailers to launch the f-commerce application” Nairn said.
“We recognize that our Facebook fans are engaged and regularly shop online so this platform will allow them to shop without leaving the conversation.”
The f-commerce solution will be tested as part of Witchery’s OCRF White Shirt Campaign and Witchery plans to launch a more integrated functionality for spring/summer 2011 pending its success.
“This is a great way for Witchery to test the functionality and gage our customer's response to this kind of application, while supporting a great cause,” Trevarthen said.
“If it is received well, and we think it will be, then we plan to build on the f-commerce application and expand the product offering by adding selected pieces for purchase across the Witchery men's women's and kid's collections,” she said.
Trevarthen said Witchery would look at expanding the site and adding extra product and features around August or September if the f-commerce application takes off.
Witchery has also produced its signature Silver Gift collection to complement the White Shirt collection, with $5 from the sale of each piece to be donated directly to the OCRF. This year Witchery also received support for the campaign from well-known ambassadors, including model Pania Rose (pictured), Olympic swimming legend Michael Klim, celebrity chef Justin North, and other celebrity talents.