Baukjen introduces social commerce

By

Barbara Santamaria

Published
Dec 10, 2019

London-based womenswear brand Baukjen is making the most of its social media following with the launch of a shoppable customer-generated gallery on its website.

Working with Curalate, a visual content monetisation platform, Baukjen invited Instagram followers to upload their latest looks to the photo sharing app using the hashtag #BaukjenStyle.

The images are then integrated online and matched with the brand’s products via intelligent image recognition technology, allowing shoppers to easily find products and styles.

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“As Baukjen is an online business, a compelling social media presence is vital. It helps us convey our brand personality and engage with customers globally,” said Geoff van Sonsbeeck, co-founder and CEO at Baukjen. 

“We appointed Curalate to enrich our social offering and extend its value, and have essentially created an Instagram-like experience onsite.”

A shopping function has also been implemented on Instagram, giving the retailer’s more than 29,0000 followers an easy path to purchase.

“Baukjen customers can now shop with ease,” said Apu Gupta, CEO of Curalate. “They’re taken straight to a product without having to search on the retailer’s website, while a gallery of fresh content will help inspire discovery.” 

Baukjen sister brand, maternity-focused Isabella Oliver, is also working with Curalate to adopt this social commerce strategy.