H&M’s Power Play
Once H&M‘s U.S. customers got the ability to buy products directly in Instagram, it didn’t take long for the fast-fashion retailer to launch a social media influencer program, the H&M League. Instagram on March 19 launched Insta-checkout, a new feature in the U.S. market that allows users to shop directly from inspirational images without having to leave the platform. The checkout tool, which is in beta test mode, has been made available to nearly two dozen retailers. Dior, Balmain, Burberry, Nike, Michael Kors, Zara, Uniqlo and Revolve, among others, are offering Insta-checkout to their consumers, in addition to H&M. The H&M League, with 23 social media personalities serving as ambassadors, marks the Swedish brand’s first influencer program in the U.S. Ambassadors, all with different styles, backgrounds and personalities, will deliver content directly to consumers through their own Instagram accounts during their yearlong partnership with H&M. Two influencers will film YouTube videos in addition to posting on Instagram. H&M’s ambassadors will be expected to showcase new collections and promote special events to give consumers behind-the-scenes peeks into the brand and tell the story of H&M. The program will kick off with a series of events and content creation moments during the Coachella Valley Music andFollow WWD on Twitter or become a fan on Facebook.
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