Love Island has it all – sun, sex, suspiciously orange men, and now, shopping. Last week, a existence TV uncover announced that this year it will partner with a high-street conform code Missguided, not usually to character a contestants, though also to proceed viewers to emporium a looks they see on telly by a Love Island app. In a pierce to gain on a serf audience, a establishment that is Love Island continues to constraint a hearts – and now wallets – of fans everywhere.
“It’s about carrying a proceed hotline true to their aim demographic,” says Leanne Elliott-Young, conform partnerships consultant and owner of conform futures studio CommuneEAST. She thinks that a collaboration, that allows viewers to possibly shop equipment in a “Love Island style” or, sometimes, a exact panoply ragged by a contestants, is a crafty tactic to bypass a structures of influencer marketing, which, she says, we are commencement to trust less.
It competence not seem like an apparent parallel, though a line can be drawn between what Love Island is doing for high-street selling now and what Burberry once did for a oppulance marketplace – the brand’s See Now Buy Now format, that has given been singular to plug collections, was a radical proceed to anniversary catwalk selling when it initial launched in 2016. By shortening a time that people had to wait to get an object of wardrobe from a whole deteriorate to charity present gratification, a code gave a universe of high conform something a small like farm-to-table, except, well, catwalk to home delivery. Although it was formidable to do (and played a large partial in disrupting a conform calendar), it authorised people to daub into a fad of a catwalk uncover and, most like Love Island is doing, incited selling into partial of a party itself.
Love Island is drumming into a tastes of a “fandom” and permitting Missguided to pronounce directly to that bottom during a time when brands such as Marks Spencer are descending short, since they are basing their charity on a high-street parable of a everywoman. “I consider it’s about brands capitalising on a demeanour and feel of this sold TV programme,” says Laura Saunter, sell editor during conform forecasting group WGSN.
In 2014, Fashion app TAGit attempted to do this by vouchsafing users emporium equipment from TV shows such as Keeping Up with a Kardashians and Scandal. But with visual hunt collection now embedded into many selling sites such as Asos, that concede shoppers to upload or take an picture and afterwards hunt Asos’s products for wardrobe that is identical to what’s pictured, “you no longer need apps like TAGit to assistance we hunt down something we see on TV,” says Saunter. In an epoch where we are shopping in store reduction and online more this is, she thinks, a serve growth to creation it easier to find accurately what we want.
Elliott-Young thinks that it’s also about a approach that many people are examination Love Island while concurrently tweeting and texting on their phones, creation it a sleazy slope to online selling sites and apps. And saying a garments in movement on a uncover helps them make quicker decisions, since it creates a online selling knowledge a small some-more real.
Fashion websites are perplexing to incorporate this idea, too: “If we demeanour during a infancy of them now they have a video component of a model, so we can see what a object of wardrobe looks like when we travel in it,” she says. But Love Island goes one better. “People wish to know what it looks like when they lay in it, or what happens with their swimsuit when they get in a jacuzzi. Love Island and Missguided are radically putting a garments in context.”
Whether this entertainment-fuelled, impulse-driven form of shopping, in a nation where £3.1bn a month is spent on incentive buys alone, will usually work with a low cost points that quick conform brands yield stays to be seen.
And usually time will tell either examination Love Islanders in swimsuits will indeed enforce us to buy one. Let’s only wish the summer squeeze decisions won’t be as misled as some of the regretful ones.