Polyvore Finds Its Niche in Fashion Lovers and Brands









Since its launch in 2007, Polyvore has become a popular online platform for trendsetters and amateur fashionistas, and along with Pinterest and Instagram, is part of social media’s movement towards visual sharing.

The platform allows users to pull items from any online store and mix and match to create personalized and creative digital collages, akin to an editorial magazine spread. Its popularity is as much about curating personalized fashion collections, outfits and mood boards as it is about discovering new items and shopping destinations. Polyvore allows users to link product images to different websites within collages or “sets,” making it easy to click-through and purchase, an interesting way to shop.

It’s not surprising that retailers and fashion houses have embraced Polyvore.  It’s a no brainer for brands to upload their product images to the site (and has little to no cost), making it simple for users to incorporate their products in sets and click-through to their e-commerce site.

Taking it a step further, many brands and retailers have been building larger Polyvore campaigns, composed of co-hosted contests that reward participants for their creativity. COVERGIRL and Rebecca Minkoff hosted two such contests, allowing a few lucky fashion aficionados to attend Mercedes Benz Fashion Week in New York City.

Fashion designer Rebecca Minkoff partnered with Polyvore to find a stylist for her first show at MBFW in 2011. Participants were invited to submit a collage they created with pieces from her spring collection. Minkoff then selected her favorite look and flew the winner to New York City for three days to help her style the show.

More recently, Polyvore partnered with COVERGIRL to host Polyvore Live, its first fashion show during Fall Winter 2012, showcasing collections of four Fashion Institute of Technology alums. Users were given the opportunity to win an all-expenses-paid trip to NYC and attend the FIT show by creating sets using pieces from the graduates’ collections and items from COVERGIRL. Each designer selected their favorite participant to attend.

What other unique campaigns have you seen through Polyvore? Share your thoughts below.

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