Right from the home page you’ll see something distinctively unique about MIKAMAI UK’s latest social media project, a community-based site for the exclusive women’s luxury label Piazza Sempione. Some of the pictures on the home page are actually community members. That’s right, a luxury fashion brand putting the content of their home page in the hands of the crowd. In addition to member photos appearing on the home page, much of the content on the home page is determined by the popularity of the item based on the votes of site members.
Becoming a member of the Piazza Sempione community is as easy as connecting with your Facebook account and the Facebook integration doesn’t end there.
For every item on the site, members of the Piazza Sempione community can “Like” the item as well as sharing this with all their friends on Facebook with a post to their wall.
Not only does this feature help determine which items appear on the home page, we also use it to create a personalized experience for each member of the site. These personalized recommendations can be found on every page and are based on what similar members like.
For those whose picture doesn’t make the to the coveted home page, everyone who likes an item also appears at the bottom of each page, further strengthening the sense of community and allowing members to learn more about their friends’ preferences.
So does this mean the end of the highly curated content we usually expect from fashion brands? Of course not. In addition to publishing the collection for each season and information about events and other news, the community itself is managed with the main discussion point being the Facebook fan page.
If you are in an industry with unique requirements regarding social media integration and community management we would love for you to contact us so we can talk about about how our bespoke solutions will help grow your business. In the meantime, please visit the Piazza Sempione site, become a member, and good luck making it to the front page!