The model is simple enough. Take and upload photos of what branded clothes you are wearing and tag them. Effectively, it’s a photo check-in for brands, or ‘Foursquare for fashion’, if you will.
The twist is that users are encouraged to tag up pictures with a visual tag of what brand each item of clothing is. Alas, the site does not yet do visual recognition of the clothes. Maybe one day…
TagBrand doesn’t call this check-ins, but – wait for it – “brand-ins”. People can then comment or vote on the brands their friends are wearing. Clearly the opportunity here is to capture a fashion-obsessed audience and provide a platform for advertisers.
The product combines contains brands, polls and e-commerce. There’s a lot of virality built into the service – every tags has a Twitter or Facebook button on it.
Now, clothing brands and retail stores are constantly chasing these people. This is one way of delivering them a highly targeted audience. Tagbrand’s business model is based on creating a special marketplace for them which is visible while browsing the brand’s tag on a photo. The stores provide Tagbrand with a price-list and its system attaches them to a “Recommended” block.
So while browsing their friends’ clothes, users see the real-world item beside the image and can purchase from there (click are on a CPC basis). Users also get delivered latest news on brands they such as new collections.
Why I’m curious:
Launched in May 2011 in Russia, TagBrand launched last month in the U.S. It works like Foursquare, and looks like Pinterest, and shops like an e-catalog, except it’s all UGC. (Actually, it’s kinda like Uniqlooks, except brand agnostic.)
What’s interesting is that this takes Pinterest to a whole new, niche level. For users, it’s not about browsing; it’s about bragging. In this way, it’s about recognition for uploaders. However, for casual passers-by (and some users, too), it still is about inspiration — and the way that TagBrand has created the site, about purchase. Really like someone’s Doc Martens? You can buy that brand of shoes at X, Y, Z store with just one click from the site. This is taking streetstyle blogs to a more shoppable level — a clear benefit for brands. It’s just a question of whether it’ll catch on in the States.
As of today there’s 21,945 users.