Threads Styling launches new ecommerce platform and live shopping strategy

(Retail Week: 10th February 2022)  Chat-based luxury shopping pioneer, Threads Styling, is expanding with a new e-commerce website and dedicated live shopping strategy to offer a “unique high-touch customer experience” to strengthen client engagement and accelerate growth across key markets.

The chat-based commerce platform has become a go-to luxury shopping platform for Gen Z and young Millennials due to its innovative business model, which offers a shopping experience entirely over social media and text.

The London-based retailer inspires young luxury consumers across over 100 countries through Instagram, Snapchat and TikTok, and services their shopping needs over their preferred chat platform, including Whatsapp, iMessage and WeChat.

The platform states that 80% of its clients are Gen Z and millennial customers, of which 86 percent are female, and currently, the average shopping basket is $3,200.

Threads Styling will also be focusing on developing a live shopping strategy, with regular weekly live sessions catered around its clients preferred brands and products across luxury fashion, accessories, fine jewellery and watches.

The move follows a successful pilot scheme in 2021 that featured brands such as Bottega Veneta, Kamyen, Ananya and Prada, who launched their first sustainable denim collection.

Sophie Hill, Founder and Chief Executive at Threads Styling, said: “Threads’ unique chat-based model has always ensured we stay close to our client’s needs, inspiring and servicing our customers in ways that are most convenient for them.

“The launch of our new commerce platform and live shopping events marks an exciting moment in the evolution of our business model, amplifying the ways in which clients can engage with Threads, whenever and wherever suits them.”

The goal is for e-commerce and live shopping to drive 50% of sales within a few years, Hill told Vogue Business.

The personalised shopping service is also expanding its fine jewellery offering in response to clients demands, as the category has increased by 150% since pre-pandemic levels.

The new website will launch with a focus on desirable luxury jewellery, highlighting brands such as Boghossian, Suzanne Kalan, Kamyen, Fernando Jorge, and Melissa Kaye.