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H&M launches online peer-to-peer styling forum

Written by Tom Ryan
H&M earlier this month launched Itsapark, an online “destination for fashion and lifestyle guidance.” Currently in beta, Itsapark enables users to upload questions about how to style themselves for occasions like job interviews or first dates as well as how to accessorize a look. Current categories on the site include “Spring Flings,” “Office Ready,” and “Bring the Party.” Questions on Itsapark’s Instagram page seeking “advice” or “tips” include:
  • "How can I style my new silk scarf without looking like a granny?"
  • "What can I wear on a hot date when I'm coming straight from work?"
  • "Ugh, Monday. What are your best ways to kickstart the week?"
Once the question has been uploaded, Itsapark passes it on to one of its “creators who are assigned and rewarded by us to answer your questions.” Answers come in Instagram post-style (video or picture) with accompanying blurb and shoppable list of products with links. Itsapark is part of H&M but based in Berlin and seems to intentionally operate independently. One surprise is that the style advisors are able to encourage users to shop other retailers or brands, sometimes providing links to other retail websites. Itsapark’s site states, “All products featured in the answers are chosen by the content creators.” The forum will be “fully open” to users after the beta test is done. H&M said in a statement, “H&M Group is constantly exploring new ways of helping people discover and get inspired by fashion and design. Itsapark is the group’s latest project and aims to offer honest and helpful style advice within its digital community.” Other retailers are making efforts to bring styling advice online, as well. Neiman Marcus recently launched a new feature, SocialShop, that enables sales associates to share Instagram posts with clients for online purchase. Subscription boxes such as Stitch Fix and Nordstrom's Trunk Club use personal stylists to customize boxes based on members’ profile.

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