How do you make the link between digital marketing and in-store purchases? C&A Brazil seems to have found the solution with the launch of its ‘Fashion Like’ initiative which connects internet users on the brand’s Facebook page with shoppers in store.

The ‘Fashion Like’ initiative, launched in C&A’s Sap Paulo flagship store

The concept is simple: internet users can “like” on Facebook their favourite pieces from the ‘C&A Fashion Like’ womenswear collection. The number of likes for each piece is instantly displayed in store on screens integrated into the coat hangers.

C&A says it has successfully tried out the new concept at its Sao Paulo flagship store in the Iguatemi shopping centre. In a video the brand has presented the initiative as a tool for helping shoppers who can’t make up their mind: “Women want a second opinion to be sure when they buy clothes. But a second opinion isn’t always enough, hence the attraction of knowing what everyone on Facebook thinks about a particular item”, the video explains.

C&A Brazil’s Facebook page currently has more than 300,000 members. The goal is to boost product sales through the internet. However for the time being the link between the internet and the store is just one-way as it’s not yet possible to “like” your favourite items by clicking on coat hangers in store.