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Socialise and Shop

Shopcade’s Creative Director Hoon Kim on what makes his social shopping application, now available in India, such a global hit.

Written by Jagmeeta Thind Joy | New Delhi | Published: July 14, 2014 12:10 am

The World Wide Web is constantly evolving as is the domain of mobile-based applications. New ideas are being added to this melting pot of technology, with delicious results. In this regard, Shopcade — a web-based and mobile-based app — has grabbed consumer attention across the world for having successfully clubbed online shopping and socialising.

When introducing anything online, number crunching is imperative and Shopcade has over 750,000 actively engaged users and the web model and mobile-based app combined garner 2,000,000 page views monthly. Launched in November 2011 by Nathalie Gaveau (Co-founder of PriceMinister), Marie-Barbe Girard, Hoon Kim and Evan Adelman, Shopcade allows users to stay updated with trends, celebrity looks and deals — all in one place.

The content is powered by magazines, celebrities, bloggers and Shopcade users. With presence in the UK and US, Shopcade made a foray into India last week and is set to launch in Japan as well. “Even though we had no presence in India until now — be it via content or any promotions — we were surprised to see a steady stream of traffic flowing to the website. People were already aware of us and therefore, it made all the sense to launch here,” says Hoon Kim, Creative Director and Co-founder of Shopcade.

A “youth brand specialist”, Kim manages the introduction of new features and overall design of Shopcade and is the right person to answer what makes this “social shopping application” such a global hit. “The first is the seamless integration of the website as a mobile application. Based on the user’s interests and location, we dish out personalised deal alerts keeping in mind leading trends in fashion. Users can not only shop the latest celebrity styles, but also create lists of their favourite products, post it online and get exclusive deals on the same,” explains Kim.

The app is constantly updated with latest looks and trends, posted by users as well as Shopcade’s network of fashion correspondents. So will there be an exclusive India edition? “Globally, there is one website but once you download the app and set your location, the content will synchronise itself,” says Kim, who also mentions that they are steadily adding to the list of Indian retailers.

While the target audience is in the age bracket of 16-34 years, Kim says he has observed older women also showing interest and shopping online. He is also keen to launch the India edition of “Style Battle”, a popular monthly feature on Shopcade where users can use the app’s “Look” feature to tag what they are wearing in a photo for a chance to be judged by a celebrity fashion panel and get noticed. “It’s like the online version of America’s top model but in fashion,” quips Kim, adding, “It’s very popular and we hope to roll it out in India as well.”

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