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She thinks that the collaboration, which allows viewers to either shop items in the “Love Island style” or, sometimes, the exact garments worn by the contestants , is a clever tactic to bypass the structures of influencer marketing, which, she says, we are beginning to trust less. A Missguided white strappy bandeau bikini in the Love Island style It might not seem like an obvious parallel, but a line can be drawn between what Love Island is doing for high-street shopping now and what Burberry once did for the luxury market – the brand’s See Now Buy Now format, which has since been limited to capsule collections, was a radical approach to seasonal catwalk shopping when it first launched in 2016. By reducing the time that people had to wait to get an item of clothing from a whole season to offering instant gratification, the brand gave the world of high fashion something a little like farm-to-table, except, well, catwalk to home delivery. Although it was difficult to do (and played a big part in disrupting the fashion calendar), it allowed people to tap into the excitement of the catwalk show and, much like Love Island is doing, turned shopping into part of the entertainment itself. Love Island is tapping into the tastes of its “ fandom ” and allowing Missguided to speak directly to that base at a time when brands such as Marks & Spencer are falling short , because they are basing their offering on the high-street myth of the everywoman. “I think it’s about brands capitalising on the look and feel of this particular TV programme,” says Laura Saunter, retail editor at fashion forecasting agency WGSN . In 2014, Fashion app TAGit tried to do this by letting users shop items from TV shows such as Keeping Up with the Kardashians and Scandal. But with visual search tools now embedded into many shopping sites such as Asos, which allow shoppers to upload or take an image and then search Asos’s products for clothing that is similar to what’s pictured, “you no longer need apps like TAGit to help you hunt down something you see on TV,” says Saunter. In an era where we are shopping in store less and online more this is, she thinks, a further development to making it easier to find exactly what you want. Elliott-Young thinks that it’s also about the way that many people are watching Love Island while simultaneously tweeting and texting on their phones, making it a slippery slope to online shopping sites and apps.
For the original version including any supplementary images or video, visit https://www.theguardian.com/fashion/2018/jun/06/love-at-first-swipe-would-you-shop-the-love-island-look-live
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