Apr 28, 2021
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Isawitfirst links with social commerce app for major live-streaming launch

Apr 28, 2021

As live streaming continues to make an impact on fashion retail, fashion brand Isawitfirst has announced what it says is a pioneering partnership with the UK’s first and only free, live-streaming social commerce app, OOOOO.


The two companies said the “forward-thinking collaboration" is set to "revolutionise the UK retail industry bringing together one of the most successful e-commerce brands and best-in-class technology to deliver a unique live-streamed interactive and entertaining shopping experience”. 

It will do so via the OOOOO app, which they suggested was like “QVC for Gen Z”. It was developed by two tech specialists who’d worked at Wish.com and TikTok and connects customers directly to the retail source “through exhilarating live-streamed, interactive shoppable shows hosted by relatable creators”.

Isawitifirst’s customers will be able to buy in real-time “in just a few clicks in the app – with no swipe to buy or visit to a third-party website”.

The e-tailer is actually the first e-commerce fashion brand to join forces with the shopping app and said that “trailblazing” has been key for its growth so far.

OOOOO is a relative newcomer and was “inspired by the mega-trend for live-streaming commerce in China”, launching only last November.

Andrew Stevenson-Thorpe, CTO at Isawitfirst, said that “interactive video where the customer can see the products and chat with the host in real-time, promises to be a channel of choice for a large number of customers”.

OOOOO co-founder and CEIO Sam Jones added: “The core value of OOOOO is connecting consumers directly to the source of incredible products through live, interactive videos that are shoppable. It is entertainment first, shopping second. Isawitfirst are true pioneers in the world of fast moving fashion. They use data to rapidly develop fashion concepts ahead of anyone else. With hundreds of new designs launching every week, interactive video is the best way to communicate with a community.”

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