Orlebar Brown app puts Instagram photos on board shorts
Luxury swimwear designer Orlebar Brown is offering a downloadable app that lets consumers become their own influencers by putting their Instagram photos on custom board shorts.
Orlebar Brown's SnapShort 2.0 app is available through both Apple and Google platforms. It is also available in a browser function online. For $600, customers can put their favorite Instagram photo on board shorts for a custom experience.
The first version of the app operated in a different structure. Users could upload photos for a monthly competition where Orlebar Brown would pick one winning design to turn into printed shorts. In the new version of the app, anyone can upload their photo and have it made into shorts.
The new app's broader appeal is an interesting strategy to integrating digital culture with e-commerce. Instagram has become a platform for brands to use influencer marketing to speak to customers through authentic stories. As the consumer interacts on social media, Orlebar Brown has given the consumer the opportunity to now share their story - even if they are not technically an influencer - with millions of followers.
To announce the new custom service, Orlebar Brown collaborated with influencers across multiple categories including designers Brian Atwood and Charlotte Olympia. The brand also sourced designs from arts, music and travel social media influencers.
Since the brand updated the app last month, Orlebar Brown is seeing customers printing board shorts with photos they have taken from personal travel. Additionally, customers are printing board shorts with pictures of their pets, their drawings and other graphics unique to their social media identity.
Orlebar Brown offers customers two lengths to choose from for the Snap Shorts. Customers can use the customization platform through the mobile app, online or in store.
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