After releasing a range of affordably priced accessories and fragrance products exclusively through itsFacebook shop, Oscar de la Renta is now testing social media users’ appetites for more expensive merchandise.
Shortly after debuting at ODLR’s Resort 2013 show in Manhattan (and online) Monday afternoon, Oscar de la Renta has made available a sequined baseball tee for $2,490 on the Fancy website. Given The Fancy’s relative infancy (the site was launched last year and has around 750,000 registered users, compared to six-year-old Facebook’s more than 900 million) and that it has yet to move high-end merchandise in any significant quantities, the initiative seems more of a publicity ploy than a genuine sales effort.
The Fancy describes itself as “Part store, blog, magazine and wish list”. Its objective is to connect its users through shared tastes and the “things” they find interesting. It has been described as a number of things, such as “a collection of beautiful stuff” and “a kind of fashion magazine for the blog age” The company is headquartered in New York City.