August 26, 2011, 3:57 PM

Browsing fashion via Facebook

Urban Outfitters is making a fall catalog available to consumers’ Facebook news feeds.

Lead Photo

Urban Outfitters Inc. has made its catalog social.

The apparel retailer has launched a campaign that brings its early fall catalog into its Facebook followers’ news feeds, which are the first pages a consumer sees when logging on to the social network.

The effort enables the nearly 800,000 consumers who Like Urban Outfitters to click to page through various looks from the retailer’s catalog. On a page showing a model wearing several Urban Outfitter items, the consumer can mouse over each item and see a pop-up that gives the full name of the item, such as “KNT by Kova & T leather varsity short.” When the consumer clicks on that item she is taken to a page on UrbanOutfitters.com featuring the same image of the model.

The page shows all the items the model is wearing—not just the shorts, but also shirt and shoes, for example—along with an “Add to Cart” button.

Urban Outfitters is social media vendor enter:new media's first retailer client to use what it calls its news feed magazine platform, which enables retailers to deliver interactive content to their Facebook followers.

"Marketers are actively looking for new ways to deliver value to their communities and new streams of value to their brands," says Mark Curtis, enter:new media’s president. "With fans spending more than twice as much time in their news feed than they do in applications, this tool enables a new, highly useful class of interactive Facebook content."

The Urban Outfitters announcement comes less than two weeks after Google Inc. unveiled an iPad app dubbed Google Catalogs, which enables consumers to shop a wide array of digital catalogs.

Urban Outfitters is No. 48 in the Internet Retailer Top 500 Guide.

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