April 20, 2012, 10:53 AM

E-retailer StyleMint hosts a live Facebook shopping event

The subscription retailer’s page will offer deals, sneak peeks of products and expert advice.

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Members-only e-commerce subscription site StyleMint.com today is hosting a live shopping event on its Facebook page that enables shoppers to purchase apparel at discounted prices, while also interacting with the brand.

StyleMint, which launched last July, offers subscribers monthly collections of limited-edition apparel, with each item priced at $30 each. The retailer uses a style quiz located on both its site and Facebook page to build a profile of each member that it says allows it to offer products tailored to each individual.

Today’s two-hour live streaming broadcast will appear on StyleMint’s Facebook page. Hosted by fashion site WhoWhatWear’s editorial director and co-founder Hillary Kerr, it will feature celebrities such as stylist Rachel Zoe, Revlon makeup artist Gucci Westman and Glamour contributing style editor Tracey Lomrantz. Throughout the program, Mary-Kate Olsen, who launched the brand in collaboration with StyleMint parent company BeachMint, will offer styling tips, discuss her vision for the brand, and answer viewer’s questions, which can be submitted on Facebook prior to the event’s 12 p.m. Eastern time start.

During the event, shoppers can ask questions on Twitter, using the hashtag #StyleMintLIVE. Any word that starts with a pound sign (#) is a hashtag, which becomes a clickable link to all other mentions of that word and shows up in search results when other Twitter users search for the term.

The retailer will also sell a limited number of products, as well as showcase sneak peeks of its May products and two T-shirts designed specifically for this event.

BeachMint says it will gauge the success of the broadcast on sales, as well as its ability to increase engagement with StyleMint’s more than 226,000 fans on Facebook. The event is taking place on  a Friday afternoon because that is the optimal time to garner attention from its young fan base, says a spokeswoman for the brand.

StyleMint engaged Ustream to host and stream the event. The retailer says the broadcast is the first of a number of live events it aims to host.

John Jackson, CEO and founder of DecisionStep, will speak at the Internet Retailer Conference & Exhibition 2012 in a session entitled “Social shoppers share their secrets: How e-retailers spin that knowledge into gold.”

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