posted by: jonathan

Levi's has thoroughly stitched the Facebook brand into the fabric of its revamped Web site, while creating a social shopping channel aimed at 18- to 34-year-olds. When it comes to early adopters of Facebook's social plug-ins, the jeans brand is among those forging deepest into the new terrain.

On April 21, the San Francisco-based company unveiled its "Friends Store." As an auxiliary store within the larger e-commerce platform at the U.S. version of Levi.com, the Facebook-based shopping channel is being advertised prominently on the home page.

Visitors who click through to the store will see invitations to use Facebook Connect and to "Like" the brand (or in the former parlance: "become a fan"). If they enable Connect, viewers will see their Facebook friends' upcoming birthdays - for those who have their birthday privacy control at a public setting - in a box slightly below the fold that includes names and profile pictures.

What's more, the Friends Store will be populated with merchandise that users and their friends can express interest in via Like button clicks. Levi's has placed a Like button next to every SKU, said Megan O'Connor, director of digital and social marketing. "We really wanted to put [the Like button] as high up in the shopping path as possible," O'Connor said. "We feel like it's going to revolutionize the way people shop for jeans online. Everything from knowing other users' expressed preferences, to our brand ambassadors telling their friends through the Like functionality that these are their favorite jeans."

Clicks on the Like buttons will be noted in the users and their friends' activity feeds. For example: "Harold likes 501 Original Jeans - Premium Resin Rinse." Such copy will appear hyperlinked in the Facebook feeds so that clicks take the viewer directly to the product's details page.

If Levi.com visitors arrive at the site without being logged into Facebook, they will still get served the Like buttons. If they click on a button, a pop-up window offers them the chance to log into the social site. Meanwhile, the Facebook logo appears numerous times on the home page, which greets visitors with the copy, "Declare Your Likes."

  Article Source Christopher Heine- ClickZ

• May 5th, 2010
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• Tags: e-commerce, facebook, seo pr, social media