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G-Star Raw First Dutch Brand to Implement Instagram Checkout

G-Star Raw fans can now put dollars behind their likes.

The sustainable denim brand recently announced its adoption of Instagram checkout, a feature that provides seamless transactions for Instagram users. Shoppers can purchase an item featured in a post with just a few taps without ever leaving the app.

“With Instagram checkout, we are able to offer our customers an inspirational and friendly shopping experience,” said G-Star Raw’s chief marketing officer Gwenda van Vliet. “This new feature supports our omni-channel strategy, and we are very happy to be one of the first brands to offer it.”

If there’s one industry that has collectively benefitted from the tumultuous events of 2020, it’s mobile apps. According to mobile market data and analytics platform App Annie, average weekly time spent on apps and games on Android phones grew 20 percent year over year in the first quarter of 2020.

With this adoption, G-Star has become the first Dutch brand to implement the feature on its Instagram business page. And it’s not the first time the denim label has turned to Instagram in a big way during the pandemic. Earlier this year, it hosted a “Stay-at-Home Catwalk” on Instagram Stories that showcased 25 models and influencers from 10 different countries wearing its Spring 2020 collection. The models walked to the beat of the same G-Star Raw track and created a clip that was then compiled into one video that the brand aired on its page.

To spread the word about its new Instagram checkout feature, G-Star Raw tapped influencers Coco Bassey, Caitlyn Warakomski, Denny Balmaceda and Isaac Hindin-Miller to create dedicated posts on their respective accounts, showing how to style the latest collection and purchase through Instagram.