By David Ponce
In an innovative attempt to bridge the gap between the online and the real world, Brazilian retailer C&A has started to display the amount of “likes” each of their clothing items has garnered through their being on display on their website. They’re calling this initiative “Fashion Like.” Presumably this would help clueless customers know what is more popular, perhaps helping them reach a decision faster. We wonder however if this wouldn’t lead to some cannibalization between items. Wouldn’t articles with the lowest number of likes simply become increasingly unpopular, leading to fewer sales, in favour of the more popular ones? How much of a clothing retailer’s sales figures come from a certain percentage of patrons not knowing what to buy and just grabbing whatever is there?